Director of DTC Ecommerce (Action Sports Brand)

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HARRY’S COMMENTS: We are working with a world-famous DTC action sports brand in its search for a Director of Ecommerce based in Great Neck, NY.

Director of Ecommerce (Action Sports Brand) - Great Neck, NY

The company is a leader in a $2 billion sub-category of the $110 billion global sporting goods market.

Based in Southern California, the company also has a large office in Great Neck. You can work from either one of those, but you MUST be in the office MOST of the time. This is not a WFH job, thanks to the size and scope of the role.

The company seeks an established, proven Director of Ecommerce to lead its global ecommerce efforts across multiple online channels, involving DTC websites for four brands – most of which are also marketed on third-party markets and via wholesale online. If you’re the right person for the job, I’m happy to break down the company’s specific sales targets across EACH of its brands and channels.

For my client’s customer, this is a “S.A.F.A.”-type thing:

  1. Start
  2. Anywhere
  3. Finish
  4. Anywhere

For example, the customer might START on Amazon and FINISH on Walmart.com. Or maybe they’d START at Amazon and FINISH in a Target store. Or START in a Walmart store and FINISH on Walmart.com. Whatever floats their boat! Your job is to make sure that DTC fits into that marketing mix in a slick and seamless way. FOR PROFIT!

While this job is definitely doable, clearly it has a lotta moving parts.

My kickoff call with this company‘s CEO lasted more than TWO HOURS and even if you contacted him directly, you’d be lost without these numbers. You gotta hit up the Hairman. These people are selling a lot of product on Amazon (1P), Walmart.com, Target.com and elsewhere, and your job is to put DTC on the map in a bigger way.

At a high level, here are a few things I’ve learned about the client’s category:

  • Roughly 10 million people partake in this sport on a regular basis and 76% of them prefer to support small specialty brands. (Marketers: “Think globally. Act locally.”)
  • 46% of the market is comprised of 12-17 year-olds and only 14% are 18-24, while the hottest growth segment of the market is aged 9 and under. (Meaning, mothers are usually the ones BUYING and PAYING for the product, while kids are KEY INFLUENCERS in the purchasing decision. And remember: This is a SAFA-type thing. The moms and kids might not see the ads in the same place — or in the same way. They’ll each have different hot buttons and be influenced by different product features and benefits. During our interviews with you, we’ll ask: As a marketer, how can you use this to your advantage?)
  • Less than 5% of category sales occur in sporting goods stores, so the success of a brand’s DTC efforts is critically important. This will be a very high-profile role. Be ready to step us through EXAMPLES of times you were cool under pressure.
  • Margins are slim for independent retailers: A shop owner running a store with $475,000 in inventory might net about only $30,000 in profit — while an online retailer in this niche might earn $100,000 per year or more in profit with comparable sales. We’ll ask you: What does this say about the benefit of a SAFA model?
  • Worldwide, there are 20-million participants in this sport because it’s cheap and easy to take up. We’ll ask: How might this ease of entry inform your marketing strategy?
  • Social media has evolved as a primary source for teenagers to become attracted towards this activity, although research has shown that Gen Z is typically unfaithful towards any brand or any sport. But, as Jerry Seinfeld would say: “There’s no shortage of attention. People have all day for anything that’s entertaining.” Again: What’s your plan?

So many things to think about!

The ideal candidate for this role would combine a passion for action sports with 5+ years of solid ecom marketing experience, preferably with a leading DTC brand. Companywide, you’ll be viewed as the firm’s ecommerce guru, possessing a thorough understanding of the company’s ecommerce strengths, weaknesses, opportunities, and threats.

Basically, you’ll be the “go-to” gal/guy for ecommerce in this company, so the interviews for this role will be highly SPECIFIC and TECHNICAL from a marketing, technology, operations, and management standpoint.

Naturally, you will own every ecommerce KPI — both great and small — and you’ll be expected to help everyone in the company understand how their job impacts the company’s fortunes online. This will be YOUR baby, and it’ll be YOUR job to make sure that everyone loves it as much as you do.

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

I spent a ton of time on the phone with the 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 50 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.

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RESPONSIBILITIES:

  • Growth and contribution of all ecom KPIs (Traffic, AOV, Conversion, CAGR, AMS metrics, EBITDA, etc) plus the goals, budgets, schedules, and resources needed to drive these KPIs.
  • Work closely with the firm’s CEO and VP of Marketing to develop growth strategies for all ecommerce channels and prioritize enhancements, promotional campaigns, and fixes to improve KPIs.
  • Provide a digitally enhanced brand experience across all websites and social media assets by ensuring all product and editorial content is balanced and merchandised through a fluid UI.
  • Manage the DTC ecommerce production calendar, containing all key events and deployment dates for editorial content updates, product launches, and promotions.
  • Work with Creative / Brand teams to create digital content.
  • Work with in-house and external resources to perform strategic tests and implement site design enhancements.

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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