Senior Director of eCommerce

Heartland FPG•Carmel, IN

23h

About The Position

The Senior Director of eCommerce will create an online go-to-market strategy that helps Heartland prioritize actions and investments, build internal capability, and compete effectively in eCommerce. Experience in the food industry is required. Key deliverables include a competitive landscape assessment identifying effective ways to build eCommerce capability and compete in food and beverage, including organizational gaps; channel segmentation and decision points for Splenda and Java House; eCommerce playbooks for those brands with objectives, goals, strategies, and metrics (OGSM); and a 100-day plan outlining priorities and must-wins for a future Heartland eCommerce team lead. The role will establish organizational structure and planning for a Digital & eCommerce center of excellence, develop enterprise strategy and goals, integrate eCommerce into customer and brand planning, and build the people, data, measurement, operations, customer leadership, demand-generation, and revenue-management capabilities needed to grow online. The position will prioritize Amazon and omnichannel business before developing direct-to-consumer, while identifying appropriate partners and fulfillment capabilities and setting realistic expectations for early ROI.

Requirements

B.S./B.A. in Marketing, Business, or Information Technology.
Experience working in the food industry.
Experience leading the development of eCommerce best practices within an organization.
At least 10 years of experience working in or with digital/eCommerce.
Proficiency in business plan development and experience managing a P&L.
Experience in a pioneering role.
Comfort instilling eCommerce best practices within an organization.
Experience optimizing demand-generation tactics.
Ability to make recommendations on product positioning, pricing, and packaging while addressing cross-functional needs through an eCommerce lens.

Nice To Haves

MBA.
Digital/eCommerce experience with a CPG or retail company.
Experience working with Amazon and eCommerce e-tail.

Responsibilities

Assess the competitive landscape and identify strategies for building Heartland’s eCommerce capabilities and winning online in food and beverage, including organizational gaps.
Develop channel segmentation and identify where and how Splenda and Java House should compete online.
Create eCommerce playbooks for Splenda and Java House, including objectives, goals, strategies, and metrics (OGSM).
Develop a 100-day plan of priorities and must-wins for a future Heartland eCommerce team lead.
Create a Digital & eCommerce center of excellence and establish enterprise-wide decision authority, including P&L ownership.
Develop the strategic vision, plan, goals, and incentives for eCommerce.
Integrate the eCommerce team into annual planning for key customers and establish a top-down planning process for the overall strategy.
Build customer-by-customer plans that support overall goals and add eCommerce planning by brand.
Develop people, data, and measurement capabilities, including defining new KPIs for online activity.
Train the sales force on online essentials and consider reverse mentoring to support organizational learning.
Identify appropriate partners and manage expectations around the timing of ROI.
Test and learn with new products online and ensure innovation is designed to succeed across online environments, including through-the-mail offers.
Evaluate dedicated fulfillment locations and third-party networks, and ensure third-party supply chain expertise can own the end-to-end online channel.
Organize customer efforts around Amazon, other pure plays, and omnichannel accounts, prioritizing Amazon and omnichannel initially.
Define the eCommerce shopper target, such as B2B versus B2C, and clarify eCommerce’s role in relation to brick-and-mortar customers.
Prioritize Amazon and dot-com business before building direct-to-consumer, invest in online shopping insights, and test across platforms to share category-specific learning with brick-and-mortar customers.
Bring perspectives on online activity to joint business planning (JBP) meetings.
Prioritize search, develop platform content aligned with the online strategy, and create a social strategy tied to consumer and shopper goals.
Invest in direct-response optimization and create an online ecosystem with no dead ends, making each touchpoint a conversion opportunity.
Develop distinct online items for B2B and B2C to manage channel conflict and pricing.
Allow for more competitive offers by relaxing margin requirements during early business development.
Assign eCommerce responsibility for monitoring prices and actively flagging MAP violations.