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ALLAN’S COMMENTS: We are working with a profitable, growing Health / Wellness eTailer in their search for a world-class DTC Ecommerce Manager. This role is fully remote / WFH.
Before we go any further, it’s worth noting that, each year, my partner, Harry Joiner, and I receive 150+ inbound calls from companies wanting us to handle their ecommerce searches. Normally, we’ll take half of those projects, and we have a proven process for taking only the best ones based on the client’s competitive situation.
If you are a highly qualified client or candidate, I’m happy to share how our process works.
It’s not rocket science. It’s based on whether or not the client has a commonsense-based approach to running their business, which first and foremost takes HUMILITY: The ability to see the world as it is, and not as one would like it to be.
This client’s story is amazing: Their first highly successful business was built on the back of a marquee domain (which today Estibot says the domain alone is worth $571K). When the entire category was disrupted by Big Tech several years ago, my client’s management team began scouting for ways to apply their core competencies in new, growing, under-penetrated, high margin industries.
They seriously considered a number of competitive sandboxes and settled on health and wellness. Then they got to WORK and made great things happen. Seriously: You have no idea how often new clients call me and Harry looking for a proven A-player to save their dying business. As if a better jockey is going to ride an injured horse into the Winner’s Circle.
What today’s client did was rare: They looked at their old model’s strengths, weaknesses, opportunities, and threats and recognizing that hope is not a strategy, made a sober, measured, clear-eyed decision to divest — then reinvested in new, unrelated businesses where they could better apply their assets, developing a core competency in M&A along the way. #respect
About the Company
The client operates several subscription-based natural health and wellness ecom brands that improve people’s lives with the highest quality, expert-curated health and wellness products, including many lines that are professional grade. Appropriately, its CS team includes licensed healthcare practitioners who are focused on natural health and wellness. They’re always accessible, responsive, and engaged.
About the Market
I’ll start here: This is a market with a TON of promise. My wife is a health nut and she uses many of this client’s brands. And now she’s got me on several of these products. There’s always stuff coming to our house, and our monthly bill exceeds $200.
But guess what? We don’t care, because both of us feel BETTER when we use specific supplements — and there’s a quality of life issue at stake for us. An ounce of prevention, etc.
Obviously, we are not alone in this. Worldwide supplement retail sales are $140 billion and will expand at a CAGR of 8.6% from 2022 to 2028. In the USA, there are roughly 10,000 retail establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $6.5 billion. Dietary supplement usage in the US is at an all-time high, with more than 75% of adults taking supplements, according to The Council for Responsible Nutrition.
Here’s where it gets crazy:
The global market size of all dietary supplements (retail + wholesale + ingredients, etc) is expected to reach $272 billion by 2028, according to Business Wire. Growth is strongest in markets that have expanding middle-class and elderly populations and is fueled further by demographics, acceptance of natural medicines, and the desire to maintain long-term health.
According to McKinsey and Company, the total market opportunity for wellness, which encompasses SIX dimensions, is $1.5 trillion (with a “T”). It’s not hard to see how supplements might be worked into these situations …
About the Role
As the client’s DTC Ecommerce Manager, you’ll be responsible for the overall direction, coordination, implementation, execution, control, and completion of ecommerce customer experience functions in alignment with company strategy, goals, and priorities.
You will be joining a team of experienced ecom marketers and operators who are focused on serving the needs of the customer while increasing the firm’s reach in order to fulfill the company’s purpose: To renew the lives of its customers.
You’ll be working closely with the company’s marketing, development, and customer research and optimization teams to take the firm’s three (possibly 4-5 by EOY) DTC ecom sites to the next level. That’s 20,000 SKUs per site, including both “house brands” and national brands.
There’s lots of great stuff happening — including partnerships I can’t mention here.
As you think of this role, think insights, testing, CX, UX, journey mapping, and conversion rate optimization. This role isn’t about driving traffic. It’s mostly about converting the traffic that hits the site, regardless of from where the traffic originates — even email. There’ll be some strategic stuff, but it’s must mostly tactical, best practice-types activities.
It’s a very high profile role.
As of this writing, DTC comprises 60% of total company revenues, with marketplaces, subscriptions, retail, and customer service making up the rest. Most of the traffic comes from paid and organic search, while a still significant share comes from direct, email and sms — followed by affiliate, social, and referral.
The company is getting a ton of traction in many different places.
To win in this role, you’ll need to think of experimentation as a discipline. Like, this client actually runs an “experimentation program,” and experimentation is part of their DNA. The team needs you to understand what it means to be great in the eyes of its customers, and you’ll need to optimize around the KPI’s that reflect a short- and long-term maximization of customer value — and know how to avoid the most common pitfalls.
Beyond that, you’ll need to be a pro at managing projects. The company is always changing — but not in a random, herky-jerky way. Platforms are being updated. Programs are being launched. Vendors are being driven to be better than their best — but in a way that’s hard on the issues and soft on the people.
We’re looking for a thoughtful, proactive, business-oriented, consistently high performing A-player.
We’ll expect you to have a playbook for road mapping and understand how to prioritize initiatives based on things like RICE: Reach, Impact, Confidence, and Effort. Currently, the team has good processes in place — but that doesn’t mean they can’t be improved. Everything can be improved.
Other things you’ll need to understand include 1/ How to leverage Google Analytics with an ERP system; 2/ How to identify, isolate, and remove customer pain and funnel friction (or sometimes add it!); 3/ How to work cross-functionally with the team; 4/ How to work with agencies and vendors; and 5/ How to be the “center of the wheel” when it comes to data, project management, and a seamless customer experience.
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.
What You’ll Be Doing:
- Plan and execute ecommerce customer experience improvement and ecommerce website projects from start to finish using effective project management methods.
- Create and manage team processes and projects as they relate to the ecommerce customer experience and marketing.
- Coordinate with cross-functional teams and vendors, planning and assigning work.
- Manage customer experience optimization, user research, and testing (experimentation) processes.
- Prepare and prioritize feature requests and bugs from discovery to deployment.
- Analyze customer data and analytics for actionable insights.
- Produce reports and share customer insights with the organization.
- At least two years of experience as a project manager, product manager, or delivery lead for ecommerce, user experience, and/or customer experience projects.
- Ability to work cross-functionally, working across numerous teams.
- Ability to flexibly create, implement, and facilitate project management methodologies that best suit the needs of the team and the project.
- Adept at prioritization, building backlogs, and roadmapping.
- Well versed in user experience (UX) best practices, especially as it relates to ecommerce.
- Ecommerce industry knowledge and experience.
- Experience with project management tools (we use Asana).
- Ability to analyze data and synthesize it into sound, actionable insights.
- Ability to work and communicate effectively in a professional environment.
- You must be willing to work remotely or to relocate to the Nashville area. This is a full-time salaried position.