VP of Marketing, Integrated

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Faherty is seeking a strategic, commercially-minded VP of Marketing to lead our integrated marketing engine and drive measurable growth across all channels. Reporting to the EVP of Marketing, you'll serve as the operational backbone of our marketing organization—connecting creative vision to business outcomes, brand storytelling to conversion, and seasonal strategy to sell-through. This role sits at the intersection of art and science.

You'll oversee two critical areas:
Integrated Marketing (go-to-market orchestration, channel management, retail/wholesale marketing, forecasting, and product strategy) and Growth Marketing (P&L ownership for e-commerce, tech stack management, $16M paid media budget, and website conversion optimization). You'll bring structure and analytical rigor to a creative, founder-led culture—translating brand energy into measurable commercial impact while preserving what makes Faherty special.

• Build and lead the global marketing calendar that connects creative campaigns, product launches, seasonal priorities, retail openings, and wholesale initiatives into one cohesive narrative
• Partner with Merchandising to translate product strategy into compelling market-ready stories that drive sell-through across channels
• Lead retail and wholesale marketing strategies including store activations, local market storytelling, partner toolkits, and omnichannel experiences that bring the brand to life beyond digital
• Develop 360° go-to-market plans for collections, launches, and key moments—ensuring creative direction, channel sequencing, and business goals are tightly aligned
• Own marketing forecasting and planning in partnership with Finance, ensuring budget allocation, resource planning, and revenue targets are grounded in reality

• Own the e-commerce P&L and drive accountability across customer acquisition cost (CAC), lifetime value (LTV), revenue contribution, and profitability
• Manage a $16M growth marketing budget across SEO, SEM, paid social, affiliate, influencer, partnerships, and emerging channels including AI-driven acquisition
• Oversee the marketing tech stack and optimize tools, attribution models, and data infrastructure to improve decision-making and performance visibility
• Lead website conversion strategy including UX optimization, landing page testing, A/B experimentation, and funnel performance
• Drive retention and lifecycle marketing through segmentation, CRM, email/SMS, loyalty program optimization, and post-purchase engagement strategies
• Build dashboards and reporting that translate data into clear actions for leadership—balancing speed with analytical rigor

• Act as the strategic partner to Creative and Brand teams, ensuring campaigns are designed with performance and measurability built in from the start
• Collaborate with Retail, Wholesale, and Merchandising to align marketing activation with inventory priorities, category strategies, and regional opportunities
• Lead and develop high-performing teams across growth marketing, CRM/retention, performance media, integrated planning, and marketing operations
• Bring operational discipline and planning rigor to a fast-paced, entrepreneurial environment while enabling creativity to scale effectively

• Minimum 15+ years in performance marketing, integrated marketing, growth, or full-funnel marketing leadership at a premium or lifestyle brand
• Proven track record owning CAC, LTV, revenue targets, and media efficiency at scale
• Deep expertise in attribution modeling, audience segmentation, lifecycle marketing, and marketing technology
• Experience managing significant marketing budgets and demonstrating measurable ROI
• Background partnering with Creative/Brand teams to marry storytelling with commercial strategy
• Experience leading teams through high-growth phases and organizational change
• Strategic thinker with operational strength—you bring clarity, structure, and focus without losing sight of the big picture
• Analytically rigorous—comfortable with financial…