Description
This role will be responsible for driving the global strategy in line with today's consumer journey, focusing on digital acceleration for the brand. This role will develop and execute consumer experiences across all touchpoints in support of the brand launch and brand strategies. This position will collaborate to ensure smooth 360 campaign execution and engaging omnichannel experience for consumers, brand/product awareness and sales.
In partnership with Global Online Technology teams, this role will focus on innovation and technology (internal and partner led) to enable new consumer experience. Working across both new product launches and evergreen activations, this role will focus on delivering a best-in-class shopping experience for the brand's consumers. Executional excellence on today's digital first consumer journey, and data-driven strategies aligned with brand equity, platform relevancy and asset development will be key building blocks.
- Drive the eCommerce strategy across Online channels for TFB and BL (brand.com, 3rd Party Platforms, PurePlays and Retailer.com)
- Align with Brand's Global Launch and Marketing program calendars
- Direct the day-to-day online operations relating to ecommerce with oversight responsibility for operating metrics and key performance drivers
- Partner with global affiliates to drive growth
- Identify and execute actionable customer acquisition and retention opportunities through in depth analysis of consumer behavior data
- Collaborate with Online Planning to set and forecast sales goals and inventory allocation optimization
- Identify and engage in profitable online business partnerships with Retailers and 3rd party sales drivers
- Create and execute a best-in-class experience across online channels (retailer.com, affiliate, 3rd party sales drivers)
- Ensure accuracy of product content, promotion execution, and adherence to objectives
- Accountable for reporting and analysis with stakeholders to share leanings.
- Build, manage, and refine online assortment, promotions, price management and product/content story presentation
- Remain synergistic with cross channel marketing planning. Marry expertise of traditional sales approach with online sales
- Manage relationships with Global Marketing representatives
- Lead partnerships with all Regions and Affiliates to develop locally relevant and compelling messages & innovate in new and relevant platforms
- Partner with marketing categories to enhance product stories, increase relevancy regarding product efficacy
- Work with and through Production/Engineer teams and Fulfillment Operation leads for ecommerce performance and customer satisfaction
- Oversee email marketing and acquisition marketing programs and communication strategy
- Ensure online marketing strategy supports overall brand.com and brand strategy
- Approve email calendar and segmentation
- Develop acquisition programs to drive awareness, engagement, and new customers to sites
- Build a high performing and competitive team
- Cultivate a strong sense of customer-centric site experience
- Demonstrate and encourage daring sales strategies while remaining true to brand
- Effectively lead a cross-cultural and global team, leading with vision and 'one team' mentality
- Develop a team who creates and maintains partnerships with online retailer.com accounts, guide co-op sales practices
Qualifications
- 15+ years related experience, BS/BA college degree required, MBA preferred
- Proven track record in running a successful Direct to Consumer global ecommerce business with significant year over year growth in a highly competitive industry
- Proven track record in strategy and planning, budget and P&L management, merchandising and marketing, and vendor selection and management
- Demonstrate significant successes in B2C online marketing, campaign development and management, customer acquisition and retention, be a true digital champion!
- Advanced online customer analytical skills, highly detail-oriented and unprompted follow-through
- Be insight led, driving insight capability and mentality to inform decisions across site, social, and digital marketing executions
- Experience developing an omnichannel brand vision in partnership with the Global Brand team, and implementing specifically in the online channel with flawless and consistent execution
- Proven leadership and team management skills derived from having direct responsibility for building and managing a cohesive, high-performing team
- Candidate must have keen business acumen plus the ability to function as a senior strategist with key members of the executive management team
- Demonstrate big-picture thinking and experience in a dynamic, high-growth environment
- Exceptional written and verbal communication skills. Ability to clearly communicate complex or digital/social concepts to a non-digital audience
- Creative, diplomatic, calm under pressure and strong interpersonal skills
- Ability to travel as required
- Luxury goods sensibility