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One of the coolest ecommerce jobs around!

ALLAN’S COMMENTS: We are working with a fast-growing beverage brand in their search for a world-class Director of Ecommerce. The client is open to this role being remote, but a local Atlanta-based candidate would be ideal.

Now then: Sometimes I’ll write a “client confidential” job posting because I want to maintain control over the recruiting process. But confidential postings have a downside, too: There are times when I can’t do my client’s story justice in a confidential posting, no matter how hard I try. Some companies’ searches practically sell themselves. Such is the case here.

My client markets America’s best-selling clean energy drink.

Founded by a former Navy SEAL, the firm has received loads of acclaim for its gung-ho spirit and badass beverages. Awards include recognition by the IAB as one of America’s top 250 most disruptive ecom businesses, and as one of the fastest-growing businesses in its home state.

In addition to being hardcore fitness enthusiasts, these folks have big hearts, too, with a portion of each sale going towards supporting America’s veterans. Life to date, the company has donated 7 figures (and climbing) to the veterans’ causes it supports.

About the Market

According to IBIS World, the energy drink market is $12 billion, and our client is looking to transition that market to a better alternative, with natural caffeine and clean ingredients. Beyond its popular line of energy drinks, the client also has nationally-distributed CBD offerings which help athletes manage pain, stress, improve sleep, and reduce inflammation.

NOTE: EcommerceRecruiter has heard nothing but good things about CBD, which has long been approved by the FDA for the treatment of epilepsy.

Although U.S. state regulations remain varied, the primary regulations limiting industry growth are expected to relax in 2022, representing a big opportunity for the industry to go mainstream. As of this writing, the client offers highly effective, zero THC, multi-use CBD products in a water solvent nanoencapsulated form, and it has become one of the largest players in this space.

Again, the client has TWO growth engines: Clean energy drinks (non-regulated), and CBD based products (which is regulated for now).

Realistically, the client can sell its CBD line anywhere it wants — even in the most unfriendly states, subject to a slap on the wrist. The clean energy drinks can be sold anywhere without impunity. In both instances, the client is very careful about the information that appears on its website; nor does it oversell or make claims it cannot substantiate.

About the Role

Simply put, the client needs a business-oriented self-starter who can STAY FOCUSED and put the noise of the day-to-day out of their head. There’s a lot to sidetrack you: As a celebrity-driven lifestyle brand, the firm’s marketing ecosystem is ever changing — thanks to privacy concerns, the regulatory environment for its CBD lines, and changes wrought by iOS 15.

As the firm’s new Director of Ecommerce, it’s essential that identify and leverage “force multipliers” and think outside the marketing box — yet do this in an analytically driven way. To win in this role, you’ll need to be a “reality-based” A-player who understands how MarTech actually works, and be able to design, build, and run an omnichannel DTC business based on dashboards.

If that’s YOU, keep reading …

Brass tacks: The company has a $14 million DTC ecom business, 60% of which is clean caffeine and energy related, and 40% of which is CBD related. Its well-accepted clean energy brands are sold in mass retailers like Walmart, and the firm enjoys >40K points of distribution. It’s DTC site gets impressive traffic, which trends slightly lower in the summer. The firm’s content marketing is a well-old machine, but like everyone’s marketing, it could always be improved.

Brand marketing is a really big deal here.

The energy drink category is MASSIVE and has clearly defined segments based on specific behaviors, demographics, psychographics, and geographies. Within those specific segments lie unique growth opportunities, which you will have to identify and develop.

You won’t be able to simply offer a BOGO and leave it at that.

You will need to think like a sophisticated BRAND MARKETER, with a proven playbook for 1/ Treating brands as assets; 2/ Developing a compelling vision for each brand online; 3/ Creating and developing subcategories for ecommerce; 4/ Generating breakthrough brand building for ecom; and 5/ Sorting a digital strategy and leverage the firm’s brand assets to enable ecommerce growth.

If you want to do MEANINGFUL work, here’s your chance.

The role encompasses “everything online:” Social media marketing; Performance marketing; Merchandising; Promotional calendaring; Budgeting; BI and analytics; tech stack selection and management; UX, CX and journey mapping; Shopping cart abandonment, Channel management; Hiring, leadership, and team development, and more.

You’ll lead a team of four, but you still have your hands full (in a good way).

To win this role, you’ll need to be a culture fit for the brand. Ideally, you’d be an outdoor enthusiast or have a military background. Those things are going to help you learn the business faster. This is not a giant brand like Red Bull, with deep pockets and sprawling resources. This is guerilla warfare, and we’re looking for an inventive entrepreneurial leader who knows how to lead from the front and build a brand.

You won’t believe how much we know about this search …

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …

1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
3. What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

View Allan Seibert’s profile

Responsibilities:

• Develop and drive a multi-year ecommerce, online marketing, and channel development strategy to grow sales and profitability across all product lines.
• Own P&L business analysis, reporting, and AOP for online channel.
• Build and own the firm’s ecommerce strategy and long-term growth plan. Work with external partners to drive marketplace experiences.
• Create high visibility ecommerce leadership with insights and best practice frameworks for the firm’s brands, designed to drive online revenue growth via a leading understanding of online partner sites, merchandising, content and business strategies.
• Manage and support external vendor partners to implement digital technology strategy, architecture, and roadmap to enable ecommerce operations, drive revenue, and elevate consumer experience across all consumer touchpoints.
• Source and manage vendors and agencies to implement loyalty, subscription, omnichannel advertising media agencies, syndication tools, and reviews.
• Establish e-commerce KPIs and centralized reporting (weekly, monthly, quarterly) for all online channels.
• Leverage analytics and consumer insights to drive optimizations and enhancements across the full e-commerce/omnichannel ecosystem to drive continual KPI improvement.

Qualifications:

• Experience in CPG, Retail, preferably in food & beverage
• Experience with Shopify, Klayvio, Google Analytics, or other similar DTC ecommerce tools
• Experience with ERPs (experience with Acumatica a plus)
• Highly analytical problem solver able to use available tools to break down problems and propose solutions
• Extremely organized, detail oriented, well spoken, proactive, and high-energy
• Comfortable working in collaborative teams and excited to both accept and provide constructive criticism on a continual basis