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We are working with Norm Thompson Outfitters (“NTO”) in their search for an Ecommerce Marketing Manager based in Hillsboro, Oregon, one of America’s most bike friendly states …
Sigh. What the heck am I doing here in Georgia?
NTO is part of a growing family of companies known as Orchard Brands which is a leading multi-channel marketer of apparel and home products focused on serving the needs of the rapidly growing market of women and men aged 55+.
NTO’s new Ecommerce Marketing Manager will maximize revenue and profit through the management of online marketing programs for all five of its brands:
HARRY’S COMMENTS: I loved Norm Thompson Outfitters when I first worked with them 5 years ago, and they have only gotten better since then. The company is a direct to consumer multichannel marketer of apparel and hard goods to the 50+ market.
This is a huge plus, not a minus!
There are roughly 80 million Americans born between 1946 and 1964. That’s 26% of the US population. Every day, for the next 18 years, nearly 10,000 boomers will reach the age 65. Talk about a growth market!
These consumers account for 50% of the spending in women’s apparel, and for 75% in mail-order catalogs. 4 in 10 affluent consumers are boomers with household incomes of $140,000. One out of every $2 available to advertisers, marketers, merchants, and service providers is in boomers’ wallets. These consumers are living longer, and are healthy for more years, than previous generations — and they’re not opposed to spending money on themselves.
The way they think about themselves may surprise you, too. According to the “2010 Del Webb baby boomer survey” conducted by Del Webb, the owner and developer of many retirement communities,
- Boomers set the benchmark of old age at 80!
- There is considerable distance between their chronological age and the age they identify with, which is 15 years younger.
- More than 50% of boomers say they exercise regularly, and feel they are in better shape than they were years ago.
- 72% of boomers intend to keep working past the classic retirement age of 65.
In short, baby boomers make a wonderful target market. In NTO’s case, the typical customer is semiretired and might be working part-time or volunteering. She’s a very caring lady, and has the kind of job where she contributes to the community … She loves to read and likes to be outdoors … She goes for walks, yet is unlikely to run … She’s got family all over the country and she will visit them a lot and talk about her kids’ lives with her friends … She wants to look good, but she has no interest in dressing like a 20-year-old. And when she goes to lunch with her friends, she likes it when they comment on her jacket.
Sound like someone you know?
Boomers are going online very fast, and as part of Orchard Brands, Norm Thompson Outfitters is in a unique position to take advantage of the trend. The firm has a very scalable backend with a solid infrastructure, and their purchasing and merchandising initiatives are coordinated across multiple Orchard Brands concepts.
This last point is an important one.
NTO takes advantage of the fact that it can source exclusive, proprietary products that ensure that its customers come back again and again. Indeed, Boomers seem particularly attracted to customized or exclusive products, services, and offers — and they are turned on, not off by membership-based benefits. Additionally, NTO’s substantial investments in technology point to a greatly improved ability to mine data to better understand what else these customers might want.
About the Role
While there are no fires to put out, most people at NTO feel that there are big opportunities to better merchandise the site and improve the customer experience. Additionally, NTO feels like it could be getting more mileage out of its vendor relationships (although this is one of the most common comments from the shop.org community): “Our vendors are so talented, but they seem to spread themselves thinly. We’d love to see them more often and deepen our commitment to them.”
To hit the ground running in this role, NTO has identified 10 functional areas of ecommerce where you will need to have a significant impact in your first year on the job. Additionally, there are three 100-day key objectives that NTO has laid out for you, in addition to four major areas around which your interviews will center. All of those things are included in the research pack for this search. Please apply below and we will be delighted to send those your way.
- Manage digital communications to drive incremental demand and profit, while adding value to existing customers, acquiring new customers, and building community. Programs include email, search engine marketing, affiliates, shopping engines, remarketing, social, mobile and others as developed.
- Build the team’s online merchandising capabilities, and use merchandising data to improve site conversion.
- Work closely with the producers & email team to ensure correct execution of online marketing programs.
- Manage key relationships with online marketing vendors.
- Prioritize, evaluate and recommend profitable new applications, vendors and programs.
- Manage direct report(s). Activities include recruitment and selection, development and training, performance management and termination. Manage employee performance and develop capabilities
- Work closely with cross-functional teams to develop and execute marketing materials and promotions that optimize or beat sales and EBITDA.
- Manage standard reporting on online marketing, ensuring data integrity. Perform more in-depth analysis as needed to make business decisions. Communicate results and recommend next steps.
- Exhibit professional conduct in all business relationships, actions and communications.
- Other duties as assigned
Education, Training and Skills Required
- Bachelor’s degree in Marketing or related field, or equivalent eCommerce experience which demonstrates required knowledge, skills and abilities.
- 5+ years online marketing experience with increasing levels of responsibility. Experience with a B2C company which has over $50m of online revenue is preferred.
- Thorough knowledge of internet planning and production
- Ability to analyze complex data, solve problems, troubleshoot, and make recommendations
- Knowledge of the financial dynamics of a multi-channel operation, including profit and loss reporting, forecasting, budgeting and sales planning
- Collaborative team player, with strong written, verbal and interpersonal communication skills
- Well-developed project management skills. Excellent organizational skills, detail-oriented and able to coordinate multiple tasks
- Highly motivated, works well in an intense, deadline-driven environment; able to respond flexibly to changing business priorities
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.
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