Senior Director of eCommerce

SCOPE

The primary focus of the Senior Director of eCommerce will be to create an online go-to-market strategy that enables Heartland to prioritize actions & investments to build internal capability and effectively compete in this channel. Experience working in the food industry is required.

Key deliverables include:

Landscape assessment, based on competitive bench-marking, to distill most effective strategies for building internal eCommerce capability and winning online in food & beverage -including gapping for Heartland organization

Channel segmentation, surfacing key decision nodes for where to play within online environment for Splenda & Java House

eCommerce channel playbook for Splenda & Java House, including recommended objectives, goals, strategies & metrics (OGSM)

100-day plan for future Heartland eCommerce team lead, outlining key priorities / must-wins

KEY RESPONSIBILITIES:

Organizational Structure and Planning:

Create Digital & eCommerce COE

Authority to make enterprise wide decisions (e.g., P&L ownership)

Create a strategic vision, plan and goals

Create incentives to meet goals

Ensure eCommerce team is integrated into annual planning for all key customers

Establish top-down planning process for overall eCommerce strategy

Build customer-by-customer plans to ladder up to overall goals

Add planning step to build eCommerce plans by brand

People, Data and Measurement

eCommerce lead experience: worked with Amazon, managed cross-functional team, designed/launched website, integration of legacy systems online

eCommerce lead to train sales force on must-haves online

Consider reverse mentoring program to create learning organization

Identify right set of partners

Temper expectations of immediate ROI realization

Define new KPIs for online activity

Operations and Supply Chain:

Test & learn new products online

Ensure eCommerce lead designs innovation to succeed in all online environments (e.g., through the mail)

Consider dedicated fulfillment location for online orders

Re-visit 3rd party network to support evolving fulfillment needs

Ensure 3rd party supply chain expert is able to own end to end online mode

Customer Leadership:

Organize efforts around Amazon ecosystem, other pure plays, and omni-channel accounts

Now: Prioritize Amazon & Omni-channel

Define shopper target of eCommerce (e.g., B2B vs. B2C)

Define role of eCommerce in relation to B&M customers

Prioritize Amazon & dot com business before building DTC

Invest in insights for how categories are shopped online

Test & learn across online platforms to share category-specific learning with B&M customers

Bring perspective on all online activity to JBP meetings

Demand Generation

Prioritize search

Build content for key platforms, linked to overall online strategy

Develop social strategy that links to defined consumer/shopper goals

Invest in optimizing direct response

Create online ecosystem with "no dead ends"

Make every touch point a conversion opportunity

Strategic Revenue Management:

Build unique items for B2B and B2C businesses online to control channel conflict and manage pricing issues

Relax margin requirements in early stages of building business to allow for more competitive offer

Establish responsibility of eCommerce team member to monitor pricing

Actively flag MAP violations

QUALIFICATIONS

B.S./B.A /Marketing, Business or Information Technology, MBA preferred

Must have experience working within the food industry

Experience leading development of eCommerce best practices within an organization

10+ years of experience working in or with digital/e-commerce, preferably with a CPG or retail company

Must have business plan development proficiency and experience managing a P&L

Ideally experience working with Amazon and eCommerce e-tail experience.(External)

Prior experience in pioneering role

Comfortable instilling eCommerce best practices within an organization

Experience optimizing demand generation tactics

Ability to make recommendations on product positioning/pricing/packaging (e.g., touch cross-functional needs through eCommerce lens)