Vice President of Marketing

OVERVIEW

The Vice President of Marketing is responsible for establishing and executing marketing strategies that drive customer acquisition, customer loyalty, and revenue growth across retail stores and Ecommerce channels. This position oversees loyalty, CRM, lifecycle marketing, paid media, content, social media, and customer engagement initiatives to support the company's strategic objectives. This role partners closely with Merchandising, Ecommerce, Store Operations, and Information Technology to ensure marketing programs align with business priorities and deliver a consistent customer experience across all channels.

This role reports to the Chief Merchandising Officer. The Vice President of Marketing is responsible for managing marketing investments, evaluating performance, and identifying opportunities to strengthen customer engagement and long‑term brand growth.

• Support the "Cavender’s Culture" and drive the Mission, Vision, and Values.
• Own end‑to‑end performance of the customer journey across digital and in‑store touchpoints.
• Establish full‑funnel visibility across customer acquisition, conversion, retention, and loyalty.
• Optimize key performance metrics including conversion rate, customer acquisition cost (CAC), customer lifetime value (LTV), retention, and engagement.
• Develop and execute customer acquisition, retention, loyalty, CRM, and lifecycle marketing strategies.
• Lead the My Cavender's loyalty program and customer retention initiatives.
• Identify and prioritize opportunities to improve customer experience and reduce friction throughout the customer journey.
• Establish and lead testing and optimization strategies including A/B testing, personalization, and customer journey refinement.
• Ensure consistent messaging and customer experiences across paid, owned, earned, digital, and in‑store channels.
• Oversee paid media strategy, performance, and investment allocation across all marketing channels.
• Own and manage marketing budgets and marketing investment performance against company objectives.
• Drive customer demand across Ecommerce and retail channels through strategic marketing initiatives.
• Establish audience segmentation, targeting strategies, and channel mix aligned with business goals.
• Partner with Ecommerce leadership to align customer acquisition, retention, and promotional initiatives.
• Collaborate with Merchandising and Store Operations to support key business initiatives and seasonal campaigns.
• Analyze customer behavior, marketing performance, industry trends, and competitive activity to identify growth opportunities.
• Lead agency relationships and external marketing partners.
• Build and lead a high‑performing marketing team while fostering accountability, collaboration, and professional development.
• Provide reporting, insights, and recommendations to executive leadership.

• 10+ years of experience in growth marketing, performance marketing, lifecycle/CRM, or eCommerce
• Proven experience integrating paid media and lifecycle marketing to drive full‑funnel performance
• Experience leading and developing cross‑functional teams and building high‑performing functions
• A growth leader who will build, integrate, and scale the system – not just run it
• Experience developing and scaling loyalty programs and retention strategies to drive customer engagement and lifetime value
• Strong understanding of customer acquisition, retention, and full‑funnel optimization
• Experience with customer segmentation, personalization strategies, and dynamic content across marketing channels
• Familiarity with marketing technology platforms, including CRM, CDPs, and analytics tools
• Strong analytical mindset with ability to translate data into insights, strategy, and action
• Excellent communication and cross‑functional leadership skills
• Experience operating in a retail or omnichannel environment preferred
• Based in Tyler, TX at our home office

• Familiarity with data analysis and audience insights; ability to work with analytics teams to validate performance, troubleshoot issues, and extract actionable insights (SQL experience a plus)
• Experience leveraging digital analytics tools…