VP of Digital and eCommerce

The VP of Digital and eCommerce will be responsible for Avaline’s DTC business, including developing digital strategy, leading user experience, directing marketing budgets for customer acquisition and retention, and optimizing website performance. You will own the financial goals, lead and manage end-to-end website strategy development and day-to-day operational execution. Working closely with Brand Marketing and Sales, you will design and develop digital programs, products, and content that create an elevated and cohesive customer experience across all channels. This is a highly collaborative position that will interact closely with all departments within the company as well as manage numerous external partners.


  • Manage customer acquisition and LTV by increasing traffic, conversion, and retention
  • Develop and implement comprehensive digital web strategy
  • Lead strategy, execution, and performance across all e-commerce marketing and technical initiatives
  • Own full e-commerce P&L, driving sustainable growth by achieving revenue and margin targets without compromising customer experience or brand identity
  • Lead cross functional teams to execute site redesigns, improve UX, and create a uniform customer experience across all devices
  • Evaluate data and customer feedback to further iterate and evolve our subscription and digital product offerings
  • Work with Sales and Strategic Finance on forecasting, reporting, and inventory management
  • Lead digital product management, including developing and managing product roadmap, making technology investment decisions, and owning all e-commerce technology solutions and vendor relationships
  • Work with Sales and Marketing to manage innovation launch calendar focusing on a DTC-first approach with a goal of gaining insights to determine channel strategy 
  • Align with other sales channels to craft seamless omnichannel customer experience
  • Contribute analytical rigor by expanding on ecommerce KPI reporting and helping to establish analytics platform to drive ongoing improvements to all e-commerce metrics
  • Manage all website enhancements, integrations, and digital projects from concept to post go-live to drive revenue and acquire and retain customers
  • Maintain understanding of the ever-changing complexities of eCommerce in the highly regulated alcohol beverage industry


    • 10+ years in growth or retention marketing, selling physical products
    • 3+ years leading and growing a successful DTC business with experience in both strategy development and operational execution
    • Demonstrated P&L accountability and a proven track record for delivering on revenue targets and driving toward profitability
    • Outstanding analytical abilities and a strong focus on data-driven decision making
    • Strong leadership instincts and the ability to manage and influence others, and to work cross-functionally throughout the organization
    • Ability to lead a team of internal and external resources
    • Experience with Shopify, Google Analytics, Klaviyo, Meta Ads, Influencer Marketing, and A/B testing
    • Knowledge of technology stacks used in e-commerce, web marketing and web development, with ability to oversee web development and performance marketing agencies and third-party vendors
    • Excellent judgment and maturity coupled with a positive, collaborative attitude
    • Demonstrated experience growing a subscription-based business highly preferred
    • Experience working in CPG or adult beverage is a plus

    To apply, please submit your resume to careers@drinkavaline.com