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We are working with Cosabella in their search for an Ecommerce Manager based in Miami, FL. It’s one of the best Miami ecommerce jobs available.
This role will focus on driving high-quality traffic, improving conversion rates, increasing site-wide revenue, and improving Cosabella’s user experience in a manner that’s aligned with the brand. You will work with both internal and external resources to direct strategic marketing initiatives in both of direct and indirect channels. You’ll analyze be deep in the weeds with Cosabella’s analytics package to track the success of all programs, gain actionable insight, and provide performance and return on investment reporting to Management.
Bottom line: This is a hands on role that will see you managing the successful, efficient daily operations while maintaining an emphasis on the innovative, revenue building, development of Cosabella’s ecommerce in all areas.
HARRY’S COMMENTS: Cosabella focuses on producing the finest lingerie, sleepwear, and apparel to make women feel beautiful, sexy, and comfortable. The firm prides itself on its Made in Italy heritage, which speaks to its quality, craftsmanship, innovation, design, and fit. Cosabella’s key competitive differentiators are tied to its high-quality products and high touch service, and its brand draws considerable strength from its rich thirty-year history innovating its product line for the benefit of women around the world.
See for yourself …
Going forward, Cosabella plans to leverage its product knowledge and love of the merchandise to innovate lingerie in new and exciting ways. According to Cosabella’s VP Sales, Branding & Innovation, Guido Campello, the firm intends to leverage its direct contact with customers to inspire Cosabella’s innovation initiatives and tighten its product development cycles. According to Guido, “We can turn things around very quickly, and if we see a trend emerging, we can adjust our approach to develop new products and get them into our highly-varied sales channels in time.”
In the competitive lingerie industry, speed to market is a must.
The lingerie industry is composed of manufacturers and retailers that sell nightgowns, shapewear, and lingerie. Although the latest recession drove many high-end lingerie wearers to basic lingerie items from mass merchandisers and discount retailers, the market has returned nicely. From 2012 to 2017, industry revenue is forecast to rise at an average annual rate of 3.8% to $13.9 billion. In general, the lingerie industry has benefited from improving employment rates, which has boosted per capita disposable income and driven lingerie fans back into the higher-end of the market.
But an improving market comes with a downside:
As conditions improve, a greater number of retailers are expected to enter the industry between now and 2017. Some industry analysts believe that the total number of lingerie retailers is likely to increase 3.8% per year to more than 5200 companies. Lingerie retail profit margins are expected to improve as well, from 6.8% in 2012 to nearly 8% by 2017. Translation: NOW is the time for Cosabella’s new Ecommerce Manager to acquire the right kinds of new customers and build a fence around them.
Who’s the customer?
For the most part, lingerie clients tend to be women between the ages of 45 and 54 years old, followed by women in the 25 to 34-year-old cohort. There is a growing trend for young women between the ages of 18 and 25 to begin their collections.
Quite interestingly, the plus size segment is expected to grow markedly between now and 2017. According to the Center for Human Nutrition, by 2015, 75% of adults are expected to be overweight compared with 68% today – an increase of 10.3%. Consequently, the demand for plus size sleepwear, lingerie, and loungewear is expected to grow nicely.
Demographically, Cosabella’s fanbase is extremely diverse: Its clients range in age from 18 to 60, and they see themselves as stylish and fashion forward, with mid to high disposable incomes. Typically, the Cosabella customer shops contemporary to luxury brands, and she reads Vogue, Bazaar, Glamour, Elle, Lucky, InStyle, Shape, Self, and Oprah. With a recent addition of a junior line, the demographic has expanded further to ensure the capture of the low to mid income shopper further strengthening the longevity of the brand and ensuring the continuity of the customer as she matures.
According to a joint study by Vogue magazine and Bain Consulting,
- Style consciousness is a mindset; not dependent on age or income.
- The style conscious woman spends 3x the American consumer; more disproportionately in luxury.
- Price is not the most important factor in driving brand selection, although she refuses to pay full price needlessly. Winning brands represent all price points.
- Quality is a key driver of brand selection, with an emphasis on heritage and provenance in luxury.
- She spends significantly more than other women online, and she was an early adopter of mobile technology.
- The style conscious woman represents 40% of the population and accounts for 70% of the total apparel, accessories, and beauty spend.
- Innovation matters to her, and 42% prefer to purchase brands they use the latest scientific research to improve their products.
Cosabella was tailor made for this consumer, and its product line touches multiple categories, all of which offer different things to different women.
It’s up to the Ecommerce Manager to reimagine what Cosabella’s web properties should look and feel like in terms of their architecture, navigation, taxonomy, and so forth. This role is really all about finding the right person to tell the Cosabella story the right way across every digital touch point.
Telling the Cosabella story in more than one language …
It’s worth noting that Cosabella is not limiting itself to one language site. The firm’s goal is to hit every language in the market, so the ideal candidate would appreciate selling into multiple cultures in a way that makes Cosabella users everywhere feel comfortable and better about themselves when they are on the site.
According to Guido, “The new Ecommerce Manager is coming on board at a time when we see wide-open possibilities of the business. We would look to them to bring their creative skills, sales skills, merchandising skills, analytics capability, and technology expertise to bear on the business in a brand friendly way. As a company, we know who we are, and we are very comfortable in our own skin. We have a very well-established brand, very loyal customers, and a celebrity following. In many companies, ecommerce managers may find themselves in a box in terms of how to grow the business.”
“That’s not the case with Cosabella.”
