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eCommerce - Online Sales Manager - UKI
4 months ago
Description and Requirements
Position Description
The Online Business Manager role is at the heart of the eComm organisation in EMEA – the “hub” at the centre of the eCommerce wheel for the region. You will be working autonomously, in a fast-paced environment, responsible for driving the eCommerce sales in the UK and Ireland. You will focus on delivering the top-line (revenue and margin) financial targets of your market and ensure delivery of the appropriate go-to-market models. You will develop a comprehensive online eCommerce market and trading strategy, while overseeing the execution of online activities. This includes striving for an optimal customer experiences, well thought through campaigns and development of compelling offers. You will be collaborating closely with the local eCommerce 4P resources, as well as the local market 4P teams, and with eComm, regional and local marketing teams, operations teams including the production team in India, our chat and telesales organisation in Barcelona, and multiple other global support teams to make this happen and meet your market specific strategic goals.
The OSM should consider themselves a GM for eCommerce in that market – acting as evangelist for all things eCommerce, winning the hearts and minds of all the local stakeholders, and acting as the orchestrator of all functional support required to deliver the plan.
The OSM must have a deep understanding of the site and the levers to drive sales and user experience / CSAT performance. Subsequently, there must be very strong emphasis on analytics including revenue & margin performance data, page & path / Adobe data, as well as demand gen visit data. The OSM will use their knowledge of what is working and not working, what the ‘happy paths’ are, and where the path is failing to drive better decision making and execution on 4P and digital marketing activity.
This role is for an entrepreneurial leader, able to lead a fast-growing ecommerce business in one of our largest and most established markets globally. The role will be part of the eCommerce Leadership Team in EMEA and will have close sponsorship relationship with the Lenovo UKI GM locally.
Job responsibilities:
Deliver against ambitious sales targets driven by a well thought through online business strategy – and present through the rigorous annual and quarterly readiness planning process. Be the expert on the customer journey for UKI, understanding where the challenges are in organic and marketing-driven traffic – and be able to discuss and define challenges and bottlenecks, based on customer journey KPIs, with local and global stakeholders, defining and executing improvements to drive CSAT and business performance. Be accountable for the demand side of the P&L (revenue and margin) for the region – knowing how to optimise margin pricing, promotion, mix management) while also helping control and influence expenses on the bottom part of the P&L marketing mix, payment mix, initiative costs etc) In collaboration with the eComm 4P category management team, and campaign management team, plan and manage the on-site promotional activities. Set promotional and campaign targets and prepare planning with local and regional stakeholders and decision makers. Monitor end to end execution: from promotional codes, to demand generation to merchandising implementation and data analytics. Work with 4P category management support teams to manage stock and onsite product availability – influencing product portfolio needs and new product launches to align to local needs. Ensure portfolios are compelling and up to date with relevant and competitive pricing, working together with the EMEA eCommerce team and with the local market team Create appropriate cross-sell and up-sell opportunities for your market – consider KPI’s beyond sales of PC (Services / Accessories attach rate, non-PC sales etc) Liaise with the Merchandising team and monitor the execution to ensure each site is correctly merchandised + websites quality & hygiene: work with various teams to ensure best in class customer experience. Develop Customer Satisfaction action plans (optimizations & enhancements). Ensure regular interlocks with the key stakeholders Demand Generation, Telesales, UX/CX, eComm & local 4P) teams to communicate the promotional activities and tactical plans and jointly decide the best tactics for routes to success in your market With Telesales teams, ensure the all agents are fully set-up for tele / chat sales success for your region, to align to product, price and promotions. Conceptualize & support executions of online campaigns, merchandising plan, cart to order conversion programs (CRO), stock optimization & FGI / ageing management Act as voice of the customer for the region, and handle customer executive escalations, working with Ops, Finance, Product, Services & Logistics team to ensure recurring issues are resolved. Conduct in-depth review & analysis of campaign results and sales, correlating activities with portfolio performance & optimizing performance marketing accordingly. Define and coordinate execution of tactical, regional-relevant go-to-market initiatives and opportunities that will drive business growth – experiment and pilot new ideas that could become mainstream contributors. Be able to articulate business performance across all critical KPI’s, success of promotions and status / impact of initiatives for weekly performance review meetings. Represent the eCommerce organisation in all relevant regional-specific stakeholder discussions and reviews – being the advocate for “direct-to-customer” growth for the UKI region, and the ambassador for the strategies being deployed by the online organisation.Requirements
Candidates must be comfortable with all aspects of eCommerce management, across Strategy, Analysis, Planning and Execution. Digital skills are a pre-requisite, with good knowledge of digital marketing paid search, paid social, email & CRM), content marketing, analytics, Customer Experience management, Conversion Rate Optimisation being essential. You must be a great relationship builder and collaborator, and be an impactful and inspiring leader, as you will need to build and optimise multiple stakeholder relationships across and outside the eCommerce business. The success of this role depends in many ways on different teams’ full support and collaboration. This is a high-impact opportunity to drive results in a challenging but rewarding landscape. Candidates must demonstrate the following qualifications:
E-commerce experience & leadership7+ years of previous eCommerce experience. Prefer experience working at large eCommerce business.Ideal experience in the PC eCommerce space (direct to consumer brand or retailer), although any eCommerce business with complex customer portfolios and solutions would also be considered.Good understanding of online environments & web platforms SAP/Hybris), but also being able to work within the restrictions of globally aligned publishing environment.Strong track record of defining growth strategiesAbility to manage sales relationships and foster team spiritExperience with working with colleagues in other teams collaboratively, leading with credibility and influence Project ManagementPrevious experience managing large and small sales projects concurrentlyExperience at working both independently and in a team-oriented, collaborative environment is essentialBeing able to coordinate across multiple stakeholders to activate / execute your strategies and tacticsStrong self-initiative with the ability to identify areas of improvement with minimal direction. CommunicationExcellent communication succinctly (“answer first” style) to broader organization and senior executive / C-levelFluent in English and ideally a second language is preferable. Problem Solving/Analytical ThinkingExcellent problem-solving skills and innovative thinking are required to maximize results and productivityStrong track record of performance analytics and making data driven decisions to continually optimize and drive revenue EducationBachelor’s degree. MBA or equivalent preferred