VP, Digital
Role Overview
The Vice President, Digital runs the commercial operation of the digital channel, translating merchandising, marketing, and loyalty offers into eCommerce experiences.
The role reports to the SVP, Digital & Loyalty and works closely with the COO organization, Banner Presidents, and merchandising teams.
The role contributes to the True North eCommerce Accelerate strategy and defines business requirements for digital commerce capabilities.
Key Skills for This Role
Full Job Posting
Role overview
The Vice President, Digital runs the commercial operation of the digital channel, translating merchandising, marketing, and loyalty offers into eCommerce experiences.
The role reports to the SVP, Digital & Loyalty and works closely with the COO organization, Banner Presidents, and merchandising teams.
The role contributes to the True North eCommerce Accelerate strategy and defines business requirements for digital commerce capabilities.
Digital merchandising
- Own onsite merchandising across homepage, category pages, navigation, and onsite search relevance.
- Own digital assortment presentation and promotional execution, aligned with banner, category, and enterprise plans.
- Ensure offers are activated consistently across websites and the CTR app, and help surface products earlier in the shopping journey.
- Partner with pricing, promotions, and brand teams to align site execution with enterprise promotional plans and price architecture.
- Translate banner and category plans into onsite execution plans, making capacity trade-offs visible.
Digital analytics and activation
- Lead the agentic commerce ambition and define how assortment, content, and offers are surfaced to AI shopping assistants and agent-mediated journeys.
- Lead AEO and GEO alongside SEO as a connected traditional and AI-driven discovery practice.
- Own onsite analytics, KPI definition, competitive benchmarking, and the measurement base used in commercial decisions.
- Measure AI discovery visibility, citations, referral quality, and downstream purchase intent to guide investment.
- Run digital activation and experimentation, make successful tests standing site practices, and lead performance reviews and early risk escalation.
- Partner with IT on technical integrations for search, LLM, and agentic discoverability.
Content and product capabilities
- Own onsite content health across copy, imagery, and specification accuracy, as well as content grooming and metadata.
- Ensure product content answers customer purchase questions and supports discovery across search, generative, and agentic surfaces.
- Run vendor product data onboarding, data quality, and bilingual compliance as assortment expands.
- Set structured data and content standards for product discovery by customers and AI assistants.
- Own the product content platform agenda across Product 2.0, including PIM, PCM, and DAM, and define operational requirements for its roadmap.
- Drive product process automation and AI-assisted rules; lead product managers and manage IT delivery of new capabilities and ongoing support.
- Partner with Digital Product on roadmap sequencing against category and banner plans.
Online assortment
- Lead the True North 2P initiative, accountable for its direction, milestones, and reported outcomes.
- Build the 2P assortment expansion agenda, including onboarding, content readiness, and onsite presentation at scale.
- Connect 2P growth to broader customer and AI-driven discoverability.
- Represent 2P progress, risks, and trade-offs in True North governance.
Requirements
- No candidate qualifications are stated in the supplied description.
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