Vice President, eCommerce and CRM
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About The Position
On Location is seeking a Vice President, Ecommerce & CRM to play a pivotal role in leading the e-commerce/direct to consumer strategy. The VP, Ecommerce & CRM will be responsible for driving online revenue by understanding the profile and motivations of online buyers. This role requires collaboration across various teams including Product, Ticketing, Marketing, Guest Services, and Technology to optimize the eCommerce and CRM channels, ultimately aiming to grow consumer engagement and revenue. Reporting to the EVP/GM, On Location, the VP will manage a team of high-performing ecommerce, platform, and CRM marketers. The responsibilities of the VP include developing and executing a comprehensive e-commerce and direct to consumer CRM strategy that aligns with the overall objectives of each event business line. This involves collaborating with key stakeholders to identify business opportunities, market trends, and competitive insights, as well as conducting research to map target audiences with appropriate products. The VP will also build and lead a high-performing e-commerce team, fostering a culture of innovation, collaboration, and excellence while providing guidance and support to team members to ensure successful implementation of strategic initiatives. In terms of e-commerce and CRM operations, the VP will oversee the end-to-end e-commerce strategy and plan, which includes website management, product listings, inventory management, and order fulfillment. They will optimize the user journey from prospect to buyer to post-event advocate and implement best practices for user experience, conversion optimization, and customer satisfaction. Staying abreast of emerging technologies is crucial, as the VP will collaborate with Technology teams to enhance the e-commerce platform's functionality and performance, as well as manage relationships with external vendors and agencies. Marketing and promotion are also key components of this role, where the VP will work with the marketing team to create and execute effective digital marketing campaigns aimed at driving traffic, increasing conversion rates, and boosting sales. They will set and achieve revenue targets through ticket sales and other e-commerce offerings, exploring partnerships with relevant brands and sponsors to maximize revenue opportunities. Enhancing the overall customer experience is essential, and the VP will collaborate with the Guest Services team to ensure a user-friendly interface and personalized engagement. Analytics and reporting will play a significant role in this position, as the VP will establish key performance indicators (KPIs) and regularly analyze data to evaluate the success of e-commerce initiatives. They will generate reports and insights to inform strategic decisions and continuous improvement, conducting post-event analysis to identify areas for improvement and gather insights for future events.
