Remarks: The VP of Digital is responsible for providing oversight and leadership to COMPANY e-Commerce and Digital Marketing teams. As the business owner, this position has specific revenue, profit, and consumer experience goals in relation to the eCom business. He/she will also manage on-line marketplace businesses like Amazon in order to maximize COMPANY revenue and exposure in those channels. This position is also responsible for defining and executing all digital marketing strategies, including COMPANY.com DTC business, specific accountability for leading the effort to move COMPANY from a mass-media model to one based on data-driven, personalized digital engagement with tangible investment and ROI results.
ESSENTIAL DUTIES & RESPONSIBILITIES:
e-Commerce
* Manage the day-to-day e-Commerce marketing and UI/UX for COMPANY.com site with specific p&l responsibility while overseeing concept development, strategy, planning, testing, and implementation of all e-commerce initiatives.
* Oversee site merchandising to present the optimal assortment to drive both site and omni-channel revenue and using relevant tools make data-driven adjustments.
* Develop ongoing analytics KPIs and dashboards to drive insights and then actions and decisions. Create a suite of reporting tools that allow for easy, intuitive reporting to all key stakeholders along with actionable insights.
* Lead the development of the strategies and execution plans to deliver financial plans (sales, margin, contribution, inventory investment)
* Define and execute a strategic plan that puts Company.com at the center of a customer's digital experience and across channels whether they are buying, browsing, or anywhere else on the path to purchase.
* Lead the definition of the DTC (COMPANY.com) vision and experience supported on-line via browser experience and within the App as a standalone.
* Build and implement a "content x commerce" strategy that leverages how, where, and when content is integrated into the shopping experience.
* Strategize, define and execute ongoing innovation to drive specific digital engagement across browser and mobile including app
* Liaise brand marketing, and creative teams to build traffic-driving and conversion plans.
Digital Marketing
* Define and develop the digital strategies and execution plans to deliver financial plans (sales, margin, contribution, inventory investment)
* Lead the digital execution plans to deliver traffic-building and engagement initiatives including Search, Affiliates, Retargeting, Programmatic Display, and Social Media programs.
* Lead the development of the ongoing analytics, KPIs and dashboards to consistently model out traffic, engagement, and conversion metrics to achieve revenue and ROI goals. Create drill-down data strategies to quickly discover, diagnose, and solve issues or take advantage of opportunities.
* Lead the development of the suite of reporting and measuring tools that allow for easy, timely, intuitive reporting to all key stakeholders. Use data to create actionable insights about the customer and the customer journey to create a frictionless path to purchase.
* Define and achieve the recruitment and retention objectives by using first, second, and third party data to efficiently target defined segments. Define look-alike segments to continually test and drive down cost per acquisition.
* Lead the development of the digital investment plans with 3rd party wholesale partners like Amazon and Wal-Mart.
* Select, negotiate with, and manage digital agency(s) to create strategies and implement plans.
QUALIFICATIONS:
* Bachelor's degree in marketing, communications, business or related field
* MBA preferred
* 15 years of E-commerce experience. 5 years' experience leading E-commerce business for a company with $100M+ in revenues. Experience in pure play e-commerce or apparel retail is a plus.
* Experience in digital marketing with an emphasis on performance marketing.
* Deep understanding of mobile platforms and app development.
* Deep understanding and demonstrated success in developing and executing digital marketing programs including search, programmatic display and retargeting, organic and paid social media.
* Ability to engage with IT team on fast-moving digital and technology best practices to ensure the optimal technology roadmap and investments.
* Deep understanding of digital analytics with the ability to build digital dashboards to allow for timely analysis and fast changes based on changing data.
* Strong understanding of CRM and segmentation strategies to further COMPANY targeted marketing and "one to one" personalization strategies.
* Depth of experience to develop a roster of 3rd party vendors, manager vendor contracts and plan budgets effectively.
SKILLS:
* Expertise in site analytics tools (e.g. Google Analytics, Dynamic Action)
* Ability to draw actionable conclusions from large amounts of data and present complex results in consumable, efficient formats
* Process Manager -- knows how to get things done: works back from the due date, engages all stakeholders proactively in the process, knows how to parallel path work, an effective delegator and on-time/on-budget deliverer
* Exceptional communication skills, both written and verbal
* Ability to influence others and move towards a common vision and/or goal
* Team player with the ability to work collaboratively with and through others
* Strong interpersonal skills with demonstrated ability to build and maintain strong working relationships within area of influence as well as cross-functionally within the larger organization
* Ability to coach, mentor and develop associates
* Experience working in a matrixed organization
