The role also directs the external operating partner, internal team, agencies, budgets, forecasting, digital shelf, and cross-functional execution, while building and leading the roadmap for emerging commerce channels such as TikTok Shop, Meta Shops, and other growth platforms. With full P&L accountability, this leader will shape the growth plan, optimize the marketing strategy and investment mix, and identify new opportunities to increase new-to-brand acquisition, conversion, average order value, subscription growth, retention, and customer lifetime value.