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Now then: We are working with Pure Fishing to find a Director of Online Sales for Ecommerce to join their team in Columbia, SC. This is a very cool search.

Pure Fishing is a global family of quality fishing tackle brands, offering a broad range of products that meet or exceed the needs of today’s anglers. Pure Fishing is owned by Jarden Corporation, headquartered in Rye, NY.

A leading provider of consumer products used in and around the home, Jarden is a Fortune 500 company with 25,000 employees worldwide. With a portfolio of world-renown brands, Jarden operates in three primary business segments: Branded Consumables (with brands like Bicycle and Sunbeam), Consumer Solutions (with brands like Crock-Pot, Mr. Coffee, and Seal-a-Meal), and Outdoor Solutions (with brands like Coleman, Marmot, and Rawlings).

Drill down farther, and you’ll see that Jarden’s commitment to the outdoor lifestyle is evident by the quality of Pure Fishing’s brands, such as Penn; Abu Garcia; Berkley; Shakespeare; All Star Rods; Fenwick; Johnson; Mitchell; Pflueger; Spiderwire; Sebile; and Stren.  If you fish, you recognize these names instantly.

HARRY’S COMMENTS: Among U.S. marketing niches, the recreational fishing niche is famously rabid — right up there with brides to be, golfers, and Harley Davidson owners. Anglers are passionate to the point of insane about their lifestyle, and they will buy almost anything that helps them catch more fish, bigger fish, prettier fish, scrappier fish, you name it. Trust me: You want to sell your product to buyers who can have their emotions aroused …

Information marketing guru and infomercial writer, Dan Kennedy, tells a funny story about declining to invest in an information product that claimed to help anglers “think like fish.” The program’s inventor found another investor, and Mr. Kennedy laments that his decision cost him millions of dollars.

Mr. Kennedy should have known better. Check out this advertisement for Penn reels. The fisherman really seems to be LOVING the experience of casting with the product — and I’m sure it’s not an act.  Friends, this is what I call a buyer:

There are lots of guys like this out there, and they love to spend.

Here’s the high-level breakdown:  Recreational fishing is a multi-billion dollar industry. In the USA, about 12 million recreational saltwater fishers generate $30 billion in economic impact and support 350,000 jobs. Worldwide, the recreational fishing tackle industry is big business, worth over five billion dollars annually in the United States alone. In 2006 (most recent available data), anglers spent $5.3 billion on fishing equipment, such as rods, reels, tackle boxes, depth finders, and artificial lures and flies. This amounted to 28 percent of all equipment expenditures.

To be sure, this market is addressable, accessible, deep, and highyly responsive — the four things that make any market attractive. And the industry’s top online retailers are already writing a ton of business in this space – both at home and abroad.

According to Internet Retailer, has online sales of $222 million and fills 800 to 1,200 international orders each week. By my calculation, BassPro’s online business has grown at 16.4% per year since. Likewise, hunting and fishing retailer Cabela’s racked up $573 million in online sales last year – and their mobile business is growing like a weed. Cabela’s 2004-2010 CAGR is 13.7%. Make NO mistake: Anglers buy online. Big time.

Pure Fishing has a very successful wholesale business which it seeks to augment with a direct to consumer business. The company intends to launch a number of sites for selected individual brands, as well as one major site where all of there world-class brands can be cross-marketed with each other.

When these sites go live in 2013, it will be the first step in helping the company evolve into a much more “revenue diverse” business. To that end, the company has selected Demandware to launch its family of websites — which shows you how serious PureFishing is about web-enabling its business.

As usual, my project kickoff call yielded a ton of great information.  If you’d like to apply, I’m happy to share with you what I know about PureFishing, its ecommerce plans, and how digital fits into its strategy for growth.

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 …

Position Overview:

The Director of Sales for ecommerce is responsible for strategic planning and execution of sales and customer marketing goals for Pure Fishing’s E-commerce and retail businesses. This person will ensure that our B2C, B2B and D2C strategies will not only drive revenue and profits for the organization, but also deliver the appropriate brand messages, best-practices and customer care that exceed expectations.


  • Sales planning and forecasting to meet company’s financial and operational goals
  • Development and execution of sales, promotion and customer marketing strategies
  • Own and analyze all customer POS/shipment history and integrates those learnings with consumer insights/trends for forecasting purposes.
  • Recognize and implement the latest Ecommerce business solutions and techniques in order to maintain our competitive advantage.
  • Work directly with leaders of Marketing Services, IT, Brand Teams and Sales to drive the client’s Ecommerce direction and approach in the direction that is consistent with company goals and objectives and ensures a continued growth trajectory.
  • Work directly with leaders of Marketing Services, IT and Sales to manage the relationships with all relevant 3rd party vendors and service providers.
  • Work directly with sales leaders to ensure our B2B strategies and services are meeting/exceeding our customer’s needs and objectives.
  • Manage a team of 19 employees that cover our B2C, B2B and D2C as well as retail (company store) businesses


  • College BS or BA degrees required.
  • MBA or equivalent experience is desired
  • Minimum 5 years P&L experience within the Ecommerce and/or retail industry
  • Established network of business and vendor relationships in Ecommerce
  • Proven track record in bringing a blend of creativity, business rigor and passion that drove meaningful, sustained profits
  • Highly proficient with computer and databases
  • Strong analytical and planning skills
  • Strong ability to communicate confidently and persuasively with wide range of company as well as customer individuals both orally and written.
  • Solid project management skills


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