Vice President, Ecommerce & Marketing

About Blume

At Blume, we’re on a mission to lead and inspire an inclusive wellness world rooted in kindness. We believe in the magic of everyday wellness rituals and how small changes can bring huge impact.

Blume is a truly omnichannel brand, found everywhere from Amazon to local specialty retailers, Walmart shelves, and Costco pallets. We’re small but mighty, with big ambitions and an agile, entrepreneurial team building a category-defining wellness brand across Canada and the U.S. Today, Blume is available in over 6,000 retailers and continues to scale rapidly across both digital and retail channels while building a best-in-class community that leads with heart.

About the Role

Blume is seeking a Vice President of Marketing & Ecommerce to join our Senior Leadership Team, reporting directly to the CEO. This is a newly created, highly impactful role with end-to-end ownership of Blume’s marketing and growth ecosystem—brand, ecommerce, performance marketing, retail/POS, innovation marketing, and analytics.

This role will unify capabilities that often live across multiple teams into a single, high-velocity growth engine with accountability for both near-term performance and long-term brand equity. Operating with a general manager mindset, you will connect brand storytelling to commercial outcomes, lead omnichannel growth across Canada and the U.S., and help scale Blume into a category leader.

This role is ideal for a senior marketing and ecommerce operator who is deeply data-backed, creatively driven, and comfortable building systems, teams, and brands in fast-moving, entrepreneurial environments.

What You’ll Do

Build & Lead a High-Impact Team

Lead, develop, and scale a high-performing teams across brand, creative, performance, ecommerce, lifecycle, and commercial marketing Foster a culture of ownership, accountability, innovation, and continuous improvement Build lightweight processes that enable speed, creativity, and consistency as the organization scales Set clear goals, expectations, and performance standards while supporting individual growth and development

Marketing Strategy & Business Leadership

Own Blume’s end-to-end marketing strategy aligned to revenue growth, margin health, market share, and brand strength Plan and manage the annual marketing budget with an emphasis on efficient, scalable, and trackable investment Translate company strategy into clear marketing priorities, resourcing plans, and KPIs Operate with a general manager mindset, deeply connected to commercialization, portfolio strategy, and category dynamics Build durable marketing systems and omni-channel marketing campaigns that drive business success Partner cross-functionally with Sales, Operations, Finance, and Innovation to drive alignment and results Lead exploration and testing of new platforms, technologies, and growth opportunities

Ecommerce & Omnichannel Growth

Drive accelerated growth across DTC, Amazon, Instacart, third-party marketplaces, and emerging channels Own performance marketing strategy across paid social, search, retail media, and marketplaces Lead digital shelf excellence across key retail platforms (PDPs, content, reviews, promotions, and media) Own core growth metrics including CAC/LTV, trial and repeat rates, attribution and conversion rate Ensure tight alignment between growth marketing, merchandising, and retail execution

Brand & Creative Leadership

Own Blume’s brand vision, positioning, and voice across all consumer and customer touchpoints Lead creative direction and annual marketing plans across campaigns, product launches, content, social, video, performance assets, and retail execution Act as the brand steward, supporting story telling, grassroots buzz, identifying cultural moments, trends, and internet conversations where Blume can credibly participate while elevating brand equity Define and evolve brand guidelines that scale across the organization Oversee packaging strategy and optimization, balancing shelf impact, claims, compliance, cost, and sustainability Build and scale earned media, PR, influencer, affiliate, and creator programs that drive both growth and brand affinity

Retail, POS & Commercialization

Own POS and shopper strategy across retail including displays, signage, merchandising, shippers, and digital POS Partner with Sales on retailer sell-in stories, line reviews, innovation pitches, and seasonal programs Ensure marketing directly supports velocity, conversion, and market share growth at shelf Translate brand and innovation narratives into compelling, customer-facing commercial stories

Innovation & Product Marketing

Co-lead the innovation pipeline alongside the CEO and Director of Innovation Identify whitespace through consumer insight, category analysis, and data Shape concepts, claims strategy, pricing, packaging, naming, and go-to-market plans Own launch excellence across channels, including forecasting alignment and post-launch performance tracking Make clear, data-informed decisions to scale winners and exit underperformers

Data, Analytics & Insights

Own the marketing data ecosystem across DTC, retail, marketplaces, and paid media Leverage POS data, retailer data, ecommerce analytics, and consumer insights to guide strategy and investment Build executive-level dashboards tied to revenue, margin, brand health, NPS, market share, and innovation ROI Champion a rigorous test-and-learn culture with a strong bias for action

What You Bring

12+ years of marketing experience (CPG, beverage, wellness, or supplements preferred) Senior leadership experience at the Director or VP level Proven success scaling challenger brands across omnichannel environments Deep expertise in ecommerce and performance marketing (Shopify, paid media, Amazon, Instacart, retail media) Strong experience with POS, packaging, and retail commercialization Demonstrated innovation leadership from concept through launch and scale High data fluency and comfort owning complex KPIs and trade-offs Strong creative instincts paired with commercial discipline Hands-on, fast-moving operator mindset with experience in high-growth environments

What We Offer

Competitive senior-level salary Annual performance based bonus 20 days of vacation + 2 personal days + 2 volunteer days Comprehensive extended health & wellness benefits RRSP matching and childcare benefit after one year Participation in Employee Stock Option Plan Remote-first environment with flexible hours All the Blume you can drink + friends & family discount

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Vice President E-Commerce & Marketing