VP of B2C & Digital Marketing (Hybrid)

Responsibilities

The VP of B2C & Digital Marketing will lead the vision and growth strategy for consumer and digital marketing, integrating channels like loyalty, CRM, and performance marketing. They will oversee the marketing portfolio, budget allocation, and cross-functional collaboration to drive revenue and customer lifetime value.

Requirements

Candidates must have 12+ years of experience in digital marketing within an eCommerce environment and 8+ years in a management role. A strong background in B2C marketing ecosystems, budget management, and leading marketing transformation initiatives is required.

Skills

• Digital marketing
• E-commerce
• B2C marketing
• Customer acquisition
• Retention strategy
• CRM
• Loyalty programs
• Performance marketing
• SEO
• Paid media
• Omnichannel marketing
• Budget management
• Data-driven decision making
• Leadership
• Strategic planning
• Customer lifecycle marketing

Benefits

• Bonus eligible
• Paid leave for new parents
• Medical coverage
• Dental coverage
• Vision coverage
• 401(k) retirement plan
• Flexible benefits
• On-site preschool
• On-site employee gym
• Employee discount

About this role

Company Description
At Lakeshore, we create innovative learning materials and world-class guest experiences for teachers, parents and children. Since 1954, we’ve grown into a global community—with a thriving e-commerce business, multiple catalogs, over 50 stores, a peerless national sales force, plus international offices that support our preeminent supply chain division. But today we’re working better, smarter and faster than ever—and setting our sights even higher. We’re building an infrastructure designed for scalability, embracing data-driven decision-making and using technology to improve efficiency and ensure the best tools for the best work. Most importantly, we continue to invest in a diverse team of inquisitive top talent who fuel each other’s passions and curiosity, take risks, try new things and believe that every new day brings opportunities for growth.
Job Description
We are seeking a VP of B2C & Digital Marketing to lead the vision, strategy and growth agenda for Lakeshore’s consumer and digital marketing. In this role, you’ll shape integrated B2C marketing strategies that drive customer acquisition, engagement, retention and eCommerce growth, while building long-term equity in a brand teachers and parents have trusted since 1954.
This position is designed for a senior marketing leader with deep expertise across the B2C and digital ecosystem, including loyalty, customer lifecycle marketing, CRM, email, social, paid media, SEO, digital commerce, retail and omnichannel marketing. You bring strategic vision and operational discipline in equal measure, you know how to integrate these channels into one growth strategy that increases customer lifetime value, and you’d rather test a promising idea than debate it.
You’ll lead a multi-team marketing organization and collaborate closely with executive leadership and partners across eCommerce, Merchandising, Product Development and Creative. You’ll join a curious, collaborative team that holds a high bar for results and keeps teachers, parents and children at the center of every decision. It’s meaningful work, because the campaigns you lead help more kids discover a love of learning.
A day on the job looks like this:
Shaping the B2C and digital marketing vision, strategy and growth agenda, integrating loyalty, acquisition, retention, eCommerce, CRM, social and performance marketing to drive revenue, customer lifetime value and market share
Overseeing the B2C marketing portfolio, budget and resource allocation, and ensuring accountability for revenue, profitability, conversion, retention and return on marketing investment (ROMI)
Architecting loyalty, retention and customer lifecycle programs that turn first-time buyers into longtime Lakeshore families across digital and retail channels
Synthesizing consumer insights, market intelligence, competitive trends and digital analytics to identify growth opportunities and improve the end-to-end customer experience
Leading omnichannel and performance marketing across paid media, SEO, email and social, using audience segmentation, personalization and testing to optimize the customer journey
Building, coaching and mentoring a high-performing marketing organization where people are encouraged to experiment, learn and grow, developing future leaders and resolving critical talent gaps as the business grows
Transforming marketing capabilities by integrating new technologies, processes and operating models that support future growth
Influencing executive decisions and collaborating with eCommerce, Merchandising, Product Development and Creative to align marketing priorities with company growth goals and represent the teachers and families we serve
Qualifications
Got the skills and experience? Here’s what we’re looking for:
Required:
12+ years of experience in digital marketing within an eCommerce environment
8+ years in a management role leading digital performance marketing teams in B2C commerce, including other managers
Demonstrated success developing and executing growth strategies that drive customer acquisition, retention, engagement, customer lifetime value and revenue
Deep expertise across the B2C marketing ecosystem, including loyalty, CRM, lifecycle, email, social, paid media, SEO, digital commerce and omnichannel marketing
Experience overseeing significant marketing investments, including budget planning, forecasting, performance measurement and ROI management
Strong command of customer journey mapping, audience segmentation, personalization, testing and marketing analytics
Experience leading marketing transformation initiatives, such as new technologies, processes or operating models
Preferred:
B2C retail experience, ideally with an omnichannel brand that sells through both stores and eCommerce
Experience balancing long-term brand stewardship with short-term business performance
A strong eye for creative excellence and the ability to evaluate campaigns through both a strategic and customer lens
What Sets You Apart:
You pair creativity with analytical rigor and can explain the “why” behind every investment
You make sound decisions without complete information, then assess and adjust
You develop future leaders and guide teams through change with resilience and optimism
You’re down-to-earth and approachable, and you lead with curiosity rather than ego
Additional Information
And here’s our end of the bargain!
At Lakeshore, we pay local market wages for employees that reside within Los Angeles and Orange Counties.
For this position, new employees joining Lakeshore who live within Los Angeles and Orange Counties are typically brought into the organization at a salary rate between $169,500-$300,000 depending on relevant experience & skillset.
This range is indicative of projected hiring range. The annual base compensation will take into account each candidate's relevant experience, location, and skillset.
Bonus eligible
Paid leave for new parents to support work/life balance and family bonding
E...

About Lakeshore Learning Materials, LLC

Retail · 1,001-5,000 employees · headquartered in Carson, CA · founded 1954