Job Description Template: VP of Digital Transformation (Tailored for Distributors)

Hire a VP of Digital Transformation Who Can Turn Ecommerce Into Revenue — Ready-to-use Job Description + Compensation & KPIs

Struggling to hire an executive who can modernize your distributor’s B2B ecommerce, reduce cost-to-serve, and scale online sales? You’re not alone. Small and mid-market distributors face intense competition, legacy systems, and pressure to show fast ROI from digital investments. This guide delivers a plug-and-play job description for a VP of Digital Transformation tailored to distributors expanding B2B ecommerce—plus suggested compensation bands, measurable success metrics, an interview scorecard, and a 90-day onboarding plan you can use immediately.

Why this role matters now (2026 context)

Late 2025 and early 2026 saw a wave of distributors creating senior digital roles to accelerate ecommerce, AI-driven personalization, and supply chain automation. The goal: convert digital investments into measurable topline and margin improvement. For example, Border States announced a new VP-level digital role in early 2026 to lead enterprise digital strategy and expand AI, data analytics, and automation across commercial and supply chain operations.

"The pace of change driven by technology and AI is unprecedented, and success requires bold leadership and a clear vision." — Jason Stein, CIO (Border States)

That quote captures what hiring teams must prioritize: leadership that blends technical fluency, commercial instincts, and change-management experience. Below is a production-ready job posting plus hiring and performance tools built for distributors.

Quick snapshot: What to expect from this template

• Ready-to-post job description tailored to distributors (copy/paste & customize)
• Suggested compensation ranges by company scale and geography (2026-aware)
• Commercial KPIs & success metrics mapped to 3-, 6-, and 12-month targets
• Interview scorecard, assessment task, and sample questions
• 30/60/90-day onboarding plan built to deliver early wins

Job Description Template: VP of Digital Transformation (Distributors)

Use the copy below as your base. Customize for company size, channel priorities (self-serve ecommerce, customer portals, marketplaces), and tech stack (ERP, OMS, PIM, CDP, headless commerce, etc.).

Role summary

We are hiring a VP of Digital Transformation to lead our enterprise digital strategy and accelerate B2B ecommerce growth. The ideal candidate combines deep distributor or wholesale experience with proven success in ecommerce, API-driven integrations, data platforms, and org-wide adoption of AI and automation. This is a hands-on executive role responsible for digital revenue, customer experience, and operational efficiency across commercial and supply chain functions.

Key responsibilities

• Own the end-to-end digital roadmap: ecommerce, customer portals, marketplaces, mobile, and seller tools.
• Drive commercial adoption: increase digital penetration and conversion across customer segments.
• Integrate systems: lead ERP, OMS, PIM, CDP, and middleware projects to enable API-first commerce.
• Implement AI & automation: personalization, dynamic pricing, demand forecasting, and order routing.
• Optimize cost-to-serve: reduce manual order handling, returns, and fulfillment costs via automation.
• Build data capability: metrics, dashboards, and experiments that link digital initiatives to revenue and margin.
• Lead change management: training, governance, and adoption programs for sales, CS, and operations.
• Manage vendors and partners: SaaS platforms, systems integrators, and agencies.
• Recruit and mentor a small cross-functional digital team: product, UX, engineering, data, and customer success.

Must-have qualifications

• 10+ years in digital commerce, product, or operations; 5+ years in leadership roles scaling ecommerce in B2B/distribution environments.
• Experience integrating ERP/OMS with ecommerce platforms (e.g., SAP, Oracle NetSuite, Microsoft Dynamics) and middleware (MuleSoft, Celigo, etc.).
• Practical knowledge of modern B2B commerce patterns: headless/Composable Commerce, account-level catalogs, contract pricing, role-based access, and punchout.
• Strong data & analytics background: CDP/BI experience, A/B testing, and ability to define ROI frameworks.
• Proven change-management & stakeholder skills (sales, operations, IT, finance).
• Excellent communicator and demonstrable track record delivering measurable digital revenue and margin lift.

Nice-to-have

• Experience with AI/ML initiatives (pricing optimization, personalization, demand sensing) and generative AI proof-of-concepts.
• Marketplace or platform partnerships experience.
• Knowledge of B2B payments and trade-credit systems.

