Senior Director of eCommerce
Heartland Food Products Group, WorkFromHome, IN, United States
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Senior Director of eCommerce
Remote, Carmel, IN, US
3 days ago Requisition ID: 4823
SCOPE
The primary focus of the Senior Director of eCommerce will be to create an online go-to-market strategy that enables Heartland to prioritize actions & investments to build internal capability and effectively compete in this channel. Experience working in the food industry is required.
Key deliverables include:
- Landscape assessment, based on competitive bench-marking, to distill most effective strategies for building internal eCommerce capability and winning online in food & beverage –including gapping for Heartland organization
- Channel segmentation, surfacing key decision nodes for where to play within online environment for Splenda & Java House
- eCommerce channel playbook for Splenda & Java House, including recommended objectives, goals, strategies & metrics (OGSM)
- 100-day plan for future Heartland eCommerce team lead, outlining key priorities / must-wins
KEY RESPONSIBILITIES:
Organizational Structure and Planning:
- Create Digital & eCommerce COE
- Authority to make enterprise wide decisions (e.g., P&L ownership)
- Create a strategic vision, plan and goals
- Create incentives to meet goals
- Ensure eCommerce team is integrated into annual planning for all key customers
- Establish top-down planning process for overall eCommerce strategy
- Build customer-by-customer plans to ladder up to overall goals
- Add planning step to build eCommerce plans by brand People, Data and Measurement
- eCommerce lead experience: worked with Amazon, managed cross-functional team, designed/launched website, integration of legacy systems online
- eCommerce lead to train sales force on must-haves online
- Consider reverse mentoring program to create learning organization
- Identify right set of partners
- Temper expectations of immediate ROI realization
- Define new KPIs for online activity
Operations and Supply Chain:
- Test & learn new products online
- Ensure eCommerce lead designs innovation to succeed in all online environments (e.g., through the mail)
- Consider dedicated fulfillment location for online orders
- Re-visit 3rd party network to support evolving fulfillment needs
- Ensure 3rd party supply chain expert is able to own end to end online mode
Customer Leadership:
- Organize efforts around Amazon ecosystem, other pure plays, and omni-channel accounts
- Now: Prioritize Amazon & Omni-channel
- Define shopper target of eCommerce (e.g., B2B vs. B2C)
- Define role of eCommerce in relation to B&M customers
- Prioritize Amazon & dot com business before building DTC
- Invest in insights for how categories are shopped online
- Test & learn across online platforms to share category-specific learning with B&M customers
- Bring perspective on all online activity to JBP meetings
Demand Generation:
- Prioritize search
- Build content for key platforms, linked to overall online strategy
- Develop social strategy that links to defined consumer/shopper goals
- Invest in optimizing direct response
- Create online ecosystem with “no dead ends”
- Make every touch point a conversion opportunity
Strategic Revenue Management:
- Build unique items for B2B and B2C businesses online to control channel conflict and manage pricing issues
- Relax margin requirements in early stages of building business to allow for more competitive offer
- Establish responsibility of eCommerce team member to monitor pricing
- Actively flag MAP violations
QUALIFICATIONS
- B.S./B.A /Marketing, Business or Information Technology, MBA preferred
- Must have experience working within the food industry
- Experience leading development of eCommerce best practices within an organization
- 10+ years of experience working in or with digital/e-commerce, preferably with a CPG or retail company
- Must have business plan development proficiency and experience managing a P&L
- Ideally experience working with Amazon and eCommerce e-tail experience.(External)
- Prior experience in pioneering role
- Comfortable instilling eCommerce best practices within an organization
- Experience optimizing demand generation tactics
- Ability to make recommendations on product positioning/pricing/packaging (e.g., touch cross-functional needs through eCommerce lens)