General Manager, Amazon

Overview The General Manager, Amazon owns the end‑to‑end P&L, strategy, and execution for the Amazon business (FBA and FBM). This leader will leverage deep consumer, category, and marketplace knowledge to drive sustainable revenue and profit growth. The role requires strong cross‑functional partnership across Marketing, Inventory and Finance to deliver channel objectives within a matrixed organization. Responsibilities Strategy & P&L Ownership Develop and execute a comprehensive Amazon marketplace strategy Own channel-level P&L performance, with accountability for revenue and contribution profit targets, coordinating closely with Inventory, Supply Chain, and Finance on demand planning, pricing, promotion, and margin mix decisions. Set channel guardrails for pricing, MAP, and catalog architecture to prevent cannibalization and unauthorized seller issues. Work cross‑functionally with Supply Chain to uncover and execute logistics optimization opportunities. Sales, Merchandising & Content Identify growth opportunities through shopper insights, trend analysis, competitive benchmarking, and performance analytics. Lead product assortment planning, launch timelines, and merchandising strategy. Oversee item setup, A+ content, brand store optimization, imagery, SEO, and video assets. Define and maintain Amazon Marketing Cloud (AMC) reporting requirements. Drive SKU prioritization to maximize sales velocity and profitability. Marketing & Advertising Ownership Own the strategy and day‑to‑day management of the channel's advertising program. Accountable for driving revenue growth and achieving TACoS targets through efficient media investment. Serve as the point person for Sponsored Products, Sponsored Brands, and DSP, ensuring alignment with overall channel and brand objectives. Collaborate with broader Marketing partners as needed on brand campaigns, creative development, and non‑Amazon media initiatives. Pricing, Compliance & Brand Protection Enforce MAP policy and collaborate with Legal/Compliance on unauthorized seller mitigation. Monitor and maintain Buy Box ownership strategies. Ensure full compliance with Amazon policies (claims, category requirements, content, safety). Manage Amazon Retail negotiations (1P) or optimize 3P operations, fee structures, and platform tools. Analytics & Reporting Build and maintain KPI dashboards and weekly business review routines. Use data to diagnose performance drivers (search rank, PDP quality, ad overlap, inventory health) and prioritize initiatives. Partner with Finance on forecasting, budgeting, accruals, and scenario planning. Leadership & Collaboration Build, lead, and develop a high-performing marketplace team and external agency network. Drive alignment with Brand, DTC, Sales, Operations, and Executive teams. Communicate clear priorities, trade-offs, and business implications to leadership. Qualifications 7-10+ years of eCommerce experience, including 5+ years managing Amazon (FBA and FBM) at scale. Demonstrated P&L ownership with a record of delivering revenue and profitability goals. Strong understanding of Amazon's algorithms, policies, and best practices. Advanced analytical capabilities; strong proficiency in Excel/Sheets and marketplace analytics. Experience leading cross-functional teams and agency partners. Excellent executive communication skills. Category experience in Health, Wellness, or Beauty preferred. Familiarity with tools such as Amazon Marketing Cloud, Vendor Central/Seller Central, and relevant adtech/marketplace analytics platforms. Equal Opportunity Policy The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws. Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment. We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts. Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative. We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith. To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.