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One of the coolest ecommerce jobs around!

ALLAN’S COMMENTS: We are working with a well-known designer and manufacturer of premium eyewear in their search for a fully remote / WFH Digital Marketing Manager (Rx / Prescription Category).

About the Company

The client is a 57 year old premium eyewear brand which, in 2008, was acquired by one of the worlds largest vertically integrated optical companies. (Not Luxottica, but it’s in that vein.) The client’s parent company has deep pockets, a talented staff, and is firmly committed to the development of its online prescription lens business.

Although the client operates in a number of optical categories — its claim to fame rests on its successes in outdoor sports such as biking, motocross, skiing, snowboarding, surfing, skateboarding and wakeboarding. Its athletes provide valued input into its new product innovations and are actively involved in new product performance testing.

About the Market

How many glasses wearers do you know? Tons, right? Now, how many of those people do you think are likely to buy their prescription eyewear online — especially post-COVID.

Rarely do we see a client with such a promising market opportunity.

In 2004, Congress enacted the “Fairness to Contact Lens Consumers Act,” which enabled consumers to fill their contact lens prescriptions online. In one fell swoop, the DTC online retail trade for prescription eyewear was born.

According to the Vision Council, a non-profit trade association that serves the optical industry, there are roughly 164 million U.S. adult glasses wearers. More than half of those consumers pay between $100 and $150 for frames, with 37 percent of them owning two or more pairs of eyeglasses.

218 million Americans wear non prescription sunglasses (52 percent own more than two pairs) and 32 million Americans wear over-the counter reading glasses. As of 2018, there were 43,000 U.S-based brick and mortar locations selling prescription eyewear.

However, when Covid caused brick-and-mortar stores to close, consumers turned to etailers for their prescription eyewear needs. Today, online eyewear sales are forecast to grow at an annualized rate of 2.1% to $1.7 billion over the five years to 2025, with the current ecom share exceeding 15% for the first time ever.

About the Role

As the client’s new Digital Marketing Manager (Rx / Prescription Category), you’ll be responsible for overseeing the planning, development, execution, and measurement of all digital marketing for the client’s prescription eyewear business.

Meaning, you’ll be leading both content and performance marketing strategy across the client’s digital channels (web/ecommerce, email, social media). This is a mid-level management role, and we’re looking for a proven A-player who is capable of driving strategy and getting hands on.

You will be growing a “business within a business,” and you need to know how all of the functions of a sophisticated business work together. You will need to draw on outstanding soft skills as a hands-on leader who sees not only the big picture — but also the nitty gritty details of the business.

To win in this role, you must be well-versed in search marketing, paid advertising, social channels and alternative media — and you’ll need to have managed a budget before. You’ll have one or more agencies at your service, but it’s essential that you understand deeply how integrated paid media works.

You will own the P&L for the online prescription business, which is currently shipping prescription eyewear in two days out of its own $2 million lab in Utah.

Awareness / Interest / Desire / Action

You’ll need to be strong in acquisition, but with an eye towards improving the site experience within the prescription category though things like minimizing bounce rate and improving conversions. Typically, you won’t be doing the work (you’ll have resources for that), but you WILL need to mastermind the strategy and who / how it’s implemented.

There’s a lot at stake here, and we need a proven A-player who is entrepreneurial enough to assess and understand what needs to be done — then make it happen.

“Making it happen” could involve anything from identifying and defining the customer journey for each customer persona — to understanding what data would best inform how to improve each persona’s journey:

• How can we define a brand-accretive, full funnel strategy?
• What exactly should that funnel look like?
• Where do we need to proactively nudge them at different points in the funnel — thereby turning the funnel into a greased chute?

Naturally, your team will be testing and implementing new site features including virtual try-on as well as working with the Brand Team to leverage the right content at every step of the journey.

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

• Partner with cross-functional, including external, teams to build and manage the client’s digital business (brand and ecommerce), paid marketing and content strategy and related calendars
• Work with in-house and 3rd party creative teams to develop assets for campaigns that align with brand objectives and ensure all visual and copy are concise, tell a compelling brand story and drive engagement with targeted audiences
• Develop forward thinking strategies to optimize the online user experience, increase marketing effectiveness, and to support high-growth acquisition and retention plans
• Lead customer acquisition and retention strategies to attract new customers and drive engagement with loyal customers
• Mange all email strategy and programs from initiation (marketing, triggers, transactional) to execution
• Test the performance of landing pages, special promotions, and content strategies
• Work closely with merchandising to develop seasonal marketing strategies and initiatives that support business objectives, highlight product launches, and raise awareness of the RX program
• Manage consumer loyalty activities, reviews, continual test new media types and channels based on industry trends
• Own the RX content strategy, ensuring content is both relevant to the audience and is SEO friendly, continually optimizing to increase consumption
• Collaborate in the creation of the full-funnel paid marketing strategy with performance marketing agency, ensuring alignment across all advertising channels
• Collaborate with product and marketing in the creation of seasonal product features and promotions across all digital and paid channels
• Monitor the impact of content, measuring prospect and customer engagement, social sharing, and the performance of campaigns and share out results with cross-functional partners
• Develop and maintain KPI dashboards that provide insightful recommendations to cross-functional colleagues to help deepen our collective understanding of our eyewear audience and opportunities for growth; stay abreast of the latest in digital content and marketing