Hiring an eCommerce Manager. Does it help with Marketing?
A conversation with J. Bell
If you want to hire someone to manage your website in Manhattan Beach, J. Bell of Cadera explains the responsibilites of a Director of eCommerce:
I’ve had several clients recently ask who (what role) typically owns eCommerce, what organization they report to and what some of their key responsibilities are. Whether or not this is right for your organization is based on factors such as the organizational structure of your organization, maturity / sophistication of IT and other departments, the overall size of your company and the percentage of your overall business that comes from eCommerce.
The Role Of an eCommerce Manager
Let’s start with what role is typically responsible for eCommerce. This role is typically a senior director or VP level at most organizations, often having some type of P&L responsibility for the online channel. I’ve seen this role live within the marketing department, the IT department or if your eCommerce channel is large enough – a dedicated eCommerce group / department.
In companies that offer multiple channels (e.g., eCommerce, catalog, brick-and-mortar, etc.) the eCommerce leader must be very savvy in working with the leaders of the other business units. The website / eCommerce system must often represent the interests of the other business units – while also driving online sales. This can be a real challenge.
Here are some of the most relevant phrases / responsibilities for the eCommerce leader’s job description:
- The Director of eCommerce is responsible for collaborating with cross-functional partners to manage all aspects of the eCommerce business including, business planning, content strategy and development, promotional campaigns and other online marketing, website design, customer service, web analytics and web technologies
- Serve as a liaison and primary point of contact within the eCommerce organization for cross functional partners acting as a project manager to evaluate, prioritize, develop, manage, implement and test eCommerce initiatives
- Participate in the development and execution of strategic and tactical business plans with other members of the cross functional team supporting the eCommerce strategy
- Manage the user experience of the website including site navigation, content development, checkout funnel and promotional campaigns
- Develop and oversee the effective planning, QA and execution of content across the websites and online marketing campaigns to ensure efficiency, accuracy and timeliness of all web content publishing
- Manage all aspects of web analytics related to eCommerce and communicate relevant information to team members, executive leadership and cross-functional partners
- Partner with key cross-functional teams to ensure all relevant organizational goals and implications are factored into eCommerce projects
- Build and direct a cohesive team of internal and external personnel to effectively develop eCommerce solutions
- Proven leadership of large eCommerce projects
- Experience with B2C or B2B eCommerce depending on your focus
- Extensive knowledge of e-commerce technology and sophisticated analytics
- Generate and implement new sales and marketing initiatives to increase eCommerce sales and profitability
- Provide expertise on current eCommerce industry best practices. Consult on cross-functional projects to ensure eCommerce principles are incorporated
- Identify new areas of eCommerce opportunity beyond current organizational thinking
- Outstanding analytical skills, strong experience interpreting test results & drawing conclusions
- Demonstrated strong business judgment and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives