VP, eCommerce Consultant

About the company

Wip is developing a new generation of energy products. Its energy pouches and related offerings are built for performance, consistency, and portability, with a design that fits everyday life and work while avoiding the usual drawbacks of traditional energy formats.

The brand is positioned to feel bold, contemporary, and culturally aware. It aims to balance performance with a lighter tone, creating products that are meant to stand out visually and function well in real-world use.

Role overview

Wip is hiring a fractional VP of eCommerce to maintain strong day-to-day performance across the eCommerce function. This is a senior leadership role for someone who has supported a fast-growing consumer brand, ideally in category-creation CPG, and who has managed DTC, Amazon, TikTok Shop, affiliate, and paid acquisition as connected parts of one business.

Key responsibilities

The role owns daily eCommerce execution across DTC, Amazon, TikTok Shop, affiliate, and paid media, with responsibility for revenue, margin, channel health, forecasting, and cross-functional communication.

Additional information

This engagement is structured as fractional/interim work, with a flexible duration and an immediate start.

What the role involves

• Maintain steady eCommerce revenue, margin, and channel performance across DTC, Amazon, TikTok Shop, affiliate, and paid media.
• Keep monthly, quarterly, and yearly forecasts updated by channel, and provide Finance and Supply Chain with dependable demand and purchase order inputs.
• Oversee Amazon operations each day, including advertising efficiency, content, pricing, catalog management, promotions, and coordination with the agency partner.
• Manage the Shopify DTC business by guiding merchandising, promotional planning, conversion optimization, and the customer journey, while continuing active growth initiatives.
• Lead performance marketing across Meta, Google, YouTube, and other channels, including budget control, target management, spend approvals, and efficiency oversight.
• Direct TikTok Shop and affiliate activity, covering creator relationships, commissions, promotional execution, and overall channel management.
• Run weekly and monthly business reviews focused on revenue, margin, inventory, channel performance, and key risks.

Requirements

• Deep senior-level eCommerce experience in a high-growth consumer brand, preferably in category-creation CPG, with direct responsibility for DTC, Amazon, TikTok Shop, affiliate, and paid acquisition.
• Strong ownership of P&L outcomes, including revenue, margin, contribution, forecasting, and performance by channel.
• Practical experience with Shopify, Amazon marketplace operations, merchandising, promotions, conversion rate optimization, and digital customer journeys.
• Comfort managing agencies and vendors, including budgets, contracts, and performance expectations.
• Strong forecasting and reporting skills, with the ability to convert business performance into clear executive-level updates.

Engagement structure

Type: Fractional / interim

Duration: Flexible

Start: Immediate