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We are currently working with to find a VP of Ecommerce to join their team in Boise, ID seeks to add an experienced ecommerce leader to lead and develop a team of web merchants and online marketers to increase the value and experience of our customers. This individual will think and act both strategically and tactically to deliver a world-class customer experience and optimize product placement to maximize store conversion and AOV.

This position works collaboratively with cross functional departments to manage the current business, react to trends, and plan future online merchandising and promotional strategy. As a member of the executive team, you will work closely with other senior business leaders as well as cross functional teams among the organization such as Category Management, Merchandising, Marketing, Business Intelligence & Operations teams.

HARRY’S COMMENTS:  As the inventor of the ant farm, Joe Cossman is one of the all-time great marketers. One of Mr. Cossman’s favorite marketing maxims was “If you can’t change it, promote it.” Meaning, take the single product attribute to which most buyers would object and make that attribute an important part of your unique selling proposition. For example, take Cindy Crawford: Without the mole, she’s just another pretty face. With the mole she’s an exotic beauty.

Now then, let it be known that is based in Boise Idaho.  I’ve been to Idaho, and it’s awesome. Big sky. Fresh air. Wonderful people. Affordable housing. Yesiree, Bob. From the Shosone Falls to the Redfish Lake to Sun Valley, where the rich and the beautiful play. Idaho rocks. It’s an awesome place to raise a family and save some money for the next three years while you are rocking and rolling in this job (which pays BIG money). is no mom and pop shop. A subsidiary of Liberty Media, the firm’s executive leadership is as bright as any you’re likely to find in New York City. Selling to 140 countries, the company is the world’s largest online sports nutrition retailer, offering its visitors over 12,000 products. Its website includes more than 25,000 articles, +2000 videos and a robust social network with more than one million members – all working together to help each other reach their health and fitness goals.

Think about that: One million members in its own social network. What would it take for you to engage one million people from your own house file in a robust social network teeming with activity?

Beyond all this, the underlying economics of’s business are insanely favorable …

Currently, the US health supplement store industry includes 5,000 companies operating about 10,000 stores with combined annual revenue of about $6 billion. Major companies include GNC, Vitamin World, and Vitamin Shoppe – all of which have robust online offerings. But that doesn’t means these firms dominate the industry. The supplement retail industry is fragmented, with the top 50 companies generating only 40 percent of sales.

Typical customers for health supplement stores vary by product category but generally range from 35 to 60. Approximately 65 percent of American adults use supplements, with nearly half taking supplements frequently, according to the Council for Responsible Nutrition.

As with most of my searches, the five forces that will underpin ecommerce growth in the future (mobile, local, social, global, and cloud) are all well represented here. But that’s just the tip of the iceberg. Consider that America has 76 million aging baby boomers facing Obamacare along with possible Medicare and Medicaid cuts as we struggle to tame our deficit. I’m not being political here, I’m being opportunistic: In the future, an ounce of prevention will be worth more than ever – and this will bring tons of new customers into the supplement category. And when they arrive, they’ll spend big bucks.

Consider this: I’m 47 years old, and I spend $65 a month on vitamin supplements. With, I can get 100% of my supplements auto-shipped to me (cheaply!) at the exact pace I consume them, plus I don’t have to drive all over town looking for hard-to-find items.  Hypothetically, if I live another 40 years, at a 3% rate of inflation, my value to could be $18,000 or more. And I’m one Boomer of 76 million.

Basically, is a continuity-revenue driven business that markets to a self-referencing, socially-networked rabid subculture. Kids, this is what you call direct marketing heaven.

Still, … I know what you’re thinking. “What about the name Isn’t that limiting?”


Well, what would Joe Cossman do? He’d promote it, of course. He’d sell right into the fact that the company’s customers care enough about their bodies to get off of the couch. He’d make it clear that bodybuilding starts with body awareness – that you don’t have to be totally ripped to be join the community.

He’d make the brand aspirational, and he’d celebrate the brand as the epicenter of a subculture of people who passionately pursue their fitness goals. He’d market the fact that these people crave activity, and he’d promote the fact that to look and feel great – there are no shortcuts. He’d probably highlight that above all else, a great body takes a plan and the support of your friends. And he’d promote the fact that at, you can find those things in spades and double. Like so …

As usual, I have collected an enormous amount of intel on this role. Everything about this company’s online business is rocksolid: the traffic, the average order values, the conversion rate, its repeat business, its underlying technologies, and its prospects for growth are all excellent.

Indeed, if this job were based in Chicago, New York, or San Francisco this position never would have gone to search. But it’s based in Boise. And therein lies the opportunity.

Please Tweet this job, and you’ll be automatically entered into our monthly drawing. Just do it and see what happens: 2010 prizes included $100 Amazon gift certs, Dean & Deluca steaks, and Keurig coffee machines …

Here’s what you’ll be doing …

  • Partner with senior level members and cross functional teams to develop and execute multi-channel strategies
  • Develop and effectively lead ecommerce organization
  • Collaborate with key stakeholders to determine the optimal look and feel of the website and which products should be promoted on the main page, key landing pages, email blasts and promotions to optimize appeal and conversion
  • Manage business rules to support ongoing online merchandising, leveraging search/browse filters and capabilities
  • Identify market and regional opportunities focusing on merchandising assortment, pricing and web placement
  • Develop online promotional strategy including cross sell and product bundles.
  • Conduct regular competitive analysis on the best practices of key competitors and ecommerce leaders
  • Apply website usability best practices to develop and maintain merchandising standards that drive conversation and improve the customer shopping experience
  • Manage weekly site testing of navigation, creative assets and promotions.


  • 8+ years experience in Retail merchandising in an ecommerce business
  • Experience building and strategically leading a high performing team
  • Strong communication skills and ability to interact with internal senior management and retail partners
  • Use quantitative and qualitative information from disparate sources to produce actionable, insightful recommendations
  • Strong analytical skills and strategic problem solving skills
  • Strong ability to communicate at a high level, verbally and written, across all levels of the organization
  • Thrive in an environment that requires flexibility and adaptability
  • Bachelors Degree, MBA preferred
  • Interest in health and fitness a plus offers its employees several benefits such as: health, dental and vision insurance; 401(k); Competitive bonuses; Gym Membership Reimbursement; Employee Discount; Employee Fitness program; Book Reading program.


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