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One of the coolest ecommerce careers around!
We are working with Petco in their search for a Director of Repeat Delivery based in the ever-sunny city of San Diego, CA — one of the world’s smartest cities. We’ve worked with Petco before, and there’s never been a better time to join its ecommerce team.
HARRY’S COMMENTS: Ever wonder what your pets talk about? What they think about? And what they do when you’re not home? That’s because as a pet parent, you’re likely “humanizing” your pets …
Humanizing a pet involves attributing human characteristics to them.
Happens every day. My family has two dogs and my kids adore them. Our dogs will listen patiently to our kids’ secrets without telling anyone, and they’ll love the kids unconditionally while asking little in return.
Pet parents want their pets to enjoy longer, happier lives and they’re often willing to spend a fortune to make this happen. 27% of of people now take care of their pets in their wills, and this year 50% of dog owners will buy their pooch a Christmas present.
(The number is actually 60% for millennials.)
It gets better: 87% of millennials say their pet makes them happier than anything else, and it’s not uncommon for a dog to sleep in the bed of a millennial pet parent. At one point, Gucci sold a sterling silver dog bowl, and the Google SERPs are loaded with local listings for luxury dog hotels.
According to Mad Money’s Jim Cramer, each successive generation has a stronger bond with its pets — a trend that seems here to stay.
That’s why Petco is a great business serving a FANTASTIC market.
According to the APPA, 70-80 million dogs and 74-96 million cats are owned in the United States. Approximately 37-47% of all households in the United States have a dog, and 30-37% have a cat. This widespread pet ownership has made animals especially effective in consumer advertising, which further humanizes them.
Worldwide, the largest pet market by a wide margin is the US.
According to First Research, the US pet and pet supply store industry includes about 9,000 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $15 billion. The US industry is concentrated: the 50 largest companies account for about 70% of revenue. Competitors include grocery stores, warehouse clubs, mass merchandisers, and online retailers.
Online retail demand should remain brisk:
From now through 2021, IBISWorld forecasts that online revenue for the pet products category will enjoy a CAGR of ~5.0% to $6.3 billion, driven by increases in 1.) consumer internet access, 2.) pet ownership, and 3.) increases in per capita disposable income which will allow pet parents to spend lavishly on nontraditional items like chews, nutrient drops, vitamin enriched waters, snacks, and protein bars.
About the Role
We’re looking for a Director of Repeat Delivery who can drive the growth of this Petco business by leveraging Petco’s selection, pricing, customer experience, marketing and more across the lifecycle of the firm’s customers. In this role, you’ll be expected to think and act BIG, exercising a bias for action coupled with hypothesis-driven experimentation to drive the profitable growth of this program.
Petco’s repeat delivery program is not new.
Nope. In fact, it’s been around for a while and you’d be shocked to know how big it is. As a direct marketer yourself, you already know that an etailer’s most profitable list is its own housefile. And you may know that many etailers do (something like) 80% their business with the top 20-40% of their customers. But what does it take to grow the rest of the housefile? This job is about helping Petco better service and deepen its relationships with its existing customer base.
And how might one do that?
The short answer is “anyway you can.” Marshall Field said it best: “Customers always return to the place where they have been proactively made to feel special.” So that’s the job: To help customers feel better about themselves because of their relationship with Petco.
Can you improve Petco’s loyalty, retention, and reactivation initiatives through smarter One-to-One marketing? You’ll have that opportunity. Can you improve Petco’s omnichannel customer experience through sharper data driven insights? Here’s your chance. Can you make the kind of business case for improving customer loyalty that will make your Petco peers jump on the loyalty bandwagon?
Today’s your lucky day.
Naturally, you’ll need to be a bit of a data nut to win in this role. The opportunities to grow Petco’s repeat business are everywhere, and we’ll expect you to have a knack for identifying the highest payoff opportunities — then prioritizing them using the 80/20 rule.
You’ll be leading a talented group of managers responsible for the growth of this program, so it’s essential that you be seen as a credible, polished executive within the firm. Financial literacy and strategic agility are a must, as is the ability to build organizational alignment around your programs, both internally and externally.
Should you apply for this job?
At a high level, we are looking for a driven A-player who has managed program business before. You’ll need to understand the various inputs for a program like this: pricing, marketing, selection, logistics, supply chain, everything. That’s why we feel an MBA is so important. It’s not just a whistle or bell. We need someone who really understands cost and revenue drivers and can break down both marketing and operations barriers to growth.
Beyond that, we need someone who understands the digital world and subscription models. Everyone knows about Amazon prime. But not many people understand all the different ways that customer relationships can be put on autopilot in ways that customers actually appreciate. That’s part of what this job entails.
In my 90 minute kickoff call with Petco’s VP Ecommerce and Digital Marketing, I took several pages of notes regarding the types of problems that exist due to the position being open; the top 3 clearly defined initiatives you must complete in the first hundred days; specific information on the client’s total online business in addition to specifics on Petco’s repeat business opportunity; plus a recap of a frank discussion about the evolution of Petco’s unique selling proposition in the marketplace and how its USP is might evolve in the future.
Competitive issues prevent me from being too specific here, but this is a fantastic job opportunity for any business-oriented DTC ecommerce executive. Petco is a world-class organization selling to an established, reachable, hyper-responsive and very deep market. Frankly, it’s an online marketer’s dream.
We are happy to share all of our research for this position with qualified applicants. Please apply below.
- Oversee the planning and execution of scalable programs that can be leveraged and identify ways to scale winning tactics.
- Own and present to senior leadership key performance metrics around customer acquisition, cost per new customer, retention, and usage.
- Develop a strong culture of rapid experimentation, measurement, and iteration.
- Use data to measure and understand customer behavior and apply those insights to our levers.
- Collaborate with other parts of the Petco enterprise including e-Commerce, Analytics, Merchandising, Marketing and others to develop customer-obsessed features and marketing strategies.
- Bachelor’s degree
- 10+ years’ experience in online and/or consumer marketing, preferably with online retail experience, and/or in consulting.
- 3+ years managing teams
- Excellent oral and written communication skills and an ability to influence others
- Strong analytic and quantitative skills – ability to use data to develop and measure marketing programs.
- Track record of performance excellence
- Ability to hire, develop and manage a world class team
- Experience with advanced statistics and analytics (e.g. LTV models, attribution modeling, predictive modeling)
- MBA from a top business school preferred
- Hands on experience with a subscription program
- Experience with marketing a subscription service
- Has relentlessly high standards
- Thinks strategically, but stays on top of tactical execution subscription program. Very high profile. Decentralized team. Leading a team that would in turn rely on a lot of third-party teams like email, merchandising, digital marketing programs.
Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.