Vice President, D2C

We’re FORMA. An incubator, accelerator, and curator of today’s beauty brands.

We celebrate, support, and seek those changing the world through creative expression. Each brand in our portfolio is thoughtfully selected, acquired, or created because of the products it offers, the stories it tells, and the beauty it spreads.

We’re a team made of: Equal parts thinkers and doers. Visionaries and operators. Strategists and creatives— we're united by a fierce entrepreneurial spirit. Our dive in, roll your sleeves up, get your hands' dirty approach to every project leads to extraordinary outcomes, and to some of the most popular beauty products on shelves today. We're a creative, professional, highly collaborative, seasoned, well-oiled team. We're in the business of beauty for a reason. There's nothing our team of 200+ people love more than a good challenge, a great product, and the opportunity to make, celebrate, and spread beauty at scale.

As we aspire to accelerate eCommerce growth, we are looking for an experienced, strategic, and operational leader who will be responsible for leading the vision, ownership, and iterative optimization of our eCommerce assets. The goal is to develop an exceptional digital experience and deliver an industry-changing brand and shopping experiences.

The successful candidate will have a proven track record of building and growing successful ecommerce businesses, implementing digital product roadmaps, and driving revenue growth through customer acquisition and retention strategies. Finally, as with any start-up, we need a leader and a do-er; someone who can develop a strategy and delegate appropriately but also get in the weeds and execute programs, no matter how tactical.

Role Responsibilities

• Be the expert on new, relevant technologies to help drive consumer experience including but not limited to website optimization and personalization.
• Partner with the marketing and community teams to iteratively enhance the digital experience, anticipate and resolve key pain points to reduce friction, increase brand equity, and support growth and retention goals.
• Identify and execute upon opportunities for improvement of UX and new feature development to ensure an effortless customer experience and further increase CVR, AOV, and LTV.
• Oversee the daily management of all E-Commerce and web operations associated with Forma eCommerce; combining existing expertise in UX, analytics, SEO, email/SMS marketing, paid media and product management to deliver a best-in-class brand and shopping experience.
• Responsible for eCommerce P&L and growth
• Oversee and perform on-site customer segmentation and personalization features and tactics with the goal of providing unique experiences and anticipating customer needs.
• Manage and coordinate external vendors, contracts, relationships and technical requirements to continue to develop and enhance the E-Commerce platform and overall marketing technology stack.
• Embody a growth mindset, from an experimentation mentality to data analysis abilities. We are looking for an inquisitive and innovative thinker who is not afraid to question, test, improve, and repeat.
• Recruit and lead a cross-functional team that encompasses all aspects of eCommerce, including UX/UI, data analytics, engineering, and digital marketing.
• Balance profitability and customers LTV through continuous improvement on the site experience and a laser-like focus on customer satisfaction.
• Develop a metric and KPI-based performance framework to measure the success of the E-Commerce activities and improvements

You Are

• Self-directed and results oriented. You love to exceed goals and take on new projects
• A talented juggler. You successfully manage competing priorities, and you make it look easy.
• Experienced, Data-driven with a consumer-first focus. You have a strong track record of using analytics to provide strategic recommendations and drive growth for direct-to-consumer products/services.
• An exceptional communicator, leader and collaborator. You’re effective at influencing cross-functional teams and can articulate your thoughts to everyone from individual contributors to top execs.
• Results-oriented self-
• Adaptable and ambitious. You enthusiastically take on other assignments when needed to support your team.

Skills & Qualifications

• Bachelor’s Degree required in Computer Science, Information Technology, Marketing or related field. MBA preferred.
• Extensive understanding of the E-Commerce landscape, including features, functionality, and best practices.
• Excellent leadership skills and organizational savvy with a bias towards a high-collaboration, team-oriented, matrixed environment with proven success partnering with customer lifecycle, customer acquisition, brand and product marketing, creative, regulatory, commercial, and innovation teams.
• Highly motivated with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and build consensus on critical initiatives.
• Knowledge and proven ability to leverage web, app, and product analytics
• Passion for driving conversion, while delighting and advocating for friction-less customer experiences, and an intimate understanding of how and when to influence customer behavior.
• Ability to work with and effectively manage cross-functional teams, both internal and external
• Strong leadership skills and a proven ability to manage high-performing teams and vendor relationships.
• Working knowledge of A/B testing, site optimization and personalization, product development, and UX
• 7+ years of E-Commerce management experience in a high growth D2C environment – experience within the Health, Wellness or Beauty industry preferred.
• Experience in SEO optimization is a plus.
• Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact.

Physical Requirements

Must be able to perform essential functions (with or without an accommodation) without posing a "direct threat" to the health and safety to self or others.

Additional Information

FORMA Brands takes a market-based approach to pay, and amounts will vary depending on your geographic location. The salary range reflected here is for positions based in the Greater Los Angeles area. The successful candidate’s starting pay will be determined based on job-related skills, experience, qualifications, work location, and market conditions. These ranges may be modified in the future without notice.

Compensation Range: $175,000 - $185,00

The Company reserves the right to alter, change, abolish and even combine jobs depending upon changing conditions.