Chief Marketing Officer, DTC Health / Wellness company (Nashville, TN)

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HARRY’S COMMENTS: We are working with a profitable, growing Health / Wellness eTailer in their search for a world-class DTC CMO to be based in Nashville, TN.

Before we go any further, it’s worth noting that each year, my firm receives 150+ inbound calls from companies wanting us to handle their ecommerce searches. Normally, we’ll take half of those projects, and we have a proven process for taking only the best ones based on the client’s competitive situation. If you are a highly qualified client or candidate, I’m happy to share how our process works.

It’s not rocket science. It’s based on whether or not the client has a commonsense-based approach to running their business, which first and foremost takes HUMILITY: The ability to see the world as it is, and not as one would like it to be.

This client’s story is amazing: Their first highly successful business was built on the back of a marquee domain (which today Estibot says the domain alone is worth $571K). When the entire category was disrupted by Big Tech several years ago, my client’s management team began scouting for ways to apply their core competencies in new, growing, under-penetrated, high margin industries.

They seriously considered a number of competitive sandboxes and settled on health and wellness. Then they got to WORK and made great things happen. Seriously: You have no idea how often new clients call me looking for a proven A-player to save their dying business. As if a better jockey is going to ride a badly injured horse into the Winner’s Circle.

Bill LaPierre‘s outstanding blog is filled with such stories.

What my client did was rare: They looked at their old model’s strengths, weaknesses, opportunities, and threats and recognizing that hope is not a strategy, made a sober, measured, clear-eyed decision to divest — then reinvested in new, unrelated businesses where they could better apply their assets, developing a core competency in M&A along the way. #respect

About the Company

With $45 million in total sales, my client operates several subscription-based natural health and wellness ecom brands that improve people’s lives with the highest quality, expert-curated health and wellness products, including many lines that are professional grade. Appropriately, its Customer Support team includes licensed healthcare practitioners who are focused on natural health and wellness. They’re always accessible, responsive, and engaged. (Imagine the possibilities of personalized supplements!)

About the Market

This is a market with a TON of promise. My wife is a health nut and she uses many of this client’s brands. And now she’s got me on several of these products. There’s always stuff coming to our house, and our monthly bill exceeds $200. Like clockwork.

But guess what? We don’t care, because both of us feel BETTER when we use specific supplements — and there’s a quality of life issue at stake for us.

Obviously, we are not alone in this. Worldwide supplement retail sales are $140 billion and will expand at a CAGR of 8.6% from 2022 to 2028. In the USA, there are roughly 10,000 retail establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $6.5 billion. Nutritional supplement usage in the US is at an all-time high, with more than 75% of adults taking supplements, according to The Council for Responsible Nutrition.

Here’s where it gets crazy:

The global market size of all nutritional supplements (retail + wholesale + ingredients, etc) is expected to reach $272 billion by 2028, according to Business Wire. Growth is strongest in markets that have expanding middle-class and elderly populations and is fueled further by demographics, acceptance of natural wellness products, and the desire to maintain long-term health.

According to McKinsey and Company, the total market opportunity for wellness, which encompasses SIX dimensions, is $1.5 trillion (with a “T”). It’s not hard to see how supplements might be worked into these situations …

Wellness Market

About the Role

Reporting directly to the firm’s CEO, you will join a low-turnover executive team and be responsible for leading marketing for one of the most exciting Natural Health and Wellness companies in America. Not only does the firm sell all five of its subsidiaries’ house brands domestically and internationally, but also it represents 600+ of the world’s leading brands of vitamins and supplements, specializing in professional brands.

You’ll be responsible for the overall direction, coordination, implementation, execution, control, and completion of the firm’s marketing and ecommerce functions in alignment with company strategy, goals, and priorities. And you will lead a team of eleven full time marketers plus third party vendors and agencies in an all-out effort to take the firm’s three (possibly 4-5 by EOY) DTC ecom sites to the next level. That’s 20,000 SKUs per site!

