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eCommerce Specialist


Summary: The primary focus of this role is to drive e-commerce through website and landing page performance.  This role is responsible for day-to-day management of the website including strategy, user experience, creative execution, tech requirements, quality assurance follow-through and post-launch follow-up.

Essential Responsibilities:

  1. Monitor and analyze website KPIs to understand performance and optimize
  2. Map the purchase funnel by traffic source and remove friction for better conversion
  3. Own testing & optimization roadmap, implementing and analyzing AB and multivariate tests
  4. Manage website content calendar and ensure flawless execution of ads
  5. Drive UX initiatives to remove friction across desktop and mobile devices
  6. Drive an effective site search experience, partnering with merchandising and other internal SMEs to simplify our catalog and shopping experience
  7. Monitor eCommerce competitors to understand market forces and inform website strategy/UX
  8. Manage taxonomy, filters, navigation and other category aspects of desktop and mobile web experience
  9. Research, analyze and execute strategies and tactics to increase online order start and completion rates, concluding the path on new customer acquisition and retention initiatives like subscription
  10. Implement initiatives to grow average order value and expand basket through cross sell / upsell
  11. Test and evaluate promotions, offers, shipping, and other options on the site
  12. Drive plans and execution of high visibility site content (e.g. homepage sliders)
  13. Own and improve comparative interrupter triggers, rules and copy as well as uses of chat to facilitate decision-making and service
  14. Partner with SEO peer to drive brand and non-brand organic search performance, plus new link building initiatives to gain inbound traffic from high quality sources
  15. Support tracking and attribution to paid/earned sources (digital, email, catalog, partnerships)
  16. Lead ongoing tagging efforts, refine as business needs and capabilities evolve
  17. Oversee landing page development and optimization for digital campaigns and in response to site behavior or brand initiatives
  18. Create and maintain available landing pages for marketing channel use
  19. Manage web content through a CMS and promo engine, and leverage PIM data to manage product recommendations
  20. Work closely with IT to manage the development roadmap and prioritize work
  21. Plan and implement loyalty initiatives to help retain customers
  22. Maintain a positive and professional working relationship with peers, management, and support resources, with a constant commitment to teamwork and exemplary customer service.
  23. Conducts self in the presence of customers and community so as to present a professional image of the company.

Marginal Duties:

  1. With IT, shared accountability for components of the e-commerce experience on the brand website including search, checkout, category and product detail pages, chat, etc.
  2. Work with IT daily on development priorities, including providing business requirements, active prioritization, facilitating UAT, and collaborating on the features roadmap
  3. With IT, assume shared ownership of website initiatives; create and deliver progress reports
  4. Facilitate creation of new wireframes and screen designs for ongoing development work
  5. Partner with merchandising team to understand site impacts of new and out of stock product
  6. Clearly articulate plans, tactics, and performance to all stakeholders; conduct regular website planning meetings with key colleagues and obtain approvals from decision makers
  7. Partner closely with product teams to ensure inventory and demand planning aligns with plans
  8. Partner with sales forecasting to estimate revenue, organize ad hoc initiatives to achieve goals
  9. Partner with digital marketing to drive online sales demand and develop a seamless transition from research and consideration to purchase
  10. Coordinate with marketing team peers to understand promotions, paid and earned initiatives that may affect website traffic mix and prepare or evaluate nuances accordingly
  11. Work with cross functional teams to build out customer account area, integrate loyalty program
  12. Define, manage and evolve website maintenance and governance processes as needs grow
  13. Work with cross-functional stakeholders to understand features and functionality required (e.g. gift cards, wish lists, etc.) and collaborate with IT on tools to implement

Competencies Required:

  • Experience creating, analyzing and delivering sales funnel performance reports
  • Experience leading annual sales planning, forecasting, and competitive benchmarking
  • Ability to build and track to a budget, forecast expenses
  • Ability to forecast ROI from activities and show impact
  • Ability to create a strategy and follow through to execution
  • High technical acumen, ability to use digital tools to accelerate work

Supervisory Responsibilities: This position has no supervisory responsibilities, but may direct the work of others (people/agencies) and be responsible for the direction of and the coordination and evaluation of these units.

Education and Experience Required: Bachelor’s degree Business, Marketing, or other quantitative discipline and 2-5 years’ experience in professional marketing environment, ideally with digital marketing or website Or; an equivalent combination of education and experience sufficient to successfully perform the essential responsibilities and duties of the job as listed above.

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