Position Overview
The VP of Digital is a senior leadership role responsible for Frankies Bikinis’ digital growth engine — ecommerce, performance marketing, lifecycle, and site experience. Reporting directly to the CEO, this role owns the digital P&L and leads a team of 9. The ideal candidate is a strategic operator who can set vision and roadmap while staying close enough to the numbers to drive week-to-week performance. This is a high-impact role for an experienced DTC leader ready to help scale a fast-growing, fashion-forward brand.
Primary Job Responsibilities
Strategy + Leadership
· Own the digital strategy and roadmap across ecommerce, performance marketing, lifecycle (email/SMS), and site experience, aligning with company revenue goals
· Lead, mentor, and grow a team of 9, including direct management of the Director of Ecommerce and the Marketing Manager as it relates to Performance Marketing
· Partner with the CEO and executive team to set digital revenue targets, budgets, and quarterly priorities
· Build and present quarterly business reviews and strategic roadmaps to leadership
· Champion a test-and-learn culture across the digital team, balancing speed with rigor
Ecommerce & Site Experience
· Own the Shopify site roadmap, partnering with the Director of Ecommerce on merchandising, UX, and conversion optimization
· Drive continuous improvement of the customer journey from landing to checkout, including A/B testing and CRO initiatives
· Oversee site performance and readiness during major launches, drops, and promotional moments
· Ensure a consistent digital experience across touchpoints
· Optimization of Customer Service which reports into the Director of Ecommerce
Performance Marketing & Growth
· Direct performance marketing strategy across paid social, paid search, and emerging channels, in partnership with the Performance Marketing Manager and external agency partners
· Set and own customer acquisition targets, CAC, and ROAS benchmarks
· Evaluate new channel opportunities and oversee media mix and budget allocation
· Review and approve media plans, creative testing roadmaps, and performance reporting
Email/SMS & Lifecycle
· Oversee email/SMS strategy and calendar to drive retention, LTV, and repeat purchase rate
· Guide segmentation, automation flows, and lifecycle campaign strategy (Klaviyo / Attentive)
· Partner with creative and brand teams to ensure lifecycle marketing reflects brand voice
Analytics, Reporting + Budget
· Own the digital P&L, including budget planning, forecasting, and monthly reporting to leadership
· Establish and monitor KPIs across the funnel (traffic, conversion, AOV, CAC, LTV, retention)
· Translate performance data into actionable strategy and clear recommendations for the executive team
· Partner with finance on revenue forecasting and digital budget planning
Team Leadership & Cross-functional Collaboration
· Manage, coach, and develop direct reports, with accountability for hiring and team growth as the function scales
· Partner cross-functionally with creative, merchandising, buying, and retail teams to ensure digital strategy supports overall business goals
· Manage relationships with key agency and technology partners across performance marketing, CRO, and martech
Education & Requirements
· Bachelor’s Degree in Marketing, Business, or a related field; MBA a plus
· 8-10+ years of digital/ecommerce leadership experience within DTC fashion, apparel, or consumer lifestyle brands
· Proven experience managing and developing a team, including managers/directors
· Track record owning a digital P&L and driving revenue growth at a DTC brand
· Deep expertise across ecommerce, performance marketing, and lifecycle/email-SMS marketing
· Very deep experience with Shopify, Klaviyo (or similar ESP), GA4, and paid media platforms (Meta, Google)
· Strong analytical and forecasting skills; comfortable presenting to executive leadership and the CEO
· Experience partnering with and managing external agencies and technology vendors
· Genuine passion for fashion and a strong pulse on the DTC apparel landscape
· Strategic thinker who is equally comfortable setting vision and getting into the weeds of weekly performance data
Salary & Benefits
· Base Salary Range: $200,000-$240,000 per year + bonus. Actual salary may vary based upon, but not limited to, a candidate’s related work experience.
· Health & Wellness: 100% company-paid health insurance.
· Retirement: 401(k) plan with up to 4% company matching.
· Work-Life Balance: Hybrid work model (Monday–Wednesday in office; Thursday–Friday remote-optional).
· Perks: Generous product discounts, fun team outings, and a dog-friendly office environment.
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 and accessories. 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 in one of our stores or at frankiesbikinis.com.
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.
● We have a hybrid remote work model where we are in the office Monday to Wednesday and most positions are remote optional Thursday and Friday - unless designated differently for your position / department
● We work hard but are well-rounded. Breaks to pet dogs, hang with coworkers, and, if you are in the office, leaving at a reasonable time is encouraged.
● Care about growth? So do we. We have 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% company matching, fun team outings.
Please apply on LinkedIn.
