Senior Director Ecommerce

Purpose

The Bumble Bee Seafood Company is looking for an experienced E-Commerce expert to lead and elevate our sales and marketing performance in a digital world. This person will be responsible for effectively establishing our digital shelf and bringing our brand strategies to life across E-Commerce environments (pureplay, omnichannel, marketplace, social commerce, and DTC) to capture our fair share of commerce in the channel. This position will collaborate horizontally and vertically across the organization to deliver a best-in-class omni-channel experience to sustain the accelerated growth of our digital business.  We are looking for an individual who has successfully led CPG E-Commerce marketplace transformations and is able to make an immediate impact across our portfolio of brands. They will have experience and expertise leveraging content and media to build brands and drive sales across multiple E-Commerce environments. They must be a strategic leader and doer, capable of effectively collaborating with brand marketing and sales to simultaneously grow brand health and revenue. S/he will be an adaptable, analytical, scrappy problem solver capable of finding creative solutions to maximize ROI.

ESSENTIAL DUTIES

STRATEGY: Responsible for the strategy and roll out of digital marketplace roadmaps for Pure Play, Omnichannel, and Marketplace in full partnership with Brand Marketing and Sales.

• Develop and execute short / long-term strategy to capture fair share of the E-Commerce channel.
• Develop a business case to justify and prioritize resources needed to win within the channel and key customers.
• Sync E-Commerce strategy with Brand and Sales strategy to ensure a seamless consumer journey with our brands / products across consumer touchpoints.
• Develop Bumble Bee’s omnichannel “playbook” in partnership with Sales team
• Contribute to brand team annual and long-term strategy planning process.

PRODUCT & DISTRIBUTION: Collaborate with Marketing & Supply Chain to establish an optimal E-Commerce product and packaging portfolio to maximize revenue, profit and consumer reach.

• Ensure timely, accurate, and consistent product content syndication across all E-Commerce platforms – Syndigo, Product Information Management, Digital Asset Management, Content Management, etc.
• Evaluate and optimize current product portfolio sold across current E-Commerce platforms.
• Collaborate with Brand Marketing on innovation / new product development initiatives for the channel.
• Identify and secure new customer / distribution opportunities.

PROMOTION: harmonize funding budgets (trade, consumer / shopper, and digital customer marketing) to maximize total return in E-Commerce environment.

• Collaborate with Brand Marketing across aspects of digital content including: Owned digital channels (website eCommerce / product locator), Social Media/Social Commerce, and cross-channel content mapping.
• Identify, recommend, and execute E-Commerce media strategy across platforms (AMS, specific retailer media groups, Instacart, Mindshare, etc.).
• Allocate, execute, and maximize / measure ROI / ROAS on Digital Customer Marketing Budget.
• Consult with Brand Marketing to help develop and execute customer specific digital shopper marketing programs.
• Define and report on KPI’s of the effectiveness of content and media tactic

PARTNERSHIPS: be the company E-Commerce subject matter expert, establishing internal and external partnerships to build and execute E-Commerce strategy.

• Internal: fully integrate with Brand management and Sales; establish effective working relationships across multiple cross functional teams (IT, finance, supply chain, etc.).
• Collaborate with Brand Management and Sales to develop and optimize shopper marketing objectives and strategies.
• External: forge strategic partnerships with key digital players including (but not limited to) agency partners, retail media groups, key customer marketing teams, broker E-Commerce teams, and others to co-develop winning business plans.
• Business ownership for key eCommerce customers.
• Promote digital vision, standards and guidelines for eCommerce and technology platforms across the business, retailers, distributors, industry and solution partners.

BUDGET & PERFORMANCE:  contribute to setting, managing, and achieving budgeted targets including:

• Achieving company EBITDA and Cash Flow Goals
• Achieving channel volume, sales, share, and margin targets.
• Achieving brand health / engagement goals.

MEASUREMENT & INSIGHTS: employ “test and learn” mindsight to progress toward vision of being a best-in-class brand in E-Commerce.

• Understand e-commerce consumer and segmentation.
• Explore opportunities to enable an impactful Direct to Consumer experience on our owned websites.
• Establish channel measurement framework and expertise to regularly share back to the business.

Qualifications and Skills Desired

• 5+ years’ experience, building and leading online, direct to consumer, multi-CPG brands
• Bachelor’s degree in marketing or related business field, MBA preferred
• Exhibited leadership experience in digital marketing and E-commerce
• Demonstrated high level strategic thinking, expertly executing daily business management
• Highly adept and capable of building and maintaining trusting partnerships and relationships across business unit leaders as well as with the company’s external consumer, wholesale, and cross-functional partners
• Strong track record of leadership and the ability to attract, develop and retain world class talent
• Capability to direct website technical structure, design & aesthetics, content, navigation, information architecture and functionality efforts
• Knowledge of online marketing best practices that result in customer/client acquisition, retention, loyalty and growth
• Proven experience as a leader who can properly influence people, process, and technology in a manner that enriches the company’s overall performance
• Deep understanding of CPG, food & beverage, Amazon marketplace dynamics, eCommerce arms of traditional brick and mortar retailers (Walmart.com, Kroger.com, Target.com etc.) as well as owned DTC and subscription channels
• Proven experience in P&L management and driving profitable, sustainable growth for an eCommerce business
• Experience forecasting and reporting eCommerce KPIs such as revenue, margin, inventories, traffic, conversion, AOV, LTV, CAC, etc.
• Advanced executive presentation skills with PowerPoint and financial modeling in Excel