VP of Digital and Ecommerce

About KREWE

KREWE is an independent, high-fashion eyewear brand rooted in the vibrant culture and creativity of New Orleans, with headquarters in both New Orleans and New York City. Since launching in 2013, KREWE has grown into a distinctive lifestyle brand known for handcrafted sun and optical frames that reflect a deep commitment to quality,  individuality, and design. Our presence spans brick-and-mortar boutiques, mobile retail concepts, ecommerce, premier independent retailers, and national partners. As we continue to grow, we’re looking for passionate, ambitious, and innovative people who thrive in a fast-paced, collaborative environment and want to help build a brand that is original, culturally rooted, and globally resonant. Every team member at KREWE has the opportunity to own their role and make a lasting impact. 

KREWE is a brand-first company, and krewe.com is our digital flagship: the front door of the brand and its single largest store. We are seeking a VP, Digital & Ecom to own that flagship and the business behind it end to end: the ecommerce P&L, the site experience, performance marketing, and retention. This is a function-owner seat, not an execution seat. You will set the digital growth strategy, build and lead the team that runs it, and be accountable for revenue, profitability, and the health of the channel as KREWE scales toward its next revenue milestone.

You will report to the CEO and sit on the company's leadership team alongside the leaders of our In-Person Retail, Wholesale, and Brand functions. You lead a team spanning site operations and digital merchandising, performance marketing, and retention/CRM, with budget to build further as the channel scales. Ours is a founder-led creative model: brand and creative are authored centrally, and your team deploys, merchandises, and optimizes that work across every digital touchpoint. The right candidate finds that model energizing, bringing commercial rigor to a brand with a strong creative point of view.

Success in year one includes an implemented digital strategy, aligned with brand and corporate growth strategy and targeting 2X channel growth over three years. In addition to  a full staffed digital team embedded with the broader brand organization, with clear goals and strong cross-functional communication. It’s expected that paid social, paid search, email, and SMS operate as mature, organized growth engines with reliable attribution, working within brand creative-review SOPs. Finally, site architecture and data capture will have advanced measurably, with a segmented conversion strategy and an onsite experience that is optimized for conversion, responsive to merchandising needs, and true to the brand.

This role is based in our New York headquarters in the Meatpacking District five days a week, with regular time in New Orleans, including an immersion period in your first 90 days.

Key Responsibilities:

• Digital P&L: Own revenue, contribution, and growth targets for the ecommerce channel. Plan and manage the budget across media, tools, and headcount.
• Digital strategy: Build and run a digital growth strategy aligned with brand and corporate strategy, integrating site, paid, email/SMS, affiliate, and influencer channels, and managed by and responsive to metrics.
• Digital flagship: Treat krewe.com as the brand's flagship store, leading site operations, digital merchandising, and the conversion roadmap, with an experience held to the same standard as our boutiques. Advance site architecture, data capture, and path-to-purchase optimization so the site drives both paid and organic sales.
• Customer acquisition: Direct customer acquisition across Meta, Google, TikTok, and emerging paid channels. Mature these from growth-stage tactics into organized, measurable growth engines with sound attribution.
• Retention and CRM: Own email, SMS, and lifecycle marketing in-house. Build segmentation and a nuanced conversion strategy across customer cohorts.
• Metrics and reporting: Consistently review channel performance, reporting on and highlighting insights, trends, and opportunities for the leadership team. Own the digital KPI stack and forecast accuracy.
• Team leadership: Build, develop, and lead the digital team, including site, performance marketing, and retention, setting goals that ladder to company priorities.
• Collaboration: Partner with Brand Marketing on launches, campaigns, and creative deployment within established creative-review SOPs, and collaborate with our Retail and Wholesale channels to deliver store traffic and awareness in new markets.

Requirements

• 10+ years of direct-to-consumer digital and ecommerce experience, with 5+ years leading teams and owning a P&L.
• Experience in luxury, fashion, or premium consumer brands required; you understand how to grow a brand-led business without discounting your way there.
• Experience as a functional owner, setting strategy, owning budgets, and being accountable for outcomes, not just executed within someone else's framework.
• You have built or scaled in-house performance marketing and retention functions, and you are fluent in attribution, incrementality, and the current paid media landscape.
• Deep knowledge of Shopify Plus, GA4, and the modern DTC tool stack; strong command of SEO, CRO, and lifecycle marketing.
• Analytical and decisive with the ability to interpret data quickly, act on it, and explain the why to a leadership team.
• Experience with international ecommerce and omnichannel retail is a strong plus.
• You thrive in a founder-led creative environment and know how to pair commercial discipline with a distinctive brand voice.

Benefits and Perks:

• Competitive wage
• Group health plans: health, vision and dental insurance
• Welfare benefits: life, ad&d, supplemental voluntary coverage 
• FSA Plan & HSA Program 
• 401(K) Investment Options
• Adoption Assistance, EAP, Commuter Benefits
• Paid Parental Leave 
• Quarterly Cultural Spend
• Ongoing Training and Development, an Educational Allowance
• 10 paid holidays and Paid Time Off accrual
• KREWE employee quarterly frame allowance (of course!)

Salary (for New York only): $180K - $225K annually based on experience and qualifications. 

This reflects the base salary for this position. Compensation may vary based on factors such as skills, experience, certifications, and business needs. In addition to base pay, KREWE offers annual bonuses, a comprehensive benefits package, paid time off, and employee discounts.

Diversity and Inclusion: 

KREWE believes in providing an inclusive workplace where all individuals have the opportunity to succeed. We are proud to provide equal employment opportunities (EEO) to all employees and applicants without discrimination or retaliation because of race, color, religion, sex, national origin, age, disability, genetics, sexual orientation, gender identity, gender expression, veteran status, pregnancy or any other protected characteristic as established by applicable local, state, or federal law.