Reporting & team

Reports to: Chief Commercial Officer or CEO. Team: product managers, ecommerce engineers, data analyst, UX designer, and program managers (typical headcount 4–12 depending on company size).

Suggested Compensation Ranges (U.S., 2026-aware)

Compensation depends on company revenue, location, and complexity of the tech landscape. The ranges below reflect 2026 market movement—higher base and more performance pay as digital proves commercial value.

• Small distributors (< $50M revenue)
  • Base salary: $140,000–$200,000
  • Target bonus: 15–25% of base (revenue/digital KPIs)
  • Total comp (on-target): $160k–$250k
• Mid-market distributors ($50M–$500M revenue)
  • Base salary: $180,000–$300,000
  • Target bonus: 20–35% of base
  • Long-term incentives: performance cash or equity relevant for privately held firms
  • Total comp (on-target): $220k–$420k+
• Large distributors (> $500M revenue)
  • Base salary: $250,000–$450,000
  • Target bonus: 25–50% of base + long-term incentives
  • Total comp: $350k–$750k+ depending on equity and performance awards

Note: For high-cost metros (NYC, SF Bay Area), expect the upper end to be 10–15% higher. Include strong performance-based components tied to digital revenue and ROI to align incentives.

Success Metrics & KPIs: What Good Looks Like (3, 6, 12 months)

Translate digital activity into clear commercial outcomes. Below are standard KPIs distributors should measure—and suggested targets for the first year. Adjust targets by baseline and market.

Primary commercial KPIs

• Digital penetration: % of total revenue initiated or completed through digital channels (self-serve ecommerce, portal, EDI). Target: +5–15 percentage points in 12 months (depends on baseline).
• Online revenue growth: YoY digital sales growth. Target: 25–50% year 1 for mid-market initiatives; smaller with conservative baselines.
• Conversion rate: visits-to-orders for logged-in customers. Target: increase 15–30% within 6-12 months via personalization and UX improvements.
• Average order value (AOV): Target: +5–12% through cross-sell and dynamic merchandising.
• Customer digital adoption: % of key accounts actively using portal/ordering. Target: onboard 30–60% of top 200 accounts within 12 months.

Operational & cost KPIs

• Cost-to-serve: Total fulfillment & order processing cost per order. Target: reduce 10–25% with automation and routing.
• Order accuracy & cycle time: Improve fill rate and reduce manual order touches by 20–40%.
• Automation ROI: Payback on automation projects (e.g., RPA, API integrations). Target: ROI within 12–24 months.

Data & experience KPIs

• Data maturity index: Unified customer view, product data completeness, and real-time inventory visibility. Target: measurable improvements quarter-over-quarter.
• CSAT / NPS: For digital purchasers vs. non-digital, target parity or better within 6 months.
• Uptime & performance: Platform availability & page speed targets (99.9% uptime; <2s core page load where possible).

Set these KPIs into a 3-window roadmap: quick wins (0–3 months), scaling (3–9 months), and optimization (9–18 months).

Hiring Best Practices & Assessment

Hiring a VP of Digital Transformation is part role-fit and part cultural transformation. Use these practical steps to reduce time-to-hire and improve candidate quality.

Sourcing & screening

• Target candidates with distributor or B2B background; prioritize those who can show both ecommerce revenue and operational cost wins.
• Use executive search for large roles; for mid-market, combine niche B2B channels (LinkedIn, industry groups), referrals, and platform-based talent pools.
• Screen for case-based evidence: ask for 2 short case studies showing commercial impact (revenue, cost savings, adoption rates).

Assessment task (practical & fast)

Provide a 48–72 hour take-home brief, such as: "Design a 90-day plan to increase digital penetration among our top 100 accounts. Include KPIs, tech changes, team needs, and estimated costs." Score for clarity, commercial focus, technical feasibility, and change management plan.

Interview scorecard (sample criteria)

• Commercial impact (0–5)
• Technical systems experience (ERP/OMS/API) (0–5)
• Data & analytics aptitude (0–5)
• Change leadership & stakeholder management (0–5)
• Culture fit and communication (0–5)

Sample interview questions

• Describe a B2B ecommerce rollout you led. What were the top three barriers and how did you overcome them?
• How do you prioritize integrations when ERP, OMS, and commerce all need work but budget is limited?
• Give an example of an AI or automation initiative you piloted. What metrics proved success?
• How would you drive adoption of a new customer portal among legacy buyers who prefer phone/EDI?
• What is your approach to measuring and proving ROI to the C-suite?

