VP of Global Direct to Consumer & Digital
Company: Consumer Products, Portland, OR
Posted on: March 18, 2019
The VP, Global Direct-to-Consumer & Digital will lead the vision, strategy, and all commercial operations for COMPANY eCommerce, Retail Garages, and Digital businesses globally. As a member of the senior executive team reporting to the President, this leader will be responsible for creating a seamless experience that communicates our brand positioning, drives commercial growth and profitability, and reinforces our spirit of innovation and values-driven purpose throughout all aspects of our operations. This leader will be responsible for laying out a vision for technology and experiential investments that will drive engagement and measured results across both the physical and digital worlds. Supporting the GMs of the Outdoor and Utility business units, the VP DTC & Digital will play a pivotal role in continuing the transition of COMPANY from a traditional wholesale-centric brand to an “engagement-driven,” direct mindset, driving initiatives and focusing the company’s energy to building long term relationships with our fans. They will lead a team of digital marketing experts to integrate our acquisition and retention strategies for direct-response, performance marketing, across both owned and partner ecosystems. In partnership with our regional teams, this leader will develop a geographic investment strategy and vision for global growth for both existing and new points of distribution. This person will lead the identification, capture, and integration of data across disparate systems and channels to create a more holistic view of our fans and to incorporate learnings throughout the organization. Lastly, this leader will bring a passion for innovation around our fan experience and lead a team to develop experimental concepts and prototypes at a rapid pace. The candidate will be a seasoned business leader with a proven track record of creating and implementing a comprehensive business strategy, driving internal organization alignment, and inspiring a global team. Key Responsibilities:
Align all direct-to-consumer commercial activities in the U.S. and international markets around a shared vision and cohesive strategy that defines new value streams of opportunity and profitable growth for both the Outdoor and Utility business units. Manage top line growth and bottom line profitability across the direct channels (eCommerce & Retail) and for global digital key account businesses Build a best-in-class delivery and service experience for shoppers across the COMPANY Online, Garages, and Amazon ecosystems Manage (supports) the holistic relationship with key global digital accounts (Amazon and Zolando), including sell-through, product assortment selection, inventory planning, marketing strategy and execution, content strategy, search, and pricing and product information management Lead regular assessments of the COMPANY brand on both owned and partner-managed digital ecosystems to develop and refine a roadmap for sustainable growth Proactively manage channel conflict with a distinct point-of-view on each sales channel to eliminate competition between COMPANY’s direct business channels and existing wholesale partners, driving maximum sales and profitability for the entire business Create deeper relationships with our digital partners to foster improved communication, strategic alignment, and symbiotic business partnerships that create a consistent and premium positioning for the brand Create and nurture a culture that promotes decision making and focuses on what is best for the whole company rather than individual channels or categories Setup and deploy strategic marketing, merchandising and sales strategies that sustainably increase the share of digital sales across COMPANY’s direct business channels (digital & innovative retail concepts) and wholesale partners Lead all direct fan acquisition and retention tactics (search, CRM, email, affiliate marketing, data analytics, user experience, house file growth, customer support, and loyalty) ensuring alignment across COMPANY’s owned digital properties and those of COMPANY’s digital partners Drive the vision and strategy for a holistic customer data platform including the technology, personalized user experience, business intelligence tools, marketing automation workflows, and organizational structure needed to provide a 1:1 relationship with our fans Lead and support the integration of marketing, online, sales and advertising to develop omnichannel strategies, increase brand and product awareness, and grow our new customer house file In partnership with Insights & Engagement organization, successfully launch our COMPANY Direct Mail channel with focus on driving catalog and postcard engagement strategies. Define go-forward vision for COMPANY Retail and omnichannel experiences. Incorporate existing event strategies, mobile truck properties, vending machine concepts, and lay out a roadmap for physical retail engagement as part of our integrated business planning process. Represent and advocate on behalf of the COMPANY DTC and digital fan base throughout the product design and development process to ensure that feedback and learnings integrate into our overall GTM approach. Build a digital R&D center with a focus on building innovative concepts for both physical and digital distribution of COMPANYs products and brand message, globally. Knowledge/Skills Required: Bachelor’s degree in eCommerce, Marketing, Economics, and/or Business preferred, OR equivalent industry experience 7+ years of experience in Global eCommerce, preferably in fashion, sport/outdoor, or consumer goods space 5+ years of experience at a senior-level Digital Commerce, Merchandising, Operations, and/or Digital Marketing position Strong understanding of process and metrics in digital retail planning, buying, budgeting, and merchandising Hands-on experience operating on Amazon, with a proven track record Mastery of the digital ecosystem and marketing ‘funnel’ to optimize traffic, acquisition, conversion and retention Leadership background with a passion for people development and team management Excellent communicator and influencer Proven experience working with cross functional and global business leaders Strength as a player/coach, with a self-starter and “roll-up-your-sleeves” attitude Strong technical, development and analytical skills: SFCC, Google Analytics, ZenDesk, ESP Passion for the lifestyle of the city, preference for human-powered movement, and a desire to constantly be pushing forward
Keywords: Consumer Products, Portland, OR, Portland , VP of Global Direct to Consumer & Digital, Executive , Portland, Oregon
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