VP Marketing, Blue Nile

Overview

Vice President of Marketing – Blue Nile
Join us as we drive customer‑centric brand, acquisition, and retention strategies. We are a purpose‑driven company that believes love inspires love and is committed to enabling all people to Celebrate Life and Express Love.
Key Responsibilities

Define and evolve long‑term brand positioning, messaging architecture, and value propositions that reinforce BlueNile's leadership in online fine jewelry.
Build a comprehensive annual marketing roadmap aligned to commercial priorities and customer growth strategies.
Elevate brand awareness and differentiation through compelling storytelling, innovative campaigns, and distinctive customer experiences.
Ensure cohesive brand identity and customer experience across all digital touchpoints.
Develop and execute a comprehensive marketing strategy aligned with business objectives, customer needs, and growth priorities.
Lead all e‑commerce marketing initiatives, optimizing the online customer journey to improve engagement, conversion, and revenue performance.
Leverage customer insights, analytics, market research, and competitive intelligence to inform strategic decision‑making and marketing effectiveness.
Identify new growth opportunities, partnerships, and customer engagement strategies to expand BlueNile's market presence.
Oversee performance marketing channels including paid search, SEO, affiliate marketing, display, social media and emerging digital platforms.
Manage and optimize the marketing budget, ensuring efficient allocation of resources and strong return on investment; balance brand‑building investment with demand‑driving performance marketing.
Establish measurement frameworks and dashboards that link marketing activity to traffic, conversion, and revenue outcomes.
Drive customer acquisition, retention, and lifetime value through integrated marketing programs across digital, CRM, loyalty and brand channels.
Ensure CRM strategy supports lifecycle marketing, retention and reactivation.
Identify opportunities to deepen engagement through partnerships, PR, influencers and experiential activations.
Serve as strategic marketing advisor to the BlueNile Brand President and executive leadership.
Partner closely with Merchandising, Product, Technology, Finance, Customer Care and Operations to deliver cohesive customer experiences and achieve business objectives.
Influence enterprise‑level decisions that impact brand and customer experience.
Build, mentor and develop a high‑performing marketing organization focused on accountability, innovation, collaboration and results.
Assess organizational capability and define development and succession plans.
Foster a culture of innovation, accountability, collaboration and data‑driven decision‑making.
Strengthen agency partnerships and external relationships to elevate brand execution.
Key Performance Indicators

Revenue & Comparable Sales Growth (% vs. LY and vs. Plan)
Marketing ROI / ROAS
Website Traffic & Conversion Rate
Customer Acquisition Cost (CAC) & Customer Lifetime Value (LTV)
Brand Health Metrics (Awareness, Consideration, Preference)
Customer Retention & Loyalty Engagement
CRM Engagement Metrics
Campaign Performance vs. Objectives
Team Engagement & Retention
Qualifications

Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
12+ years of progressive marketing leadership experience, including senior leadership within e‑commerce, specialty retail, luxury or consumer brands.
Demonstrated success in developing and executing customer‑centric brand and performance marketing strategies that drive measurable growth and profitability.
Deep expertise in digital marketing, including SEO, SEM, paid media, affiliate marketing, CRM, and lifecycle marketing.
Strong understanding of e‑commerce business models, customer acquisition economics and omnichannel customer journeys.
Proven ability to leverage data and analytics to inform strategic decision‑making and optimize marketing performance.
Strong financial acumen and experience managing substantial marketing budgets with ROI rigor.
Exceptional leadership and team development skills, with a track record of building and scaling high‑performing teams.
Excellent communication, collaboration and stakeholder management skills, with the ability to influence at the executive level.
Experience in luxury, bridal, jewelry or premium consumer brands preferred.

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