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Smartwool: E-Commerce/Website, Senior Manager

Country : USA

State : Colorado

County : Routt County

Town : Steamboat Springs

Category : Sales

Contract type : Permanent

Availability : Full time

Company presentation

VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, Timberland®, and Dickies®. Founded in 1899, VF is one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. VF is committed to delivering innovative products to consumers and creating long-term value for its customers and shareholders.

Job description


The role will be SWL's website visionary in creating an "epicenter" and critical touchpoint for the brand seamlessly combining acquisition, user experience, conversion and loyalty initiatives. The position will lead collaboration across all website and ecommerce functions including but not limited to site UX, operations, performance metrics associated with experience & conversion, CRM/data acquisition, buying, planning, merchandising, marketing calendar. The ideal candidate will have combined website development and eCommerce experience working with a cross-functional teams to best align brand and revenue.

This incumbent owns long range planning and strategy development to meet or exceed SWL and parent company KPI expectations while supporting global brand, branding and eCommerce revenue objectives; Responsible for end to end operations of the channel, system, and infrastructure migration in alignment with SWL and parent company integration plans; Owns consumer care across eCommerce channel.

The Smartwool (SWL)Web & eCommerce Director has full P&L responsibility and reporting for the SWL website and consumer direct e-commerce channel and is a member of the SWL management team;


1. Website/E-Commerce Interface
- Plans, organizes, and is responsible for all business efforts and user experiences in relation to the Direct-to-Consumer channel and SWL's global online presence as a whole
- Full P&L responsibility Smartwool.com
- Responsible for eCommerce website development budget
- Collaborates with a wide variety of functional areas such as sales, marketing, manufacturing, and operations to develop and provide tactics responsive to customer needs and market opportunities.
- Management of the Ecommerce, Consumer Care, and Agency partner teams
- CRM and database acquisition strategies leading to robust loyalty program development
- Provide a rich online experience for the customer and a destination where customers can become immersed in the brand
- Drive sales while maintaining integrity of brand, interfacing with Global Marketing to ensure brand consistency
- Online sales and product merchandising and inventory planning including
- seasonal cadence and product storytelling calendar
- Create a strong customer service component to online sales to ensure the highest quality consumer experience
- Utilize analytics to monitor site activity and drive strategic decision making
- Owns consumer care across all channel2. Website Development and Content Strategy
- Drives overall online strategy, development of business and technicalrequirements, and coordination with both internal resources and outside vendors
- Partner with creation, compilation, and ongoing revision management of SWL digital style guidelines, coordinated with SWL's worldwide marketing and graphics. This includes timely notification to the management team and all related resources with each style change
- Integral member of specification process including:
- Review of every specification document, focusing on opportunities to enhance the customer experience, especially relating to user interface and usability
- Enhancing the creative direction set forth in the specification with detailed guidance enabling the successful execution of the project
- Approval of creative components within the specification
- Provides guidance to team on revenue growth projections and operating expenses
- Produces competitive analysis materials comparing SWL's online presence with its key competitors
- Consistently reviewing, evaluating and discussing alternative recommendations in order to maximize return on investment against agreed brand objectives
- Contributes to brand positioning online - both in terms of marketing and revenue growth through expansion of SWL Direct to key International markets. Key success factors: Proactively addresses subsidiary and distributor needs, gathers data and provides input into the International marketing plan and other key documents
- Plan, collaborate with marketing, execute and analyze all website creative and content direction
- Development of core search engine optimization
- Responsible for planning and development of email campaigns, acquisition & transactional
- Partner with marketing for traffic driving goals such as performance marketing, search marketing, affiliate strategy
- Oversee all CRM strategies and planning
- Development of acquisition and retention programs for consumers in segments targeted by the company
- Develop and maintain customer loyalty programs3. Operations
- Oversees demand planning for SWL's Direct (analysis of historical performance, trending, and purchase order placement/manufacturing needs assessment for product sold via online and tele-sales). Coordination with Marketing, Manufacturing, and Sales is essential In conjunction with Corporate Analysts, provides reports on global sales, marketing, web metrics, and other ad hoc reports, as needed
- Assures price promotions are in line with brand objectives and retail partner practices
- Manage ongoing stability of all system interfaces, XML, EDI, and iDoc
- Responsible for delivery of accurate seasonal and monthly production forecasts
- Responsible for inventory management from receipt of production orders through distribution center allocation to consumer fulfillment
- Responsible for e-commerce channel financial accountability and delivery of financial data to SWL financial system of record
- Responsible for compilation and load of all product data to e-commerce platform4. Business Integration
- Collaborates with marketing for online marketing initiatives, sales plans and strategies; including: SEO, SEM, affiliate program, shopping feeds, banners
- Responsible for working with Marketing on the positioning, messaging and key selling points for the brand and will drive the messaging strategy with Marketing teams
- Participate as a strategic partner in the development of the company's long term plans
- Interface closely with IT, Peers, Creative Services, Finance and senior management on regular basis
- Coolaborates on Social Marketing strategy as related to acquisition
- Ensure brand experience and dealer support online globally
- Responsible for end to end operations of the channel, system, and infrastructure migration in alignment with SWL and parent company integration plansCOMPETENCIES:
- Visionary, goal setting and highly strategic
- Leader of the PeopleCoaching and Developing Others

Leading Change

Selling the Vision
- Business/ManagementBuilding Org Talent
Driving Execution
Establishing Strategic Direction
Global Acumen
- InterpersonalCompelling Communication
Cultivating Networks
Cultural Interpersonal Effectiveness
- Personal AttributesExecutive Disposition
Passion for Results

QUALIFICATIONS: (Education, Experience, Knowledge, Skills, and Abilities)
- Bachelor's degree in Marketing preferred or equivalent work experience in relevant field+
- MBA preferred
- 7+ years of progressive management experience in business, with 3-5 of those years in an internet operation required
- 5+ years' experience in a consumer sales organization required
- Excellent written and oral communication skills
- Proven ability to lead people and an organization through a major business transition
- Proven ability to create and implement business strategy
- Leadership experience and qualities that combine both drive and humility
- Ability and willingness to travel 4-6 times per yearSpecial Physical and/or Mental Requirements:
- 80% detailed computer work
- Ability and willingness to travel
- Long periods of sitting
- Primarily an office setting
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