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Executive Director, Ecommerce
Estee Lauder
New York, NY, United States
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Executive Director, Ecommerce, Origins
Description
The Executive Director of eCommerce will manage overall eCommerce business and deliver sales for Origins Online globally, including retailer web sites where Origins products are sold.
The ED, Ecommerce, Origins Online will be responsible for online marketing, merchandising, user experience, product development and site operations. They will also oversee a team responsible for the day-to-day online operations relating to eCommerce with ownership responsibility for operating metrics and key performance drivers such as conversion, qualified traffic and opt-ins, new buyers, repeat buyers, sales, average order and units per order by platform and channel.
In this role, the ED will collaborate with NA Marketing, Retail Stores, Creative, Planning, Global Marketing, Customer Service and Analytics to create an online experience informed by an Omnichannel mindset that takes full advantage of the unique offerings and opportunities present with free standing beauty dedicated stores. The ED will deliver creative digital marketing initiatives that thoughtfully integrated into the online launch processes as Origins unique product offering are unveiled into the marketplace.
Strategy and Sales Goals:
• Build seasonal ecommerce strategy and ensure all projects support the Origins brand strategy and contribute to Origins Online and Retailer.com growth
• Lead business analysis of all programs and establish programs to drive continuous improvement
• Research industry trends, seeking opportunities to bridge gaps in business objectives and push business forward
• Provide leadership and direction to the team on all aspects of Origins Online and effectively manage workload, vendors and all projects.
• P/L Management
• Direct responsibility to meet the planned annual sales and P&L objectives. Must manage budget to drive key programs (Program Development, Promotions, Online Retailers Sales, Email Marketing, Loyalty Marketing, Search, Affiliate Marketing and new Business Development) to maximize opportunities and ROI
• Manage daily sales calendar and monthly sales forecasting and planning
• Support Vice President with analysis of key business metrics and site performance
• Calculate ROI for each program and make recommendations based on results to increase sales, opt-ins, Average Order Size (AOS), Average Unit Sale (AUS), traffic and repeat purchases
• Optimize performance by device
• Communicate reporting and analysis with key stakeholders to share pertinent leanings
Onsite Marketing & Promotions:
• Develop and implement the seasonal online marketing calendars to marry the offline marketing initiatives
• Create online exclusive content and events throughout the seasons, enabling a best in class experience for the consumer while meeting/exceeding the weekly sales plan
• Develop and manage the advertising and promotions budget for all such programs. Lead team in executing seasonal vision from concept to launch
• Promote and execute best user experience to drive engagement and conversion
• Promote and execute quality assurance testing in order to minimize customer service issues and time to market
• Identify key business opportunities and implement all phases of programs
• Execute all legal elements – negotiations, contracts, etc.
• Work with Brand Operations to take advantage of cost efficiencies for marketing and promotional programs, oversee all promotional product forecasts
• Work closely with Marketing, Public Relations, Special Events and North America Sales to optimize offline advertising and partner relationships in order to drive online awareness and increase opt-ins and revenue.
• Partner with Online Inventory Planning to maintain appropriate sell through and merchandising of limited life items and forecasting of new product launches
• Partner with Customer Service to continually optimize the site experience
• Initiate strategic enhancements/upgrades with business systems and workflow that will improve process and efficiency
Retention and Acquisition Marketing
• Oversee retention and acquisition marketing programs and overall communications strategy
• Ensure online marketing strategy supports overall Origins brand strategy
• Responsible for SEM, SEO, Affiliate, and re-messaging programs
• Develop new acquisition programs to drive awareness, engagement, and new customers to Origins.com.
• Forecast and deliver on volume, costs, and revenue targets for all acquisition programs
Online Retailers
• Oversee total Retailer.com business and relationships where all Origins products are sold online
• Develop strategy/marketing programs to drive Retailer.com business
• Work with Online Retailers to continuously increase sales and improve the branded customer experience
Qualifications:
• Must have a proven track record of 12+ years of database, direct and online marketing including at least 5-7 years in eCommerce. eCommerce or catalog experience strongly preferred.
• Strong skills in strategy and planning, budget and P&L management, merchandising and marketing, and vendor selection and management
• Proven leadership and team management skills derived from having direct responsibility for building and managing a cohesive, high-performing team
• Ability to identify, communicate and inspire an organization around the next generation of eCommerce experience to dramatically grow the business, and be able to work through tough issues and overcome challenges while maintaining good relationships
• Needs to be a creative thinker and problem solver, thrive in fast paced environment, prioritize and oversee multiple projects at once, have attention to detail and work well with cross functional teams.
• Big-picture thinker and experience in a dynamic, high-growth environment
• Must possess excellent creative, organizational, verbal and written communication skills
• Strong analytical and project management skills with the ability to handle multiple priorities.
• Strong written and verbal communication skills. Ability to communicate complex ideas and processes in a simplified manner.
• Highly proficient in Microsoft Word, PowerPoint, and Excel
• BA/BS required, MBA preferred.