BRAND ECOMMERCE DIRECTOR
La Jolla Group is a worldwide leader in the action sports apparel business segment with a fast paced, high energy environment that is continually on the move. With prominent brands such as O’Neill, Spiritual Gangster, PSD Underwear and Hang Ten, La Jolla Group has proved to be a builder of great brands, a creator of innovative products, and a master of operational excellence.
At La Jolla Group, eCommerce is a shared-services division, consolidating strategic direction, operations, digital marketing, development, buying and merchandising, planning, customer service, and photo studio into a single department to help all brand groups within the organization scale quickly and effectively, offering enterprise-level solutions to complex digital challenges. As the Brand eCommerce Director, you will serve as the connector between the shared-services division and the brand group, leveraging the combined expertise within shared-services to meet the digital direct-to-consumer goals of the brand. You will be responsible for driving direct-to-consumer business growth, improving the customer journey and overseeing digital marketing programs, as well as successfully managing internal staff and third-party vendors, collaborating with the shared-services team, cross-functional partners across the organization, and building long-term strategies for sustainable growth, brand health, and customer experience with eCommerce leadership.
Major Responsibilities include but are not limited to:
You will own the brand’s full ecommerce P&L responsibilities including revenue plan, gross profit and net income target responsibilities that align with company objectives, and will manage spend to maintain efficient ROAS in performance marketing programs while maintaining a full-funnel strategy from brand awareness through retention and affinity.
You will work with eCommerce leadership to set KPIs for business performance, site performance as well as customer acquisition and brand awareness. You will work with the brand team and shared-services division to manage scoreboard and reporting on KPI metrics to create and present performance reports, outlining revenue, consumer behavior, acquisition, channel performance and site analytics for brand management and leadership teams. You will make performance-based decisions and recommendations to further improve the ecommerce business.
Collaborate with shared-services division to improve user-experience and customer journey with a mobile-first approach. Identify MarTech updates that continue to optimize performance, and oversee CRO efforts. Maintain KPIs for general site performance and make suggestions for improvement.
Manage CRM efforts to maximize LTV of existing customers as well as acquisition efforts. Create and manage customer cohorts and manage the direct marketing events for each, including implementation of personalization techniques.
Collaborate with Buying, M&D, Marketing, and Planning teams to identify seasonal campaign pushes based on availability and investment, and key marketing stories aligned with the GTM calendar. Collaborate with Planning and Buying teams to manage inventory allocation per season according to revenue forecasting and seasonal campaigns.
Oversee the direct daily website merchandising, CRO testing and organic traffic drivers (SEO).
Collaborate with marketing, buying and shared-services eCommerce division to maintain digital content calendar. Implement strategic content updates to site, oversee seasonal product merchandising, and ensure assets and messaging are cohesive with other channels.
Create and implement campaigns to acquire new customers and grow brand awareness, site traffic and social media followers.
Collaborate with shared-services performance marketing team to create and deploy channel based direct to consumer marketing tactics including but not limited to search/SEO, email, social media, and online advertising to support seasonal campaigns.
Collaborate with Brand marketing and eCommerce leadership to strategize and facilitate content creation and deployment.
Work with eCommerce Leadership to conduct ongoing 360-degree audits of the customer journey, ensuring a real-time feedback with consumers as well as improving every touch point from website through purchase through fulfillment is best in class.
Work with shared-services division and cross-functional partners to research and implement new technologies and applications to improve customer experience and channel efficiency.