VP Marketing, Blue Nile

Overview

Vice President of Marketing – Blue Nile

Join us as we drive customer‑centric brand, acquisition, and retention strategies. We are a purpose‑driven company that believes love inspires love and is committed to enabling all people to Celebrate Life and Express Love.

• Define and evolve long‑term brand positioning, messaging architecture, and value propositions that reinforce Blue Nile's leadership in online fine jewelry.
• Build a comprehensive annual marketing roadmap aligned to commercial priorities and customer growth strategies.
• Elevate brand awareness and differentiation through compelling storytelling, innovative campaigns, and distinctive customer experiences.
• Ensure cohesive brand identity and customer experience across all digital touchpoints.
• Develop and execute a comprehensive marketing strategy aligned with business objectives, customer needs, and growth priorities.
• Lead all e‑commerce marketing initiatives, optimizing the online customer journey to improve engagement, conversion, and revenue performance.
• Leverage customer insights, analytics, market research, and competitive intelligence to inform strategic decision‑making and marketing effectiveness.
• Identify new growth opportunities, partnerships, and customer engagement strategies to expand Blue Nile's market presence.
• Oversee performance marketing channels including paid search, SEO, affiliate marketing, display, social media and emerging digital platforms.
• Manage and optimize the marketing budget, ensuring efficient allocation of resources and strong return on investment; balance brand‑building investment with demand‑driving performance marketing.
• Establish measurement frameworks and dashboards that link marketing activity to traffic, conversion, and revenue outcomes.
• Drive customer acquisition, retention, and lifetime value through integrated marketing programs across digital, CRM, loyalty and brand channels.
• Ensure CRM strategy supports lifecycle marketing, retention and reactivation.
• Identify opportunities to deepen engagement through partnerships, PR, influencers and experiential activations.
• Serve as strategic marketing advisor to the Blue Nile Brand President and executive leadership.
• Partner closely with Merchandising, Product, Technology, Finance, Customer Care and Operations to deliver cohesive customer experiences and achieve business objectives.
• Influence enterprise‑level decisions that impact brand and customer experience.
• Build, mentor and develop a high‑performing marketing organization focused on accountability, innovation, collaboration and results.
• Assess organizational capability and define development and succession plans.
• Foster a culture of innovation, accountability, collaboration and data‑driven decision‑making.
• Strengthen agency partnerships and external relationships to elevate brand execution.

• Revenue & Comparable Sales Growth (% vs. LY and vs. Plan)
• Marketing ROI / ROAS
• Website Traffic & Conversion Rate
• Customer Acquisition Cost (CAC) & Customer Lifetime Value (LTV)
• Brand Health Metrics (Awareness, Consideration, Preference)
• Customer Retention & Loyalty Engagement
• CRM Engagement Metrics
• Campaign Performance vs. Objectives
• Team Engagement & Retention

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
• 12+ years of progressive marketing leadership experience, including senior leadership within e‑commerce, specialty retail, luxury or consumer brands.
• Demonstrated success in developing and executing customer‑centric brand and performance marketing strategies that drive measurable growth and profitability.
• Deep expertise in digital marketing, including SEO, SEM, paid media, affiliate marketing, CRM, and lifecycle marketing.
• Strong understanding of e‑commerce business models, customer acquisition economics and omnichannel customer journeys.
• Proven ability to leverage data and analytics to inform strategic decision‑making and optimize marketing performance.
• Strong financial acumen and experience managing substantial marketing budgets with ROI rigor.
• Exceptional leadership and team development skills, with a track record of building and scaling high‑performing teams.
• Excellent communication, collaboration and stakeholder management skills, with the ability to influence at the executive level.
• Experience in luxury, bridal, jewelry or premium consumer brands preferred.