eCommerce Director, Wolverine

Ecommerce Director

The Work Group at Wolverine Worldwide includes market-leading brands Wolverine Boots and Apparel, Cat Footwear, Merrell Work and Tactical, Bates, Harley Davidson Footwear, and Hytest. Across the Work Group there are 100+ year old businesses, global and domestic brands, as well as licensed and owned entities. Through building awesome products that blur the line between work and lifestyle, we tap into the collective power of all these brands to deliver our customers amazing stories and the trusted features they demand: comfort, durability, and style.

As the eCommerce Director, you will drive all aspects of Wolverine's eCommerce business including business development, financial planning, content strategy and development, merchandising assortment strategy, website design, consumer experience strategy and optimization, and eCommerce analytics.

Primary Duties:

• Drive eCommerce revenue growth, maximize marketing investments and deliver to financial results. Set and gain alignment with brand team and eCommerce leadership on long-term strategy to hit growth targets.
• Own all eCommerce KPIs relating to traffic generation, channel management, onsite conversion and after-sale metrics. Present weekly results and action to executive leadership.
• Collaborate with brand marketing leader to present brand and product stories online in a compelling way that delivers a rich brand experience to the consumer and integrates with other brand channel messaging (wholesale, stores, brand marketing, etc.). Ensure brand and product stories are regionally relevant. Influence for global impact.
• Leads and owns the development of eCommerce overall digital marketing strategy to enhance our presence on-line, connect relevant brand and product stories, build a community, and drive commercial opportunities.
• Develop and manage drive-to-site programs including online advertising, paid search, organic search, brand building (national advertising and PR coordination) and affiliate marketing.
• Develops and drives real-time metrics to wisely engage commercial levers including advertising spend, promotions, marketing/social campaigns and other key decisions that affect brand eCommerce performance.
• Directs the marketing agency strategy and agency relationship to optimize paid media programs. Leads relationships with external agency partners.
• Lead the commercial eCommerce team by integrating brand and digital expertise to deliver a cohesive 52-week product and storytelling calendar across site, email, social, and direct mail channels. Establish and manage cross-functional timelines—continuously reprioritizing across merchandising, content, design, buying, and planning—while driving a 52-week acquisition marketing calendar aligned to product launches and global brand strategy.
• Partner with brand and DTC leadership to develop and operationalize a long-term eCommerce and customer experience strategy, ensuring alignment with brand positioning, industry trends, and evolving consumer expectations, while enabling execution across the end-to-end digital customer journey.
• Drive merchandising assortment strategy in partnership with brand product development. Identify and evaluate white space merchandising opportunities and new growth initiatives by leveraging product and category KPI data, consumer insights, and market trend knowledge.
• Lead cross-functional projects with broader eCommerce, brand, and global functional leaders to drive operational excellence. Direct team and partners on how to best execute stories across digital platforms through understanding of latest interactive design techniques and consumer experience technologies. Drive the optimization of new technologies across platforms.
• Partner with Technology leadership to identify whitespace in the development roadmap.
• Develop plans and forecasts along with supporting marketing and capital budgets. Work cross-functionally to ensure successful end-to-end planning and execution of merchandise assortment and inventory levels, taking into account brand goals and financial objectives.
• Develop process of analyzing business performance. Influence global leaders on changes within eCommerce, brand, and supporting teams that will elevate performance and address future forecasts.
• Performs duties consistent with the Company's AAP/EEO goals and policies.
• Performs other duties as required/assigned by manager.

Knowledge, Skills and Abilities Required:

• 10+ years of eCommerce experience. Proven results in driving commercial growth.
• Exceptional writing, communication and presentation skills to drive effective collaboration and influencing within a matrix organization; including executive level and multi-cultural.
• Proven leadership skills with at least 8 years' experience in leading a team.
• Strong interpersonal, collaboration, and project leadership and negotiation skills.
• Excellent analytical skills with ability to interpret and translate data into actionable proposals.
• Strong ability to multi-task and prioritize complex demands of time and resources.
• Comfortable in changing, fast paced environment with tight deadlines.

Working Conditions:

Normal office environment. Some travel may be required.

Wolverine Worldwide has a flexible, hybrid work schedule, with three days in office and two days remote.