Onboarding & 90-day Plan (Practical Template)

Set expectations early and give your new VP the runway to deliver early wins.

Day 0–30: Listen, assess, deliver quick wins

• Meet leadership and cross-functional teams; map pain points and tech stack.
• Run a "value-quick-win" workshop to identify 2 low-effort, high-impact projects (e.g., checkout UX fixes, contract pricing visibility for top accounts).
• Deliver at least one quick-win that impacts conversion or order processing.

Day 31–60: Build foundation

• Create a 12-month digital roadmap with prioritized initiatives, cost estimates, and resource plan.
• Establish KPIs and dashboards; set baseline metrics.
• Begin key integrations or vendor engagements; hire critical roles if needed.

Day 61–90: Scale & governance

• Execute on prioritized projects; start A/B tests for merchandising and personalization.
• Run adoption programs for sales and top customers; measure digital penetration improvements.
• Set governance: release cadence, data ownership, and vendor management routines.

Retention & Incentives: Keep Your VP Focused on Growth

To retain top digital leaders, align long-term incentives with measurable business outcomes:

• Performance bonuses tied to digital revenue and cost-to-serve improvements.
• Multi-year incentives (cash performance plans or equity-like payouts) for hitting multi-year milestones.
• Clear career path: broader P&L responsibilities once digital matures.
• Invest in learning: AI, data science, product leadership—leaders expect employer-supported upskilling.

Common Hiring Mistakes & How to Avoid Them

• Hiring for technology instead of commercial impact: prioritize candidates who can demonstrate revenue/margin results, not just system builds.
• Over-specifying tech stack: avoid requiring an exact vendor pedigree; focus on patterns (API-first, headless) and outcomes.
• Under-investing in change management: digital fails because people don’t adopt it—include adoption objectives in the role’s KPIs.
• No clear ROI expectations: require candidates to present ROI-driven case studies during interviews.

2026 Trends to Build Into the Role

Make sure your VP job scope includes these 2026 realities:

• Generative AI for commerce: LLMs powering product content, proposals, and buyer-assist tools—expect pilots to be part of year-one deliverables.
• Composable & headless commerce: flexible architectures enable faster experiments—prioritize candidates who can govern composable stacks.
• Data mesh & real-time inventory: customers expect accurate availability. This role should own improvements to inventory visibility and demand sensing.
• Payments & B2B checkout: support for multi-party payments, extended terms, and integrated reconciliation are increasingly important.
• Supply chain resilience: digital must reduce friction across sourcing and fulfillment, including integrations to 3PLs and carriers.

Sample Scorecard (Simplified)

Use this quick rubric in interviews. Score 1–5 and look for candidates averaging 4+ overall, with no critical area below 3.

• Commercial outcomes (revenue/cost impact): 1–5
• Technical & systems knowledge: 1–5
• Data & analytics: 1–5
• Leadership & change management: 1–5
• Strategic vision for B2B ecommerce: 1–5

Checklist Before You Post the Role

1. Confirm reporting line and decision rights (budget, vendor selection, hiring approval).
2. Agree on KPIs and performance measures that will be used for compensation.
3. Set realistic budget for base salary and performance incentives based on company size and location.
4. Design a two-stage interview: case study + leadership round with cross-functional stakeholders.
5. Prepare an onboarding plan with immediate access to metrics, tech stack, and executive sponsors.

Final Takeaways

Hiring a VP of Digital Transformation is one of the highest-leverage moves a distributor can make in 2026. The right executive converts digital projects into repeatable revenue, reduces cost-to-serve, and builds an operating model that scales. Use this template verbatim or adapt sections to your organization’s priorities. Most importantly, align compensation and KPIs so the new VP is rewarded for measurable business outcomes—not just feature launches.

Next Steps / Call to Action

Ready to hire? Post this job using our tailored distributor job package to reach vetted B2B ecommerce leaders, or download a printable PDF of this job description and scorecard for your hiring team. Need help customizing compensation and KPIs for your company size? Contact our talent specialists for a free 30-minute consult and candidate shortlist.

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