Vice President, E Commerce

FULLBEAUTY Brands is the premier fashion and lifestyle destination for the plus size customer. We are an online and catalog marketplace offering a curated collection of the finest family of plus size brands and thousands of products.

We are seeking a high-impact Vice President of E-Commerce to own and drive the digital performance of our entire brand portfolio. This is a P&L-minded business leadership role — you are accountable for e-commerce results across every brand, every season, every day. You will serve as the chief architect of our web growth strategy, own each brand's digital go-to-market execution, and set the performance standard for the organization.

Business Leadership & E-Commerce P&L Ownership

• Own e-commerce performance across all brands as a true business leader — accountable for revenue, conversion, traffic, AOV, and customer lifetime value in a DTC-led company where digital is the primary engine of growth.
• Set the multi-brand digital vision and translate it into a rigorous, data-driven roadmap; hold yourself and the organization to measurable outcomes across every property, every season.
• Think and act like a GM: monitor performance daily, identify risks and opportunities in real time, and make rapid, high-quality decisions that protect and accelerate the business.
• Drive continuous site optimization through A/B testing, funnel analysis, and iterative experimentation — always moving the needle on conversion and engagement, never satisfied with the status quo.
• Lead the identification of whitespace opportunities across the portfolio; anticipate competitive shifts and capitalize on them before the market does.

Salesforce Commerce Cloud Platform Leadership

• Serve as the business authority on Salesforce Commerce Cloud — driving platform strategy, governing roadmap prioritization, and partnering with IT on architecture decisions that enable scalability.
• Champion the full utilization of SFCC capabilities, ensuring the team extracts maximum value from platform features including promotions, catalog management, and storefront performance.
• Lead evaluation and integration of third-party tools and technologies that amplify SFCC's core capabilities and accelerate the customer experience roadmap.

Brand Go-To-Market Ownership

• Own the end-to-end digital go-to-market plan for each brand in the portfolio ensuring every brand shows up online with the right product, the right message, and the right offer at the right moment.
• Drive promotional strategy and calendar execution across all brands; partner with Merchandising and Planning to ensure promotional activity is commercially sound, brand-appropriate, and optimized for digital conversion.
• Contribute to marketing execution — translating key seasonal, cultural, and customer milestones into high-impact digital campaigns that are consistent with brand positioning and tuned for performance.
• Ensure each brand's online presence authentically reflects its identity and customer promise while maximizing revenue opportunity — balance brand equity and commercial performance with judgment.

Personalization & Customer Experience

• Build and execute a sophisticated personalization strategy — leveraging customer data, behavioral signals, and segmentation to deliver relevant, high-converting experiences at every touchpoint.
• Partner with digital marketing, creative, and merchandising to develop a content and experience framework that feels personal across all brand identities within the portfolio.
• Champion the evolution of the customer journey from browse to post-purchase, with an obsessive focus on reducing friction and increasing loyalty-driving moments.

Data Analytics & Executive Reporting

• Command the full analytics stack — from site behavioral data to business performance metrics — extracting actionable insights that directly shape strategy and investment decisions.
• Present confidently and frequently to the C-suite and executive leadership, translating complex data into clear narratives with concrete recommendations.
• Establish a culture of measurement within the team; every initiative starts with a hypothesis and ends with a performance…