Director of Ecommerce, eyebobs & AO Eyewear

Published: 6/14/2022

Technology

Job Description

The Director of Ecommerce will develop and execute the ecommerce strategy for both of Europa Eyewear’s consumer brands, eyebobs (eyebobs.com) and AO Eyewear (aoeyewear.com), to drive sales growth, enhance the customer experience, strengthen each brand’s digital footprint, and grow customer lifetime value (LTV). This individual will lead a team and work collaboratively across departments to optimize revenue, online merchandising, performance marketing, and technology initiatives for two distinct brands. In partnership with the VP of Marketing, the Director of Ecommerce will own sales forecasts for the DTC and Amazon channels of both brands, develop user experience and technology roadmaps, and lead the CRM function across both businesses. This partner will also direct outside agency partners for paid media/AEO/SEO, website development, CRM, and Amazon 3P management.

Strategy and Execution

Lead the ecommerce strategy, platforms, partners, and execution for both eyebobs and AO Eyewear to deliver sales objectives, developing a distinct plan for each brand that reflects its own customer, positioning, and growth stage.
Identify and capture shared efficiencies across the two businesses (technology stack, agencies, tools, processes, and reporting) without diluting either brand’s identity.
Develop onsite experiences that engage customers and increase conversion on eyebobs.com and aoeyewear.com.
Own revenue performance and business forecasting for the DTC and Amazon channels of both brands, including tentpole marketing events and new product launches, in partnership with the product, brand marketing, and creative services teams.
Deploy strategic thinking backed by thorough analysis and best practices to build a top-tier ecommerce funnel and brand experience across every stage of the customer lifecycle.
Partner with the VP of Marketing to provide ecommerce inputs to the marketing calendar for each brand, aligned with and complementary to the retail and wholesale calendars. Lead the team in executing the resulting ecommerce tactics.
Leverage external agency partners to execute, while identifying the right time to bring roles in-house as the DTC business within Europa Eyewear grows.
Lead, coach, upskill, review, and mentor direct reports.
Be customer obsessed; drive loyalty and retention across both customer bases.
Stay current on industry trends, ecommerce best practices, and emerging technologies to drive innovation and maintain a competitive edge.

Website and Digital Experience

Own the enhancement and optimization of the eyebobs.com and aoeyewear.com experiences: improve existing features, introduce new functionality, and keep both sites aligned with industry standards and best practices.
Own site functionality, navigation, taxonomy, search, and product merchandising for both sites.
Develop and maintain user experience and technology roadmaps for both brands, prioritizing initiatives across the two sites based on revenue impact and resources.
Manage website initiatives spanning platform, add-on, and feature/function maintenance, upgrades, and legal site requirements.
Identify opportunities for site improvement and optimization and build plans for implementation.
Lead direct reports and agencies responsible for:
- Site monitoring, category navigation, content accuracy, and customer reviews
- Execution of all website product launches and updates for the product and marketing teams
- Regular competitive analysis and site refreshes as appropriate

Amazon Marketplace

Own Amazon strategy and performance for both brands, including catalog and listing quality, content, advertising, pricing, and inventory coordination, primarily in partnership with outsource agency.
Ensure brand presentation on Amazon is consistent with each brand’s DTC experience and protects pricing integrity across channels.

CRM, Retention, and Customer Lifetime Value

Lead the CRM function for both brands, including email, SMS, and loyalty programs, with a focus on retention and lifetime value.
Monitor and analyze the customer lifecycle for each brand and build strategies to grow repeat purchase and LTV.
Evaluate cross-brand opportunities where they serve the customer, while respecting each brand’s distinct audience.

Metrics and Financial Analysis

Drive scale sustainably within the company budget, finding creative ways to maximize and optimize spend while testing new initiatives.
Manage data analytics for weekly, monthly, quarterly, and annual reporting by brand and channel, and use insights to identify opportunities to improve performance.
Deliver weekly, monthly, and quarterly reports and scorecards that keep leadership informed of KPIs, the effectiveness of investments, and overall ecommerce revenue performance for each brand.
Make data-driven decisions to proactively manage budget based on performance and contribution to overall business and brand goals.
Forecast and track budget expenditures, ensuring alignment with KPI targets.

Cross-Functional Collaboration

Work closely with other teams to ensure the right assortment and inventory for each brand’s DTC and Amazon channels.
Partner with Product on demand forecasting and ecommerce pricing strategy for both brands.
Partner with the brand marketing and creative teams to deliver compelling campaigns and content across all channels.
Seek out ways to optimize and automate tasks in cross-functional partnership, leveraging AI-based internal and external tools.

Experience

Bachelor’s degree in Marketing, Advertising, Digital Business, or a related field
7 or more years of ecommerce experience
3 or more years of leadership/management experience
Experience managing ecommerce for multiple brands or storefronts

Preferred Qualifications

Advanced competency in Shopify Plus, Google Analytics 4, Amazon Marketplace (Seller Central / Vendor Central), NetSuite, Claude, and Microsoft Office
Experience in eyewear, accessories, or adjacent consumer categories
Proven ability to make presentations to leadership and stakeholders