Senior Director of Marketing & Ecommerce

As the Senior Director of Marketing & Ecommerce, you will define and accelerate INDOCHINO's omnichannel growth strategy, ensuring a seamless, high-impact customer journey across all touchpoints. We are looking for a strategic leader who can shape how customers discover, engage with, and return to our brand-removing friction, optimizing conversion paths, and strengthening the connection between our ecommerce platform and in-store experiences.

You will guide the full-funnel marketing strategy-balancing brand storytelling with performance marketing, and acquisition with retention-while ensuring the digital experience remains intuitive, high-converting, and aligned with customer needs. This role requires a deep understanding of omnichannel dynamics, where the website not only drives ecommerce revenue, but also plays a pivotal role in customer bookings and in-store engagement.

Your leadership will shape how we usetechnology and personalization to increase lifetime value, enhance brand loyalty, and future-proof our marketing and ecommerce ecosystem. By championing customer-first innovation and data-driven decision-making, you will identify opportunities to optimize spend, maximize impact, and drive sustainable growth.

This is a rare opportunity to lead a high-impact growth strategy at the intersection of performance marketing, customer lifecycle optimization, and omnichannel commerce- driving scalable acquisition, retention, and a seamless end-to-end customer journey.

Key Responsibilities

Performance Marketing Optimization

• Architect and evolve a comprehensive acquisition strategy, optimizing channel mix and investment across all paid marketing channels (including Paid Search, Paid Social, Affiliates, Display, Video)
• Refine and enhance performance marketing frameworks, ensuring that paid media investments drive profitable omnichannel growth and long-term customer value.
• Partner with internal teams and external agencies to test and refine brand, creative, messaging, and content strategies which drive increased conversion and engagement.

Customer Lifecycle & Retention

• Oversee and evolve retention marketing programs, including Email, SMS, Organic Social, and referral initiatives to maximize customer lifetime value (LTV).
• Leverage deep segmentation and personalization strategies to drive higher engagement and repeat purchase rates.
• Guide data-driven testing and optimization to refine retention efforts and minimize churn.

Omnichannel & Ecommerce Leadership

• Lead the vision and roadmap for digital commerce, ensuring an optimized, high-converting shopping experience across all digital touchpoints.
• Direct A/B testing, UX enhancements, merchandising, content, and conversion optimization strategies to eliminate friction and increase omnichannel revenue and profitability.
• Collaborate with UX and engineering teams to enhance site functionality, personalization, and customer experience.

Data-Driven Decision Making

• Define and monitor key performance indicators (KPIs) to measure and continuously refine marketing and ecommerce effectiveness.
• Leverage analytics platforms (GA4, Rockerbox, HotJar, Bloomreach) to extract insights, improve attribution, and optimize marketing investment.
• Collaborate with finance and marketing leadership to align marketing budgets with business objectives and profitability goals.

Leadership & Organizational Impact

• Build, mentor, and empower a high-performing team across acquisition, retention, and ecommerce.
• Champion a culture of testing, innovation, and data-backed decision-making across the organization.
• Engage cross-functionally with retail, finance, technology, and UX leaders to ensure marketing and ecommerce strategies align with company-wide growth objectives.
• Serve as a key advisor to the VP of Marketing, shaping the long-term vision for marketing and digital growth.

Who You Are

• A customer-obsessed strategic marketing and ecommerce leader, passionate about leveraging data and technology to drive profitable growth.
• A bold, results-driven strategist, able to navigate complexity while executing with clarity and focus.
• A collaborative leader and team builder, able to inspire cross-functional partners and drive alignment across business units.

What You Bring

• 10+ years of senior leadership experience across marketing, ecommerce, and digital strategy within a retail, DTC, or omnichannel business.
• Proven expertise in scaling acquisition and retention programs, optimizing marketing efficiency, and enhancing digital experiences.
• Deep knowledge of performance marketing, CRM, ecommerce, and conversion rate optimization (CRO).
• Strong financial acumen, with experience leading multi-million-dollar marketing budgets and measuring impact.
• A history of leading and mentoring high-performing teams, fostering innovation, and driving strategic impact.

Why we think you'll like working here:

• Salary range: $145 000 to $165 000 based on experience and qualifications. This position is eligible for SLT bonus
• 3 weeks' vacation and excellent benefits package
• Flexible and Hybrid Working Environment (2 days in the office/3 days from home), open to remote within Canada
• Paid Birthday Time Off
• Discounted Employee pricing
• Free Suit Every Year
• Working closely with cross-channel teams to give a full business view