VP Marketing, Blue Nile

We have many opportunities available on our other career site pages. Click here to link to our careers page!

Our banner is part of Signet Jewelers, a purpose-driven company who believes love inspires love and whose mission it is to enable all people to Celebrate Life and Express Love. Signet Jewelers is also a “Great Place to Work-Certified™” company. Innovation and brilliance – two things that set us apart. Join us!

Joining the company at a pivotal moment of digital growth, the Vice President of Marketing is responsible for defining and leading Blue Nile's customer-centric brand, acquisition, and retention strategy.

Reporting to the Blue Nile Brand President and serving as a key member of the Brand Marketing Leadership Team, this executive partners closely with Merchandising, Product, Technology, Finance, Customer Care, and Operations to translate enterprise priorities into compelling, performance-driven marketing strategies that drive traffic, conversion, and long-term brand equity.

This leader is accountable for building distinctive, data-informed, digital-first marketing strategies that accelerate customer acquisition and lifetime value while strengthening Blue Nile's position as a leader in online fine jewelry.

Core Accountabilities

Brand Strategy & Positioning

• Define and evolve long-term brand positioning, messaging architecture, and value propositions that reinforce Blue Nile's leadership in online fine jewelry.

• Build a comprehensive annual marketing roadmap aligned to commercial priorities and customer growth strategies.

• Elevate brand awareness and differentiation through compelling storytelling, innovative campaigns, and distinctive customer experiences.

• Ensure cohesive brand identity and customer experience across all digital touchpoints.

Digital & Ecommerce Marketing Strategy

• Develop and execute a comprehensive marketing strategy aligned with business objectives, customer needs, and growth priorities.

• Lead all e-commerce marketing initiatives, optimizing the online customer journey to improve engagement, conversion, and revenue performance.

• Leverage customer insights, analytics, market research, and competitive intelligence to inform strategic decision-making and marketing effectiveness.

• Identify new growth opportunities, partnerships, and customer engagement strategies to expand Blue Nile's market presence.

Performance Marketing & Budget Stewardship

• Oversee performance marketing channels including paid search, SEO, affiliate marketing, display, social media, and emerging digital platforms.

• Manage and optimize the marketing budget, ensuring efficient allocation of resources and strong return on investment.

• Balance brand-building investment with demand-driving performance marketing.

• Establish measurement frameworks and dashboards that link marketing activity to traffic, conversion, and revenue outcomes.

Customer Engagement, CRM & Loyalty

• Drive customer acquisition, retention, and lifetime value through integrated marketing programs across digital, CRM, loyalty, and brand channels.

• Ensure CRM strategy supports lifecycle marketing, retention, and reactivation.

• Identify opportunities to deepen engagement through partnerships, PR, influencers, and experiential activations.

Cross-Functional Leadership

• Serve as strategic marketing advisor to the Blue Nile Brand President and executive leadership.

• Partner closely with Merchandising, Product, Technology, Finance, Customer Care, and Operations to deliver cohesive customer experiences and achieve business objectives.

• Influence enterprise-level decisions that impact brand and customer experience.

People & Culture Leadership

• Build, mentor, and develop a high-performing marketing organization focused on accountability, innovation, collaboration, and results.

• Assess organizational capability and define development and succession plans.

• Foster a culture of innovation, accountability, collaboration, and data-driven decision-making.

• Strengthen agency partnerships and external relationships to elevate brand execution.

Key Performance Indicators (KPIs)

• Revenue & Comparable Sales Growth (% vs. LY and vs. Plan)

• Marketing ROI / ROAS

• Website Traffic & Conversion Rate

• Customer Acquisition Cost (CAC) & Customer Lifetime Value (LTV)

• Brand Health Metrics (Awareness, Consideration, Preference)

• Customer Retention & Loyalty Engagement

• CRM Engagement Metrics

• Campaign Performance vs. Objectives

• Team Engagement & Retention

Qualifications

• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.

• 12+ years of progressive marketing leadership experience, including senior leadership within e-commerce, specialty retail, luxury, or consumer brands.

• Demonstrated success developing and executing customer-centric brand and performance marketing strategies that drive measurable growth and profitability.

• Deep expertise in digital marketing, including SEO, SEM, paid media, affiliate marketing, CRM, and lifecycle marketing.

• Strong understanding of e-commerce business models, customer acquisition economics, and omnichannel customer journeys.

• Demonstrated ability to leverage data and analytics to inform strategic decision-making and optimize marketing performance.

• Strong financial acumen and experience managing substantial marketing budgets with ROI rigor.

• Exceptional leadership and team development skills, with a track record of building and scaling high-performing teams.

• Excellent communication, collaboration, and stakeholder management skills, with the ability to influence at the executive level.

• Experience in luxury, bridal, jewelry, or premium consumer brands preferred.

Don't forget, We have many opportunities available on our other career site pages. Click here to link to our careers page!