Director of E-Commerce

About The Job:

We are seeking to hire an exceptional executive to serve as the leader of the brand's website business. This person will be a key member of the leadership team reporting to the VP & GM of Website Sales and will spearhead the strategic development and management of the digital-ecosystem across the ecommerce website, digital marketing, CRM, and loyalty. The Director is responsible for driving revenue, profit, and brand trial & loyalty by developing, launching, and scaling plans to strengthen the brand franchise through targeted consumer acquisition campaigns, partnerships, and a world-class UX and grow consumer retention through onsite community engagement programs combined with segmented off-site programs at the lowest cost. This new position requires a seasoned and savvy digital leader with a proven track record, using both quantitative and qualitative analytics to inform and drive business decisions, optimizing the customer experience and steering the overall growth strategy.

The ideal candidate is willing to roll up their sleeves, is comfortable multi-tasking and enjoys the challenge of utilizing a broad range of skills in a fast-paced, agile and rapidly growing environment.

Essential Functions:

• Lead the website channel P&L including net revenue, volume, gross margin, contribution profit, and operating expense
• Develop and scale an innovative direct-to-consumer digital strategy to drive community member acquisitions and website sales
• Bring to life an immersive, educational on-site experience for community members that seamlessly ties to the off-site brand & consumption experience
• Activate the brand experience on the brand's websites to maximize engagement, shifting visitors from customers to community members and brand advocates
• Partner with cross-functional leaders to ensure integrated campaigns and consistent brand and product experiences across all channels and touchpoints
• Demonstrate a strategic and broad view of the business, industry, and consumer environment to anticipate and plan for the future
• Significantly and sustainably grow website channel sales as a percent of revenue.
• Define and curate the digital customer experience including personalization, recommendations, rewards, emails, and social media
• Help define the technical structure of the site (design, content, navigation, information architecture, and functionality) to drive business growth
• Collect, analyze, and utilize key business metrics including key product sales, site traffic, conversion analysis, and registered user growth and behavior
• Establish a culture of experimentation to efficiently grow the performance media budget in an ROI-positive way
• Position products and develop an annual channel calendar that synergizes with cross-functional initiatives (new product launches, new advertising campaigns, etc.) to drive recruitment and repeat purchases through the website channel
• Identify new package-price opportunities in the channel, and collaborate with cross-functional leaders to develop offerings that are exclusively tailored to the needs of website shoppers
• Aggressively reach and acquire new client's community members via multi-channel organic, paid, and earned media investments including paid search, paid social, affiliates, influencers, SEO, and emerging channels; leverage new product launches and 360 trial generation plans to drive recruitment and product basket among web channel shoppers
• Develop a highly segmented, targeted CRM strategy and loyalty program that will maximize the lifetime value of the customer and minimize chum. Analyze, measure, and adjust programs on customer behavior and response
• Lead through influence investments in upper funnel tactics led by Brand Development lead

Skills:

• Inspiring leader and people manager who can drive the team towards ambitious but achievable goals
• Persuasive, collaborative - able to work across multiple stakeholders and influence based on data and customer insights
• Curious, analytical, with a strong personal drive for excellence
• Able to give direct, constructive feedback, can explain and contextualize decisions so that people can understand and learn from them
• Great at building and maintaining relationships, fostering an environment of mutual respect, understanding, and trust

Qualifications and Education Requirements:

• Bachelor's degree in business, marketing, or a similar field; Master's preferred.
• 10+ years working experience in Digital Marketing
• Proven excellence in the leadership and execution of a premier website business with deep knowledge of the drivers of that business
• Strong general management and leadership skills; ability to grow and manage a team and work well cross-functionally
• Successful track record in building direct-to-consumer businesses and in managing a website channel P&L - with experience using technology, vendor management and negotiation, marketing, merchandising, and commercial/sales levers to drive profitable growth
• Track record of successfully increasing site conversion through modem best-in-class web channel tactics, technologies, and strategies
• Highly analytical/data-driven and understands how to optimize commercial and marketing levers to deliver upon overall company goals and metrics
• Performance marketing and digital traffic-driving experience across paid social, paid search, affiliates, influencers, etc.
• Strong understanding of the consumer mindset; possesses consumer empathy and a dedication to creating great consumer experiences
• Proven track record of hiring, developing, and retaining top website channel talent
• Strong written and verbal communication skills; ability to present ideas, processes, and metrics in a simple and clear manner (to both internal and external stakeholders)