Vice President, General Manager – SMB

Description

We are seeking a dynamic, entrepreneurial Vice President to lead the launch and expansion of our Small and Medium Business (SMB) segment. This executive will be accountable for developing and executing a customer-centric merchandising and marketing strategy that drives growth and differentiation in the market. The ideal candidate brings deep expertise in SMB-focused eCommerce, merchandising, and brand development, with a strong track record of success in fast-paced, high-growth environments. This is a highly visible leadership role with the opportunity to build and scale a new business vertical with significant strategic and financial impact. 

Key Responsibilities 

Within the First 3 Months: 
•    Lead the hiring and onboarding of the core SMB team, with a focus on Merchandising and Marketing leadership
•    Develop a comprehensive SMB product assortment strategy, including prioritized product categories and corresponding SKUs/designs for launch
•    Partner with Marketing to initiate customer research and segmentation efforts, including identification of existing SMB customers within the broader consumer base

Within the First 6 Months: 
•    Oversee the creation and cataloging of SMB-specific product designs
•    Direct competitive benchmarking and unit cost analysis to establish SKU-level pricing for the launch assortment
•    Finalize customer segmentation strategy in partnership with Marketing, and define its implications for targeted campaigns and positioning
•    Collaborate with Operations to:
•    Build volume forecasts for the initial product assortment
•    Source and onboard additional substrates as needed
•    Identify and engage third-party partners for outsourced product fulfillment

Ongoing Responsibilities: 
•    Serve as the P&L owner for the SMB business, accountable for growth, profitability, and strategic direction
•    Manage and develop the SMB leadership team, including Merchandising and Marketing functions
•    Collaborate cross-functionally with shared services (e.g., Operations, Product, Technology, Customer Care) to drive execution and scale
•    Lead ongoing business growth through:
•    Strategic expansion and continuous optimization of the product assortment
•    Oversight of marketing strategy, customer acquisition, and brand positioning
•    Scaling key operational functions to support business demands and customer experience

Required Skills & Experience 
•    Executive experience in the SMB customized printing industry
•    Preferably with a direct-to-consumer (DTC) organization serving micro-business customers
•    Proven track record of full P&L ownership, including within entrepreneurial environments or in the successful launch and scale of new business lines
•    Deep functional expertise in: Merchandising: Strategic oversight of product assortment development and optimization & Marketing: Leadership of marketing strategy and execution, with a focus on SMB and B2B customer acquisition and retention

Qualifications 
•    10+ years of progressive experience in eCommerce, merchandising, or consumer marketing, with a minimum of 3 years focused on SMB or prosumer segments
•    Demonstrated success in launching and scaling new business lines, product categories, or customer segments
•    Deep expertise in assortment planning, merchandising strategy, and performance-driven digital marketing
•    Strong analytical acumen with a data-driven approach to decision-making; fluency in managing KPIs and business performance metrics
•    Entrepreneurial mindset with a bias for action, paired with a collaborative and influential leadership style
•    Experience in high-growth, startup, or private equity-backed environments strongly preferred 

This position will accept applications on an ongoing basis until filled.

The compensation package for this role is based on multiple factors, such as job level, responsibilities, location, and candidate experience. The base pay ranges included below are specific to the locations listed, and may not be applicable to other locations.
California : [$279,000-335,500]
Connecticut and New York: [255,500-307,000]
Colorado, Illinois, Minnesota and Washington: [236,500-284,250]
Nevada: [255,500-307,000]
Maryland and New Jersey: [255,500-307,000]
Hawaii : [222,250-267,250]

This position may be eligible for a bonus incentive, health benefits, a 401K program, and other employee perks. More details about our company benefits can be found at https://shutterflyinc.com/benefits/.

This opportunity can be remote, but candidates must reside in a state in which Shutterfly is registered to do business. This includes all US states except District of Columbia, North Dakota, Mississippi, Rhode Island, Vermont, and Wyoming.

We welcome all applicants and evaluate them based on their qualifications, without regard to age, race, creed, color, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality, sex, or other characteristic covered by law.