The Ecommerce Manager is responsible for the brand P&L, growth strategy and brand identity, working cross functionally across the business to deliver continued growth in sales and profit. This role will oversee our award-winning portfolio of own brand Skincare consisting of Ameliorate, Mama Mio & Mio and will manage a strong team of Executives. This position will ideally suit someone in a similar role, or an Ecommerce Senior Assistant Merchandiser or Junior Merchandiser looking to apply their transferable skills to a different, exciting role.
Responsibilities:
Strategy Development:
- Working with the Head of Digital to plan, build and execute the brand strategy.
- Keeps up to date with industry/market trends and networking opportunities
- Identification and execution of best in class marketing activations and new marketing channels to drive new customers in an efficient manner whilst improving the retention and value of our existing customers.
- Promoting and embodying the brand identity and ensuring trading decisions align to this identity.
- Ensuring all key trading moments are well planned and executed with a 360 market activation plan, clearly phased targets by day, site, channel and brand that have been collaboratively produced with brand and merchandising functions and a clear awareness of any activity from last year has been considered.
- Driving continuous site improvements to maximise conversion and AOV and reduce bounce rate on site and reduce barriers to buying online
- Deliver best in class customer experience partnering closely with brand and editorial teams to brief and build engaging product pages that provide the customer with relevant information, advice and conversion opportunity.
- Support wider project to tech to create an immersive exposure onsite that support both education, brand identity and conversion.
Cross Team Collaboration:
- Collaborating with Brand and Marketing teams to plan and ensure execution of overall brand and NPD strategies.
- Driving the Ecom Team to proactively plan ahead with trading and offer activations giving full visibility of these activations to all other teams in the division.
- Collaborates with THG Retail team to review key brand activations and launches, plotting in marketing exposure to maximise each of these and build a strong JBP and brand budget from.
- Collaborates with Merch function to ensure budgets are reflective of stock position prior to each month and actively reviewing stock position throughout the month ensuring these considerations are taken into account before any incremental activity is pushed out.
- Delivery of the site campaign plan for the year collaborating with each marketing channel and brand to ensure a consistent campaign plan catered to each channel.
- Working closely with Brand team to actively drive forward planning of campaign schedule for the following year.
Reporting
- Regular reporting of brand performance from topline through to site, marketing channel, territory and sku/range specific performance and actively driving improvements in any underperforming areas.
- Setting KPIs targets and monitoring KPI performance across the site, included in reporting (including reporting owned by direct reports).
- Active collaboration with the data team to drive process improvements and identify new reporting that can drive growth
- Using analytics and our in-house reporting platform to gain a strong understanding of the customer journey to optimise sales, measure performance & define strategy
- Share insights on customer behaviour and trends across beauty functions to drive best practice behaviour and learnings
Team Development
- Builds and motivates an effective and competent team beneath them
- Gives clear guidance to team members ensuring quarterly objectives are set, monitored and continuous feedback is given to team to aid their development
- Develops skills of the team – identifies individual training needs as well as encourages effective teamwork, KPI setting and communicating clear goals/targets.
- Motivates team – gives recognition and praise, implementing incentives to drive performance within the team.
- Provides support to new team members – ensures a full induction is provided and support during the learning process
KPI’s
Responsibility for driving sustainable growth in site performance and marketing activations
- Sales and GP growth targets
- Improvement in AOF
- KPI target accuracy and performance vs target
- New & Returning Customer rates
Skills, Experience & Personal Attributes
- Experience in a similar role is essential, ideally working for an ecommerce brand / retailer in beauty or fast-fashion
- Highly organised, able to prioritise to hit key deadlines in an agile environment
- Pro-active and positive attitude
- Driven and goal orientated
- Working collaboratively across teams
- Strong commercial ability with knowledge of P&L management
- People management: Inspire and motivate a team to deliver a shared goal
- Prioritise, structure work & effectively manage time
- Excellent communicator – able to give clarity and set direction
- Awareness of the beauty industry
- Ability to form good working relationships with internal teams and external clients
- Critical thinker and problem-solving skills
- Project management skills
- Negotiation skills
- Initiative – able to think outside of the box