Sr. Director eCommerce
The Sr. Director, Ecommerce is responsible for all areas that contribute to DTC Ecommerce growth across multiple brands and other strategic brand extensions, including merchandising, content optimization, and promotions, with ecommerce P&L accountability.
The Sr. Director, eCommerce will partner with the Brand and Integrated Marketing teams to optimize online go-to-market strategy and lower funnel marketing tactics. This role is responsible for driving digital revenue for all the company’s Global D2C brands
The right candidate for this role will embrace the company’s dynamic culture of executing with speed and quality to drive solutions and must possess an entrepreneurial spirit and a proven track record of launching and growing businesses from the ground up. The successful candidate can easily switch from strategy mode to action mode while effectively collaborating as a part of an agile team. It goes without saying that this person must be a self-starter, roll your sleeves up and get things done, type of person while also being a great team player with demonstrable experience working with multiple functions within an organization at all levels.
Finally, a passion for and experience in the Beauty Category is a definite plus!
Essential Duties And Responsibilities
- Own integrated website content with a focus on brand experience, the online consumer point of view and ensuring a best-in-class digital experience and promoting conversions.
- Collaborate with cross-functional partners in Marketing, Buying & Creative to strategically ideate all site experience content & journey, inclusive of visual creative and promotional driving copy and placement
- Create and maintain content calendars to ensure optimal and timely usage of content based on promotional and event calendar
- Regularly monitor and analyze asset performance utilizing data
- Create weekly, monthly and seasonal reporting analyzing the success metrics of all site content & shops
- Own analysis of reporting and KPIs
- Present and deliver KPIs, corresponding analysis and go-forward recommendations to leadership & cross-functional teams
- Ideate, monitor and assist testing agenda in relation to content and CRO
- Develop testing ideas based on analysis of current customer engagement & competitor analysis
- Partner with Testing & Optimization teams on execution and analysis of tests
- Own relationship with testing vendor and delivery of vendor recommendations to cross-functional partners
- Partner with Marketing digital teams to enhance the content and experience with customer at top of mind
- Develops the online merchandising strategies for the family of business and leads a team in executing those strategies, while partnering with cross-functional teams to maximize the customer experience.
- Lead a team in executing merchandising strategies for navigation, on-site search, assortment layout, site content, and enhancements; ensuring an omni-channel approach
- Measure, analyze, and report how customers interact with the site across devices to drive strategic, actionable recommendations for team to execute
- Leverage all available resources and data to improve the overall customer experience to meet and exceed top-line, margin and conversion plans across all devices
- Collaborate with Buying and Planning teams to optimize opportunities for your family of business with a advanced level of understanding inventory planning.
- Collaborate cross-functionally with internal business partners to execute on product roadmap initiatives, and will manage all aspects of product development from concept and discovery to launch and will be comfortable taking on many different tasks to deliver the product.
- Create, manage, and execute on our roadmap, consistently evaluating opportunities for improvement and growth
- Serve as product manager for a team with broad strategic impact, as this work will impact millions of users every month.
- Drive market research and obtain consumer feedback on products
- Understand and explain complex technical issues, discern impact, and communicate them to maximize clarity and drive resolution
- Analyze and incorporate feedback from customers and the business to design requirements, features and products
- Make creative and data informed recommendations, aligned with company strategy, to improve customer experience
- Prioritize problems, raise hypotheses, and choose promising solutions to address each business opportunity
- Lead the delivery of new product features: draft and prototype each feature; iterate with your squad to design and launch it, write user stories, and keep everything aligned with partners
- Move fast and shift constantly – Measure results, then iterate based on learnings
- Lead discussions and guide the business throughout a structured decision-making process
Reporting/Analytics
- Collaborate with ops team on forecasting and assortment management, reporting weekly
- Create monthly, quarterly, and annual business updates that are in-depth as well as succinct and focused on the most important data that drives action
- Responsible for using data and analytics to influence quick and long-term wins throughout the digital decision journey
- Track and analyze key customer KPIs and qualitative feedback and present action-driven plans to impact those drivers
Requirements
- 8+ years of related work experience in beauty or fashion with a proven track record of growing nascent online business at triple digit rates
- Experience on the Shopify platform
- Demonstrated success in growing online revenue
Patti Richards