Vice President, Marketing & Ecommerce

Position Overview:

The VP of Marketing & eCommerce will be responsible for expanding the Frankies Bikinis brand across all channels of distribution both domestically and internationally, while preserving and enhancing the brand's equity.

As VP of Marketing & eCommerce you will oversee the development and execution of the marketing and ecommerce strategy and all aspects of the company's marketing initiatives, including brand/creative marketing, growth marketing, PR, and eCommerce. You will create and deliver fully-integrated programs across marketing, digital, communications and go-to-market strategy to ensure maximum impact, efficiency and alignment across all company functions.

Primary Job Responsibilities:

  • Manage the P&L for the eCommerce channel with a focus on growth and profitability to allocate resources and media effectively
  • Oversee and help develop and implement 360° brand marketing strategies while working with all cross functional teams to ensure success of all product launches and brand initiatives
  • Serve as the thought leader and main cross-functional stakeholder on all things digital/DTC and regularly share out learnings and insights with key cross functional teams
  • Lead the long-term vision of the eCommerce strategy and customer experience leveraging emerging digital shopping experiences, industry trends, and evolving consumer expectations.
  • Define the annual eCommerce strategic priorities and promotional calendars with a clear articulation of KPIs and targets. Leverage benchmarking to identify underdeveloped segments or markets.
  • Continually grow traffic, conversion, and new customer acquisition through data-driven strategies and media channel expansion.
  • Establish and manage a testing framework and roadmap to improve campaign performance across the customer acquisition journey
  • Strengthening the brand across all critical elements including brand positioning, creative, brand architecture, packaging, pricing, out-of-the-box experience, and communication
  • Working closely with the Founders of the brand, the growth and creative teams to guide and unify the creative direction of the brand.
  • Generating awareness and differentiation of the Frankies Bikinis brand by creating a compelling brand narrative.
  • Establish strategic partnerships and collaborations, and develop word-of-mouth opportunities to increase awareness and build brand equity
  • Research and analyze economic trends, buying habits and the demographic characteristics of consumers, their tastes, and preferences for company products and those of competitors.
  • Drive website merchandising strategies in partnership with product management, eCommerce merchandizing and operations teams.
  • Oversee digital analytics reporting and digital attribution modeling
  • Establish clear KPIs to measure success and determine what to test and scale.

· Effectively lead, mentor, support and nurture the two departments with a current staff of 20 employees with 4 direct reports.

· Develop team member performance and coach team on achieving goals, managing timelines and multiple overlapping projects in order to deliver results consistent with strategic marketing & ecommerce objectives.


  • 10+ years of marketing leadership experience for a high growth consumer products, fashion or lifestyle business
  • Product focused marketing background with expertise in growth marketing within a crowded market
  • A track record of performance excellence meeting targets and objectives within deadlines
  • Respectful and outstanding leadership skills that motivate staff to exceed expectations
  • The ability to articulate a vision and strategy in a way that inspires and motivates a team to focus their energy on achieving business goals
  • Strong pulse on current market trends and "cool-factor"
  • Strong analytical skills; able to use data to optimize day-to-day performance and run split testing campaigns
  • Bachelor's degree in Marketing, Communication, Business or related field

About Frankies Bikinis:

Frankies Bikinis is a global online destination for fashion-forward swimwear founded in 2012 by Francesca Aiello. Known for high-end fabrics, fashion forward shapes, and cheeky bottoms, our bikinis look great on everybody. Since the company’s inception, the brand has evolved into a lifestyle brand, expanding product offerings to include apparel, beauty, and footwear. Frankies Bikinis’ designs can be found in better retail boutiques including Victoria’s Secret, Revolve, Intermix, Free People, Kith, and Browns. The largest selection of Frankies Bikinis can be found at

We’re a fast-paced, highly-collaborative, customer-centric, swimwear-loving and solutions-oriented team. We’re also big fans of dogs, snacks, and not taking ourselves too seriously. We’re always looking for intelligent, kind, and passionate and ambitious people to join us and help us bring our amazing products to the world.

Everyone is welcome at Frankies Bikinis - we’re passionate about building a team that reflects the diversity of our community and creating an environment where our differences are celebrated. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

Why Join Us?

  • Our team is made up of friendly, funny, welcoming, low-ego, and passionate people -- who also happen to be great at what they do. We all know the people you work with can make or break a job and so we go to great lengths to protect this amazing culture.
  • Unless the position specifically require you to be in the office, we have a hybrid remote work model where we expect you to be in the office 2-3 days per week with one of those days being the designated departmental weekly in the office day.
  • We work hard, but are well-rounded. Breaks to pet dogs, hang with coworkers, and, if you are even in the office, leaving at a reasonable time is encouraged.
  • Care about growth? So do we. We’re growing rapidly, so we’ve got tons of exciting growth opportunities for our amazingly talented team. Not the type of place where you wait for your boss to quit before you can get promoted. New projects and business needs pop up all the time, and we always look internally first.
  • All the other stuff you’d expect - great benefits including fully company-paid health insurance, a 401k plan with up to 4% employer match, fun team outings, great product discounts and much more.

Please apply on LinkedIn.