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One of the coolest ecommerce jobs around!
ALLAN’S COMMENTS: We are working with an omnichannel retailer and branded manufacturer of nutritional supplements in their search for a Director of Digital Marketing. This role will be mostly remote with some travel to the firm’s corporate offices in the southwest USA. Expect travel to the firm’s headquarters every 6–8 weeks minimum.
About the Company
The firm is a 50-store DTC brand with a presence in the Weight Loss, Protein Powder, Pre-Workout, Muscle Building, and Vitamin & Wellness categories. Not only do they manufacture and market proprietary best-in-class products and supplements, but also they provide expert knowledge and guidance tailored to their customers’ individual fitness issues and goals.
Seriously: Each of the firm’s retail stores features special machines that provide medical-grade body composition analysis, allowing customers to track their body fat and lean muscle mass so they can actually see results. How cool is that?
About the Market
It’s a great time to be in the business of selling vitamins and supplements online. In the years between 2016-2019, the industry performed well due to the steadily increasing popularity of its products, and in 2020, COVID-19 prompted consumers to purchase immune system-supporting vitamins.
Additionally, an aging population has driven demand for mainstream multivitamins and condition-specific supplements such as glucosamine. Meanwhile, rising disposable income levels and a growing interest in recreational fitness and preventive healthcare boosted the demand for sports nutrition products and herbal supplements.
Over the past decade, Americans have become more aware of common health issues and are therefore becoming increasingly health-conscious in their dietary choices. Many consumers take vitamins and other products to supplement their diets and help prevent future negative health conditions.
Although the industry experienced slight revenue volatility over the past five years, revenue is expected to surge, growing at a CAGR of 6.7% to $27.0 billion through 2026. And you’ll be right in the thick of it.
About the Role
The company currently runs a handful of Shopify websites for its five proprietary brands. In 2022, the umbrella strategy is to combine those into one online store, leaving the branded sites up for content purposes. By next year, Management’s goal is to have one transactional ecom site and four branded sites. You will be focusing on the digital marketing of the main site, then supporting digital marketing for the individual brands.
Currently, there are three people on the ecommerce team, and online sales will exceed 8-figures this year. Incredibly, life to date, the firm has spent ZERO on performance marketing — which explains why Management believes ecom revenues can triple in the next 36 months as the firm aggressively pursues a clientele outside of its current 50-store footprint.
In fact, that’s really the premise of this role: To attract new online-only customers.
There’s a ton of work to do take ecom to the next level — but Management is committed, and you’ll have the resources and backing necessary to make it happen. The opportunities to grow nationally are very promising, and your job will be to 1/ develop a strategy (the “who, what, when, where, how, how much, and why”), 2/ build out the company’s digital marketing capability, and 3/ run performance marketing.
Make no mistake:
This role will be your opportunity to BUILD something. Many of the programs and channels our client hopes to pursue are not yet established — and YOU will get to supply the depth and breadth to set the strategy (channel, team, resources, budget, etc) and make it happen.
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 …
- The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
- 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.
- 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.
- The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
- 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 50 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
Requirements:
- 5 years experience running multiple digital media channels with an emphasis on paid media (ie Affiliate, Paid Search, Paid Social, Retargeting, Display, Programmatic, etc.)
- GA or some other Web Analytics experience
- Experience testing and optimizing Paid Spend
- Experience managing in house teams and/or agencies
- Local Search experience + exposure to a multichannel environment
- Useful / Not required: Experience with Supplements / Vitamins
- Experience with Organic Media is a plus, as is any experience with Retention (Email/Loyalty).
- Some form of management experience. You can be new to managing others but any examples of leading will definitely be a nice to have.
- Experience helping to define the roadmap for the team (agency vs in-house)
- Ability to discuss KPI’s (budget vs actual). We’re looking for a track record of success.
- Hands-on ability to manage day-to-day tactics vs strategy.
- Ability to optimize all paid media spend and performance.
- Expertise defining optimal channel mix, with proven experience launching new channels from scratch.
- Experience with retail, CPG, DTC, and/or similar fast-paced consumer led environment
