VP, Digital Commerce Strategy

Overview

Digital channels are transforming how consumers discover, evaluate, and purchase products. As , , Amazon, and Social Commerce platforms continue to grow, Shark Ninja is searching for a dedicated leader to develop and orchestrate a unified digital commercial growth strategy across the entire ecosystem.

Digital commerce is always on, data-rich, and moving at the speed of culture. As the strategic architect for Shark Ninja's digital growth, this role owns the commercial strategy layer that connects demand creation to conversion: integrating media, content, assortment, pricing, promotions, CRM, and AI‑driven analytics to drive revenue, profitability, and market share.

Unlike traditional retail planning, digital commerce operates in a dynamic environment shaped by weekly campaigns, seasonal and cultural moments, viral trends, evolving algorithms, and real‑time consumer behavior. This leader will create the frameworks, insights, and operating rhythms required to capitalize on these opportunities and maximize business performance.

The ideal candidate combines strong commercial acumen, advanced analytical capabilities, digital commerce expertise, and a deep understanding of emerging AI technologies to identify growth opportunities and unlock competitive advantage.

Integrated digital commercial strategy

• Build and lead an end‑to‑end commercial strategy across digital Pure Players and social commerce channels (Amazon, Tik Tok Shop, , )
• Identify the highest‑impact growth opportunities across channels, categories, and consumer segments.
• Establish digital‑specific planning frameworks that complement traditional retail planning while accounting for the unique dynamics of digital commerce.
• Define the cadence and architecture of digital campaigns — weekly moments, seasonal beats, cultural and viral opportunities — distinct from the tent‑pole model that governs brick‑and‑mortar
• Translate commercial priorities into channel‑specific plans that are coordinated across the full digital portfolio

Cross‑channel orchestration

• Serve as the integrating force between digital and brick‑and‑mortar — ensuring digital strategy is additive to enterprise priorities, not siloed from them
• Partner closely with SS&A, Media, DTC, and Category teams to align on priorities and translate digital signals into decisions that benefit the full commercial organization
• Translate digital insights into enterprise‑wide opportunities and serve as a thought leader and strategic advisor to senior leadership on digital growth

Media and content integration

• Influence how media is planned and deployed by connecting sales and channel performance data back into the media strategy process
• Ensure high‑performing content in paid media is reflected at the point of purchase — PDPs, , and retailer pages — closing the loop between demand creation and conversion
• Champion processes that make Shark Ninja's content ecosystem AI‑discoverable and optimized for generative search environments

Drive Digital Revenue Growth Management & Consumer Value Creation

• Optimize the commercial model to improve both revenue and profitability for digital channels.
• Develop strategies that leverage pricing, promotional architecture, assortment, value architecture, and channel roles to maximize performance for digital channels.
• Assess pricing and promotional effectiveness across digital channels and recommend improvements.
• Partner with CRM and DTC teams to increase consumer acquisition, retention, cross‑sell, and upsell opportunities.
• Identify opportunities to improve customer lifetime value through more connected and personalized consumer experiences.
• Drive a holistic view of revenue quality, profitability, and long‑term consumer value creation.

Analytics, AI, and performance optimization

• Build a rigorous, data‑driven understanding of what drives digital growth — developing frameworks to measure and diagnose performance across traffic, conversion, media efficiency, pricing, content, and consumer engagement
• Leverage advanced analytics including marketing mix modeling, A/B testing, attribution, forecasting, and incrementality analysis to surface insights and close performance gaps
• Conne…