VP, Performance Marketing

Lands' End New York Office
12 W 31st Street
12th Fl
New York, NY 10001, USA

* This is a hybrid role with three weeks per month onsite (Mon. – Thurs.) and is based out of our New York Office.

The VP, Performance Marketing will lead Lands’ End’s performance and lifecycle marketing organization owning paid media (paid social, paid search, and affiliates), CRM, email and SMS, and direct channels (catalog, direct mail, and programmatic print) to deliver incremental profit and a unified customer acquisition and retention strategy. This executive will have a quant-first performance marketing mentality and a proven track record of driving profitable growth in a fast-moving company, ideally with experience managing performance against a large SKU / assortment catalog.

They will bring relevant, data-driven approaches to attracting, reaching, and engaging key customer segments across both digital and direct channels.

Reporting into the CMO, the VP, Performance Marketing will be an influential and collaborative leader who connects as an enterprise leader across multiple functions. This executive thrives in a fast-paced, rapidly changing landscape and can straddle business, media, and technology with the ability to drive business results, build and develop teams, partner with peers across the organization, and communicate effectively at the executive level.

Own and lead the strategy, planning, and execution of paid media across paid social, paid search, and affiliates, driving efficient customer acquisition and channel-level ROI.

Own the CRM, email, and SMS strategy, building a lifecycle marketing engine that deepens engagement, drives retention, and grows customer lifetime value.

Oversee catalog, direct mail, and programmatic print, ensuring these channels are fully integrated into the broader performance and lifecycle strategy rather than run in isolation.

Develop annual and seasonal marketing plans across performance media channels, inclusive of budget proposals, performance and demand forecasts, and recommendations that acquire new customers, drive traffic and conversion, and maintain efficient ROI.

Deliver full-funnel media strategy and accountability across the channel portfolio, balancing paid, owned, and direct channels to optimize revenue and customer growth.

Own monthly marketing mix modeling (MMM) reads on channel-level performance, and drive weekly agile reads with agency and analytics partners to make ongoing channel enhancements and reallocate spend.

Own the P&L and budget for the performance and lifecycle marketing portfolio, including budget proposals, allocations, monthly pacing and validation, and annual and seasonal forecasting.

Lead the transformation from legacy, channel-siloed marketing to a modern, integrated, and data-driven performance marketing organization.

Utilize AI-enabled tools and capabilities to enhance customer targeting, media efficiency, and campaign effectiveness across channels.

Drive product launches and campaign planning with a focus on funnel expansion and full-funnel optimization.

Own the analytics and reporting for performance media programs in partnership with digital agencies, vendors, and internal analytics teams, ensuring consistent measurement and attribution across channels.

Actively lead hind sighting and competitive benchmarking analyses to inform marketing strategy, campaign execution and process improvements.

Partner and manage external agency partners, vendors, and internal teams to execute integrated marketing initiatives on time and on budget.

Bring a test-and-learn approach to the organization, defining and driving a learning agenda across channels.

Lead the identification of target customer segments and markets to drive profitable acquisition at…