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HARRY’S TEARDOWN: This week, I’m doing a search for a company that sells cables and connectors, radio-frequency parts, fiber optics, rugged industrial plugs, surge protectors, network racks across 18 different ecommerce sites.

The firm is a private-equity-backed manufacturer with nearly twenty brands, rolled up over a span of roughly twenty years. The firm goes to market in three ways: Direct, digital, and through distribution. The overwhelming majority of the client’s trade is B2B.

From an online marketing standpoint, here’s what that means:

Within each B2B account, it’s not uncommon for there to be two “buyers” on a single sale: There’s an engineer (a “technical buyer”) who finds the part, along with a procurement executive (the “economic buyer”) who authorizes the purchase. These are different people, with different needs and agendas. Both have to be able to find what they need, trust what they see, and buy without a ton of friction.

A day in the life of the firm’s customers might look like this:

An engineer has a test bench booked for Friday, but she needs a different adapter for that. Or, a maintenance tech has a line down and needs an exact replacement today. These pros are not browsing. Often, they already know the part numbers and specs. And even if they don’t, they can describe their problem to a T.

Very often, their needs are both URGENT and IMPORTANT.

The only question is whether my client’s ecom site (remember, there are 18!) shows them the right part before their patience runs out. And it’s worth noting that you’re competing against Amazon Business and major sites like Grainger, both of whom have taken usability and functionality to the next level in this category.

For my client, the transactional B2B procurement market opportunity is absolutely mind-boggling in terms of its size, which says nothing of ecom’s impact on quotes, phone orders, and sales to the client’s distributor clients.

That’s the good news. The challenge is the complexity. Current company has leveraged a roll-up model for the last 20 years. If you know anything about such businesses, rolled-up sites often run on different platforms, and fixes or best practices on one brand might not travel to the next. These issues might relate to search tuning, taxonomy, account registration, and more.

About the Role

As my client’s Product Manager for Ecommerce Top of Funnel, you’ll own the top of funnel for nearly 20 specialist B2B brands. Your job will be to understand how each brand’s buyers THINK and BUY: What are their needs and values? What do they fear? What makes them mad? What are their top three daily frustrations? Is there a built-in bias to the way they make decisions for such-and-such SKU (logic versus emotion)?

Your job is to attract the right buyers and turn the top of the funnel into a greased shoot. And the only way you can do that is by selling to these people the way THEY buy.

Again, within every account, the buyer is actually a two-headed beast: you’ve got engineers and procurement execs.

You’ll own the top of the funnel for nearly 20 specialist B2B brands. We’ll look to YOU to be the resident expert on how engineers and buyers find the company, find the right part, and get set up with an account.

Your mission will be to 1.) make the right part findable through site search, navigation and taxonomy, 2.) make account registration and account linking painless so contract pricing and order history show up for B2B buyers, and 3.) fold SEO, AEO and GEO into the product roadmap so Google and the AI engines send the right people.

Currently, my client has one product manager who’s spread across everything, along with a senior director who runs digital revenue for every one of these sites. You’d take the front half of the funnel: how people find the company, find the part, and get an account. The cart, checkout and quotes belong to someone else.

If you’re a product management badass who wants to make a difference, this is your gig.

You’ll own the architecture that determines whether a sale even STARTS. Your fingerprints will be all over the top of this funnel: You structure it, you measure it, and every improvement that works shows up on the company’s top line. That kind of traction is like catnip to a private equity investor!

Additionally, you’ll report to the leader who owns digital revenue across the portfolio, so your wins are hers. And the chief digital officer is in this interview loop, which tells you where this function sits. She wants a ToF partner who can build relationships across multiple departments (ie, you know how to work the building).

As such, this role is hybrid in the Dallas office, two to three days a week starting January 2027. Treat office days as relationship days. Naturally, candidates must live in the Dallas area. And before you apply, look HARD at your résumé: if it shows a new logo every year or two, this isn’t your search. They want someone who stays long enough to see the work land.

THIS IS NOT a managing-down role. As posted, there are no direct reports. There’s a technical SEO specialist and a handful of contractors on the broader team, and how much of that you steer is part of the 100-day conversation.

THIS IS NOT a startup risk. The platform is at scale, the revenue is real, and the gap is ownership. Base compensation is in the mid-$160s, with up to a 15% annual bonus.

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

I spent a ton of time on the phone with this 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 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 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 job.
• A candid look at the internal team structure, how a shared-service model really works across nearly twenty brands, and how authority actually flows in this organization.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 60 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.

