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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 e... Show more
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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 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)
