Product Manager, Ecommerce | TEXT: Harry Joiner

Job Description

Job Description

HARRY'S TEARDOWN: This week, I'm doing a search for a company that sells cables and connectors, radio-frequency parts, fiber optics, rugged industrial plugs, surge protectors, network racks across 18 different ecommerce sites.

The firm is a private-equity-backed manufacturer with nearly twenty brands, rolled up over a span of roughly twenty years. The firm goes to market in three ways: Direct, digital, and through distribution. The overwhelming majority of the client's trade is B2B.

From an online marketing standpoint, here's what that means:

Within each B2B account, it's not uncommon for there to be two "buyers" on a single sale: There's an engineer (a "technical buyer") who finds the part, along with a procurement executive (the "economic buyer") who authorizes the purchase. These are different people, with different needs and agendas. Both have to be able to find what they need, trust what they see, and buy without a ton of friction.

A day in the life of the firm's customers might look like this:

An engineer has a test bench booked for Friday, but she needs a different adapter for that. Or, a maintenance tech has a line down and needs an exact replacement today. These pros are not browsing. Often, they already know the part numbers and specs. And even if they don't, they can describe their problem to a T.

Very often, their needs are both URGENT and IMPORTANT.

The only question is whether my client's ecom site (remember, there are 18!) shows them the right part before their patience runs out. And it's worth noting that you're competing against Amazon Business and major sites like Grainger, both of whom have taken usability and functionality to the next level in this category.

For my client, the transactional B2B procurement market opportunity is absolutely mind-boggling in terms of its size, which says nothing of ecom's impact on quotes, phone orders, and sales to the client's distributor clients.

That's the good news. The challenge is the complexity. Current company has leveraged a roll-up model for the last 20 years. If you know anything about such businesses, rolled-up sites often run on different platforms, and fixes or best practices on one brand might not travel to the next. These issues might relate to search tuning, taxonomy, account registration, and more.

To apply, contact View email address on us.fitly.work | TEXT View phone number on us.fitly.work |

About the Role

As my client's Product Manager for Ecommerce Top of Funnel, you'll own the top of funnel for nearly 20 specialist B2B brands. Your job will be to understand how each brand's buyers THINK and BUY: What are their needs and values? What do they fear? What makes them mad? What are their top three daily frustrations? Is there a built-in bias to the way they make decisions for such-and-such SKU (logic versus emotion)?

Your job is to attract the right buyers and turn the top of the funnel into a greased shoot. And the only way you can do that is by selling to these people the way THEY buy.

Again, within every account, the buyer is actually a two-headed beast: you've got engineers and procurement execs.

You'll own the top of the funnel for nearly 20 specialist B2B brands. We'll look to YOU to be the resident expert on how engineers and buyers find the company, find the right part, and get set up with an account.

Your mission will be to 1.) make the right part findable through site search, navigation and taxonomy, 2.) make account registration and account linking painless so contract pricing and order history show up for B2B buyers, and 3.) fold SEO, AEO and GEO into the product roadmap so Google and the AI engines send the right people.

KEY RESPONSIBILITIES

- Own the top-of-funnel roadmap from first discovery through first purchase, covering organic landing pages, search, navigation, registration and onboarding, and write the epics, user stories and acceptance criteria that agile developers can build from.
- Run site search like a product: work the zero-result queries, synonym gaps, spec filters and search refinements, and make sure an engineer searching by part number, connector type or frequency range lands on the right part.
- Lead taxonomy and product-data requirements with product management and content owners, including category structures, attributes, filters and terminology, and push for clear governance over who owns the data.
- Fix account registration, profile creation and account identification and linking, so a B2B buyer sees contract pricing and order history instead of a dumb catalog.
- Fold SEO, AEO and GEO into the roadmap by working with the SEO specialist and marketing on site architecture, internal linking, metadata, schema and structured content, and by running technical audits that surface the few fixes that matter.
- Make the catalog findable by search engines and AI answer engines alike, with complete, structured product specs and content that can be cited.
- Serve two buyers on every flow: the engineer who finds the part and the procurement buyer who gets handed the part number.
- Make fixes travel. On sites with different platforms, help decide which improvements get built once and shared, and which stay local.
- Define and report the top-of-funnel KPIs: organic traffic, search visibility, search success, zero-result rate, registration completion, onboarding completion and progression toward conversion, using GA4, Google Search Console, SEMrush, Screaming Frog or similar.
- Run a test-and-learn cadence of user research, usability testing, behavioral analytics and A/B tests, and prove what worked.
- Partner with marketing so campaign products land on pages that organic search, paid traffic and email can all find.
- Sit in business leadership meetings, hear what the business needs, and turn it into requirements developers can build.
- Look for places where AI, personalization and recommendations help customers find the right product faster, and tie each idea to a business outcome.
- Present strategy, priorities, tradeoffs and risk to senior leadership in plain language.

To apply, contact View email address on us.fitly.work | TEXT View phone number on us.fitly.work |