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Director, Ecommerce (Multi-brand) – Hybrid – Toronto, Canada
Brand: Estée Lauder Companies
Description
Oversee all of the Canada Affiliates E/M-commerce strategies and activities to drive online expansion, while meeting sales and profitability targets. Responsibilities include P&L management; analytics; partner management; site operations and maintenance; and overall project prioritization and management. The Director of Ecommerce will ensure that all E/M-commerce initiatives align to the overall Canada Affiliate Business strategies. This role will establish and develop an evolutionary roadmap that will define how to best go to market and win in the digital space, through maximizing new technologies, existing programs and learnings, partnering and collaborating closely with NA Online teams and Brand counterparts. Build and direct a cohesive team of Ecommerce resources, managing development and succession planning.
Responsibilities i nclude:
• Works with Executive Director, Ecommerce of Canada, SVP NA Ecommerce and the General Manager of the Canada Affiliate to identify strategic opportunities and develop regional roadmap for online expansion and distribution, including direct-to-consumer channels, retail partners, and third party platforms.
• Maintains and facilitates clear communication plans with major stakeholders across NA Online, KAMOS and the Canada Affiliate teams, including Brand and Corporate Functions (i.e. Site Production, Operations, Customer Service, Omni channel), to ensure alignment and awareness of e/m-commerce activities and Omni channel initiatives.
• Responsible for online revenue growth in Canada. Works with Affiliate teams and Brands to determine online long range strategy and sales forecasting, in order to meet overall corporate objectives, sales and profitability targets year over year. Review and assess sales trends and progress vs. objectives on a monthly basis.
• Work closely with the Canada Affiliate, NA Online teams, Consumer Insights & Engagement, Social Media to align all offline/digital/influencer/social/CRM activities with e-commerce initiatives for brand sites.
• Collaborate with NA web production team to manage and track site new launch, maintenance, and enhancement budgets to ensure projects are completed in a timely and cost-efficient manner.
• Serve as main point of contact for dissemination of NA online guidelines, best practices, and education across the Canada Affiliate, and collaborate with all teams to identify online marketing and sales opportunities.
• Serve as the main point of contact for NA Online teams, Brand lead and marketing counterparts to communicate local opportunities and concerns and determine solutions for reaching the local online consumer in an effective way, by market.
• Responsible for the talent development of a team of direct reports including planning for the department’s future needs, operations, hiring, performance management, talent planning, etc.
CORPORATE SITES (DOTCA)
• Responsible for current Canada brand sites (i.e., Aveda, Bobbi Brown, Bumble, Clinique, Estee Lauder, Jo Malone, La Mer, MAC, Origins & Smashbox etc)
• Create Canada Affiliate strategy to ensure programs are implemented according to requirements and Brand standards.
• Provide guidance and strategic recommendations to Canada Affiliate and local Brand management to maximize operational results, efficiencies and productivity
• Partner with Brands in the analysis of marketing plans to recommend and initiate plans to ensure key objectives are achieved and where local relevancy is critical
• Stays abreast of retail and consumer Market trends, competitive activity and regional trends that identify needs in existing activities, or consumer behavior
RETAILER.COM
• Create fiscal sales goal targets with the Brand Leads by retailer. Identify individual accounts monthly sales targets and evaluate planning and initiatives as needed to meet sales goals
• In partnership with the brand, ensure that proper investment is made to support business needs to also identify new programs and online opportunities
• Manage and grow existing online retailer partnerships and explore new opportunities with authorized retail partners
• Work with Retailer.com Manager to strategize cadence calendar by brand and retailer.
DIGITAL MARKETING / SOCIAL
• Develop and optimize existing as well as explore new partnerships and digital marketing opportunities through online media and other performance marketing sources
• Partner with marketing and NA Online teams, Brand leads and Marketing counterparts to drive online media integration across traditional communication plans and to drive in store when needed.
• Partner and strategize with external marketing agencies to ensure maximum ROI on all Brand’s digital marketing investments (paid search, display, and social media advertising).
• Collaborate closely with the Canada Social Media team to ensure the ecommerce strategy/initiatives directly align with the social media strategy.
OMNI CHANNEL
• Canada lead for Omni Channel initiatives for all Brands (New FSS openings, existing doors and POP store formats). Partnering and strategizing with the NA Omni Channel team to ensure flawless execution of initiatives in the Canadian landscape.
• Conceptualize and build 360 programming strategies with off-line promotion/activities to drives online traffic/sales.
PROJECT MANAGEMENT
• Primary point of contact for Canada Affiliate on scheduling and prioritization of projects: both development & maintenance.
• Directs and coordinates between all relevant groups (Affiliate/Brand/Partner) to ensure clear understanding of project objectives, timelines and deliverables.
• Ensure projects are developed and launched within budget guidelines.
ANALYSIS
• Determine Canada KPIs and monitor performance by Brand and Affiliate.
• Educate, assist and facilitate Affiliate/Brand in the understanding, reporting and analysis of key metrics to measure efficacy of their investments and create actionable steps to improve.
• Partner with NA Online, Marketing, and direct report to coordinate re-occurring meetings with Affiliate/Brand to provide analysis and reporting feedback on monthly activities to improve KPIs and drive ROI guidelines.
Qualifications
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Undergraduate Degree or Diploma in similar or related field.
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8-10 years of experience in a similar capacity
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MS Office (Outlook, Word, Excel, PowerPoint).
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Working experience with various media/digital agencies.
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Similar work experience in cosmetics industry and retail environment preferred.
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Solid experience with leading a team, coaching, developing and empowering direct reports through high-touch leadership skills
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P&L and Budget management required.
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Strong analytics, reporting and creative problem solving skills. Ability to draw conclusions and make recommendations. Strong understanding of metrics and reporting.
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Self-motivated and able to recognize and prioritize needs of the Brand and Retailer to be in-line with local initiatives.
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Detail oriented and ability to multi-task. Appreciation for a fast-paced, deadline-driven environment.
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Aptitude for working with Internet tools (i.e. web-based reports, databases and various multimedia technologies).
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Strong planning, organizational skills and interpersonal skills.
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Excellent verbal and written communication skills.
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Must be a brand advocate and team player
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Ability to Travel (approx. 15%)
Job: Online / E-Commerce
Primary Location: Americas-CA-ON-Toronto
Job Type: Standard
Schedule: Full-time
Shift: 1st (Day) Shift
Job Number: 232159
We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Accommodations for job applicants with disabilities are available on request.