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One of the coolest VP Ecommerce jobs around!
We are working with EveryWare Global in their search for a VP of Ecommerce based in Lancaster, OH. EveryWare Global is one of the world’s leading designers and sellers of tabletop and food preparation products for the consumer and foodservice markets. It is also the largest supplier of dinnerware to the foodservice industry in North America. The Company operates in the United States, Canada, Mexico, Latin America, Europe and Asia.
EveryWare’s global platform allows the Company to market and distribute internationally its total portfolio of products including flatware, dinnerware, crystal stemware, glassware, serveware, cutlery, buffetware, candle glass, floral glass, spirit bottles, kitchen tools and gadgets and kitchen accessories. Driven by devotion to design, EveryWare is a leading global marketer of trusted brands in dining and food preparation and is recognized for providing quality tabletop and kitchen solutions.
The VP of Ecommerce will be responsible for overseeing all aspects of the ecommerce operation components of EveryWare Global. This will include the strategic development and execution of business plans; including marketing, merchandising, forecasting and fulfillment. This role will also maintain relationships with the firm’s technical partners, as well as content management and optimization of user experience. The successful candidate should continuously develop new strategies and work closely with internal teams to innovate and identify new growth opportunities. The VP also leads company efforts in brand development and messaging with the consumer.
HARRY’S COMMENTS: Like our searches with Wolverine Worldwide and Bio-Rad, this position with EveryWare has a lot of moving parts. EveryWare markets its products through digital channels, a catalog, brokers, value-added resellers, and distributors – both at home and abroad. Some of these players represent powerful vested interests, and anything you do in one channel will likely have unintended consequences and other channels. It’s extremely important that EveryWare’s new VP of Ecommerce possess the strategic and financial agility to think three moves ahead.
A Strong Company with a Portfolio of Established Brands
EveryWare Global is one of the world’s leading designers and sellers of tabletop and food preparation products for the consumer and foodservice markets. The firm, which was formed through the merger of Anchor Hocking and Oneida in March of 2012, operates in the United States, Canada, Mexico, Latin America, Europe and Asia.
EveryWare’s global platform allows it to market and distribute internationally its total portfolio of products including flatware, dinnerware, crystal stemware, glassware, serveware, cutlery, buffetware, candle glass, floral glass, spirit bottles, kitchen tools and gadgets and kitchen accessories. Driven by devotion to design, EveryWare is a leading global marketer of trusted brands in dining and food preparation and is recognized for providing quality tabletop and kitchen solutions.
EveryWare’s vision is to become the leading global marketer of trusted brands in dining and food preparation, recognized for providing quality tabletop and kitchen solutions. By my way of reckoning, the firm enjoys a number of key strengths, including:
- Iconic, globally recognized brand names
- Leading market positions across consumer and food service markets
- Long-standing, loyal blue-chip customer relationships. (14% of its revenues go through WalMart.)
- A broad and diverse distribution infrastructure
- Owned asset base with high replacement cost (high barriers to entry for potential competitors)
- A large addressable industry with positive tailwinds
- Highly diversified across channel, customer, and category
Added together, these strengths provide the company with very strong fundamentals such as a consistent recurring revenue model; strong net sales and EBITDA growth; strong free cash flow generation (meaning, the firm has the dough to invest in digital); and high-growth expansion opportunities expected to require low-income investment. You want to work for a company that’s financially healthy, don’t you?
EveryWare has what it takes to “cut it” in a competitive industry.
Companies in the Flatware, Cutlery & Bakeware Manufacturing industry are primarily engaged in manufacturing bakeware, cutlery, kitchen utensils, and cookware. The industry includes about 1,400 companies with combined annual revenue of about $11 billion. Cutlery accounts for around 15% of industry revenue. Cookware accounts for about 50%. So, you’ve got an addressable market size of roughly $3.3 billion. Industry profit margins have risen in 2013 to ~6.3% of revenue, representing considerable growth over their 5% level in 2008.
Tabletop purchasing decisions by both consumers and institutions are highly influenced by brand reputation. Oneida’s brand reputation uniquely extends throughout the general household category and is globally recognized by both consumer and institutional customers. Additionally, Anchor has established a highly recognized brand name that consumers equate with quality, value, and durability.
EveryWare enjoys leading market positions across a broad range of categories, and management believes that there are few multichannel players across the entirety of the tabletop sector. Currently, the firm occupies the top position in consumer and foodservice flatware as well as foodservice dinnerware, crystal and other specialty categories. Its consumer segment makes up 39% of sales, and it remains bullish on this segment due to increases in consumer confidence and its continuous product innovation.
