Overview
Heartland Food Products Group is seeking a Senior Director of eCommerce Strategy with a proven history of successfully driving online sales and revenue growth. The role is responsible for developing and executing the overall online sales strategy, overseeing all aspects of the eCommerce platform—including customer experience, marketing, product listings, pricing, and analytics—to maximize online revenue and drive the Splenda, Equal, SlimFast and Java House branded business growth through digital channels.
Key Responsibilities
- Own and execute the overall eCommerce strategy for all brands, driving growth across key performance indicators such as conversion rate, average order value (AOV) and units per order.
- Develop and implement data‑driven conversion rate optimization (CRO) strategies, including A/B testing, to improve site performance and customer journeys.
- Partner with cross‑functional teams—including marketing, operations, wholesale and customer service—to align eCommerce strategy with broader business objectives.
- Develop and implement personalization strategies using customer data to create tailored shopping experiences for prospective and repeat customers.
- Oversight of performance and growth of Amazon, Javahouse.com, Walmart.com, Tik Tok Shop, Mass Merchandising, Club and other specialty sites, ensuring alignment with company objectives.
- Collaborate with the eCommerce manager to increase sales, improve product discoverability and manage the end‑to‑end eCommerce shopping experience.
- Own and execute CRO strategies, including A/B testing, leveraging tools such as Google Optimize and Shoplift, to improve conversion rates and key metrics.
- Implement site enhancements and data‑driven strategies to improve user experience, increase sales and maximize mobile conversion.
- Manage and develop the eCommerce team, providing leadership, mentorship and strategic direction to web merchandising, performance analytics and customer experience specialists.
- Regularly analyze site and channel performance metrics, identify areas of opportunity, and create actionable strategies.
- Monitor industry trends, competitive landscapes and emerging technologies to maintain a competitive edge.
- Report on key revenue and KPI metrics, providing actionable insights and recommendations to senior leadership.
- Prioritize high‑impact initiatives based on data insights and business objectives.
- Collaborate with marketing, operations, wholesale, and customer service teams to ensure seamless execution of campaigns, promotions and product launches.
- Work with creative teams to develop compelling website visuals, banners, and merchandising assets.
- Coordinate with operations and logistics to ensure seamless inventory management and order fulfillment.
- Analyze and improve operational efficiencies related to eCommerce, such as shipping speeds and order delivery metrics.
- Create and manage the eCommerce budget, ensuring efficient allocation of resources and alignment with financial goals.
Qualifications
- Minimum 10 years of experience in eCommerce and related digital media.
- Proven track record of driving conversion rate optimization, including upsells, cross‑sells and AOV growth.
- Deep technical knowledge of Shopify Plus features, applications and integrations; familiarity with eCommerce analytics tools such as Google Analytics and Shopify Analytics.
- Strong strategic thinking ability and a data‑driven mindset to connect eCommerce strategy with business goals.
- Demonstrated leadership experience managing and mentoring high‑performing teams and external partners.
- Expertise in managing and scaling Amazon business and other brand eCommerce platforms, including SEO and product listing optimization.
- Excellent analytical skills and ability to interpret and act on performance metrics.
- Exceptional verbal and written communication skills with the ability to present complex ideas clearly and persuasively.
- Proactive initiative and strong follow‑through in uncovering new approaches and implementing them to drive business results.
Education
BS/BA in Business, Supply Chain Management or related field.
Location
100% on‑site at our Carmel, Indiana corporate office.
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