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Vice President, eCommerce & Performance Marketing

Simms Fishing
Full-time
On-site
Bozeman, MT
We are looking for a Vice President, eCommerce and Performance Marketing to join our talented team. In this role, you will be responsible for delivering significant growth of the Simms direct-to-consumer ecommerce business (including both the consumer site and Pro/ Guide site), supporting wholesale customers' online channels, our 3P business on Amazon, and expanding our reach through performance marketing channels.

This position reports to the President and is based out of Bozeman, Montana.
As the VP, eCommerce & Performance Marketing you will have an opportunity to:  
eCommerce
  • Develop and execute on a differentiated vision and strategy for Simms to rapidly achieve multi-fold growth in direct-to-consumer (traffic, revenue, orders, customer file, contribution margin) while meeting brand and profitability objectives. 
  • Provide vision and leadership while working with a cross-functional team to build and execute a strategic roadmap for Simms web presence, including content, merchandising, navigation, search engine optimization, mobile optimization, and UX/UI. 
  • Optimize path-to-purchase across the site (both DTC and Pro) ensuring shoppers can easily navigate, learn about our products, and brand, and complete a purchase transaction.
  • Build a direct-to-consumer value proposition that differentiates Simms from other competing brands and wholesale customer channels, including strong content and community dimensions, loyalty rewards, and judicious use of premium brand promotional push periods.
  • Continuously test and optimize the customer journey on site including new merchandising features, content, landing page optimization, sort, and feature capabilities to improve the customer experience.
  • Work with our Chief Revenue Officer and agency partners to drive accelerated growth on our marketplace business on Amazon, including content, advertising, and operational excellence.
  • Work with the product team to offer and test exclusive merchandise as well as GWP promotional windows to create a unique and differentiated shopping experience.
  • Understand order and unit economics and how to improve both the customer experience while also driving improved site profitability. 
Performance Marketing 
  • Leverage paid and unpaid digital (direct, SEO, CRM, RAF) and non-digital (direct mail, OOH, etc.) performance programs to achieve brand and product objectives. Support and evaluate the performance of wholesale partner marketing strategies online.
  • Drive traffic and acquire new customers through a wide range of performance marketing channels such as search engine marketing, affiliates, display advertising, CRM, direct mail, CTV/ OTT, paid social media, endemic app marketing, and third-party partners/ relationships.
  • Define consumer lifecycle-based marketing strategies that deliver appropriate messaging and offers to individual customers based on their onsite journey. Including lead generation, lead nurturing, cross-sell and upsell, follow-on purchases and win-back.
  • You will set the vision and strategy and weekly site marketing and media plans and lead your team to execute against these programs.
  • Set goals and objectives based on data driven analyses to work with the development team and brand team to incorporate strategies that drive better site engagement and re-engagement (bounce rate, repeat revenue, return visitor engagement, CTR, PDP conversion, cart conversion, LP conversion, etc).
  • Collaborate with Marketing and Sales to develop a performance marketing and editorial calendar aligned with the brand’s business, new product launch windows, and merchandise strategy.
  • Partner with Sales, Retail Marketing, and retailers’ digital marketing teams to develop and execute customer-specific programs that drive sell-through at wholesale.
  • Provide ongoing analysis of site, customer, and marketing program performance and key learnings to inform future investments.
  • Oversee and support Amazon 3P marketing.
Leadership 
  • Build and lead a cross-functional team of eCommerce and performing marketing specialists as the site and marketplace listings scale.
  • Manage across the organization, working collaboratively to achieve team objectives and providing coaching to support development.
  • Identify, select, and manage external technology and business partners; ensure they meet performance and cost objectives.
  • Prepare annual budgets, provide ongoing results analysis and forecasting, and drive prioritization of investments through quantitative business justification. 
  • Serve as performance marketing and ecommerce thought leader and champion, sharing innovative ideas and best practices to position Simms at the forefront of our industry segment.
You have: 
  • Bachelor's Degree in Business, Finance, Marketing, or related field.
  • 10+ years’ experience in ecommerce, digital performance marketing, growth marketing, retention marketing and website management.
  • Proven track record in building a successful, fast-growing ecommerce business, preferably at a lifestyle brand.
  • Previous success in growing a B2C direct to consumer program to acquire new customers, increase retention -- including orders per customer and order frequency -- to improve customer lifetime revenue and value while balancing top-line revenue, contribution margin, and brand equity.
  • Strong proficiency in online merchandising, content management, user experience design, and usability best practices.
  • Amazon 3P and other 3P retail marketing experience as well as online wholesale partner activation.
  • Solid analytic skills – ability to extract insights from data and calculate program performance.
  • Track record and experience in KPI setting and tracking, dashboard creation, customer data, web analytics, performance digital marketing analytics, customer segmentation, and testing/optimization techniques.
  • Previous experience operating in a multi-channel environment (wholesale, brick-and-mortar retail, DTC, etc.) a big plus.
  • Expertise in leading a website roadmap behind a clear vision.
  • Track record of innovative strategic thinking combined with pragmatic, roll-upthe-sleeves execution and results delivery.
  • Ability to work across functions and across an executive team to catalyze change in a positive, collaborative, and transparent way.
  • Demonstrated leadership in recruiting, retaining, and managing a high performing team.
  • Excellent written and verbal communication skills, with the ability to communicate complex concepts and analyses up and down the organization to influence others.
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