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HARRY’S COMMENTS: We are working with North Atlanta-based importer and manufacturer seeks to take their pure play ecommerce business to the next level. Ever been to Atlanta? I was born and raised there, and it rocks …

Anyway.

If you’ve spent any time in Atlanta, you’ve no doubt heard of this client. We’ve worked with them before and find them to be terrifically nice folks operating a world-class business in a well-established market. The client’s parent company has been around for decades, and they’re totally committed to the ecommerce channel.

Pure play sales at www.clientsite.com are just 5% of the firm’s total ecom revenue, with the balance coming from sales of their products through others on Amazon.

The company is doing some reorganizing, and the fellow who previously held this role is being dedicated to the technology side of the ecommerce business. Your job is to pick up the slack in sales, site operations, and conversion rate optimization.

Due to the large number of SKUs on www.clientsite.com, as of this writing all content- and merchandising management will be a collaborative effort. When you see the website, you’ll notice a dearth of content (articles, videos, etc.). Don’t sweat it. It’ll get better.

At a high level, will expect you to have an impact in the following 5 areas:

1. Affiliate Marketing: There’s a big opportunity for growth with affiliate and our client is willing to incentivize the right affiliates very aggressively (10-15%). Having decided to outsource this function, the client is using an agency to manage this channel. You’ll be expected to work with that agency to make things happen. Be prepared to help the agency engage affiliates with proper holiday promotional calendaring and customer support.

2. Comparison Shopping: The client’s not doing much with CSE, having used only Price Grabber in the past with limited success. Once the client’s website is improved, you can expect to set the metrics, budget, and expectations for CSE. In 2017, the client will look to you to launch, measure, and adjust its CSE efforts as required, and you’d be advised to start with higher-margin products first to determine the cost feasibility of this channel. Traditionally, the client has been channel agnostic, caring about two things mostly: 1.) Which channels are most preferred by customers? and 2.) Which channels are most profitable for the company?

3. Online Merchandising: The client uses Magento, and you and your teammates will be responsible for increasing the firm’s AOV. In this role, you will be working with your ecom teammates to determine which products to promote — and how best to promote them. How will they appear on the page? What copy, layout, and photography will make them pop — on multiple devices?

How will these merchandising decisions impact how you promote your merchandise mix in social media, and how will you adjust your landing pages accordingly? And how will specific holidays like Black Friday impact your customer’s checkout process? Decisions, decisions. It’s a good thing this’ll be a collaborative process.

4. Email Marketing: The client uses Bronto, and you’ll be responsible for sending (and sometimes resending) first rate campaigns that nurture highly profitable customer relationships. There’s so much work to be done here. So much opportunity! It will fall to you to manage the email channel’s campaign automation; measurement and analytics; strategy and campaign planning; segmentation; and personalization. Basically, the whole ball of wax.

You will be developing more creative uses of behavioral email triggers as well as experimenting with email’s more dynamic elements, including video content, GIF’s, countdown clocks, etc. In 2017, we’d like to see you using automation to enable one-to-one indication as well as optimizing the customer journey for mobile and possibly messaging apps.

5. Search Engine Marketing (SEM) / PPC: This is perhaps the area of biggest opportunity for growth, and within your first 60 days on the job the client will expect you to identify and correct the mistakes they may be making with their Google Adwords campaigns. We will expect you to understand the basic math behind PPC as well as how certain groups / categories of keywords can impact the performance of others. There had been some pretty crazy developments of late in paid search, and we will expect you to monitor aggressively the latest trends and update the client’s SEM strategy appropriately.

Can you make a difference in these areas?

As usual, we have a crazy amount of proprietary information to share with HIGHLY QUALIFIED candidates regarding this client’s industry, culture, underlying economics, and ecommerce strategy. Our market research alone for this search exceeds 50 pages!! Believe me, you don’t want to apply without this intel. To request this packet of research, CLICK HERE. Or simply use the link at the bottom of this page.

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Responsibilities

  • Manage ecommerce functions including optimizing conversion, supporting acquisition and lead generation efforts and overseeing customer experience.
  • Collaboration with cross-functional partners to manage all aspects of eCommerce Sales & Marketing, including paid digital advertising, keyword management, promotional calendar and marketplace expansion.
  • Participate in the development and execution of strategic and tactical business plans with other members of the cross-functional team supporting the eCommerce strategy
  • Manage the user experience of the website including site navigation, content presentation, checkout funnel and promotional campaigns
  • Manage web analytics related to eCommerce and communicate relevant information to team members, executive leadership and cross-functional partners
  • Generate and implement new sales and marketing initiatives to increase eCommerce sales and profitability
  • Identify new areas of eCommerce opportunity beyond current organizational thinking
  • Identify site development opportunities and drive developers to accomplish prioritized goals within approved timeframes

Background Requirements

  • 5 years experience with online customer acquisition initiatives, including affiliate marketing, Google Adwords, email marketing, and digital merchandising.

  • Minimum of 3 years of ecommerce management/leadership experience
  • A clear, broad and deep understanding of online retail and marketing practices
  • The ability to thrive in an open cross-functional team environment
  • Outstanding analytical skills, strong experience interpreting test results & drawing conclusions
  • Demonstrated strong business judgment and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives

UPDATE: THIS SEARCH IS CLOSED.

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Harry Joiner

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