VP - Merchandising & Brand Management

THE BIGGEST NAME IN HOME. THE BOLDEST TEAM IN E-COMMERCE.

Ashley Digital is the e-commerce engine behind Ashley Furniture Industries — one of the most recognized home brands in the world. As the world's largest manufacturer of home furnishings and the largest furniture store brand in North America, Ashley is in a category unto itself. Our team sits at the intersection of world-class retail and digital innovation, driving the e-commerce experience for millions of customers across every platform and touchpoint. If you’ve shopped online for a mattress in the last decade, there’s a good chance you’ve already experienced our award-winning Nectar Sleep and DreamCloud. We're a fast-moving, highly collaborative team operating at a transformational moment, and we're charged with shaping how people discover, explore, and buy home furnishings. Our expertise spans data science, performance marketing, product, and creative, and our work reaches millions of customers every day. It's a rare combination: the energy of a tech company, the stability of an industry leader, and the opportunity to build something truly significant. If you're energized by transformation, collaboration, and meaningful impact at scale, Ashley Digital is where ambition meets opportunity. 

To be considered for this remote opportunity, you must reside and be authorized to work within the United States.

About the Role:

Ashley Digital is the direct-to-consumer arm of Ashley Furniture Industries, operating a portfolio of category-leading sleep and home brands — Nectar, DreamCloud, Awara, Siena, and Newton Baby. The VP, Merchandising & Brand Management is the single owner of what we sell, how it's positioned, and how it's priced across the portfolio. This leader unifies merchandising strategy and cross functional execution with product marketing, pricing & promotion, and new product development under one accountable function. This is a build role. The organization exists in pieces today; the mandate is to consolidate it into a disciplined, analytics-driven merchandising engine that can scale across a multi-brand, multi-category portfolio and deepen the product pipeline.

Scope of Ownership:

Merchandising (category-led)

• Mattress · Bedroom Furniture · Accessories · Kids & Baby
• Assortment architecture, SKU productivity, line planning, and lifecycle management
• Product content and catalog quality across all brand sites and marketplaces

Pricing & Promotion

• Portfolio pricing strategy, promotional calendar, and margin governance
• Competitive price intelligence and elasticity-based decisioning

Product Marketing

• Collaborate with Product Marketing on brand and product positioning, value proposition, and claims architecture
• Lead go-to-market planning and on-site merchandising strategy, partnering with Digital Product to improve discovery, conversion, attachment, and profitable sales mix.

New Product Development / Pipeline

• Multi-year product roadmap by brand and category
• Partnership with internal teams on cost, sourcing, and manufacturing feasibility
• Stage-gate process from concept through launch and post-launch review

Brand General Management

• Define Brand management ownership and cross functional touchpoints to drive clarity in ownership and accountability throughout the organization.
• Establish governance framework for brand P&L inputs — revenue, contribution margin, assortment, and promotional plan

Key Responsibilities:

Build and lead the function

• Establish operating cadence: line reviews, pricing councils, launch readiness, quarterly assortment reviews
• Define clear decision rights across brand GMs (P&L), category merchants (assortment and merchandising execution), and Digital Product (digital experience, capabilities, and experimentation), aligning on shared commercial priorities so each team can move quickly

Own portfolio merchandising and margin

• Set assortment and pricing strategy by brand and category against revenue and contribution-margin targets
• Rationalize the catalog: eliminate unproductive SKUs, close assortment gaps, manage good-better-best architecture across brands to minimize internal cannibalization
• Partner with Finance on transfer-cost economics with AFI and on promo ROI

Drive the physical product pipeline

• Own the physical product roadmap for new launches, refreshes, and category extensions (e.g., bedroom furniture, accessories adjacent to the sleep core)
• Run launches end-to-end with Creative, Marketing, Technology, and Operations — from specification through site launch and sell-through
• Bring a rigorous test-and-learn discipline to product decisions: pre-launch demand signals, post-launch cohort performance

Make merchandising data-driven

• Partner with Data to build the merchandising analytics stack: SKU-level margin, attach rates, price elasticity, content performance, return and warranty signals
• Own the quality and completeness of product content and catalog data; partner with Digital Product and to improve their impact on discovery, conversion, and downstream operations
• Translate customer and competitive insight into assortment and positioning decisions

Lead cross-functionally

• Represent merchandising and brand in planning, forecasting, and capital decisions
• Act as the primary counterpart to AFI product, sourcing, and manufacturing leadership for non mattress categories
• Partner with Marketing (acquisition/retention), Creative Brand, CX, and Operations to ensure the product story is consistent from ad to unboxing

What Success Looks Like (first 12–18 months)

• Unified merchandising, product marketing, pricing, and NPD organization in place with clear ownership and cadence
• Plan and execute a cohesive Brand GM structure for all current and contemplated future brands
• Portfolio pricing and promotion strategy that improves contribution margin without sacrificing share
• Documented multi-year physical product and assortment roadmap with validated economics; first pipeline launches shipped on plan
• Merchandising analytics in production and used in weekly decision-making
• Measurable improvement in catalog quality, on-site conversion, and SKU productivity

Skills & Qualifications:

Required

• 12+ years in ecommerce / DTC merchandising, category management, or product merchandising, with 5+ years leading multi-level teams
• Experience in home, furniture, sleep, or adjacent considered-purchase categories
• Track record building or scaling a merchandising function — process, systems, and team — not just running one
• Deep fluency in merchandising analytics: SKU economics, pricing and promo measurement, catalog and content performance
• Demonstrated P&L or margin ownership and comfort partnering with Finance
• Experience with product content / catalog operations at scale (PIM, taxonomy, attribute governance, marketplace syndication)

Preferred

• Multi-brand portfolio experience with distinct brand positioning and price tiers
• Exposure to new product development and working with manufacturing or sourcing partners
• Experience in a high-growth or transformation environment; comfortable with ambiguity and building from partial structures
• Familiarity with agentic/AI-driven commerce and structured product data as a competitive lever

What We Offer (subject to eligibility requirements):

• Competitive Salary
• Health, Vision & Dental Insurance
• 401K 
• Generous Paid Time Off plus company holidays
• Wellness benefits
• Generous Communications Allowance
• Awesome product discount and company swag

Benefits are reviewed regularly and may be updated from time to time. Ask your recruiter for the latest details.

If you reside in a state or location where pay transparency laws or regulations have been adopted please read the following: The salary for this position is $180,000 - $225,000. We carefully consider a wide range of compensation factors, including your background, skills, qualifications, experience, geographic location and other non-discriminatory factors. These considerations can cause your compensation to vary. [Additionally, this role might be eligible for discretionary bonuses or commission payments]. For more information regarding the pay range applicable for this position, please contact us at People@residenthome.com

Ashley Digital is a privately-held company headquartered in Tampa, FL with offices in Tel Aviv.  Learn more at: https://www.residenthome.com

Ashley Digital is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law.

While we currently employ residents in over 30 US states and 3 countries, if you are hired, you may be restricted to working from the state or country in which you currently reside, unless the state or country to which you plan to relocate is one in which we already operate and no other restrictions apply to the role. As with anything, we encourage an open dialogue about your current location and potential desired relocation during the interview process and upon hire, if applicable, and the extent any other restrictions apply to a particular role. We reserve the right to deny relocation requests post-hire for any reason.

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