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One of the coolest ecommerce jobs around!
HARRY’S COMMENTS: We are working with a world-famous manufacturer of soap and cleaning compounds in its search for a Director of Ecommerce. You’ve seen their products and you know who they are. Great company. Smart folks. Totally committed to DTC ecommerce.
The firm was founded in the 1930s with the vision of delighting customers by offering a comprehensive selection of top-quality cleaning products that get the job done right the first time. Today, the company continues to lead the industry as an innovative producer and distributor of maintenance and cleaning solutions. And this year, the firm rolled out a new line of sanitizers and disinfectants with an eye towards making the world a safer place.
The company’s products are sold via direct sales, third-party distribution, retail, and ecommerce and are available at Amazon (3P), Home Depot, Lowe’s, Grainger, HD Supply, Walmart, and many other outlets across the U.S. and Europe. This is an excellent business with a proprietary product, and it has the resources and management resolve to pursue its future growth initiatives.
About the Role
As the company’s Director of Ecommerce, you’ll develop and implement plans to drive profitable growth across online marketplaces such as Amazon (3P) as well as DTC ecommerce.
The role reports to the firm’s CMO/CDO, who was recently promoted from this position. The role has a dedicated P&L, which you’ll own. The company’s ecommerce business began on Amazon (3P) and has grown considerably in the last year. The job is not a turnaround. These folks are doing a lot right, and you” simply be building on that success.
Historically, the company has gone to market through an army of consultative field reps targeting the SMB space. Great margins and strong repeat business, and the brand has tons of street cred (from which you’ll benefit).
The company has built up a brisk retail business through major chains like Lowe’s, Home Depot, and more. Its target retail customer is a hard-core DIY type, and its products are among the world’s greatest in terms of efficacy with applications in retail operations, food and beverage, industrial and institutional, and vehicle care.
In addition to the usual digital marketing, merchandising, and promotional calendering fare, you’ll be involved in decisions related to online pricing and assortment (given that the goal here is “pie-enlarging,” not “pie-rearranging,” growth). FYI, SEO is not as critical because the firm will likely hire an agency to help with that. It’s important to understand SEO principles — but the client doesn’t need an SEO expert on the team.
You will oversee the build-out of the companies DTC platform — probably on Shopify. Philosophically, management is very much aligned around ecommerce, and there’s a strong plan for how DTC fits into the firm’s omnichannel marketing mix. No need to reinvent the wheel. We just need you to keep it turning.
There’s a lot that can be done to better engage the firm’s B2B and B2C customers, such as displaying great educational content and offering advice on specific cleaning applications. The company has a world-class R&D team, and it’s constantly improving the company’s technical solutions — so you’ll get an opportunity to test market a never-ending stream of proprietary new products.
One of your direct reports will manage the company’s Amazon 3P business, and one of your first orders of business will be to shape a strategy for growing the channel in a resource-friendly, brand accretive way.
To win in this role, we’d expect you to bring a teachable pov on how the company might manage the following on Amazon: 1/ control over pricing; 2/ cost of selling, 3/ impact of discounts; 4/ control over branding; 5/ marketing and promotion; 6/ customer service; 6/ ratings and reviews; and 7/ cannibalization.
Perhaps this sounds like “10 lbs of stuff in a 5 lb bag,” but if you’ve managed an Amazon 3P business of any size, you know that success results from simply being organized and doing what you say your team can do. Later, you’ll have an opportunity to experiment with channels like Box, Alibaba, Facebook, Walmart, and more.
BOTTOM LINE: The client seeks a proven A-player who is very comfortable working with / influencing cross-functional partners. A critical part of this job is on picking up the phone (yes, these folks are old school!) and aligning with folks in supply chain, finance, product management, demand planning and even regulatory to make sure everyone’s clear on supply allocations, product set up, pricing, regs, and promotions.
The good news is that this great grooming for a GM job. The bad news is that it’s not the world’s sexiest gig. But as Dilbert’s Scott Adams would say, the grinder is the person you bet on for long-term success.
Anyway. You won’t believe how much we know about this search …
Like I said, 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 KPI’s that will determine your success in this role. In a nutshell: How you 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.
We have a massive amount of proprietary intel to share with qualified candidates. Our industry research for this assignment exceeds 100 pages! Be sure to TEXT Harry Joiner at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.
- Oversee the development of the firm’s Direct to Customer eCommerce website.
- Develop and implement annual business plans delivering on KPI’s (Revenue, EBITDA, ROI, etc.).
- Develop and deliver compelling presentations and reports to stakeholders and customers.
- Execute eBusiness objectives by collaborating across the organization.
- Be a thought leader for the company in areas related to eCommerce and digital transformation.
- Work collaboratively across the organization to ensure a holistic brand and omnichannel experience.
- Lead digital campaigns to reach customers who prefer an online purchase experience, including the deployment of enhanced brand content, copy, imagery, video, DSP, and other digital media.
- Develop and manage the assortment and portfolio across the company’s brands, including the brand registry and online reseller policies.
- Develop and manage advertising strategies and plans that drive growth while maximizing ROI/ACOS.
- Ensure brand health via review management strategies and programs.
- Lead and manage S&OP including forecast meetings and inventory reconciliation.
- Work in partnership with cross-functional teams (Supply Chain, IT, Customer Service, Transportation, Manufacturing) to maintain operational excellence.
- Lead and Manage fulfillment operations in partnership with supply chain partners.
- Ensure linkages with internal groups (IT, Finance, etc.) to ensure connectivity to existing systems and processes.
- Advance the eBusiness vision and adapt to new tools and market opportunities.
- 3-5 years with leading online marketplaces (e.g. Amazon).
- Hands-on experience with building and maintaining a direct to customer website, B2B and B2C.
- Hands-on experience in navigating and managing seller or vendor portals with ease.
- A good combination of supply chain, general management, and technology experience.
- Knowledge of, and passion for, eCommerce topics and trends.
- A collaborative work ethic and a highly entrepreneurial attitude.
- Strong analytical skills and an innate ability to interpret data, convert data into actionable insights, and develop insights into concise and compelling presentations and stories.
- Excellent communication skills to diverse audiences including senior leadership, customers, strategic partners, etc.
- A willingness to embrace change, and to thrive in a highly changing and dynamic environment
- The flexibility for occasional travel (10% – 25%)
- A Bachelor’s degree (MBA preferred)