VP, Performance Marketing

Lands' End • Full-time • New York, New York, United States • 3d ago

*This is a hybrid role with three weeks per month onsite (Mon. – Thurs.) and is based out of our New York Office.

The VP, Performance Marketing will lead Lands’ End’s performance and lifecycle marketing organization owning paid media (paid social, paid search, and affiliates), CRM, email and SMS, and direct channels (catalog, direct mail, and programmatic print) to deliver incremental profit and a unified customer acquisition and retention strategy. This executive will have a quant-first performance marketing mentality and a proven track record of driving profitable growth in a fast-moving company, ideally with experience managing performance against a large SKU / assortment catalog. They will bring relevant, data-driven approaches to attracting, reaching, and engaging key customer segments across both digital and direct channels.

Reporting into the CMO, the VP, Performance Marketing will be an influential and collaborative leader who connects as an enterprise leader across multiple functions. This executive thrives in a fast-paced, rapidly changing landscape and can straddle business, media, and technology with the ability to drive business results, build and develop teams, partner with peers across the organization, and communicate effectively at the executive level.

Own and lead the strategy, planning, and execution of paid media across paid social, paid search, and affiliates, driving efficient customer acquisition and channel-level ROI.
Own the CRM, email, and SMS strategy, building a lifecycle marketing engine that deepens engagement, drives retention, and grows customer lifetime value.
Oversee catalog, direct mail, and programmatic print, ensuring these channels are fully integrated into the broader performance and lifecycle strategy rather than run in isolation.
Develop annual and seasonal marketing plans across performance media channels, inclusive of budget proposals, performance and demand forecasts, and recommendations that acquire new customers, drive traffic and conversion, and maintain efficient ROI.
Deliver full-funnel media strategy and accountability across the channel portfolio, balancing paid, owned, and direct channels to optimize revenue and customer growth.
Own monthly marketing mix modeling (MMM) reads on channel-level performance, and drive weekly agile reads with agency and analytics partners to make ongoing channel enhancements and reallocate spend.
Own the P&L and budget for the performance and lifecycle marketing portfolio, including budget proposals, allocations, monthly pacing and validation, and annual and seasonal forecasting.
Lead the transformation from legacy, channel-siloed marketing to a modern, integrated, and data-driven performance marketing organization.
Utilize AI-enabled tools and capabilities to enhance customer targeting, media efficiency, and campaign effectiveness across channels.
Drive product launches and campaign planning with a focus on funnel expansion and full-funnel optimization.
Own the analytics and reporting for performance media programs in partnership with digital agencies, vendors, and internal analytics teams, ensuring consistent measurement and attribution across channels.
Actively lead hindsighting and competitive benchmarking analyses to inform marketing strategy, campaign execution and process improvements.
Partner and manage external agency partners, vendors, and internal teams to execute integrated marketing initiatives on time and on budget.
Bring a test-and-learn approach to the organization, defining and driving a learning agenda across channels.
Lead the identification of target customer segments and markets to drive profitable acquisition at scale, using data-driven and data-informed insights to continuously reallocate spend and optimize ROI.
Build and evolve a CRM and lifecycle plan for smart growth, improving key customer KPIs and overall profitability across acquisition, retention, and loyalty.
Lead, develop, and inspire a team of channel and lifecycle marketers — along with agency and vendor partners — fostering a culture of innovation, accountability, and performance.
Partner with Brand and other internal stakeholders on the end-to-end customer journey — from initial awareness to first-order conversion to an ongoing customer relationship — and ultimately top- and bottom-line growth.

KPIs

Blended CAC / MER (and channel CAC where spend is material) — Core efficiency of the demand engine vs. growth.
Contribution margin from performance-driven demand — Growth must be profitable, not just top-line.
New customer growth (volume + quality) — Expands the base without burning LTV.
Forecast accuracy & budget pacing — Credible planning and in-quarter control of spend.
LTV / retention for cohorts influenced by CRM / lifecycle — Lifecycle ownership must show up in customer value

Skills

12+ years of progressive experience in performance marketing, with direct ownership of paid media, CRM/lifecycle, and preferably direct channels (catalog, direct mail, or programmatic print a plus).
A self-motivated and resourceful executive with a strong bias for action who thrives in complexity, ambiguity, and fast-moving environments.
Experience managing performance marketing against a large SKU / assortment catalog strongly preferred (product breadth, seasonality, and offer complexity).Deep, hands-on fluency in paid social, paid search, and affiliate strategy, along with the MarTech and adtech platforms that power them.
Proven experience building and scaling CRM, email, and SMS programs that drive measurable retention and LTV gains.
Comfort managing traditional direct-response channels (catalog, direct mail, programmatic print) alongside digital, with a point of view on how each channel earns its place in the mix.
Working knowledge of marketing mix modeling (MMM) and agile/always-on measurement approaches, and the ability to translate both into channel-level budget and creative decisions.
Direct experience owning a marketing P&L and budget — proposals, allocations, pacing, and forecasting — and communicating performance and trade-offs to executive leadership.
Experience leading through agencies and vendor partnerships at scale, in addition to managing a direct team.
Quant-first: skilled at leveraging, interpreting, and applying data and analytics; partners fluently with data and analytics teams; makes decisions from evidence.
Excellent communication and collaboration skills, with the ability to influence cross-functionally and build consensus in a hands-on environment.
Warm and inclusive leadership style; an inspiring, strategic, and supportive people manager.
Demonstrated experience leading and developing a team of channel owners and specialists.
Sets clear performance expectations and goals for team members and fosters a collaborative, positive work environment.

Must-haves

12+ years of experience leading performance marketing — spanning paid media and CRM/lifecycle channels — at fast-moving companies with a track record of scaling both top-line growth and profitability.
Proven P&L / budget ownership at meaningful scale.
Quant-first orientation: fluent with data/analytics partners; comfortable with MMM, incrementality, and experiment design.

Nice-to-haves

Advanced degree (e.g., MBA).
Apparel, home, or multi-category retail / DTC experience with large assortment complexity.
Hands-on with modern measurement stacks (MMM platforms, incrementality tooling, warehouse / BI collaboration).
Familiarity with catalog / print as a performance lever alongside digital.

The pay range for this position is $250,000 - $320,000. An employee’s pay within the salary range will be based on numerous factors including, but not limited to, relevant education, qualifications, experience, skills, geographical location, and business or organizational needs. This position may also be eligible for annual merit increase, bonus, and/or incentive compensation. We also offer a comprehensive benefits package including paid time off, health, dental, vision, and disability benefits.