VP Integrated Brand Marketing - West Elm

Location: New York

About the Role

The VP, Brand Marketing, defines how West Elm shows up to consumers, balancing both strategic and operational excellence to deliver measurable business impact. This leader will own the full brand management ecosystem: content marketing, campaign and creative development, social media, influencer and creator marketing, PR & Partnerships, go-to-market strategy, performance-driven storytelling, email and lifecycle marketing, community engagement, and CX-driven innovation.

Responsibilities

• Define and evolve West Elm’s brand positioning, narrative, and cultural relevance across all channels.

• Develop annual and seasonal go-to-market strategies that align creative storytelling with business priorities, new product launches, and customer insights.

• Serve as the brand’s voice in shaping how West Elm connects design, community, and commerce.

• Lead concept-to-launch development of breakthrough brand campaigns that capture imagination and drive measurable engagement.

• Partner with creative, merchandising, and retail teams to ensure a unified and compelling brand experience across all customer touchpoints.

• Partner with analytics, merchandising, and digital teams to leverage data in shaping marketing strategies.

• Use real-time insights and performance data to optimize campaigns and inform future brand direction.

• Lead integrated media strategy across brand and performance channels (digital, social, video, print, partnerships, and experiential).

• Partner closely with internal and external media teams to align upper-funnel storytelling with mid- and lower-funnel performance.

• Ensure efficient and effective investment of marketing budgets by leveraging audience insights, analytics, and creative performance data.

• Drive full-funnel connection between awareness, engagement, and conversion—linking brand building to measurable growth.

Criteria

• 15+ years of progressive experience in Brand Marketing, with a minimum of 5+ years in leadership roles.

• Proven senior-level experience in a Retail, or a highly design/aesthetic-driven D2C brand is preferred; experience with a multi-channel/omni-channel brand is essential.

• Exceptional track record of elevating brand equity, driving significant and measurable growth.

• Deep expertise in balancing creative excellence with performance marketing, utilizing advanced analytics to measure brand impact and optimize investment across the marketing mix.

• A strong passion for and deep knowledge of modern design, craftsmanship, and sustainability.

• Demonstrated success in managing complex teams and agencies, working within a matrixed corporate structure.

• Exceptional verbal, written, and presentation skills with the ability to influence and align C-suite and executive stakeholders.

• Bachelor’s Degree or equivalent experience preferred.

Our Culture & Values

We believe that taking care of our people is vital to our success and we strive to offer equitable and transparent practices for all. We prioritize connection, growth, and wellbeing. Our associates are encouraged to bring their authentic selves to work, so they can be their best and achieve their personal and professional goals. We make inclusivity a cornerstone of our culture by welcoming associates with diverse cultures and backgrounds and celebrating them, together.

We nurture an open, inclusive environment for all. Our differences—whatever they may be—are valued, explored, and appreciated. Together, we’re creating a more just and inclusive company culture where the only criteria for advancement are:

• The quality of our work

• The contributions we make to our teams and the business

• Our ability to lead and connect

We firmly believe that working in a culture focused on diversity, equity, and inclusion (DEI) spurs innovation, creates healthy and high-performing teams, and delivers superior customer experiences. Outside of WSI, we recognize the importance of playing a part in our communities through partnerships, collaborations, and commitments to a more just and inclusive world.

People First

Putting People First means investing in overall well-being and opportunities to grow and advance within the organization.…