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Site Merchant
American Eagle Outfitters
Pittsburgh, PA, United States
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The Site Merchant for aerie apparel is responsible for the digital merchandising of aerie apparel on the American Eagle website. The Site Merchant will partner with cross functional teams to optimize online merchandising in alignment with category and overall omni-channel strategies.
RESPONSIBILITIES:
Product Assortment and Sales
• Partner with site merchandising leadership to optimize online strategy for growing sales while maximizing margin and inventory turn
• Responsible for competitive analysis relating to site functionality (i.e. bundle experience, user experience, guides, etc.)
• Provide input on category’s online assortment plan and assortment strategy to influence the development of the Omni assortment architecture and financial plan
• Set strategy/roadmap for new site functionality, navigation, architecture and needs in order to drive innovation
• Understanding/ability to analyze business performance and participate in business performance meetings for assigned category/departments
• Understand photo studio product needs for online/digital marketing and partner with the Business Strategies and Marketing teams to ensure execution/delivery of needs
• Execute daily and weekly site promotions
Product/Customer Experience
• Own the digital merchandising of aerie apparel on the aerie website and/or mobile app, driving category sales including the visual display of the category online pages.
• Expert use of BCC (Business Control Center) interface
• Customize product attribution as necessary to enhance product pages and drive conversion
• Adjust site merchandising strategy and/or execution based on customer feedback, competitor actions, in-stock shifts/product availability and other dynamic considerations
• Partner with site promotion team to ensure promo accuracy
• Responsible for reviewing preview site, QA of same and signing off on all pushes before they go live on website
• Create search terms specific to product on PDP and consistently update search terms on an ongoing basis to maximize search relevance and conversion
• Influence search results to push high margin products up the search results page, partnering w/ SEO team to maximize search options
• Partner with Performance Marketing on digital marketing campaigns and SEO efforts to optimize search-related traffic including editing copy for product page to incorporate new key words in product descriptions
• Examine and assess category merchandising strategies of key competitors and best-in-class online retailers to understand emerging trends and developments
• Manage webset, email and guide links for site and ensure timely hand-off to IT
• Approve all laydown and body product images in the image database for assigned category/brand in partnership with Business Strategies & Omni Merchandising, as required, to ensure all product images are current/correct. Work with optimization & UX team to create, implement and read testing results
• Execute to all site/digital deadlines
Analytics
• Actively analyze business/site performance to provide insight to omni-merchandising business partners. Leverage analytic insights to optimize site performance
• Work daily in omniture to understand and analyze the business, including but not limited to: marketing messages & placement, search terms, shopping paths, shop & filter performance
• Use findings to complete weekly and monthly recaps to share with cross functional teams clearly defining the wins and opportunities each week. Additionally, complete seasonal hindsight to help plan and execute for future seasons.
QUALIFICATIONS:
• Bachelor’s Degree in Marketing, Fashion Merchandising, Business Administration, or related field
• 3-5 years buying, planning or digital retail merchandising experience
• Experience analyzing website metrics and optimizing merchandising to drive sales
• Experience working with buying and planning organizations
• Demonstrated understanding of how customers shop online and in what ways that differs from their in-store shopping experience and habits
• Strong business acumen
• In-depth analytical skills and results oriented
• Strong verbal and written communication skills
• Demonstrated collaborative skills and ability to work well within a team
• Ability to work with and influence peers and senior management
• Experience with HTML or CMS, a plus
• Ability to work in a fast-paced and deadline-oriented environment
• Self-motivated with critical attention to detail, deadlines and reporting
• Ability to work flexible hours, including nights, weekends and/or holidays
American Eagle Outfitters is an Equal Opportunity Employer