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Director, Ecommerce
Estee Lauder
New York, NY, United States
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Director, Ecommerce, Aveda
Description
The Director of e-commerce will manage overall e-commerce business and deliver sales for Aveda Online, North America. He/She will direct the day-to-day online operations relating to aveda.com’s e/m-commerce with oversight responsibility for top line sales, operating metrics, key performance indices, advertising/promotions budget, site marketing & maintenance and maintaining bottom line targets.
The Director of e-commerce needs to have an in-depth understanding of how to drive ecommerce sales through effective and cost efficient marketing programs. An analytical and strategic thinker is required to balance new customer acquisition programs with retention initiatives as well as identifying and embarking on business development opportunities. It is imperative that this person be familiar with marketing and technology opportunities that increase sales and consumer engagement.
A key component of the Director of e-commerce’s role, will be leading the Online expansion and ongoing management of the Aveda Loyalty Program (Pure Privilege) and additional omnichannel initiatives.
Further, this position will collaborate closely with but not limited to North America Sales and Marketing, Global Marketing, Digital Marketing, Creative, Production, Finance, Legal and Customer Service.
Directly supervise the e-commerce Production Manager (responsible for site production, loyalty support initiatives and Aveda Professional Network site) and e-commerce Email Manager (responsible for day-to-day management of Aveda.com Email Program)
Reports directly to Executive Director of Global E/M Commerce.
Ecommerce P&L Management
• Partner with Global eCommerce Director to optimize A&P (advertising & promotions) budget.
• Work with in-house team and external vendor teams in order to achieve plan and Brand goals.
• Be the architect of marketing and sales programs. Develop and test strategies and roll-out successful initiatives.
Online Marketing & Promotions
• Oversee all online promotional marketing calendars for US/Canada. Cascade high velocity programming and ROI to NA VP of Sales for approval.
• Partner with North America Applied Marketing to align forecasts and marketing messages to ensure proper coverage for omnichannel initiatives.
• Manage all aspects of Aveda Pure Privilege Rewards Program Online (online enrollments, marketing, user experience, enhancements and launches).
• Collaborate with Acquisition Team to develop and implement the seasonal online marketing calendars to marry the Brand Sales and Marketing initiatives across e-commerce channels.
• Create online only content and events throughout the seasons which enable a best of breed experience for the consumer while meeting/exceeding the daily/weekly sales plans for US/Canada. Develop and manage the advertising and promotions budget for all such programs. Must understand usability and quality assurance testing in order to minimize customer service issues and time to market.
• Work closely with Consumer Engagement and North America Applied Marketing to optimize offline advertising and salon relationships in order to drive online awareness and increase opt-ins and revenue for online and offline channels.
• Partner with Online Inventory Planning and Executive Director of Global E/M Commerce to maintain appropriate sell through and merchandising of limited life items and forecasting of new product launches. Forecast sample orders to support launch, promotions, and business driving initiatives for US/Canada and retailer.com.
• Work closely with corporate production teams and engineers on site bugs, maintenance and enhancements. Manage production priorities, hours and budget.
• Lead special projects as applicable.
Email and Database Marketing
• Develop Aveda Online customer communication and online marketing strategy.
• Develop and manage email calendar encompassing Online and Retail Stores.
• Develop and implement all email/sms/direct mail marketing programs and manage growth and maintenance of consumer database; continually seek ways to optimize email campaigns.
• Work closely with Online Asst. Manager to ensure email and promotional creative follow brand guidelines and meet sales objectives; supervise creation process to ensure timely deployments.
• Develop database segmentation plans to maximize ROI and engagement while minimizing opt-outs. Make recommendations on how best to invest in each segment.
• Work with email provider to launch new technologies to improve communication relevancy.
• Understand all online marketing industry standards; Develop key performance indicators for Aveda’s Online business.
Retailer.com
• Manage relationship with online retailer (nordstrom.com)
• Drive retailer.com business to achieve sales and Brand goals
• Develop and maintain marketing calendar for retailer site.
• Partner with North America counterparts and Executive Director of Global E/M Commerce to ensure synergies between online and offline.
• Work with retailer for seasonal programming and promotions.
• Oversee the creation and execution of all online exclusive promotional activities and merchandising strategy (launches and repromotes).
• Develop new programs/content to grow retailer.com business through special programs, customer acquisition and retention.
• Maintain product launch calendar for each retailer website.
• Manage implementation and QA of promotion plans for retail partners and measurement of online marketing/promotion success.
• Report back on retail sales/program successes based on metrics set at the onset of campaigns.
Qualifications
• Must have a proven track record of 8 + years of online marketing experience. E-commerce experience strongly preferred. BA/BS required, MBA preferred.
• Proven ability to deliver a range of projects based on project scope, timeline, cost and quality.
• Must have the ability to translate Brand vision to the online channel and execute strategies that lead the company consistently towards that vision.
• Must have strong skills in strategy and planning, budget and P/L management, merchandising, and marketing.
• Proven leadership and team management skills derived from having direct responsibility for building and managing a cohesive, high-performing team.
• Needs to be a creative and analytical 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.
• Ability to manage internal and external project resources; Experience managing the work of third party vendors.
• Strong written and verbal communication skills. Ability to communicate complex ideas and processes in a simplified manner.