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Posted May 07, 2025
KEEN

VP, DTC & Digital

KEEN
Portland, OR, USA ⚠ [Archived] No Longer Accepting Applicants

The Vice President, Global Direct to Consumer (DTC) and Digital will lead the company’s global DTC and digital strategy. This role will drive the vision, strategy, and execution of our DTC channels and digital initiatives to create engaging, customer-centric experiences that accelerate revenue, market share, and brand loyalty. The VP will oversee e-commerce, digital marketing, and direct consumer sales across all global markets, ensuring alignment with broader business objectives.

Key Responsibilities

  • Strategic Leadership: Develop and execute the global DTC and digital strategy to drive growth, profitability, and customer engagement across multiple markets. Lead initiatives that align with the company’s overall business goals and deliver measurable outcomes.
  • E-Commerce and Digital Sales: Oversee the company’s e-commerce platform, ensuring optimal user experience, conversion rates, and digital sales growth. Innovate in digital sales channels and ensure seamless integration across online and offline touchpoints.
  • Digital Marketing and Brand Positioning: Lead the creation and execution of digital marketing strategies, including paid media, SEO, content marketing, social media, and influencer partnerships, to increase brand visibility, drive traffic, and convert leads into loyal customers.
  • Customer-Centric Experience: Drive the development of personalized customer experiences through data-driven insights, AI, and machine learning tools. Create strategies for enhancing the customer journey, ensuring high levels of satisfaction and long-term brand loyalty.
  • Global DTC Expansion: Identify and prioritize global markets for DTC expansion, tailoring the digital experience to meet the unique needs of regional and local consumers. Ensure that the brand’s digital presence resonates with diverse customer segments.
  • Cross-Functional Collaboration: Work closely with product, sales, technology, marketing, and operations teams to ensure alignment of DTC initiatives across the organization. Collaborate to build digital tools, enhance digital product offerings, and optimize customer touchpoints.
  • Data Analytics and Optimization: Utilize analytics and performance data to monitor and evaluate DTC and digital sales performance. Continuously optimize campaigns, customer acquisition strategies, and website performance based on data insights and A/B testing.
  • Innovation and Trends: Stay at the forefront of industry trends, emerging technologies, and digital innovations. Identify opportunities to leverage new tools, platforms, and technologies to improve the DTC experience and stay ahead of the competition.
  • Team Leadership and Development: Lead and mentor a high-performing team of digital marketing, e-commerce, and customer experience professionals. Cultivate a high-growth culture focused on continuous learning, collaboration, and performance excellence.
  • P&L Ownership and Budget Management: Manage the global DTC and digital budget, ensuring resources are allocated effectively to meet objectives. Oversee performance-based financial planning and drive profitability while maintaining brand integrity.

Qualifications

  • Bachelor’s degree in Business, Marketing, or related field (MBA or equivalent preferred).
  • Minimum of 12-15 years of experience in DTC, e-commerce, digital marketing, or related fields, with at least 5 years in a senior leadership role.
  • Proven track record of driving significant growth in DTC and digital channels on a global scale.
  • Deep expertise in digital marketing channels, including paid media, SEO, email marketing, content marketing, and social media.
  • Experience in managing and scaling e-commerce platforms, optimizing customer experience, and implementing best-in-class digital solutions.
  • Strong analytical skills with the ability to make data-driven decisions and measure the impact of digital initiatives.
  • Demonstrated success in leading cross-functional teams and collaborating with global stakeholders.
  • Exceptional communication and interpersonal skills, with the ability to influence and build relationships with senior executives, partners, and external stakeholders.

Key Attributes

  • Visionary Leader: Ability to inspire and align teams around a compelling vision for the DTC and digital future of the company.
  • Customer-Centric: Passionate about delivering exceptional customer experiences that drive loyalty and growth.
  • Innovative: Comfortable with change and always looking for creative solutions to complex challenges.
  • Collaborative: Strong ability to work across teams and geographies to ensure alignment and success.
  • Results-Driven: Focused on delivering measurable growth and performance improvements.

At KEEN, we believe in a more just and equitable future for all people. As a global brand, we acknowledge that our business, buildings, and daily lives exist within the traditional territories of indigenous peoples. We strive for a future that recognizes the knowledge, rights, and resilience of these peoples.

KEEN Footwear is an equal opportunity employer. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.