Director of Web Services

Position: Director of Website Sales

Location: 4 days on-site (M-Th) – 500 108th Avenue NE Suite 1100, Bellevue, WA 98004

Duration: Full-time

Salary: $125K + 30% bonus (bonus was paid out 104% last year!)

Must-haves:

10+ years’ experience in digital marketing (ecommerce, email, advertising, etc.)

Performance marketing and digital traffic-driving experience across paid social, paid search, affiliates, influencers, etc.

Strong data and analytics

Shopify or other eCommerce platforms – able to navigate in the back-end for forecasting and reporting

Successful track record in building direct-to-consumer businesses and in managing a website channel P&L - with experience using technology, vendor management and negotiation, marketing, merchandising, and commercial/sales levers

Plusses:

CPG industry experience

Website development

Soft Skills:

Great communication

Go-getter

Strategic, data-driven, very analytical

Excitable, high-energy, high engagement

Hunger for success – highly visible role

Thick skin

Able to handle an extremely fast-paced environment

Day to Day: Our client is looking for a Director of Website Sales to lead the brand’s website business. This person will be a key member of the leadership team spearheading the strategic development and management of the digital ecosystem across the ecommerce website, digital marketing, CRM, and loyalty. This person will be responsible for driving revenue, profit, and brand trial & loyalty by developing, launching, and scaling plans to strengthen the brand franchise through targeted consumer acquisition campaigns, partnerships, and a world-class UX and grow consumer retention through onsite community engagement programs combined with segmented off-site programs at the lowest cost. This role requires a seasoned and savvy digital leader with a proven track record, using both quantitative and qualitative analytics to inform and drive business decisions, optimizing the customer experience and steering the overall growth strategy.

ESSENTIAL FUNCTIONS:

• Lead the website channel P&L including net revenue, volume, gross margin, contribution profit, and operating expense
• Develop and scale an innovative direct-to-consumer digital strategy to drive community member acquisitions and website sales
• Bring to life an immersive, educational on-site experience for community members that seamlessly ties to the off-site brand & consumption experience
• Activate the brand experience on the brand’s websites to maximize engagement, shifting visitors from customers to community members and brand advocates
• Partner with cross-functional leaders to ensure integrated campaigns and consistent brand and product experiences across all channels and touchpoints
• Demonstrate a strategic and broad view of the business, industry, and consumer environment to anticipate and plan for the future
• Significantly and sustainably grow website channel sales as a percent of revenue.
• Define and curate the digital customer experience including personalization, recommendations, rewards, emails, and social media
• Help define the technical structure of the site (design, content, navigation, information architecture, and functionality) to drive business growth
• Collect, analyze, and utilize key business metrics including key product sales, site traffic, conversion analysis, and registered user growth and behavior
• Establish a culture of experimentation to efficiently grow the performance media budget in an ROI-positive way
• Position products and develop an annual channel calendar that synergizes with cross-functional initiatives (new product launches, new advertising campaigns, etc.) to drive recruitment and repeat purchases through the website channel
• Identify new package-price opportunities in the channel, and collaborate with cross-functional leaders to develop offerings that are exclusively tailored to the needs of website shoppers
• Aggressively reach and acquire new company community members via multi-channel organic, paid, and earned media investments including paid search, paid social, affiliates, influencers, SEO, and emerging channels; leverage new product launches and 360 trial generation plans to drive recruitment and product basket among web channel shoppers
• Develop a highly segmented, targeted CRM strategy and loyalty program that will maximize the lifetime value of the customer and minimize chum. Analyze, measure, and adjust programs on customer behavior and response
• Lead through influence investments in upper funnel tactics led by Brand Development lead