“With Cosabella, we have the fan base to help us build a strong buzz around our new product offerings, and our social following is growing all the time. Additionally, popular magazines have partnered with us in the past, and we have wonderful relationships with some of these editors. There’s a lot for this person to leverage coming into this role, which is why we believe this is such a fantastic growth opportunity.”
At a high level, there are several ways the new E-commerce Manager will be able to make a material impact on the business, including …
- Adding structure to the online marketing process for initiatives like growing the email list, expanding the number of marketing channels, and improving the way Cosabella goes to market through paid search, retargeting, third-party marketplaces, and local search.
- Improving the “wow factor” of Cosabella’s digital assets, helping them to inspire more effectively.
- Improving the Cosabella shopping experience between the mobile and desktop environments, as well as integrating these experiences with Cosabella’s ERP platform.
- Improving the synergy between Cosabella’s web assets and its global distribution infrastructure.
As usual, we’ve captured an extraordinary amount of information on the client’s business, and they were gracious enough to bring an impressive volume of confidential information to our project kickoff call. Obviously, we have no intention of sharing this information indiscriminately.
However, if you’re the right person for the job, will be happy to share with you everything we know to improve the quality of your chances in getting this job. The role is based in South Florida, which is heaven on earth. Additionally, the people at Cosabella are some of the smartest, most cooperative, genuinely nice people we’ve ever represented. This is a fantastic opportunity for a rising star to do career enhancing work.
If you are up to the challenge, would love to hear from you. Please apply below.
ESSENTIAL DUTIES & RESPONSIBILITIES
- Drive traffic to Cosabella’s global ecommerce sites through channels such as search, website content, advertising, affiliates, blogs, social networking, email campaigns, retargeting, and remarketing.
- Analyze, optimize and manage the existing channels as well as develop and test and implement new channels for future growth.
- Work collaboratively with Sales and Marketing to develop successful promotional calendars for all ecommerce channels, aligning with Cosabella’s company wide initiatives.
- Aggressively mine marketable email addresses from multiple channels by providing effective capture opportunities.
- Research and implement the use of reputable 3rd party email acquisition lists and opt-out win-back strategies.
- Possess clear understanding of the brand, lifestyle and products, and transfer this understanding to the entire online shopping experience, and use industry and niche insights to develop action plans which improve customer experience and brand loyalty.
- Develop an engaging customer feedback program to pulse online experiences and report on this feedback to executive management — then use this insight to make decisions on how to augment site features and performance.
- Work closely with Information Technology, developers, designers and other resources to proactively propose, test, and implement innovative website features to enhance product visibility, cross and comparative selling, streamline the shopping experience, and maximize post visit and purchase opportunities.
- Regularly conduct competitive analysis and review industry trends to weigh in on the viability and success of these potential improvements.
- Expertly implement or monitor web platform, ERP software, and industry trending key analytics to gauge current ecommerce performance, test alternatives and propose corrective action as well as predict the potential resource cost and business impact of global ecommerce initiatives.
- Proactively communicate with domestic and international Distribution to solve any fulfillment issues or find cost-effective improvements.
- Manage daily operational functions of ecommerce customer service and fulfillment in coordination with ecommerce customer service assistant.
- Work daily with the ecommerce sales coordinator and ecommerce product specialist to manage content, contact, and promotional strategies such as content publishing, product merchandising, product photography, email campaigns, affiliate and market place promotions etc.
- Oversee the hiring and reviews processes for the ecommerce team and ensure their proper training and development to foster an environment of diligence, encouragement, reward and value to the brand.
- Effectively manage all vendor relationships regularly researching better value alternatives and timely re-negotiating rates when applicable.
- Create tracking methods for these relationships that are visible by accounting and executive management.
- Create and maintain ecommerce budget with tracking methods in place.
- Establish and maintain ecommerce best practices across the site and be the ecommerce best practices expert within the company.
- Perform other related duties and responsibilities as may be assigned from time to time.
EDUCATION / DESIRABLE EXPERIENCE & TRAINING
- At least 5 years of ecommerce marketing management and technical experience.
- 2 to 3 years experience in a multi-channel retail environment is desirable.
- BA/BS in information systems, business administration, marketing or related field. Masters’ in related field preferred.
- Excellent business acumen, ecommerce and analytical skills to drive exceptional short and long-term business results.
- Expert knowledge of online marketing strategies, including but not limited to SEO/SEM, affiliate marketing, email marketing, site conversion, online user experience, and customer acquisition, retargeting, remarketing, PPC, market places, CSE, and how these apply to domestic and global ecommerce markets.
- Successful experience using advanced features data-driven ecommerce email marketing tools such as Bronto to improve sales results of campaigns.
- Successful experience managing multiple store feeds in multiple B2C and B2B marketplaces such as Amazon etc.
- Previous experience integrating ecommerce platforms (Magento or Shopsite a +) with ERP software (BlueCherry a plus).
- Excellent knowledge of Excel and working knowledge of HTML, JavaScript, CSS.
- Ability to thrive in a fast-paced, entrepreneurial environment with focus on flawless execution.
- Demonstrated ability to manage multiple employees and create effective team-work in a cross-departmental environment.
- Ability to make strategic decisions, manage marketing budgets, develop web initiatives and execute projects on-time.
- Ability to work independently, setting priorities and adapting to changing situations quickly.
- Detail oriented with excellent negotiation skills.
- Able to work long hours. Some road travel required.
- Understanding of what drives revenue, customer satisfaction and loyalty.
- Successful execution of tests and ROI analysis.
UPDATE: THIS SEARCH IS CLOSED.
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