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
Herschel Supply is looking for a Head of Growth & Digital to lead our global brand-building initiatives, digital strategy, and omni-channel consumer engagement. This role will focus on elevating Herschel’s brand presence through major brand campaigns, storytelling, and high-impact content across digital, retail, and wholesale channels, while also driving customer acquisition, retention, and revenue growth.
As a strategic yet hands-on leader, you will champion brand expansion, oversee digital and content-driven marketing initiatives, and drive consumer engagement through innovative storytelling and omni-channel experiences. Working closely with creative, marketing, and cross-functional teams, you will bring Herschel’s brand vision to life while ensuring consistency across all consumer touchpoints. This role is a unique opportunity to shape Herschel’s brand experience, blending creativity with strategic growth initiatives to inspire and engage consumers worldwide.
A day in the lifeGrowth, Acquisition & Content-Led Marketing
- Develop and own the overarching growth strategy to drive customer acquisition, traffic, sales, and retention goals.
- Identify and prioritize growth opportunities across digital channels, including paid media, email and SMS marketing, social media, affiliate and influencer marketing, and SEO.
- Leverage A/B testing, customer data, and analytics to refine strategies and maximize ROI on campaigns.
- Utilize advanced attribution models to optimize campaigns and efficiently allocate budgets across channels.
- Oversee planning and execution of digital content calendars, ensuring alignment with traffic-driving channels and key brand campaigns.
- Develop targeted lifecycle marketing programs, including personalized email and SMS campaigns, to nurture leads, increase engagement, and boost retention.
- Implement creative-first approaches to digital campaigns, leveraging video, interactive content, and emerging digital formats.
- Lead the evolution of Herschel’s social commerce and community engagement strategies to deepen consumer relationships.
Omni-Channel Brand & Digital Consumer Experience
- Develop and execute a global content and brand strategy that strengthens Herschel’s presence across digital, retail, and wholesale channels.
- Ensure a seamless and immersive brand experience across all consumer touchpoints, including retail, wholesale, and digital platforms.
- Focus on community-building strategies that strengthen brand loyalty and long-term consumer relationships.
- Partner with marketing, creative, and digital teams to develop impactful brand campaigns that drive awareness and engagement across all channels.
- Streamline content planning to increase efficiency and deliver impactful assets across channels more effectively.
Performance, Innovation & Cross-Functional Collaboration
- Implement a data-driven approach to decision-making, ensuring content and brand initiatives drive measurable impact.
- Regularly analyze performance metrics, customer data, and engagement insights to refine growth strategies.
- Lead the creation of the annual digital budget, setting KPIs and allocating spend efficiently across paid media channels.
- Foster a test-and-learn culture, driving innovative growth strategies and rapid experimentation across all channels.
- Stay on top of industry trends, new technologies, and emerging channels to drive forward-thinking marketing approaches.
- Develop go-to-market digital strategies that support limited edition and core business initiatives.
- Drive large-scale brand initiatives that amplify Herschel’s presence and cultural relevance.
About You
- Leadership experience in growth marketing, brand storytelling, and omni-channel strategy within retail, fashion, or lifestyle brands.
- Proven ability to develop and execute large-scale brand-building initiatives that drive consumer engagement and business growth.
- Strong background in content strategy, customer acquisition, retention marketing, and experience-led marketing.
- Experience leading digital teams and working with agencies to develop high-impact content and campaigns.
- 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.
YOUR JOURNEY WITH HERSCHEL SUPPLY
We’re open to shaping this role based on the right candidate’s experience and expertise. Whether you’re a seasoned digital leader or an emerging talent ready to take the next step, we’re excited to explore how your unique vision can help drive Herschel Supply into the future. With this in mind, the annual salary for this role falls within the range of $120,000 - $200,000.
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
- Performance related bonus plan
- Product discount and giveaways
- Hybrid working environment (4 days per week in office)
- Competitive vacation policy
- Maternity leave top-up for birthing and non-birthing parents
- Employee assistance program
- Professional development subsidy
- Free snacks and beverages
- Weekly happy hour
- A dog friendly office
- Various fun employee 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.
What We Do
Founded in 2009 by brothers Jamie and Lyndon Cormack, Herschel Supply Co. adopted the name of the small town where three generations of their family were raised. Headquartered in Vancouver, Herschel Supply Co. designs and manufactures the finest quality backpacks, bags, travel goods, apparel and accessories for everyday explorers around the world
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