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 and 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 of 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, including 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 implement solutions that enhance the e-commerce platform's functionality and performance, collaborating with Technology teams to provide input and recommendations into the website and online user experience. Marketing and promotion are also key aspects of this role, as the VP will collaborate with the marketing team to create and execute effective digital marketing campaigns aimed at driving traffic, increasing conversion rates, and boosting sales. They will develop and implement promotional strategies to capitalize on the unique aspects of each event, set and achieve revenue targets through ticket sales and other e-commerce offerings, and explore partnerships with relevant brands and sponsors to maximize revenue opportunities. The VP will work closely with the Guest Services team to enhance the overall customer experience, ensuring a user-friendly interface, personalized engagement, and timely customer support. They will implement data-driven approaches to analyze customer behavior and preferences, optimizing the platform accordingly. Establishing key performance indicators (KPIs) and regularly analyzing data to evaluate the success of e-commerce initiatives will be essential, along with generating reports and insights to inform strategic decisions and continuous improvement. Conducting post-event analysis to evaluate the success of e-commerce initiatives and identify areas for improvement will also be part of the role.
