The Director, Digital & eBusiness leads a team responsible for our digital brand presence including social media (brand engagement), digital marketing, SEO, SEM, web content and eCommerce (both third party and direct-to-consumer). As a subject matter expert in the complex digital experiences landscape, the Director must have a firm grasp on emerging digital and eCommerce trends, creative mind, provide thought leadership across the business, and possess a deep passion for both learning and teaching.
This is a family-owned company. There are no 18 layers of required approvals and three-month decision-making timeline. The candidate who thrives on thinking differently, dreaming big, entrepreneurial, constantly taking risks, able to pivot, and enjoys rolling up the sleeves in a supportive and collaborative environment would excel and be loved here.
1. Website Management
Manage the .com tech stacks, including Wordpress CMS and third-party integrations (e.g. Reviews, Storefinder, etc.).
Collaborate with web analyst to use site performance data to recommend site enhancements.
Develop technical requirements for site enhancements and add-ons.
Usher web projects through the entire project lifecycle working with internal and external partners.
Manage project timelines, budget, and agency scope of work.
Work with Creative and Content Team to constantly develop and offer new content on website(s) to engage audience and consumers and to maximize SEO to our website(s).
Manage and inspire all external teams and agencies.
Accelerate growth in 3P eCommerce channel across North America
Serve as the primary point of engagement and strategic partner to the marketing and sales organization for direct-to-consumer and eCommerce businesses.
Be an effective liaison between direct-to-consumer and e-comm business and technology teams and external partners.
Create overall 3P strategy and maintain account segmentation / prioritization matrix.
Manage and optimize the Nature’s Path 3P playbook.
Attend 3P eCommerce customer meetings as needed.
Lead Direct-to-Consumer (D2C) as it stands today, and develop a vision for how to exploit this nascent channel for future growth opportunities.
Partner with sales organization & World Pantry to maximize sales through naturespath.com
Partner with marketing colleagues to understand business goals and recommend eCommerce solutions designed to support those goals.
Develop future vision for D2C to leverage technology as a source of consumer insight as a source of competitive advantage for Nature’s Path.
Remain abreast of new technologies and trends in the eCommerce retail space, incorporate into recommendations for site enhancements.
Lead development of eCommerce roadmap in collaboration with sales and provide strategic guidance on tools needed to execute against it.
Develop CRM plan and strategy.
3. Digital Media Effectiveness and Excellence
Google Analytics / Tag Manager
Regularly report on campaigns, vendors, and quarterly insights, and contribute with recommendations based on performance.
Work with first party data and pixels to ensure proper use and implementation.
Measure and report on the performance of all email marketing campaigns, including advising on how to improve results.
Provide analysis on current targeting tactics and develop opportunities and understand consumer behaviour.
4. Provide business technology and digital thought leadership
Understand the current direct-to-consumer and e-comm technology landscape and evangelize, leverage, exploit those technologies to support our brand’s strategic needs.
Collaborate with technology capability enablers, product owners and project managers on initiatives in alignment with business strategic needs.
Be a trusted advisor with our brand leadership teams in order to provide end-to-end direct-to-consumer and e-comm technology consultation.
Negotiate and articulate a unified strategic technology roadmap, including vetting alternatives that balance business objectives, cost, risks, and other factors.
5. Oversee social media & digital marketing teams & key initiatives
- The description above represents the most significant essential duties of the job but does not exclude others.
Digital retail experience, specifically in content management, product photography, site merchandising and team leadership.
Knowledge of best practices in all areas of eCommerce including customer experience, catalogue management, product merchandising, Google analytics, search and guided navigation, SEO and personalization.
Build strong internal working relationships at all management levels.
Ability to easily determine what is boring vanilla content and what is great content.
A track record for results that add tremendous value and driving growth.
Manage and grew social media communities and engagement.
Led teams and developed others to be great marketers and kind human beings.
Bachelor's degree or better in Marketing or related field