KEY RESPONSIBILITIES

• Own the top-of-funnel roadmap from first discovery through first purchase, covering organic landing pages, search, navigation, registration and onboarding, and write the epics, user stories and acceptance criteria that agile developers can build from.
• Run site search like a product: work the zero-result queries, synonym gaps, spec filters and search refinements, and make sure an engineer searching by part number, connector type or frequency range lands on the right part.
• Lead taxonomy and product-data requirements with product management and content owners, including category structures, attributes, filters and terminology, and push for clear governance over who owns the data.
• Fix account registration, profile creation and account identification and linking, so a B2B buyer sees contract pricing and order history instead of a dumb catalog.
• Fold SEO, AEO and GEO into the roadmap by working with the SEO specialist and marketing on site architecture, internal linking, metadata, schema and structured content, and by running technical audits that surface the few fixes that matter.
• Make the catalog findable by search engines and AI answer engines alike, with complete, structured product specs and content that can be cited.
• Serve two buyers on every flow: the engineer who finds the part and the procurement buyer who gets handed the part number.
• Make fixes travel. On sites with different platforms, help decide which improvements get built once and shared, and which stay local.
• Define and report the top-of-funnel KPIs: organic traffic, search visibility, search success, zero-result rate, registration completion, onboarding completion and progression toward conversion, using GA4, Google Search Console, SEMrush, Screaming Frog or similar.
• Run a test-and-learn cadence of user research, usability testing, behavioral analytics and A/B tests, and prove what worked.
• Partner with marketing so campaign products land on pages that organic search, paid traffic and email can all find.
• Sit in business leadership meetings, hear what the business needs, and turn it into requirements developers can build.
• Look for places where AI, personalization and recommendations help customers find the right product faster, and tie each idea to a business outcome.
• Present strategy, priorities, tradeoffs and risk to senior leadership in plain language.

QUALIFICATIONS

EDUCATION & CERTIFICATION

• Bachelor’s degree in business, marketing, ecommerce, information technology, communications or a related field preferred, or equivalent experience.

FUNCTIONAL COMPETENCIES – SKILLS, KNOWLEDGE & EXPERIENCE

• 5+ years in product management, digital product management, ecommerce, product ownership, digital marketing or business analysis.
• Experience owning product roadmaps and backlogs, writing requirements, and working with agile development teams.
• Hands-on experience in at least one top-of-funnel discipline: site search, navigation, product discovery, customer onboarding, SEO, taxonomy, personalization or conversion optimization.
• Experience managing ecommerce sites or customer-facing digital products. Strongly preferred.
• B2B ecommerce, or large and technically complex product catalogs. Strongly preferred.
• Time at an electronic-components distributor or catalog house (the Digi-Key, Mouser, RS tier), or in the electronics or technology industry. Nice to have, and it gets noticed.
• Enterprise site search, search relevance, faceted navigation, synonyms and merchandising rules. Preferred.
• Working knowledge of technical SEO, keyword research, site architecture, crawlability, indexation, schema and AEO/GEO. Preferred. Strategy depth in SEO beyond the technical side is a bonus.
• GA4, Google Search Console, SEMrush, Screaming Frog or similar, plus experimentation and personalization experience. Preferred.
• Understanding of customer journey mapping, usability testing and digital accessibility. Preferred.
• A track record of staying in roles long enough to see your work land. Tenure matters here.

LEADERSHIP & MANAGEMENT / BEHAVIORAL COMPETENCIES

• Lead through influence across a portfolio of brands, developers, marketing, analytics and business-unit leaders with no formal authority over most of them.
• Build relationships across departments and read the room. You know when everybody’s aligned and when it’s time to wrap up.
• Translate complex customer, marketing and technical requirements into clear priorities, and defend those priorities.
• Balance strategy with hands-on execution while juggling competing priorities and dependencies.
• Comfortable presenting strategy, KPIs and business cases to senior leadership.

PERSONAL CHARACTERISTICS

• High integrity
• Self-directed
• Strong communicator, and a better listener
• Patient with complexity and comfortable in a shared-service, matrix organization
• Cares about the customer’s experience and about measuring it
• Resilient in a PE-owned environment where the scoreboard is revenue
• Stays long enough to finish what you start

Applications for this position are being coordinated by Harry Joiner. To apply, CLICK HERE. Candidates, please be sure to email Harry for a packet of market research and company / competitive intel 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.