Vice President Ecommerce - Marketplaces

Overview

The Vice President of Ecommerce – Marketplaces is responsible for owning and accelerating the growth, profitability, and strategic expansion of Ashley’s national marketplace business across all major ecommerce platforms. This executive will serve as the primary senior leader for all B2B marketplace relationships , while also owning marketplace performance drivers including retail media, digital shelf content, assortment strategy, pricing optimization, and SKU-level profitability .

This role is designed as a hybrid commercial and performance leadership position —blending national account ownership with full accountability for marketplace growth economics . The VP will collaborate closely with Sales, Product, Finance, Operations, and Supply Chain leaders but will not carry direct responsibility for those organizations . This role is 100% marketplace-focused and does not own DTC website operations or traditional field retail.

Scope of Responsibility

• Channel Focus: All National Marketplace Accounts
• Team Leadership: Leads and develops a team of national account directors and managers and the marketplace marketing team
• P&L Ownership: Full marketplace revenue, margin, trade spend, and media investment performance
• Strategic Authority: Marketplace growth, retail media, content strategy, and promotional architecture

Primary Responsibilities

Marketplace Growth & National Account Leadership

• Own all national marketplace relationships and serve as the senior executive point of contact for strategic partnership development.
• Develop and execute joint business plans with key marketplace partners to drive revenue, margin expansion, and long-term share growth.
• Establish annual and multi-year growth targets aligned to enterprise objectives and historical performance.
• Expand the Company’s marketplace footprint through new platform development and strategic partner onboarding .

Retail Media, Advertising & Promotional Strategy

• Own marketplace retail media strategy , performance optimization, and ROI accountability.
• Oversee advertising budgets, promotional spend, and platform investment strategies in partnership with Finance and external agencies.
• Approve and optimize all marquee sales events and promotional programs , ensuring healthy channel distribution and margin protection.
• Drive performance against ROAS, TACOS, conversion rate, and new-to-brand acquisition metrics .

Digital Shelf, Content & Conversion Optimization

• Own marketplace content performance across titles, imagery, A+, storefronts, and enhanced brand content.
• Ensure digital shelf execution consistently supports discoverability, conversion, and brand positioning .
• Partner with Product, Creative, and Marketing teams to establish scalable content standards and launch frameworks .
• Continuously optimize shopping experience, PDP health, and attribution-driven merchandising strategy .

Assortment, Pricing & Profitability Ownership

• Lead marketplace assortment strategy based on competitive indexing, whitespace analysis, and category growth trends.
• Partner with Pricing and Finance to establish:
• SKU-level profitability targets
• Sustainable promotional price floors
• Own marketplace trade spend, coop funding, and promotional economics .
• Ensure full integration of demand planning, forecasting, and in-stock optimization for marquee events.
• Identify gaps in product assortment and share data with the product development team.
• Develop executive-level dashboards for marketplace performance using AI tools.
• Drive performance using:
• Conversion analysis
• Share of category growth
• Use data to inform pricing strategy, promotional timing, new item launches, and platform investment decisions .

Cross-Functional Leadership & Strategic Influence

• Serve as the marketplace authority across the enterprise , guiding cross-functional prioritization.
• Partner with:
• Product Development on whitespace expansion
• Supply Chain on forecast integrity
• Finance on AR, trade, and margin management
• Warehouse and distribution teams on capability needs and performance
• Lead executive-level storytelling for marketplace performance at senior leadership reviews.

Operational Excellence & Process Optimization

• Marketplace onboarding
• Catalog integrations
• Promotional execution
• Conduct recurring business reviews to:
• Surface growth constraints
• Improve internal execution velocity

Qualifications

Education

• Bachelor’s Degree in Business, Marketing, Finance, or related field required
• MBA preferred but not required

Experience (Market-Aligned Revision)

• 10+ years of progressive ecommerce, marketplace, or national account leadership experience
• 7+ years of senior-level marketplace or digital commerce leadership
• Proven ownership of:
• National marketplace P&L
• Deep experience with:
• Amazon, Walmart, Wayfair, or equivalent enterprise marketplaces
• High-velocity promotional retail environments

Core Skills & Expertise

• Retail Media & Performance Marketing
• Executive-Level Data Storytelling
• Cross-Functional Leadership Without Direct Authority
• Forecasting & Demand Integration
• Strategic Negotiation & Partner Development
• Process Design & Operational Scaling
• Operates as a growth-minded business builder
• Demonstrates strategic confidence with execution discipline
• Leads with data, accountability, and clarity
• Maintains high integrity, trust, and enterprise leadership presence
• Thrives in fast-moving, performance-driven environments

Work Environment & Physical Requirements

• Predominantly office-based or remote with travel
• Able to perform standard executive work functions including computer, communication, and presentation requirements
• Light lifting may be required for equipment or materials (up to 25 lbs)

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