Captain of Your Own Ship.
Simply put, the company needs a business leader in this role; someone who understands the end-to-end dynamics of ecommerce and can be responsible for building the brands online while growing online revenues. Short-term, the focus will be on driving revenues for the US-based e-commerce sites. Longer-term, there are possibilities to integrate EveryWare’s international e-commerce activities into this role, notably in China, Mexico, the UK, and more.
As usual, we have a great deal of information on the client’s strategies and KPI’s, all of which are very promising. At a high-level, the goal is to double the direct to consumer e-commerce business in the next 3 years. Currently, the company primarily sells flatware online, but there are fantastic opportunities to expand into the tabletop and food prep categories.
This position maintains full responsibility for the ecommerce P&L, and it will oversee all marketing, finance, merchandising, and fulfillment aspects of the ecommerce business. If you’ve ever thought to yourself “I would really like to operate my own ecommerce business,” then this is your chance. Imagine what it would be like to acquire the rights to sell a handful of the world’s most respected tabletop and flatware brands directly to consumers on the Internet. That’s the job.
The buck will stop with you.
NOTE: This role does oversee a print catalog that drops 4 times each year. Although I cannot disclose this catalog circulation, suffice it to say that this role will be intimately involved in all aspects of catalog production and marketing.
Obviously, this role is a lot to say grace over: Logistics, supply chain, merchandising, procurement, warehousing, inventory management, customer service, marketing, catalog circulation planning and production, and all of the staffing and management issues that these things will entail. Not to mention international market development at some point.
It’s my guess that somewhere between 3% and 7% of my list can pull this off. The job is doable, no question about it. But you’ll need to be a very seasoned executive who can set strategy; organize priorities based on those objectives; and execute in a reality-based way that doesn’t involve a whole lot of broken glass.
These are great people, and these are wonderful, highly vaunted brands. For the right person, this will be a highly career-enhancing role. If you’d like to see the research we’ve pulled together for this position, please apply below.
- Oversee all online marketing including budgeting, ROI justification and team management
- Revenue and margin performance for PPC, affiliate, SEO, email and other customer acquisition efforts
- Ensure corporate Brand message is communicated clearly through all online digital assets
- email segmentation strategies that maximize customer life cycle and profitability
- Monitoring analysis of marketing programs to make improvements
- Development and oversight of strategies to grow affiliate, comparison shopping and retargeting efforts
- Create and execute digital merchandising and promotion strategy. This includes monthly calendar development and ensuring product availability internally
- Analyze and interpret KPI’s. Monthly/weekly reporting to key stakeholders.
- Develop effective promotional strategies that encourage shoppers to convert to buyers, purchasing in-line product along with seasonal merchandise
- Ensure that all promotions are set up properly in the system and tested
- Manage inventory allocation and work with Operations to secure appropriate inventory for new product launches and ongoing products
- Formulate markdown/off-price strategy with other business units for excess and obsolete products
- Partner with distribution to further maximize Ecommerce fulfillment, freight, planning and logistics
- Oversee and execute weekly and monthly reporting including projections and reviews on all key performance metrics
- Train, motivate, and develop team
- Build and maintain key relationships with cross functional team members
Desired Skills and Experience
To do this job successfully, the individual must have a comprehensive understanding of:
- Internet best practices and the impact that these have on SEO
- Internet Marketing best practices that result in customer acquisition, retention and growth
- Managing and directing website Technical Structure, Design & Aesthetics, Content, Navigation, Information Architecture, Branding/Marketing, and Functionality efforts to positively impact eCommerce efforts
Must also possess:
- Degree in Marketing with Online Retail Marketing experience
- 5 – 10 years experience managing retail websites
- Ability to specify technical changes to technical/development teams
- An in depth understanding of search engines, search engine optimization and factors that influence high rankings
- Experience with PPC – Management of Pay per click programs
- Ability to compile and analyze search data and metrics and make decisions regarding campaign direction
- Ability to perform click through rate, conversion, spend and creative analysis to identify growth/optimization opportunities
- Outstanding customer service skills
- Ability to work independently and within a team environment
- Strong independent decision-making, organizational, planning and problem-solving skills
UPDATE: THIS SEARCH IS CLOSED.
PS – If you’re thinking about changing jobs this year (though us or anyone else), you might want to check out this post on why even TOP candidates get rejected.