VP OF ECOMMERCE & DIGITAL MARKETING (Based in Bluffton, SC)
ABOUT SPARTINA 449
The company began in 2009 as an inspirational idea by company founder and owner, Kay Stanley, while living at her original seaside cottage on the small island of Daufuskie. A bridge-less island, Daufuskie is located just one nautical mile from world-famous Hilton Head Island and is known for its eclectic charm, natural beauty and unique history. Stanley imagined a linen and leather handbag collection that honored the island's unique heritage, boasting colorful patterns and timeless stories.
Established as an easily recognized brand of upscale, attainable luxury, designer apparel, handbags, accessories, jewelry and more. Living within their lush Lowcountry terrain, Spartina believe in honoring natural fibers. You'll see this in their signature linen harvested from Belgium fields and the silk, linen, cotton, and cashmere selected for their newest apparel.
THE POSITION
Title : Vice President of eCommerce & Digital Marketing
Location : Bluffton, SC (full relocation is required)
Reports To : Christy Sheets, Chief Revenue Officer
Team : 3
The VP of eCommerce & Digital Marketing will lead, develop and execute eCommerce strategy for the brand in an omni-channel approach and will oversee the overall digital marketing strategy including product launches and promotions. Work with internal and external teams to deliver a seamless consumer experience that drives brand engagement and increases sales.
THE IDEAL CANDIDATE WILL
- Lead, manage and develop an internal E-commerce team and oversee third party agencies supporting Email, Paid Search, and Affiliate work. Optimize and manage the mix of partner, contractor / consultants with our internal resources.
- Have experience and expertise in scaling and growing an e-commerce business, with a proven track record of driving e-commerce performance. Have developed and executed comprehensive digital marketing strategies in support of growth, positively impacting KPIs including acquisition, engagement, retention, conversion, return on investment) and effectively managing large budgets.
- Responsible for the functionality, support, and optimization of customer-facing and backend technology and web platforms as well as manage systems integrations. Enable the Company to deliver a great seamless on-line customer experience. Collaborate with vendors using 3rd party technology as well as in-house systems applications to optimize and improve e-commerce marketing capabilities and process flows / efficiencies.
- Oversee eCommerce channels and platforms with regard to :
o P&L Management
o Marketing & Promotion Calendars
o Digital Acquisition Strategies : Affiliates, SEM, PLAs, SEO
o Customer Contact Strategies : Email, Retargeting, Social Media
o Website Merchandising
o Ecommerce Platform and Systems, such as SAP C / 4HANA, PayPal, CMS, Gift Cards, Site Search, Shopify
Be experienced with Shopify and can leverage it effectively. Stay up to date on latest technology and tools relevant to our E-commerce business, be able to evaluate and implement as appropriate.Have a thorough understanding of the women's lifestyle / apparel industry and Spartina's brand and productsBe an exceptional communicator, leader and collaborator. Effectively influence cross-functional teams and can articulate your thoughts to everyone from individual contributors to CEO.Have strong leadership and team management skills to build and develop the e-commerce teamEntrepreneurial mindset :o Ability to wear multiple hats and work efficiently, managing multiple assignments under strict and often competing deadlines.
o Flexible and nimble in one’s approach to the business with the ability to work in a fast-paced, growing environment
KPI’S FOR THIS ROLE INCLUDE :
Create annual budgets and manage P&L for E-commerce marketing (advertising expenses versus sales results) and holding team accountable for performance variances to planDevelop methods to significantly improve qualified traffic to siteImprove conversion rates within devices and channelsGrow customer file sizeManage projects and third-party expenses within budgets.RESPONSIBILITIES & REQUIREMENTS
Drive the strategy, development, and execution for all e-commerce and digital marketing efforts to increase revenue, acquire and retain customers and optimize conversion rates, including email, SMS and other future-state retention marketing channelsOwn the E-commerce P&L, leading a team responsible for onsite merchandising, website maintenance and development, and digital marketingEffectively translate business rules, requirements, and customer experience needs into concrete and meaningful business and functional assets in the E-commerce space.Bridge the gap between the e-commerce and marketing departments, aligning efforts and strategiesOptimize, maintain and measure process improvements pertaining to both the technology and the business environment (i.e., simplified checkout, page speed to CVR ratios, etc.).Develop new site features for the site based on strategic priorities, industry experience, customer feedback, and marketplace research.Independently generate new product ideas, research and analyze them for feasibility and bottom-line impact, then work with the appropriate teams to implement the ideas.Execute against performance targets in addition to tracking and delivering on key operational metrics (e.g., acquisition, engagement, retention, conversion, return on investment) and effectively managing large budgets.Drive increased adoption of our cross-channel attribution solution to accelerate improvements in overall marketing efficiency and customer acquisition.Implement and manage third-party pay-for-performance affiliate partnerships and agencies.Manage the development and implementation of digital campaigns through internal and various digital agencies that meet brand awareness, traffic generation, ROI, lead generation and conversion objectives.Manage all aspects of digital marketing including SEM, Affiliate, Display Re-Targeting and Acquisition, Display / RTB, Social Advertising (FBX, Social Display), Paid Video, Email Marketing and content marketing.Responsible for the analysis and KPI measurement of our agency and contractor performance in PPC, display, paid social media, affiliate and other web- based marketing programs; aid in designing targeting and optimization strategies to make a measurable impact.Manage external and / or internal SEM resources to research / develop keywords, create and test ad copy, bid management of PPC campaigns as well as analyze SEO and PPC campaign data and optimize accordingly utilizing tracking and analytics solutions to deliver maximum return.Expertise and experience with Facebook, Twitter, Instagram and other social media platforms preferred, as well as other tools and services in the mobile environment.Analyze data and deliver reports and summaries in a timely manner with clear-cut communication, including market, economic, competitive, consumer, and shopper insights.Work with cross functional teams to drive conversions and new customer acquisition via direct marketing channels, social media and community outreach.Accountable for meeting new customer, revenue, and margin goals, while managing a marketing budget efficiently and communicating progress to management.CANDIDATE BACKGROUND
The requirements listed below represent the minimum knowledge, skill, and / or ability required :
Bachelor's degree in a related field5 years of experience in an E-commerce team or strategic marketing leadership role10 years of experience in participating in E-commerce field with experience and a strong understanding of e-commerce / B2C / B2B systemsStrong digital experience with the ability to develop and execute comprehensive digital marketing strategiesAnalytical mindset to track and optimize e-commerce performance metricsAdaptability and problem-solving skills to navigate the challenges of a growing, entrepreneurial companyA strong background / knowledge in retail merchandisingConfident, self-motivated with strong sense of responsibility, able to use own judgment, take initiative and make day to day decisionsEnergetic and hard-working, willing to take a hands-on role and able to multi-task, meet deadlines and work under pressure in a fast-paced environmentA willingness and desire to participate in and lead changeOutstanding problem-solving skillsA process-improvement driven attitude