There’s lots of great stuff happening — including partnerships I can’t mention here.

As a key member of the Executive Team, you’ll need to shine as you 1/ work closely with the CEO, 2/ interact with and support your CXO colleagues and their teams, and 3/ lead, manage, and develop your own team and vendors/agencies. Your presence will be felt throughout the organization.

You must have a PROVEN TRACK RECORD of success in DTC ecommerce marketing. My interviews for this role are going to be the DTC ecom marketing equivalent of barbed wire, burning tires, and live machine gun fire! Bring a calculator and prepare to step me through real examples of how you drove REFERENCE-CHECKABLE outcomes, such as …

  • Higher quality / quantity of web traffic
  • Increased conversion rates, both sitewide and for specific products / categories
  • Improved customer lifetime value
  • Management of paid customer acquisition spend to meet specific margin targets
  • Increases in private label / house brand revenue as a percentage of total revenues
  • Improvements in online CX from the design and functionality of your websites to its brand and product presentation on marketplaces (Amazon, Ebay, etc).
  • OPERATING PROFIT FOR A DTC ECOMMERCE BUSINESS

Aside from the last bullet point about DTC EBITDA ownership experience (which is a total MUST-HAVE), you might not have everything on this list — but you’ll need to demonstrate your ability to unpack these issues during your first 100 days.

As of this writing, ecommerce comprises 60% of total company revenues, with marketplaces, autoship subscriptions, brick and mortar retail, and customer service making up the rest. Most of the traffic comes from paid and organic search, while a still significant share comes from direct, email and sms — followed by affiliate, social, and referral.

The company is getting a ton of traction in many different places.

We’re looking for an A-player who thinks of experimentation as a discipline. Seriously, this client actually runs an “experimentation program,” and experimentation is part of their DNA. The team needs you to understand what it means to be great in the eyes of its customers, and you’ll need to optimize around the KPI’s that reflect a short- and long-term maximization of customer value — and know how to avoid the most common pitfalls.

Beyond that, you’ll need to be a pro at managing projects. The company is always changing — but not in a random, herky-jerky way. Platforms are being updated. Programs are being launched. Vendors are being driven to be better than their best — but in a way that’s hard on the issues and soft on the people. Basically, we’re looking for a thoughtful, proactive, business-oriented, consistently high performing A-player.

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

I spent 120 minutes with this CEO 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, Harry Joiner, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

Responsibilities:

As the firm’s new CMO, you will lead a DTC marketing team (currently eleven team members as well as over a dozen key marketing agencies and marketing service providers) responsible for:

  • Brand management for all five of the firm’s operating subsidiaries and house brands, including customer research and product roadmap.
  • Ecommerce management for all of its websites, including customer experience, merchandising, and promotions; optimizing our web sites to maximize conversion rates and average order value.
  • Building high quality website traffic from sources that include organic search, paid search, and affiliate marketing.
  • Growing a direct messaging (email and SMS text) customer list and maximizing the revenue it generates.
  • Maximizing the firm’s opt-in rates for auto ship and growing the revenues generated from recurring revenue.
  • Increasing the firm’s revenue and earnings from marketplaces, including Amazon.com, Ebay.com, and WalMart.com.
  • Sales and partnerships with B2B relationships, wholesale accounts, and offline channels.

Requirements:

  • 10+ years of direct to consumer ecommerce experience.
  • 5+ years of leading a high performance marketing team.
  • Experience with online customer acquisition channels, including Google paid search.
  • Experience with marketplaces including Amazon.com.
  • Ability to analyze data and synthesize it into sound, actionable insights.
  • Ability to work and communicate effectively in a professional environment.
  • Ability to relocate to the Nashville area and manage a team of people working in a remote-friendly environment. This is a full-time salaried position.

Applications for this ecommerce job are being coordinated by Harry Joiner. To apply, CLICK HERE. Candidates, please be sure to email Harry for additional information 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.

To apply for this job please visit ecommercejobs.com.

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