Vice President of Digital Marketing

Vice President of Digital Marketing

Vice President of Digital Marketing


Position Summary:

Reporting to the EVP, Sales & Marketing the VP, Digital Marketing is responsible for building and managing TCL’s digital footprint. This involves driving and managing digital marketing activities that support and compliment the internal efforts of sales, product marketing, communications and TCL’s channel partner community. This position will develop and execute the digital marketing strategy through the utilization of an internal staff (4) and third-party agencies. Through maximizing the digital budget, the focus for this position is to grow and enhance TCL brand awareness within the United States through the utilization of Web site enhancements, SEO, SEM, Email Campaigns, and Display advertising.

Duties may include but are not limited to:

Team Lead – The VP, Digital Marketing will inherit and lead a team of 4 Digital Marketing professionals and third-party partnerships that aid in the execution of select marketing initiatives. As TCL’s digital capabilities take shape, additional headcount will be added as necessary.

Digital Program Management – Partner with the Director of Digital Marketing in the development and execution of plans that involve Pay per Click, SEO, Channel Syndication, Web site planning/support, Mobile Marketing, Search Marketing, and Analytics. This includes annual/periodic plan development, campaign planning/execution, budgeting and agency management.

Web Site Planning & Support – Lead in the review and re-design of the TCL USA web site. Develop and manage the short and long-term growth strategies to support the addition of new products, partners and D2C programs.

Channel Partner Campaigns – Engage channel partners (Amazon, Best Buy, Target, Walmart, etc.) to influence the digital marketing channel budget with the goal of enhancing the outcome of campaigns so that they deliver ROI, extending reach, brand awareness, and ultimately revenue.

Direct-to-Consumer (D2C) – Leverage to establish a D2C capability for select products.

Ecommerce Program Management – Partner with the Sr. Director, Ecommerce Sales in the development of a web communication strategy that is intuitive, compelling, and accomplishes the dual goals of brand building via digital marketing and eCommerce optimization. Develop and execute strategies for eCommerce programs intended to drive traffic & conversion rates for profitable business growth.

Market Research & Reporting – Identify industry trends through market and consumer insights. Leverage this information to better position TCL within the industry. Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.

Fiscal Accountability – Responsible for providing oversight on the budget ($1M+) dedicated to all Digital Marketing activities. This involves annual planning, monthly forecasting and variance analysis. Measure and report performance of all digital marketing campaigns, and assess against goals (ROI)


  • Previous experience working within a Tier 1 brand within the Consumer Electronics or Consumer Products Industries is a plus.
  • Over 5 years working in a strategic leadership position within Digital Marketing and Ecommerce.
  • Previous experience working within a start-up environment where entrepreneurial spirit and creativity were encouraged and rewarded.
  • Individual must possess the ability to motivate and influence internal team members that do not directly report.
  • Must be a strong communicator, have excellent written, presentation, oral communications and interpersonal skills when dealing with various publics.
  • Experience and knowledge of CE market/channel practices – online and traditional.
  • Must be able to think creatively and strategically, have excellent judgment and be able to work in a challenging matrix management environment.
  • Experience working with and influencing outside agencies.
  • A track record that shows the ability to effectively manage budgets in a fiscally responsible manner.
  • Demonstrated ability to manage fair amount of detail.
  • Strong follow-through abilities, self-motivated, and ability to work with limited supervision.