Job Description Director, Omnichannel Experience and Ecommerce

JOB DESCRIPTION DIRECTOR, OMNICHANNEL EXPERIENCE AND ECOMMERCE

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In this document, the masculine gender is used throughout as representative of both genders, without any intent to discriminate for the sole purpose of making the text easier to read.

ABOUT OUR CLIENT

Our client, Pelican International, is proud to be considered one of Canada’s Best Managed Companies. Pelican is the world leader in the design and manufacture of kayaks, canoes, pedal boats and fishing boats. For over 50 years, it has leveraged the mastery of thermoforming to deliver durable and quality products. A commitment to innovation, investment in state-of-the-art technology and rigorous quality control standards are the cornerstones of their business philosophy. Their guiding principle is simple and enduring: to bring quality products to all outdoor enthusiasts.

With over 600 employees in their three facilities located in Laval, Salaberry-de-Valleyfield and South Carolina, Pelican International promotes safety, empowerment and growth within its culture.

SUMMARY DESCRIPTION

Reporting to the SVP Sales & Marketing, the Director, Omnichannel experience and eCommerce will lead the overall vision and roadmap of omnichannel and eCommerce strategies by studying economic indicators, tracking changes in supply and demand, identifying customers and their current and future needs, monitoring the competition to deploy the best in class customer experience.

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ROLE AND RESPONSI BILITIES

A - STRATEGY • Develop an eCommerce strategy and ensure that all projects support the brand strategy and contribute to eCommerce growth; • Research industry trends, seeking opportunities to bridge gaps in eCommerce business objectives to drive business forward; • Responsible for customer segmentation, online marketing, omnichannel user experience, value proposition development in collaboration with the Product Management, Sales and Operations teams; • Coach and manage a high-performing team across consumer experience, digital marketing and eCommerce operations functions. Provide the team with leadership and direction on all online aspects and effectively manage digital projects and vendors.

B - P&L MANAGEMENT

• Oversee budget for key digital marketing initiatives to maximize opportunities and ROI; • Manage eCommerce sales calendar and forecasting; • Support the Senior Vice President, Global Sales and Marketing by providing analysis of established analytics framework, key business metrics and site/webstore performance; • Calculate ROI for each digital marketing initiative and make recommendations based on results to increase sales, opt-ins, Average Order Size (AOS), Average Unit Sale (AUS), and repeat purchases; • Communicate reporting and analysis to key stakeholders to share pertinent leanings.

C - ONSITE MARKETING & PROMOTIONS

• Develop and oversee the effective planning and execution of content across the websites and online marketing campaigns to ensure efficiency, accuracy and timeliness of all web content publishing and alignment with traditional marketing efforts;

• Promote and execute best online user experience methodologies that drive engagement and conversion;

• Promote and execute quality assurance testing in order to minimize customer service issues and time to market; • Work closely with Product Management, Sales and Operations teams to optimize offline marketing initiatives and partner relationships in order to drive online awareness and increase opt-ins and revenue;

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• Partner with the supply chain’s Digital Fulfillment and Logistics Department to maintain appropriate sell-through and inventory of items and forecasting of new product launches.

D - RETENTION & ACQUISITION MARKETING

• Act as the voice of customers and the champion of all global acquisition and retention strategies related to achieving the omnichannel customer targets, in order to win digitally engaged, loyal shoppers as well as acquiring new highly valuable customers;

• Ensure the online marketing strategy supports the overall .com and brand strategy; • Oversee email marketing and acquisition marketing programs and communication strategy;

• Responsible for high-performing digital programs across all channels: web, email, social media, SEM, SEO, CRM, Affiliate, and remessaging programs; • Develop new acquisition programs to drive awareness and engagement and bring new customers to .com; • Forecast and deliver on volume, costs, and revenue targets for all acquisition programs.

E - MARKETPLACE & ONLINE RETAILERS

• Oversee all marketplaces and retailer .com business and relationships where all products are sold; • Develop strategy to drive sales on marketplaces and online retailers and marketing programs to support the online and brand strategy; • Manage co-branded digital marketing programs with partners to ensure optimal online brand exposure for best consumer interaction and engagement.

PROFESSIONAL QUALIFICATIONS

• 10+ years of experience in online merchandising, database, direct and online marketing; • 10+ years of experience in business development, implementation and management of eCommerce channels; • Experience in both the operational and strategic aspects of eCommerce management and how to transform integrate a B2C into a B2B culture; • Leadership and team management skills for building and managing a cohesive, high-performing team and overcome challenges while maintaining good relationships;

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• Strong strategy and planning, budget and P&L management, merchandising and marketing, and vendor selection and management skills; • Strong technical background with advanced knowledge of multiple components, applications and tools in support of an omnichannel customer experience: Magento, web referencing, development of social media channels and best online marketing practices; • Proven experience in managing major Internet projects (including website redesign or upgrade) and in implementing initiatives to increase conversion, as well as shopping and customer support satisfaction; • Full understanding of the customer contact process, the conversion process, and all the values associated with customer acquisition and long-term customer retention; • Experience in retail eCommerce, as well as increasing online sales; • Demonstrated experience in marketing, search engine marketing and search engine optimization; • Experience in eCommerce payment gateways, order management, CRM and BI; • Excellent written and verbal communication and presentation skills in both French and English.

PERSONAL SKILLS

• Excellent planning, organization, direction and control skills; • Proven entrepreneurial skills; • Strong analytical and problem-solving skills; • Creative and action oriented; • Self-driven and results oriented; • Strong project management skills; • Ability to influence and persuade; • Autonomous, motivated and a positive attitude; • Strong leadership and team spirit; • Ability to maintain excellent interpersonal relationships.

EDUCATION

• University degree in Business, Commerce or a related field.

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INFORMATION

Should you require any further information, please contact us:

Philippe Burton ▪ Partner Florence Simoni ▪ Business Analyst

Leaders International. Leaders International. CIBC Tower, 1155 Rene-Levesque Blvd. West CIBC Tower, 1155 Rene-Levesque Blvd. West Suite 2500, Montreal, Quebec H3B 2K4 Suite 2500, Montreal, Quebec H3B 2K4 Telephone: 514 290-6855 Telephone: 514 349-6071 [email protected] [email protected]

Leaders International specializes in the recruitment of Board of Directors, leadership succession and executive level positions. Our global network, Penrhyn International, is a world leader in the executive recruitment industry, with more than 47 offices in over 25 countries on 5 continents.

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