Vice President, Digital Activation & Ecommerce Excellence

Samsonite International S.A.

Mansfield (MA)

Hybrid

USD 240,000 - 360,000

Full time

14 days+

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Job summary

Samsonite International S.A. in Mansfield, MA seeks a VP, Digital Activation & Ecommerce Excellence to drive the group toward a $1.1B ecommerce goal by 2030. You will shape the MarTech stack with IT and coordinate with regional leaders to execute a consistent global strategy.

This hybrid role blends governance with hands-on optimization, setting digital experience standards and advancing AI-enabled innovation across channels and markets.

Qualifications

Extensive experience leading digital transformation at scale.
Proven ability to drive ROAS and ecommerce growth across channels.
Strong governance and stakeholder management across global regions.

Responsibilities

Own ecommerce platform performance across geographies and brands.
Lead DTC, marketplace, and retail media strategy and partnerships.
Define global digital experience standards and optimize conversion.
Build MarTech governance and tool optimization with IT.
Lead AI adoption and agentic innovation across marketing and ecommerce.
Enable regional RMEOs with playbooks and capability building.

Skills

Digital strategy

MarTech governance

Leadership

AI in marketing

Cross-functional collaboration

Performance marketing

Tools

Salesforce Agentforce

Job description

As the VP, Digital Activation & Ecommerce Excellence, you will lead the digital transformation and ecommerce acceleration strategy for Samsonite Group toward the $1.1B ecommerce revenue goal by 2030. Define requirements for, and co-own platform selection with IT of, the MarTech stack; IT owns architecture, platform, and optimization decisions. Partner with RMEOs and regional Marketing & Ecommerce leaders to enable local execution of global digital strategy, clearly defining what is globally fixed vs. locally flexible. Partner with GMEO to build marketing technology governance and drive AI/agentic commerce innovation. Work in close partnership with SVP on brand consistency in digital execution and with Head of Data, Analytics, & Voice of Customer on digital performance measurement and optimization. Partners with regional marketing and ecommerce leads on digital activation best practices across omni-channel digital, audience strategies, and agile digital optimizations to drive improved topline and digital ROAS improvements. This is a hybrid role, we work on site 4 days and remotely 1 day weekly.

Serving as peer to SVP and Head of Data, Analytics, & Voice of Customer (all reporting to GMEO), this VP is accountable for:

Driving ecommerce revenue growth toward $1.1B by 2030
Executing digital transformation and platform excellence across all channels
Building digital experience standards that maintain brand consistency while optimizing conversion
Building marketing technology governance and innovation capability
Enabling RMEOs with digital playbooks, best practices, and capability building
Assessing AI and agentic use cases for digital commerce and content development

CORE MANDATE & STRATEGIC PILLARS

This role executes on four core strategic pillars aligned to GMEO direction:

Pillar 1: Digital Commerce Acceleration & Revenue Growth

Drive ecommerce revenue growth toward $1.1B by 2030 through excellence in digital platform operations, customer experience, and performance marketing. Enable regions with digital best practices ensuring all digital channels (DTC, marketplaces, retail media) drive measurable revenue and margin contribution. Partner with RMEOs to enable regional execution with local market flexibility.

Pillar 2: Digital Experience Excellence & Brand Consistency

Define and operationalize global digital experience standards that elevate brand positioning while optimizing for digital KPI improvements (e.g. ROAS, conversion). Ensure consistent brand expression across all digital touchpoints while enabling local cultural relevance. Partner with SVP on brand integration into digital execution.

Pillar 3: Marketing Technology & Data-Driven Optimization

Build marketing technology governance, infrastructure, and capability to enable data-driven, personalized digital experiences at scale. Lead emerging technology assessment and adoption in partnership with IT. Partner with Head of Data, Analytics, & Voice of Customer on digital performance measurement and ROAS optimization.

Pillar 4: AI Excellence & Agentic Innovation

Lead the adoption of AI and agentic technologies across marketing and ecommerce functions, including GEO optimization, agentic commerce, and AI-powered content and consumer intelligence. Define marketing and ecommerce AI use case prioritization, governance frameworks, and next-practice solutions that drive competitive advantage and productivity. Partner with Head of Data, Analytics, & Voice of Customer and RMEOs to embed AI-powered capabilities across all digital channels and regional teams.

KEY ACCOUNTABILITIES IN SUPPORT OF STRATEGIC PILLARS

Digital Commerce Acceleration & Revenue Growth:

Own ecommerce platform performance and optimization across all geographies and brands
Manage DTC platform operations, marketplace strategy, and retail media partnerships
Drive profitability through operational efficiency and cost optimization
Establish SLAs and KPIs for ecommerce channels
Lead annual ecommerce business planning and financial forecasting with RMEOs
Lead retail media commercial partnerships and commitments (e.g., Amazon Ads Video Upfront) to convert brand awareness into ecommerce traffic, conversion, and sales
Support DTC/ecommerce launch and conversion execution for global runner products (e.g., Paralux Coffee, ProDLX 7, Nexis)

Digital Experience Excellence & Brand Consistency:

Define global digital experience standards across all channels (DTC, marketplace, retail media, social)
Own digital platform strategy (web, mobile app, checkout), conversion optimization, and customer journey design
Ensure brand consistency while enabling market-specific optimization
Lead PDP standards, content excellence frameworks, and digital accessibility governance
Own digital discovery and search visibility — SEO and AI-driven/GEO discovery — and establish search- and AI-visibility benchmarks (e.g., eMarketer, Profound AI visibility) as tracked digital KPIs
Partner with SVP on brand integration and with Head of Data, Analytics, & Voice of Customer on performance tracking

Marketing Technology & Innovation:

Own global marketing technology (MarTech) stack governance, platform selection, and optimization in partnership with IT
Define standards for customer data platforms, email marketing, marketing automation, and analytics tools
Assist RMEOs with agentic commerce readiness and preferred partner toolkit
Establish clear framework for global vs. regional MarTech tool flexibility
Drive continuous innovation and emerging technology assessment

AI & Agentic Solutions:

Own marketing/ecommerce AI use-case demand and business outcomes; adopt within IT's enterprise AI governance and partner ecosystem (incl. Agentforce).
Launch and operationalize GEO strategy; define measurement framework, KPIs, and governance for GEO and SEO performance
Lead agentic commerce implementation (e.g., Salesforce Agentforce) beginning with EU & APAC; develop phased rollout across remaining markets
Build and govern AI content model including generative content frameworks and AI-assisted creative production
Enable RMEOs with AI playbooks, preferred tool toolkit, and capability building programs

Regional Enablement & Digital Capability Building:

Partner with RMEOs to enable local execution of global digital strategy
Develop digital playbooks, best practices, and training programs
Conduct quarterly business reviews on digital performance and strategies
Partner with GMEO to annually assess DTC.com performance and strategies
Collaborate with RMEOs and DTC regional leaders to enhance DTC strategies (incl. UX/UI)

Digital Analytics & Performance Measurement:

Partner with Head of Data, Analytics, & Voice of Customer to define digital analytics standards and consume SSOT reporting for ecommerce and digital channels; define digital KPIs and ROAS targets along with Head of Data, Analytics, & Voice of Customer
Define the ecommerce and digital commercial KPIs (traffic, conversion, CAC) that feed the Brand Health Scorecard and SSOT - consuming, not building, the data organization's reporting
Establish attribution modeling and multi-touch tracking across channels
Drive continuous optimization through A/B testing and data-driven insights

PERFORMANCE METRICS & SUCCESS MEASURES

Year 1 Key Priorities