Overview
VP of Digital Product/Ecommerce Jobs in New York, NY at SBH Fashion
Title: VP of Digital Product/Ecommerce
Company: SBH Fashion
Location: New York, NY
Job Title: Head of eCommerce
Role Overview
The Head of eCommerce will serve as the strategic and operational leader of the brand’s digital business. This VP-level role is responsible for owning the eCommerce P&L, defining the online growth strategy, and driving the roadmap for technology and customer experience.
The ideal candidate will bring a strong mix of analytical rigor, creative vision, and cross-functional leadership building a scalable digital business that deepens customer loyalty and drives profitability.
Key Responsibilities
Strategic Leadership & P&L Ownership
- Own the eCommerce P&L driving revenue, profitability, and customer lifetime value.
- Develop and execute the digital growth strategy aligned with company goals and brand values.
- Partner closely with Finance to forecast, model, and report on key performance metrics.
- Define and own the vision for the eCommerce roadmap from platform evolution and UX optimization to technology integrations – all with an unwavering obsession for customer experience.
- Lead cross-functional alignment on digital priorities across Marketing, Product, Operations, and Creative teams.
- Champion data-driven decision-making and digital innovation to elevate brand storytelling and conversion.
- Build and manage vendor and platform relationships, ensuring the tech stack and tools scale effectively with business growth.
Analytics
- Own the company’s KPI framework for customer acquisition, retention, conversion optimization, AOV growth and other key ecommerce metrics
- Design and manage the data infrastructure and reporting environment, ensuring accurate data pipelines across platforms (e.g., Shopify, data warehouse, marketing channels), and delivering scalable dashboards and self-service analytics tools.
- Lead experimentation and measurement frameworks, including A/B testing methodology, attribution modeling, incrementality analysis, and performance measurement across customer acquisition and onsite optimization initiatives.
- Translate data into decision-ready insights, identifying trends, risks, and opportunities across customer behavior, channel performance, and product productivity to inform strategic and operational decisions.
Customer Experience & Conversion
- Oversee site merchandising, content strategy, and on-site UX to ensure a seamless and luxurious customer journey.
- Leverage analytics and A/B testing to continuously optimize conversion rates and AOV.
- Partner with Operations to ensure flawless execution from order to delivery.
Digital Product & Technology Leadership
- Own the end-to-end digital product strategy across the eCommerce ecosystem, including website, mobile experience, and customer-facing digital tools
- Define and manage the product roadmap, prioritizing features, enhancements, and integrations that drive conversion, retention, and customer lifetime value
- Partner closely with Engineering, external developers, and platform partners to scope, build, and launch new site functionality and experiences
- Translate business needs into clear product requirements, user stories, and development priorities
- Lead sprint planning, testing, and deployment of new features, ensuring seamless execution and minimal disruption to the customer experience
- Continuously evaluate and optimize the tech stack (Shopify and adjacent tools), identifying opportunities for innovation, automation, and scalability
- Leverage customer data, analytics, and user behavior insights to inform product decisions and roadmap prioritization
- Drive a test-and-learn culture across digital product initiatives, including A/B testing, personalization, and UX/UI improvements
Team Leadership & Development
- Lead, mentor, and develop a high-performing team.
- Foster a culture of accountability, collaboration, and continuous improvement.
- Set clear KPIs and professional development goals aligned with company strategy.
- Champion an innovation mindset empowering the team to experiment, challenge convention, and surface bold ideas that drive growth and elevate the customer experience.
- Report and communicate performance to the executive team, translating analytics into actionable strategies that drive measurable business outcomes.
Qualifications
- 15+ years of progressive experience in eCommerce or digital business leadership, with at least 2 years at the VP or equivalent level.
- Proven track record of scaling a DTC business preferably in premium or luxury retail fashion.
- Experience managing full P&L and driving profitability.
- Strong understanding of Shopify (or similar), analytics platforms, and CRM systems.
- Strategic thinker with hands-on execution capability.
- Exceptional leadership, communication, and stakeholder management skills.
- Passion for customer experience.
Salary $200,000 + 15% Bonus
