VP of Digital, Americas

SO, WHAT'S THE STORY?

In the Americas region our aim is to be the most desired premium footwear brand in the country (and Canada!). As we grow, we are focused on igniting our consumer experience across the marketplace (DTC and Wholesale), utilizing our customer segmentation plans to align with global initiatives, whilst driving localized needs.

Our Digital team is at the heart of this transformation. We’re building momentum across our digital channel, expanding our DTC footprint, and investing in technology and innovation to better connect with our consumers. We’re driving growth, elevating the consumer experience, and shaping the future of how people engage with our brand.

THE ROLE

The Vice President of Digital, Americas will lead the strategic direction and execution of our digital business, including ecommerce, CRM, digital marketing, re-commerce, and customer care. This role is responsible for delivering revenue growth, extending CLTV, optimizing the consumer journey, and driving innovation across platforms and channels.

You’ll be a key member of the regional leadership team, owning the ecommerce P&L and collaborating cross-functionally to align digital initiatives with broader business goals. You’ll play a critical role in fostering a culture of connection, innovation, and coaching. You will work with partners across the business in seeking and integrating Gen AI capabilities, and shaping our tech stack transitions.

At Dr. Martens, digital is more than a channel, it’s a mindset. As we accelerate our growth in the Americas, we’re looking for a bold, visionary leader to shape the future of our digital ecosystem. This role is about more than managing ecommerce; it’s about inspiring teams, connecting with consumers, and leading innovation across consumer touchpoints. You’ll be at the forefront of bringing together data, technology, and creativity to deliver frictionless journeys and meaningful brand moments to consumers in an omni-channel environment.

Key Responsibilities:

Strategic Leadership

• Define and execute the regional ecommerce strategy, elevating the consumer experience, growing CLTV, and owning ambitious growth targets for the channel.
• Lead the DTC Customer Care function, improving KPIs such as FRT, AHT, and CSAT.
• Drive omni-channel integration and digital transformation across the Americas region.
• Champion innovation, including Gen AI applications and new tech stack migrations.
• Collaborate with global digital and technology teams to ensure localization and personalization strategies are aligned.

Ecommerce Operations

• Oversee site experience, UX, merchandising, campaign execution, and conversion optimization.
• Lead the digital trade team to localize and maximize the potential of each country site.
• Define and execute content strategy and digital marketing performance across SEO, affiliates, and CRM.
• Partner with merchandising and product teams to ensure the right assortment and forecasting for ecommerce.
• Collaborate with operations to plan and deliver the business cycles.

Data-Driven Decision Making

• Leverage analytics and consumer insights to personalize experiences designed to drive CLTV, drive loyalty, and inform the business.
• Build and monitor KPIs, using A/B testing and CRO to optimize performance.
• Own budgeting and P&L management, in partnership with Finance.
• Develop a strong reporting and analytics suite to inform business decisions.

Leadership & Collaboration

• Inspire and lead a high-performing team, fostering a culture of innovation and accountability.
• Work cross-functionally and with external partners to vet strategies and talent.
• Engage with global and regional leadership and board members to align on vision and priorities.
• Role model DM values, with a focus on employee wellbeing, team dynamics, and leadership development.
• Identify areas of the business to embed digital thinking into business strategy and process.

WHAT WE ARE LOOKING FOR

• Proven record of accomplishment contributing to leadership of an entity, while successfully leading an eCommerce team within a multi-country and omni-channel environment.
• Relevant experience in a consumer brand in the North America marketplace (multi-channel footwear or apparel industry experience is helpful).
• Strong understanding of key ecommerce and retail metrics & KPIs.
• A great decision-maker; able to create solutions to support business strategy with a consumer first mindset.
• A history of bringing digital innovation to life in consumer brands and driving a true omni-channel approach in consumer brands.
• Agility to continually respond to change and adjust approach in a complex and fast paced environment.
• Strong understanding of ecommerce platforms, digital commerce architectures, digital marketing strategies, and consumer behaviour in a global context.
• Proficient communication skills.
• You will be comfortable influencing across all levels in the business including the Global Leadership Team to support delivery of Americas ecommerce priorities.
• You will partner effectively with the Americas leadership team to build a highly engaged team – you’ll embed a collaborative culture and ensure the team have direction (short & long term), guidance & support; coaching will be your go-to.
• You will take ownership for your own development, proactively seeking out feedback to build self-awareness; you’ll prioritize the development of those around you and will take an active role in creating other future leaders.

Physical Requirements:

• Ability to work at a standard computer setup for 40+ hours per week, with or without accommodations.

Travel:

• International and domestic travel.

At Dr. Martens, we live and breathe our 3 core values —they’re at the heart of who we are. They never stand alone but work together as a balancing act of rights and responsibilities to support how we work together at DM’s. BE YOURSELF. ACT COURAGEOUSLY. SHOW YOU CARE. Our values also underpin the DM Way, our behavioural framework, which describes the 8 factors that drive success for our people.

Your technical ability will go hand in hand with our DM Way success factors:

• Develop: create an environment that empowers and nurtures future talent by delegating, understanding next generation needs, and ensuring long-term team growth.
• Lead: set a clear vision with plans and goals, cultivating a high-performance culture that drives positive change and inspires enthusiasm for DM’s future.
• Explore: place the consumer at the heart of strategy, decisions, and communications while analysing market trends and competition relevant to your role.
• Invent: champion progress, innovation, and change, driving collaboration across teams to enhance effectiveness and implement new ideas.
• Connect: promote inclusivity and collaboration, build strong internal and external networks, and streamline processes to align cross-functional efforts and drive growth.
• Influence: communicate difficult messages clearly and assertively, balancing data and emotion to influence, and build a collective movement toward common goals by selling a compelling vision.
• Drive: cultivate a culture of entrepreneurial spirit and high performance, inspiring teams to overcome obstacles, embrace challenges, and continuously improve while delivering results.
• Organise: balance long-term strategic change with short-term business needs by setting clear roles, expectations, and measures for the team.

WHAT'S IN IT FOR YOU?

• Welcome to the brand pair of Docs
• Early Friday finish in the summertime
• Amazing Portland based office & rooftop
• Hybrid work schedule
• Participation in a sales bonus incentive plan
• Affordable & comprehensive Medical, Dental & Vision packages
• Our Employee Assistance Program – for when times might get tough
• 401(k) Pre-Tax and Roth Retirement savings plans
• DM Foundation, supporting and empowering our communities around the world
• Paid volunteer hours

Are you ready to fill your boots? Apply now!

At Dr. Martens, we are committed to creating an environment in which we can all be our best and bring our authentic selves to work. We encourage applications, regardless of race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, age, veteran status, or disability. Dr. Martens will consider qualified applicants with criminal histories that do not conflict with their ability to do their role. Diverse and inclusive teams have a positive impact on our brand; helping us to speak authentically to our consumers. We strive to develop a business where our people can thrive and feel empowered to express themselves. Because we believe everyone should feel supported and included, whatever their role in the Dr. Martens community.

We strive to create an accessible and inclusive application and selection process. We are committed to working with and providing reasonable accommodation to job applicants who may require provisions to participate in the recruitment, selection and/or assessment processes. Should you require accommodation, please contact our Talent Acquisition team, by email at jobs@drmartens.com and we will work with you to meet your accessibility needs.