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VP, Digital Commerce / Experience
VFC
Alameda, CA, United States
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POSITION SUMMARY
The VP, Digital Commerce/Experience provides leadership and vision to drive The North Face eCommerce business. This position leads the execution of the most compelling online assortments and merchandising initiatives. This person drives current revenue and profit growth trajectory while positioning TNF for dramatic growth. They work with many cross functional teams and manage multiple agencies and team members to drive demand creation and create the most compelling online merchandising presentations. The VP, Digital Commerce/Experience has strong infrastructure and system understanding to keep the site development moving forward. This position is accountable for business results, profit & loss and executing key initiatives and also has an understanding of analytics that drive a successful business. The VP, Digital Commerce/Experience brings a solid track record in building and managing a successful business and proven experience in strategic eCommerce business.
KEY RESPONSIBILITIES
• Oversee concept development, strategizing, planning, implementing, and coordinating of eCommerce initiatives. Initiate and direct the coordination of products throughout their lifecycle, from strategic definition to end-of life planning. Develop the product strategy for the company’s online services.
• Continue to grow omnichannel strategies, architecture and infrastructure requirements to fulfill eCommerce business strategy. Keep current with the latest eCommerce trends and technology to keep the site at the forefront and ahead of competition. Ability to demonstrate strong customer focus and spearhead overall strategic positioning to follow industry trends and to keep a "finger-on-the-pulse" of the customer base and competition.
• Lead the integration of marketing, online, sales and advertising to develop multi-channel strategies and increase brand/product awareness. Ensure qualified traffic is being driven to the website through search engine affiliate program management, shopping portals and other online programs. Strong understanding of the numerous channels that drive traffic and conversion. Increase conversion by maximizing loyalty programs. Oversee web merchandising, design and development teams. Collaborate with IT development on design, architecture and back-end solutions for enhanced site functionality in order to ensure that the overall brand strategy for the Company is translated online.
• Partner with third-party vendors to identify and apply solutions for customer acquisition, conversion and website optimization.
• Frame and map opportunities based on historical results & current trends to maximize sales.
◦ Develop strategies to deliver financial plans (sales, margin, contribution, inventory turns).
◦ Analyze sales and productivity of items and categories to communicate results and to create action plans.
◦ Leads the merchandise process and calendar.
• Lead the merchandise process and calendar.
• Partner with Finance, Marketing and Planning Department to forecast weekly/monthly sales, margins and review financial rollups.
SKILLS & REQUIREMENTS
• BA or BS degree in Marketing, Business, Retail Merchandising, or Information Services with emphasis in online Marketing or related field.
• 15+ years relevant and progressive experience; 7 years in management or senior management. Strong understanding of apparel merchandising and sales.
• Strong knowledge of internet Marketing best practices that result in customer acquisition, retention and growth.
• Strong understanding of managing and directing website Technical Structure, Design & Aesthetics, Content, Navigation, Information Architecture, Branding/Marketing, Performance, and Functionality efforts to positively impact eCommerce efforts.
• 5+ years experience managing websites preferred.
• Experience with PPC - Management of Pay per click programs in depth understanding of search engines, search engine optimization and factors that influence high rankings in Google Ability to specify technical changes to technical/development teams
• Seasoned senior merchant for vertically integrated retailer.
• Backlinking: can demonstrate successful link building campaigns that result in the acquisition of large volumes of inbound, high quality links.
• Experience with web analytics tools (Urchin, Webtrends, Ominiture)
Experience using a CMS and an understanding of the impact they have on SEO.
• Experience in managing a diverse and creative group of individuals and leading change. Demonstrated ability to work with and inspire a broad range of individuals to work toward a common goal.
• Ability to compile and analyze search data and metrics and make decisions regarding campaign direction.
• Ability to perform click through rate, conversion, spend and creative analysis to identify growth/optimization opportunities.
• Outstanding customer service skills.
• Must have a track record in building eCommerce business and establishing procedures, implementing processes and executing.
• Experience developing performance metrics.
• A strong track record of successful leadership.
• Experience with successfully managing large department budgets.
• Strong strategic and tactical skills, as well as technical skills to understand the eCommerce market in order to create demand and generate revenues.
• Intimate understanding of the creative process and have experience working with and evaluating creative products.
• Strong execution focus and enjoy working in results-oriented environment.
• Successful experience and proven track-records with eCommerce, internet and web production as well as traditional product marketing and strategy experience.