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VP, Digital Sales & eCommerce
The Lumistella CompanyUnited Statesfull_timeVerifiedPosted 3 Oct 2025
About the role
Join us in Telling the Stories of Santa’s North Pole!
The Lumistella Company is a global intellectual property company dedicated to bringing Santa’s North Pole to life for children around the world through consumer products, original entertainment and brand experiences. We are home to the most iconic and beloved Christmas brands of this generation including The Elf on the Shelf, Elf Pets, and Elf Mates. The VP of Digital Sales & eCommerce will architect and execute the company’s digital revenue strategy across all U.S. online channels, including direct-to-consumer platforms, major online marketplaces, and social shopping initiatives. In addition, this role will be responsible for leading digital growth expansion into international marketplaces. This role is responsible for driving sales growth, maximizing profitability, and ensuring operational excellence in the digital customer journey.As both strategist and builder, the VP will be a hands-on leader who partners closely with Marketing, IT, Operations, and Brick-and-Mortar Sales to deliver an integrated, omnichannel approach. This role begins lean — rolling up sleeves to lead execution alongside a small team — and will scale as revenue growth creates opportunity for expansion. The VP of Digital Sales & eCommerce will be responsible for:Digital Revenue Strategy & Leadership
The Lumistella Company is a global intellectual property company dedicated to bringing Santa’s North Pole to life for children around the world through consumer products, original entertainment and brand experiences. We are home to the most iconic and beloved Christmas brands of this generation including The Elf on the Shelf, Elf Pets, and Elf Mates. The VP of Digital Sales & eCommerce will architect and execute the company’s digital revenue strategy across all U.S. online channels, including direct-to-consumer platforms, major online marketplaces, and social shopping initiatives. In addition, this role will be responsible for leading digital growth expansion into international marketplaces. This role is responsible for driving sales growth, maximizing profitability, and ensuring operational excellence in the digital customer journey.As both strategist and builder, the VP will be a hands-on leader who partners closely with Marketing, IT, Operations, and Brick-and-Mortar Sales to deliver an integrated, omnichannel approach. This role begins lean — rolling up sleeves to lead execution alongside a small team — and will scale as revenue growth creates opportunity for expansion. The VP of Digital Sales & eCommerce will be responsible for:Digital Revenue Strategy & Leadership
- Develop and execute a comprehensive U.S. digital sales strategy across DTC, marketplaces, and social commerce.
- Expand digital sales strategy to include international marketplaces and cross-border DTC growth (Amazon EU, Asia marketplaces, Canada, etc.)
- Own topline revenue, margin, and profitability for digital sales channels.
- Partner with the SVP of Global Sales & eCommerce to ensure digital channel expansion/sales align with broader domestic & international organizational goals and revenue targets.
- Provide strategic insights into digital performance and growth opportunities to the executive team.
- Drive growth on key platforms: Amazon, Walmart Marketplace, Shopify, and the company’s own “Santa’s Store” shopping cart.
- Ensure product content, promotions, and pricing strategies maximize conversion and profitability.
- Collaborate with Marketing on social shopping campaigns (TikTok Shop, Instagram, YouTube, livestream commerce, etc.) to ensure seamless traffic flow to Shopify and fulfillment.
- Negotiate partnerships and promotional opportunities with marketplace operators.
- Evaluate and negotiate international marketplace partnerships to accelerate brand awareness and sales outside the US.
- Partner with IT, Digital Marketing, Finance, and Operations to optimize the digital shopping experience (site functionality, checkout flows, order fulfillment).
- Monitor and influence bottom-line impacts such as fulfillment costs, returns, and CX, while not owning operational cost centers directly.
- Ensure eCommerce platforms are optimized for engagement, traffic, and order completion.
- Analytics & Performance Management
- Establish and track KPIs: digital sales growth, CAC, LTV, conversion rate, cart abandonment, sell-through, and profitability.
- Provide regular executive-level reporting on digital performance and insights.
- Implement a test-and-learn culture around promotions, bundling, and product assortment.
- Ultimately, this role will be responsible for building and managing a lean team of digital account managers and eCommerce ops/analytics support.
- Act as a player-coach in the early phase, directly handling accounts and analytics while mentoring initial hires.
- Develop a roadmap for team expansion based on revenue growth and profitability.
- Partner with VP of Digital Marketing to ensure campaigns and spend align with sales goals.
- Collaborate with IT
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