ABOUT HERSCHEL SUPPLY
Welcome to Herschel Supply, where we make quality products for a lifetime of better journeys. Designed with timeless form and intuitive function in Vancouver, Canada, every piece is backed by our signature warranty for wherever you’re going next.
Since 2009, we’ve never stopped taking risks. We’re constantly innovating, growing our community and heading on new journeys. We’ve gotten lost in new cities, made lifelong friends all over the world, road tripped with no GPS, and explored a ton of creative pursuits along the way.
Putting yourself out there isn’t easy. It means stepping outside of your comfort zone and trying something new. It might be scary at first, but it also leads to the best parts of life. Inspiring others to take that leap is what we live for. Wherever you’re headed, we’re here to help you pack your future with possibilities.
So, come along for the ride, get inspired and Put Yourself Out There.
ABOUT YOUR NEW ROLE
The VP, Brand & Digital, will be responsible for developing and executing an integrated brand strategy that connects with our customers globally. As a strategic yet hands-on leader, you will champion brand expansion, oversee and align all brand touchpoints, ensuring consistent storytelling, innovation, and excellence across Brand/Marketing Operations, Creative, Digital, Ecommerce, Retail, and Wholesale Marketing. This is a multi-channel brand leadership role with a strong focus on driving digital growth and innovation, requiring a proven track record of success in leveraging digital channels to accelerate brand engagement and revenue growth. This role is a unique opportunity to shape Herschel’s brand experience, blending creativity with strategic growth initiatives to inspire and engage consumers worldwide. This role is based at our HQ in Vancouver, Canada and reports into the Co-Founder / Managing Director.
A DAY IN THE LIFE
Our workplace is dynamic, supportive, and entrepreneurial in spirit, and we pride ourselves in being a collaborative, open-minded and imaginative team.
On a day-to-day basis, the VP, Brand & Digital will:
Brand Strategy & Leadership
- Define and execute Herschel’s global brand strategy in alignment with business objectives and growth targets.
- Lead long-term brand planning that builds equity, deepens consumer loyalty, and drives acquisition.
- Champion Herschel’s purpose, voice, and positioning — ensuring cohesion across retail, wholesale, and digital environments.
- Spearhead high-impact campaigns and cultural initiatives that elevate Herschel’s global relevance and perception.
Digital Growth & Performance Marketing
- Own digital growth strategy across all paid, owned, and earned channels (search, social, affiliate, email/SMS, influencer).
- Oversee data-driven performance marketing plans with an emphasis on efficiency, A/B testing, attribution modeling, and ROI.
- Collaborate with Ecommerce and Digital Product teams to optimize conversion, retention, and the end-to-end online journey.
- Drive innovation in digital platforms, tools, and technologies to future-proof our marketing engine.
Content & Creative Leadership
- Set a global content strategy that powers brand storytelling across digital, social, retail, and wholesale channels.
- Lead the creative direction of the brand — ensuring that all visual and narrative assets reflect our identity, values, and quality.
- Streamline content planning, briefing, and production processes to deliver best-in-class creative at scale.
- Guide social and community strategy to foster brand engagement and cultural relevance.
Omnichannel Consumer Experience
- Ensure a seamless, brand-right experience across all consumer touchpoints — from digital to in-store to third-party retail.
- Partner closely with Retail and Wholesale Marketing to build integrated go-to-market strategies that deliver consistent messaging and drive sell-through.
- Develop programs that cultivate long-term consumer relationships and amplify brand advocacy.
Team Leadership & Cross-Functional Partnership
- Lead and mentor a high-performing, cross-functional team spanning Brand, Digital, Creative, Content, and Marketing Ops.
- Cultivate a culture of creativity, innovation, and accountability.
- Foster strong collaboration with Product, Ecommerce, Sales, and Retail teams to align business goals with brand priorities.
- Partner with agencies, creators, and external collaborators to bring bold ideas to life.
Marketing Operations & Measurement
- Oversee brand marketing operations to ensure efficient processes, budget management, and goal alignment.
- Develop frameworks to measure and analyze the effectiveness of marketing programs and brand initiatives.
- Define KPIs and performance frameworks that track impact across channels and initiatives.
- Promote a test-and-learn mindset to continuously optimize campaigns and programs.
ABOUT YOU
- Proven progressive leadership experience in brand management, marketing, and creative strategy within the consumer goods, ideally within the fashion or lifestyle sectors.
- Proven ability to develop and execute large-scale brand-building initiatives that drive consumer engagement and business growth.
- Strong understanding of omnichannel marketing, ecommerce, digital performance marketing, and retail environments.
- Demonstrated success in spearheading digital growth and innovation across global markets.
- Strong background in content strategy, customer acquisition, retention marketing, and experience-led marketing.
- Deep understanding of digital marketing, performance marketing, social commerce, personalization, and experiential brand marketing.
- Strong analytical mindset with the ability to leverage data to optimize creative and digital experiences.
- Passion for crafting compelling brand narratives that resonate with global audiences and drive consumer loyalty.
- Experience in managing digital transformation projects and leveraging emerging technologies to enhance customer engagement.
- Exceptional leadership and team management skills with a passion for fostering a high-performance culture.
- Experience collaborating with global teams and managing agency relationships.
- Strong communication skills and executive presence.
YOUR JOURNEY WITH HERSCHEL SUPPLY
The annual salary for this role falls within the range of $175,000-$220,000 CAD + 20% bonus. We welcome diverse talents, and if you don't feel like you tick all the boxes yet in terms of experience, we'll consider adjusting the scope of work and salary range to align with your individual strengths. In addition to base salary, here are just a few of the additional perks we offer to our valued team members as part of our comprehensive total compensation package:
- Health benefits
- Hybrid working environment (in office Monday-Thursday, flexible Friday)
- Competitive vacation policy
- Maternity leave top-up for birthing and non-birthing parents
- Employee assistance program
- Professional development subsidy
- Product discount and giveaways
- Free fruit, snacks & hot and cold beverages
- Weekly happy hour
- A dog friendly office
- Various fun events throughout the year
DIVERSITY, EQUITY & INCLUSION AT HERSCHEL SUPPLY
We’re committed to creating a workspace that is safe, secure, inclusive and enjoyable for all. Stemming from our core values and initiating dialogue around our programs, we aim to empower everyone to share their individual voices and experiences. It’s with this openness that we are able to expand our view of who we are as individuals, and what we can do in our careers at Herschel.
At Herschel Supply, we are committed to fostering, cultivating, and preserving a culture of diversity, equity, and inclusion. Our goal is to build an inclusive culture that connects us to our customers and the communities around us while embracing and encouraging diversity in our employees’ age, colour, disability, ethnicity, gender identity or expression, sexual orientation, race, religion and other characteristics that make our employees unique.
Top Skills
Herschel Supply Company Vancouver, British Columbia, CAN Office
611 Alexander St, Vancouver, British Columbia, Canada, V6A
.png)
