VP Marketing, Blue Nile

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

• 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.