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Vice President, Ecommerce & MarketingAbout BlumeAt Blume, were on a mission to lead and inspire an inclusive wellness world rooted in kindness. We believe in the magic of everyday wellness rituals and how small changes can bring huge impact.Blume is a truly omnichannel brand, found everywhere from Amazon to local specialty retailers, Walmart shelves, and Costco pallets. Were small but mighty, with big ambitions and an agile, entrepreneurial team building a category-defining wellness brand across Canada and the U.S. Today, Blume is available in over 6,000 retailers and continues to scale rapidly across both digital and retail channels while building a best-in-class community that leads with heart.About the RoleBlume is seeking a Vice President of Marketing & Ecommerce to join our Senior Leadership Team, reporting directly to the CEO. This is a newly created, highly impactful role with end-to-end ownership of Blumes marketing and growth ecosystembrand, ecommerce, performance marketing, retail/POS, innovation marketing, and analytics.This role will unify capabilities that often live across multiple teams into a single, high-velocity growth engine with accountability for both near-term performance and long-term brand equity. Operating with a general manager mindset, you will connect brand storytelling to commercial outcomes, lead omnichannel growth across Canada and the U.S., and help scale Blume into a category leader.This role is ideal for a senior marketing and ecommerce operator who is deeply data-backed, creatively driven, and comfortable building systems, teams, and brands in fast-moving, entrepreneurial environments.What Youll DoBuild & Lead a High-Impact TeamLead, develop, and scale a high-performing teams across brand, creative, performance, ecommerce, lifecycle, and commercial marketingFoster a culture of ownership, accountability, innovation, and continuous improvementBuild lightweight processes that enable speed, creativity, and consistency as the organization scalesSet clear goals, expectations, and performance standards while supporting individual growth and developmentMarketing Strategy & Business LeadershipOwn Blumes end-to-end marketing strategy aligned to revenue growth, margin health, market share, and brand strengthPlan and manage the annual marketing budget with an emphasis on efficient, scalable, and trackable investmentTranslate company strategy into clear marketing priorities, resourcing plans, and KPIsOperate with a general manager mindset, deeply connected to commercialization, portfolio strategy, and category dynamicsBuild durable marketing systems and omni-channel marketing campaigns that drive business successPartner cross-functionally with Sales, Operations, Finance, and Innovation to drive alignment and resultsLead exploration and testing of new platforms, technologies, and growth opportunitiesEcommerce & Omnichannel GrowthDrive accelerated growth across DTC, Amazon, Instacart, third-party marketplaces, and emerging channelsOwn performance marketing strategy across paid social, search, retail media, and marketplacesLead digital shelf excellence across key retail platforms (PDPs, content, reviews, promotions, and media)Own core growth metrics including CAC/LTV, trial and repeat rates, attribution and conversion rateEnsure tight alignment between growth marketing, merchandising, and retail executionBrand & Creative LeadershipOwn Blumes brand vision, positioning, and voice across all consumer and customer touchpointsLead creative direction and annual marketing plans across campaigns, product launches, content, social, video, performance assets, and retail executionAct as the brand steward, supporting story telling, grassroots buzz, identifying cultural moments, trends, and internet conversations where Blume can credibly participate while elevating brand equityDefine and evolve brand guidelines that scale across the organizationOversee packaging strategy and optimization, balancing shelf impact, claims, compliance, cost, and sustainabilityBuild and scale earned media, PR, influencer, affiliate, and creator programs that drive both growth and brand affinityRetail, POS & CommercializationOwn POS and shopper strategy across retail including displays, signage, merchandising, shippers, and digital POSPartner with Sales on retailer sell-in stories, line reviews, innovation pitches, and seasonal programsEnsure marketing directly supports velocity, conversion, and market share growth at shelfTranslate brand and innovation narratives into compelling, customer-facing commercial storiesInnovation & Product MarketingCo-lead the innovation pipeline alongside the CEO and Director of InnovationIdentify whitespace through consumer insight, category analysis, and dataShape concepts, claims strategy, pricing, packaging, naming, and go-to-market plansOwn launch excellence across channels, including forecasting alignment and post-launch performance trackingMake clear, data-informed decisions to scale winners and exit underperformersData, Analytics & InsightsOwn the marketing data ecosystem across DTC, retail, marketplaces, and paid mediaLeverage POS data, retailer data, ecommerce analytics, and consumer insights to guide strategy and investmentBuild executive-level dashboards tied to revenue, margin, brand health, NPS, market share, and innovation ROIChampion a rigorous test-and-learn culture with a strong bias for actionWhat You Bring12+ years of marketing experience (CPG, beverage, wellness, or supplements preferred)Senior leadership experience at the Director or VP levelProven success scaling challenger brands across omnichannel environmentsDeep expertise in ecommerce and performance marketing (Shopify, paid media, Amazon, Instacart, retail media)Strong experience with POS, packaging, and retail commercializationDemonstrated innovation leadership from concept through launch and scaleHigh data fluency and comfort owning complex KPIs and trade-offsStrong creative instincts paired with commercial disciplineHands-on, fast-moving operator mindset with experience in high-growth environmentsWhat We OfferCompetitive senior-level salary Annual performance based bonus20 days of vacation + 2 personal days + 2 volunteer daysComprehensive extended health & wellness benefitsRRSP matching and childcare benefit after one yearParticipation in Employee Stock Option PlanRemote-first environment with flexible hoursAll the Blume you can drink + friends & family discount