Vice President Marketing & eCommerce

Job Description

Position Summary

The Vice President of Marketing & eCommerce is a strategic, enterprise‑level executive responsible for defining and executing Advance Auto Parts’ end‑to‑end marketing, digital, and eCommerce strategy across DIY and Professional (B2B) customer segments. This role is accountable for driving revenue growth, brand strength, customer acquisition and retention, and omnichannel performance at scale in a complex retail automotive environment.

The VP will lead a high‑performing, cross‑functional organization spanning brand marketing, performance marketing, loyalty, CRM, digital experience, eCommerce merchandising, and marketplace partnerships. As a key member of the executive leadership team, this leader will partner closely with Merchandising, Supply Chain, Stores, Commercial Sales, Data & AI, Technology, and Finance to ensure marketing and digital investments directly enable business outcomes and an industry‑leading customer experience.

This role embodies Advance Auto Parts’ cultural belief that “People are our best part” and champions a customer‑first, data‑driven, and results‑oriented approach aligned with the company’s mission and values.

Key Responsibilities

Enterprise Marketing & eCommerce Strategy

• Define and execute a unified marketing and eCommerce vision aligned with Advance Auto Parts’ enterprise growth strategy and financial objectives.
• Lead the evolution of Advance’s omnichannel customer experience, integrating stores, digital platforms, mobile, and third‑party marketplaces into a seamless journey.
• Establish clear strategic priorities and roadmaps across brand, performance marketing, loyalty, personalization, and digital commerce capabilities.

Revenue Growth & Customer Impact

• Drive measurable growth in digital and omnichannel revenue, customer acquisition, conversion, basket size, and lifetime value.
• Oversee customer segmentation, targeting, and personalization strategies that differentiate Advance Auto Parts for both DIY and Professional customers.
• Partner with Commercial and Retail leadership to ensure marketing and eCommerce strategies directly support field execution and sales performance.

Brand, Loyalty & Customer Engagement

• Strengthen and steward the Advance Auto Parts brand, ensuring consistency, relevance, and differentiation across all customer touchpoints.
• Lead loyalty, CRM, and lifecycle marketing strategies to deepen customer relationships and improve retention.
• Champion customer insights and voice‑of‑customer programs to continuously improve experience and engagement.

Digital & eCommerce Leadership

• Own the end‑to‑end eCommerce business, including site experience, digital merchandising, promotions, pricing coordination, and conversion optimization.
• Partner with Technology, Data & AI, and Product teams to advance platform capabilities, analytics, and personalization.
• Oversee marketplace and third‑party platform strategies in alignment with brand and profitability goals.

Team Leadership & Organizational Development

• Build, lead, and develop a high‑impact marketing and eCommerce organization, fostering a culture of accountability, innovation, and continuous improvement.
• Develop strong leadership bench strength through coaching, succession planning, and capability building.
• Promote collaboration and alignment across functions in a highly matrixed enterprise environment.

Financial Stewardship & Performance Management

• Own marketing and digital investment strategy, including budget planning, ROI measurement, and performance optimization.
• Establish and track enterprise‑level KPIs tied to growth, customer outcomes, and operational efficiency.
• Ensure disciplined execution and transparent reporting to executive leadership.

Qualifications & Experience

• Bachelor’s degree required; MBA or advanced degree preferred.
• 15+ years of progressive leadership experience in marketing, digital, and/or eCommerce within large‑scale retail, omnichannel, or consumer‑focused organizations.
• Proven track record of leading enterprise‑level transformation and driving growth through digital and customer‑centric strategies.
• Deep experience partnering cross‑functionally with Merchandising, Stores, Supply Chain, Technology, and Analytics teams.
• Strong people leader with demonstrated success building and leading large, complex teams.
• Data‑driven mindset with the ability to translate insights into action and results.

Leadership Competencies

• Customer First: Deep commitment to delivering value and solutions for customers.
• Strategic Agility: Ability to set vision while executing in a fast‑moving, competitive environment.
• Enterprise Mindset: Thinks beyond functional boundaries to drive enterprise outcomes.
• People Leadership: Coaches, develops, and inspires high‑performing teams.
• Results Orientation: Relentless focus on measurable impact and accountability.

Why Advance Auto Parts

Advance Auto Parts is a leading automotive aftermarket parts provider serving both professional installers and do‑it‑yourself customers across thousands of locations. The company’s culture is rooted in Inspire. Serve. Grow., with a strong belief that people are the foundation of success. This role offers the opportunity to shape the future of marketing and digital commerce at scale during a period of continued transformation and growth.




We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age national origin, religion, sexual orientation, gender identity, status as a veteran and basis of disability or any other federal, state or local protected class. We comply with all applicable federal, state, and local laws.


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