Senior Director of eCommerce

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Carmel, IN, US

2 days ago Requisition

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

• 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

• 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

• 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

• 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

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)