Director of E-Commerce

Summary

Reporting to the CEO, the Director of Ecommerce will be responsible for meeting or exceeding top line revenue goals, managing all Wildfang ecommerce platforms and all key paid marketing acquisition channels (email, paid media, sponsored content, podcasts etc.). This role requires in-depth technical ecommerce knowledge and experience, also ability to effectively manage internal and external teams to achieve business objectives for all ecommerce channels.

Responsibilities

 Wildfang.com: Revenues, P&L, Web Development, Innovation

• Responsible for channel growth and online performance to meet or exceed top line revenue goals. 
• Responsible for e-commerce P&L through the understanding of key performance indicators ensuring the business meets revenue goals.
• Owner of 12 & 24 month channel-level forecasts and associated budgets.
• Strong awareness and understanding of key industry trends and competitors’ experiences.
• Responsible for developing, implementing, managing and reporting on plans to improve site metrics by increasing conversion, AOV, and other KPIs.
• Focus on improving the Wildfang omni-channel experience through product presentation, messaging, branding and service.
• Identify and evaluate growth opportunities through expansion into new channels, partnerships, platform upgrades, new features, new technologies and more.
• Manage all system touchpoints to the Wildfang site (ERP, DataFeed, AWS, marketplace channels, ect.)
• Create an annual web development calendar based on delivering strategic plans, business objectives and improving KPIs.
• Manage all outside web development partners: negotiate budgets, set goals, monitor and report on performance, manage timelines and prioritization, develop and manage web development calendar and report on updates regularly to management.
• Work with internal and external partners to ensure website uptime is approaching 99.9%
• Responsible for leading and delivering the re-platforming of wildfang.com.
• Responsible for building new processes and procedures to develop best practices for site changes and updates as well as keep a clean back-end system.
• Drive site personalization and segmentation strategy to create a relevant, value-added, personal, and engaging customer experience.
• Ensure compliance with applicable legal requirements and company policies on the web site usage, security and standards.
• Work with brand marketing, PR, other departments with consumer marketing initiatives and product launches to ensure cross channel alignment.

Customer Acquisition & Retention: Paid Media, Sponsored partnerships, Email

• Responsible for driving all customer acquisition and retention efforts  (Email, PPC, Paid Social, SEO and more), ensuring these deliver online sales goals, budget targets and are on-brand.
• Continuously evaluating and evolving paid media programs to improve return on investment.
• Use data analytics to track performance to goals and identify opportunities for business development across segments of the Company.
• Manage team and provide strategy around PPC and Facebook Ads best practices to ecommerce specialist and paid media team.
• Deliver ongoing marketing cohort and LTV analysis to determine value of consumer by channel.
• Drive email marketing revenues through list growth, segmentation and increased efficiency.

 Leadership & Management

• Lead and manage e-commerce team to deliver strong revenue results and on brand marketing initiatives 
• Collaborate with executive team, the Wildfang Board and advisors to create annual plans.
• Identify and vet talented team members to join the Wildfang ecommerce team when needed.

Competencies

• Versed in managing all the moving parts of web development - UXA, UXD, service, delivery, acquisition, conversion, reporting and customer data.
• Very strong project management skills.
• Ability to act as brand guardian - create a well-wrought definition outlining what to measure and how, as well as a clear articulation of the key on-brand messages required to acquire and retain buyers.
• Strong understanding about data silos and the importance of automating data syncs between crm, ecommerce engine and all the secondary sources of data.
• Administration of a Magento infrastructure.
• Experienced in integrating the technologies used for internet marketing.
• Server management familiarity and ability to confidently plan and prepare for traffic surges.
• Proven ability to gather customer insights and translate them into actionable information.
• Past experience in partnering with product to develop content for innovative and technical consumer products.
• Strong experience with data analytics, ideally Google Analytics.
• Outstanding project management skills with the ability to plan and coordinate work flow.
• Strong analytical, decision-making and problem solving skills.
• Must maintain a strong commitment to continuous self-improvement.

 Required Education and Experience

• 5+ years of experience managing a B2C ecommerce.
• 3+ year development and managing a web development team budget.
• 3+ years of managing a large B2C ecommerce store or similar sales funnel experience.