Description
<p><b>Vice President, Ecommerce & Marketing</b></p><p><b>About Blume</b></p><p>At Blume, we’re on a mission to lead and inspire an inclusive wellness world rooted in kindness. We believe in the magic of everyday wellness rituals and how small changes can bring huge impact. </p><p>Blume is a truly omnichannel brand, found everywhere from Amazon to local specialty retailers, Walmart shelves, and Costco pallets. We’re small but mighty, with big ambitions and an agile, entrepreneurial team building a category-defining wellness brand across Canada and the U.S. Today, Blume is available in over 6,000 retailers and continues to scale rapidly across both digital and retail channels while building a best-in-class community that leads with heart.</p><p><br></p><p><b>About the Role</b></p><p>Blume is seeking a Vice President of Marketing & Ecommerce to join our Senior Leadership Team, reporting directly to the CEO. This is a newly created, highly impactful role with end-to-end ownership of Blume’s marketing and growth ecosystem—brand, ecommerce, performance marketing, retail/POS, innovation marketing, and analytics.</p><p><br></p><p>This role will unify capabilities that often live across multiple teams into a single, high-velocity growth engine with accountability for both near-term performance and long-term brand equity. Operating with a general manager mindset, you will connect brand storytelling to commercial outcomes, lead omnichannel growth across Canada and the U.S., and help scale Blume into a category leader.</p><p><br></p><p>This role is ideal for a senior marketing and ecommerce operator who is deeply data-backed, creatively driven, and comfortable building systems, teams, and brands in fast-moving, entrepreneurial environments.</p><p><br></p><p><b>What You’ll Do</b></p><p><br></p><p><b>Build & Lead a High-Impact Team</b></p><ul><li>Lead, develop, and scale a high-performing teams across brand, creative, performance, ecommerce, lifecycle, and commercial marketing</li><li>Foster a culture of ownership, accountability, innovation, and continuous improvement</li><li>Build lightweight processes that enable speed, creativity, and consistency as the organization scales</li><li>Set clear goals, expectations, and performance standards while supporting individual growth and development</li></ul><p><br></p><p><b>Marketing Strategy & Business Leadership</b></p><ul><li>Own Blume’s end-to-end marketing strategy aligned to revenue growth, margin health, market share, and brand strength</li><li>Plan and manage the annual marketing budget with an emphasis on efficient, scalable, and trackable investment</li><li>Translate company strategy into clear marketing priorities, resourcing plans, and KPIs</li><li>Operate with a general manager mindset, deeply connected to commercialization, portfolio strategy, and category dynamics</li><li>Build durable marketing systems and omni-channel marketing campaigns that drive business success</li><li>Partner cross-functionally with Sales, Operations, Finance, and Innovation to drive alignment and results</li><li>Lead exploration and testing of new platforms, technologies, and growth opportunities</li></ul><p><br></p><p><b>Ecommerce & Omnichannel Growth</b></p><ul><li>Drive accelerated growth across DTC, Amazon, Instacart, third-party marketplaces, and emerging channels</li><li>Own performance marketing strategy across paid social, search, retail media, and marketplaces</li><li>Lead digital shelf excellence across key retail platforms (PDPs, content, reviews, promotions, and media)</li><li>Own core growth metrics including CAC/LTV, trial and repeat rates, attribution and conversion rate</li><li>Ensure tight alignment between growth marketing, merchandising, and retail execution</li></ul><p><br></p><p><b>Brand & Creative Leadership</b></p><ul><li>Own Blume’s brand vision, positioning, and voice across all consumer and customer touchpoints</li><li>Lead creative direction and annual marketing plans across campaigns, product launches, content, social, video, performance assets, and retail execution</li><li>Act as the brand steward, supporting story telling, grassroots buzz, identifying cultural moments, trends, and internet conversations where Blume can credibly participate while elevating brand equity</li><li>Define and evolve brand guidelines that scale across the organization</li><li>Oversee packaging strategy and optimization, balancing shelf impact, claims, compliance, cost, and sustainability</li><li>Build and scale earned media, PR, influencer, affiliate, and creator programs that drive both growth and brand affinity</li></ul><p><br></p><p><b>Retail, POS & Commercialization</b></p><ul><li>Own POS and shopper strategy across retail including displays, signage, merchandising, shippers, and digital POS</li><li>Partner with Sales on retailer sell-in stories, line reviews, innovation pitches, and seasonal programs</li><li>Ensure marketing directly supports velocity, conversion, and market share growth at shelf</li><li>Translate brand and innovation narratives into compelling, customer-facing commercial stories</li></ul><p><br></p><p><b>Innovation & Product Marketing</b></p><ul><li>Co-lead the innovation pipeline alongside the CEO and Director of Innovation</li><li>Identify whitespace through consumer insight, category analysis, and data</li><li>Shape concepts, claims strategy, pricing, packaging, naming, and go-to-market plans</li><li>Own launch excellence across channels, including forecasting alignment and post-launch performance tracking</li><li>Make clear, data-informed decisions to scale winners and exit underperformers</li></ul><p><br></p><p><b>Data, Analytics & Insights</b></p><ul><li>Own the marketing data ecosystem across DTC, retail, marketplaces, and paid media</li><li>Leverage POS data, retailer data, ecommerce analytics, and consumer insights to guide strategy and investment</li><li>Build executive-level dashboards tied to revenue, margin, brand health, NPS, market share, and innovation ROI</li><li>Champion a rigorous test-and-learn culture with a strong bias for action</li></ul><p><br></p><p><b>What You Bring</b></p><ul><li>12+ years of marketing experience (CPG, beverage, wellness, or supplements preferred)</li><li>Senior leadership experience at the Director or VP level</li><li>Proven success scaling challenger brands across omnichannel environments</li><li>Deep expertise in ecommerce and performance marketing (Shopify, paid media, Amazon, Instacart, retail media)</li><li>Strong experience with POS, packaging, and retail commercialization</li><li>Demonstrated innovation leadership from concept through launch and scale</li><li>High data fluency and comfort owning complex KPIs and trade-offs</li><li>Strong creative instincts paired with commercial discipline</li><li>Hands-on, fast-moving operator mindset with experience in high-growth environments</li></ul><p><br></p><p><b>What We Offer</b></p><ul><li>Competitive senior-level salary </li><li>Annual performance based bonus</li><li>20 days of vacation + 2 personal days + 2 volunteer days</li><li>Comprehensive extended health & wellness benefits</li><li>RRSP matching and childcare benefit after one year</li><li>Participation in Employee Stock Option Plan</li><li>Remote-first environment with flexible hours</li><li>All the Blume you can drink + friends & family discount</li></ul>
