VP-level Marketing & Brand Executive with global leadership experience across retail fashion, luxury goods, and multi-banner organizations. Proven P&L ownership from $35M to $1.3B, leadership of teams of 30+, and brand, customer experience, and transformation leadership. Open to selective CMO, EVP/VP of Marketing, Brand, or Customer Experience roles across the Greater Toronto Area and North America.
Executive Summary
"A results-driven Marketing & Brand Executive with a track record of translating strategic vision into tangible financial outcomes — anchored by P&L ownership from $35M to $1.3B across retail fashion, luxury goods, and multi-banner organizations, and supported by an MBA from the University of Connecticut."
P&L Ownership
Full accountability across a $35M–$1.3B P&L range
Brand Growth
Growth in core markets through brand and customer transformation
Bottom-Line Growth
Achievement from SHEIN through commercial and marketing impact
Team Leadership
Led and developed teams of 30+ across complex organizations
Core Competencies
P&L Leadership
Full ownership of budgets up to $1.3B, driving revenue growth and margin optimization across global business units.
Brand Transformation
End-to-end brand repositioning, storytelling, and campaign execution across retail, luxury, and digital channels.
eCommerce Growth
Scaling digital commerce platforms, customer acquisition funnels, and omnichannel experiences for measurable ROI.
Board-Level Partnership
Presenting strategic plans, investor pitches, and executive dashboards to boards, PE partners, and C-suite stakeholders.
Executive Experience
Head Of Marketing/Brand Lead · 2023–Present
YM Inc, Toronto, CA
- Led execution of multi-brand strategic initiatives, aligning commercial performance with enterprise financial objectives
- Oversaw $1B+ P&L while driving operational discipline and high-performance team leadership
- Optimized customer lifetime value and omnichannel profitability through data-driven insights
Chief Marketing Lead · 2018–2022
SHEIN, Toronto, CA
- Developed and executed a 3-year Sales & Marketing strategy to launch across Canada, Australia, New Zealand, and Brazil
- Led 30+ member team across marketing, product development, go-to-market, experiential activations, loyalty, and influencer strategies
- Surpassed first-year targets, delivering +14% bottom-line growth; won Titan Award for "Most Effective Winning Strategy"
- Full P&L ownership of $1.3B; 7 direct and 25 indirect reports
Vice President · 2016–2017
First Jewelry Ltd, Toronto, CA
- Launched luxury and licensed product lines (The Beatles, Coca-Cola, Peanuts, Emoji), growing category to nearly one-third of total sales
- Introduced market-specific ambassador programs increasing gross sales by 17%
- Full P&L of $35M; 6 direct and 14 indirect reports
Senior Vice President · 2011–2015
Built New York Inc, New York, NY
- Oversaw Sales, Marketing, and Merchandising; reversed declining trends achieving 65% growth in core markets
- Generated $4.5M in sales through new product and marketing strategies; drove 50%+ new business
- Full P&L ownership of $120M; 8 direct and 30+ indirect reports
Vice President · 2004–2010
A+E Home Entertainment, New York, NY
- Led multi-territory operations across UK, Australia, EU, Latin America, and Asia; delivered $10MM first-quarter international launch
- Launched first-ever branded merchandising program generating $22M with major retailers
- Recognized as one of Home Media's "Top 100 Women in Media"; P&L oversight of $200M; 10 direct and 50+ indirect reports
Industry Expertise
Retail & Luxury
Extensive experience in brick-and-mortar retail and high-end luxury goods, driving premium brand visibility and sophisticated flagship store strategies.
eCommerce & Digital
Proven track record in DTC models, marketplace optimization, digital shelf presence, conversion optimization, and driving substantial online customer acquisition.
PE-Backed & M&A
Skilled in navigating PE-backed organizations and M&A environments, including post-acquisition integration, transformation mandates, and investor-facing marketing.
CPG & Lifestyle
Expertise in building and scaling brands within CPG and lifestyle sectors, launching seasonal campaigns and cultivating influencer ecosystems for brand loyalty.
Strategic Skills & Expertise
Marketing Leadership
- Brand Strategy & Transformation
- Customer Experience (CX) Design
- Integrated Marketing Communications
- Performance & Growth Marketing
- Omnichannel Campaign Management
- Loyalty & Retention Programs
Business & Financial Acumen
- P&L Ownership & Budget Management
- Revenue Growth & Margin Optimization
- PE-Backed Transformation Leadership
- M&A Brand Integration
- Investor & Board Communications
Leadership & Culture
- Executive Team Building & Mentorship
- Thought Leadership & Public Speaking
- Organizational Transformation
Technology & MarTech Stack
Emily Santos possesses deep expertise in architecting and leveraging cutting-edge marketing technology stacks, driving efficiency, personalization, and measurable growth across diverse digital ecosystems.
Platforms & Tools
Salesforce Marketing Cloud
HubSpot
Adobe Experience Cloud
Google Analytics 4
Tableau & Power BI
Shopify Plus & Magento
AI & Emerging Tech
AI-Powered Personalization Engines
Generative AI Tools (ChatGPT, Jasper)
Programmatic Advertising Platforms
CDP & DMP Platforms
Marketing Attribution Modeling
A/B Testing & CRO Tools
CMO Portfolio Highlights
A curated selection of strategic assets demonstrating executive impact, brand leadership, and measurable business outcomes.
Executive Impact Case Studies
Detailed narratives showcasing problem, strategy, execution, and quantifiable results — including P&L impact, market share gains, and revenue growth milestones.
Strategic Brand Narratives
Examples of successful brand positioning, messaging frameworks, and storytelling campaigns executed across retail, luxury, and eCommerce at global scale.
Board-Level Presentations
Samples of executive dashboards, strategic plans, and investor pitches demonstrating the ability to align C-suite and board stakeholders around marketing strategy.
Verified Executive References
Curated testimonials and accessible contacts from CEOs, board members, and key cross-functional partners who can speak to Emily's leadership impact and strategic value.
Thought Leadership & Publications
Published articles, white papers, keynote speeches, and webinars establishing expertise and a forward-thinking perspective on the future of marketing leadership.
Education & Credentials
Academic Credentials
- MBA (Executive Program) — University of Connecticut
- Bachelor of Arts in English — York University
- Diploma in Marketing & Business Management — Ryerson College
Awards & Recognition
- Titan Award — "Most Effective Winning Strategy" (SHEIN)
- Home Media "Top 100 Women in Media" — (A+E Home Entertainment)
Contact & Availability
Emily Santos is actively exploring selective full-time CMO, EVP Marketing, Chief Growth Officer, and Fractional CMO opportunities across the Greater Toronto Area and North America.
Location
Toronto, Ontario, Canada
Greater Toronto Area & Remote-Flexible
linkedin.com/in/santosemily
Open to Work (Recruiters Only) · Creator Mode Active
emilysantos2010@gmail.com
Available for executive conversations and introductions
Phone
519.504.1092
Emily Santos