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One of the coolest ecommerce jobs around!
ALLAN’S COMMENTS: We are working with a major firearms and accessories retailer in its search for a world-class Director of Ecommerce Marketing based in Houston, Texas — which, if you’ve never been, is pretty amazing.
This job does, in fact, require relocation — which the client will fund. To get this job, it is not required that you already be a firearm owner, but you definitely need to learn and embrace the space.
NOTE: EcommerceRecruiter supports your Second Amendment right to keep and bear arms! Why? Because unlike most firearm owners who are law-abiding, honest, hard-working, love their country and despise evil — we understand that bad actors can pose a lethal threat to innocent people anytime … anywhere … unannounced.
Such actors can wreak havoc on their victims BEFORE the police arrive.
We believe that all law-abiding Americans should be able to deal with evil when and where it threatens them. We and our client feel very strongly about this issue — and it’s VITAL that all candidates for this role share this belief. Thanks for understanding.
About the Market
Companies in the international arms industry design, manufacture, sell, and service firearms and military technology. Firms like our client market arms and accessories for tactical use by law enforcement, military personnel, and civilians for self-defense, hunting, or sporting purposes.
The Small Arms Survey estimates that 875 million small arms circulate worldwide, produced by more than 1,000 companies from nearly 100 countries. I point this out because, like it or not, since time immemorial the need for arms has been a fact of life: Strong fences make good neighbors. The best offense is a good defense. Etc.
This market (which will likely exist in 500 years) is massive, and the channel shift to online has made ecommerce a major pillar of strategic relevance. If you’re looking for an important job with high visibility, keep reading …
About the Company
Our client’s mission is simple: To provide the highest quality, most affordably priced firearms, optics, and accessories to enthusiasts, professional shooters, servicemen and women. The company has been around for decades, and they are the 500-pound gorilla in their industry.
They are extremely well-diversified across 1/ DTC, 2/ private label, 3/ optics, 4/ shared services, 5/ government, and 6/ wholesale. We were knocked out by how much inventory they maintain, as well as their transparency during our kickoff calls.
Buy Online / Pick up In Store
It’s rare that we’ll take an ecommerce search that requires us to recap how customers can buy the product online — but that’s the case here. If you’d like to apply for this job, here’s how that process works:
Shopping for a firearm online comes with obvious benefits, like 1/ greater selection, 2/ the ability to compare product prices and features, plus 3/ the online resources customers need to make informed decisions. Additionally, our client has a team of dedicated call center reps to answer any questions customers may have.
But you can’t just sell a firearm online to any Tom, Dick, or Harry.
Buying a firearm online involves the same steps as buying one in a brick-and-mortar firearm store, only customers must provide our client with an FFL holder local to the customer, so the customer can pick up their new firearm at the shop to continue the firearm buying process.
An NICS check is processed by the FFL Dealer to ensure that the customer is eligible to buy a firearm. For this background check to be conducted, the FFL will require a government-issued photo ID with a current address.
For non-restricted states, customers must be eighteen years or older to buy rifles or shotguns and twenty-one or older to purchase a firearm classified as an “other.” New Jersey, Illinois, Connecticut, Massachusetts, and the District of Columbia require a state firearms license to buy firearms online, and California, Massachusetts, and Maryland have rosters of approved firearms.
Some states have a waiting period between the date of the background check and when the customer can pick up their firearm. Frankly, the process is designed to be SAFE.
FYI: The Gun Control Act forbids the following people from buying firearms: People adjudicated mentally defective, those convicted of crimes (jail sentence of a year or more), fugitives from justice, illegal residents, those who renounced US citizenship, those dishonorably discharged from the military, those with a restraining order, those convicted of domestic violence, and users of illegal drugs.
About the Role
The client already has a NINE FIGURE online business, and it was fall largely to YOU to grow it. And this is not just about selling firearms either!
The client has a well-established optics brand and they’re looking to build an ecom store for it. The optics business is huge btw, and optics can be marketed through the standard digital marketing trifecta of paid, owned and earned media.
We figure the optics business could be EIGHT FIGURES. On top of that, there’s a ton of potential upside in tightening up their online retention program, too. These folks are getting tons of traffic, and they need you to better monetize it.
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 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:
- Lead the creation, management, and execution of the company’s eCommerce and Digital Marketing strategy for financial growth and consumer engagement
- Collaborate with the firm’s Branding team to create the consumer experience including site navigation, content development, consumer purchase journey, and promotional campaigns
- Drive and maintain online strategy, planning and marketing program execution to achieve key KPIs, OKRs and department P&L
- Drive traffic to website(s) via organic search optimization, paid search, retargeting, and other tactics. Measure, analyze and optimize these drivers to understand shopping patterns and demonstrate ROI
- Maintain the firm’s advertising calendar in collaboration with its Branding and Merchandising teams
- Work with Merchandising Team to implement marketing strategies across trial/product experience to impact both customer conversion and future retention/upsell.
- Manage email marketing, subscriptions, promotions, web content, editorial content, SEO, BI/market research, channel sales and advertising assets
- Provide leadership, coaching, development, and direction to members of the department, performing those responsibilities in accordance with the established policies and applicable laws
Requirements:
- Bachelor’s degree in Business Administration, Marketing, Information Technology, or related field or equivalent experience.
- Minimum of 5 years of progressive eCommerce and Digital Marketing experience, including driving business strategy and execution for positive financial returns. Relevant experience within the consumer products industry is preferred.
- Strong written and oral communication skills.
- Strong interpersonal skills and the ability to develop, maintain, and effectively manage complex business relationships to the business unit’s benefit.
- Strong leadership skills and the ability to entice the commitment of others towards a common goal.
- Strong analytical skills and the ability to break down and understand complex information.
- Specific experience in SEO, SEM, Blogging, Google console and A/B testing
- Strong presentation skills and proficiency with Microsoft Office suite of products
- Strong problem-solving skills and the ability to think outside the box for innovative solutions.
- Exceptional strategic thinking skills and the ability to maintain a long-term mindset.
