STIHL seeks a Director of Ecommerce (Virginia Beach, VA)

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HARRY’S COMMENTS: We are working with STIHL in its search for a Director of Ecommerce based in Virginia Beach, Virginia.

If you are unfamiliar with STIHL, here’s a snapshot of what they’re all about …

Since revolutionizing the forestry industry in Germany with the first electric chainsaw in 1926, the STIHL name has remained synonymous with outstanding innovations, high-quality products and comprehensive service.

At the firm’s 150-acre U.S. headquarters in Virginia Beach, STIHL has grown from 50 employees in 1974, assembling one model of chainsaw, to over 2,100 employees dedicated to producing, marketing, and supporting a full range of STIHL products, including …

  • Chainsaws
  • Lawn Mowers
  • Grass Trimmers and Brushcutters
  • Blowers and Mistblowers
  • Hedge Trimmers
  • High-Pressure Cleaners and Vacuum Cleaners
  • Sweepers
  • Cut-off Saws and Concrete Saws
  • Earth Augers and Petrol Drill
  • Hand Tools
  • Personal Protective Equipment
  • Oils, Lubricants and Fuels
  • Accessories, Toys, Clothing and Merchandise

STIHL is to power tools what Fender is to guitars and Louisville Slugger is to baseball bats. It’s an iconic brand with a very strong presence in both gasoline and battery-powered products.

“Made by STIHL” stands for top-quality products and processes around the world. A high level of engineering expertise guarantees the brand’s technical excellence, and the company constantly demonstrates its status as a world leader with innovations in product functionality, user-friendliness, environmental protection, and product safety.

Today, STIHL manufactures 80+ models of chainsaws and outdoor power equipment in its state-of-the-art manufacturing facilities, and it’s the number one selling brand of gasoline-powered handheld outdoor power equipment in America.

About the Role

Although I’ve had several calls with senior STIHL executives, there’s a limit to what I’m going to share about their strategy in an ecommerce job posting. Such information will be shared by the client with highly qualified candidates in due course.

For now, here’s what I can tell you …

As STIHL’s new Director of Ecommerce, you’ll be leading all activities associated with the firm’s U.S. ecom business including planning, content strategy as well as web analytics, and integration of local web technologies. Incredibly, the company does not sell on Amazon (Don’t believe me? See for yourself.) Nor does it sell through Lowes or Home Depot.

STIHL’s products are sold exclusively through a network of more than 10,000 authorized local dealers.

STIHL seeks a Director of Ecommerce (Virginia Beach, VA)

Pretty incredible, right?

This go-to-market strategy has always worked like a charm for STIHL, yet the firm recognizes the increasing importance of involving their dealers in a DTC strategy that goes beyond the simple BOPIS playbook. Again, without getting into the specifics, let it be said here that we are looking for someone to bring the firm’s US strategy to life.

As ecom searches go, this is not a unicorn hunt.

Executives like this do exist, but they are few and far between. We’re looking for an established A-player who has very broad experience as an ecommerce general manager; someone who can help set up the business and run it on a day-to-day basis.

A classic Intrapreneur.

To win in this role, you’ll need to understand the specifics of linking marketing and fulfillment as it pertains to operating a profitable, brand-accretive omnichannel business at scale. It’s critical to combine the new sales channel with the dealers, which suggests that the right candidate will have a strong track record of success leading an end-to-end ecommerce business.

If most of your career highlights have occurred in a pureplay or third-party market situation, this is probably not the right gig for you.

Yes, you’ll be involved in influencing strategy – but for the most part, this GM-like role will involve standing up the business as it relates to technology, operations, fulfillment, and project management. Later, you’ll be expected to make an impact in marketing, but that’s probably a year off.

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 …

  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 jobs 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 100 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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  • Manage the daily operations of the ecommerce business (for example Buy Online Pick Up in Store), together with both an internal team and external service providers covering all ecommerce disciplines such as operations, customer service, logistics, payments, web content, merchandising, etc.
  • Direct and develop Ecom Department employees through monitoring of goals, KPI’s, issue resolution and project management.
  • Work closely with STIHL in Germany to ensure U.S. ecommerce initiatives are aligned with the firm’s global strategy while satisfying U.S. requirements.
  • Develop and maintain U.S. strategic plans in close collaboration with STIHL Germany.
  • Oversee online sales initiatives to create new business and enhance existing business. Develop ecom strategies for the U.S. market that reflect the needs of specific business units, product lines, or categories while maintaining strong dealership/supply chain relationships.
  • Responsible for data analytics evaluating the performance of online sales channels or partners.
  • Build, maintain, and manage vendor and supplier relationships.
  • Identify sales trends, and identify emerging digital opportunities in an effort to secure and/or increase STIHL’s competitive position.
  • Implement and localize a customer-centric ecom business that supports both online research/access as well as local servicing dealers.
  • All other duties and responsibilities as assigned

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

Recruitment and Staffing Services for Ecommerce Experts
For more info about Ecommerce Jobs call (404) 281-2025


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