VP, eCommerce
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Job Description
VP, eCommerce at Deckers Brands driving UGG’s digital commerce strategy and managing P&L in North America. Leading digital transformation initiatives and optimizing consumer experiences across multiple teams.
Responsibilities:
- Define and lead the long-term eCommerce vision and strategy for UGG North America in partnership with global and regional leaders.
- Own the full NA eCommerce P&L, setting annual and multi-year performance plans and managing to budget, revenue, margin, and consumer KPIs.
- Establish strategic priorities that strengthen UGG’s digital marketplace presence and accelerate growth.
- Lead the creation and execution of seasonal and in-season digital go-to-market strategies rooted in consumer insights and personalization.
- Oversee site content, merchandising, functionality, and performance to ensure exceptional brand expression and commercial success.
- Drive new customer acquisition, retention, and loyalty strategies aligned with brand and financial goals.
- Provide executive-level reporting, insights, and recommendations to senior leadership.
- Serve as the North America executive lead for UGG.com and other global digital transformation initiatives.
- Shape regional digital strategy through partnership with Global Digital, DTC Technology, Brand, and Marketplace teams.
- Set and prioritize strategic roadmaps that maximize value, elevate global digital capabilities, and future-proof digital commerce.
- Champion deployment of new tools, platforms, and technologies that enhance consumer experience, operational efficiency, and brand impact.
- Monitor and evaluate emerging digital trends, competitive shifts, and new business models to drive innovation.
- Lead UGG’s NA Personalization/UX function, setting the vision for connected, personalized, and seamless consumer journeys.
- Partner across technical and experience teams to deploy scaled personalization solutions.
- Own the prioritization of UX testing, experimentation roadmaps, and continuous experience optimization.
- Embed a culture of data-driven decision making, testing, and learning across the digital organization.
- Ensure the digital experience reflects UGG’s premium brand positioning and evolving consumer expectations.
- Leverage insights, analytics, and financial data to shape strategy and optimize business performance.
- Ensure commercial, creative, merchandising, and product decisions are rooted in consumer understanding.
- Drive ROI measurement, scenario planning, and predictive modeling to guide investment decisions.
- Translate data into clear, actionable strategies that strengthen brand, consumer, and commercial outcomes.
- Build, lead, and inspire a high-performing, future-ready digital commerce team.
- Set clear organizational priorities aligned with business needs and global direction.
- Assess talent, identify skill gaps, and champion ongoing development, coaching, and succession planning.
- Foster a culture of inclusion, collaboration, innovation, and accountability.
- Model Deckers leadership behaviors and champion an environment where employees feel empowered, valued, and engaged.
- Lead cross-functional influence and drive enterprise cohesion across brand, product, operations, technology, and retail teams.
Requirements:
- Hold a Bachelor’s degree or equivalent level of experience
- Bring 15+ years of progressive digital commerce leadership experience
- Proven success leading eCommerce at scale within a premium or lifestyle brand environment
- Prior executive P&L ownership and experience driving multimillion-dollar digital businesses
- Demonstrated ability to lead through influence in a global, matrixed organization
- Strong track record of leading, developing, and scaling diverse, high-performing teams
- Experience cultivating innovative cultures and leading teams through complexity and change
- Deep expertise in digital commerce strategy, emerging technologies, and evolving consumer expectations
- Confident, inspiring leader with the ability to drive clarity, accountability, and performance
- Exceptional relationship-building, influencing, and cross-functional collaboration skills
- Ability to communicate at the executive level and galvanize teams around a shared vision
- Strong business acumen with the ability to synthesize data into strategic decisions
- Skilled at prioritizing complex business needs and making informed decisions in a dynamic environment
- Demonstrated ability to drive digital product innovation and operational excellence
- Exhibits strong capability to build trust through authenticity, integrity, and transparent communication
- Proven ability to champion inclusion and cultivate diverse, effective teams.
Benefits:
- Competitive Pay and Bonuses
- Financial Planning and wellbeing
- Time away from work
- Extras, discounts and perks
- Growth and Development
- Health and Wellness
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