Director of eCommerce - Military

Job Description

Job Description

Galls, LLC is the largest and fastest growing supplier of uniforms and equipment to public safety professionals with a national presence in more than 80 locations across the nation. With over 50 years in the industry, it is easy to see why. We are PROUD to Serve America’s public safety professionals by providing the broadest selection of uniforms, equipment and solutions combined with great customer service.

Director of eCommerce – Military

The eCommerce business at Galls has seen steady growth for last several years and now contributes significantly to the company’s growth. To support, the next phase of exponential growth, the leadership team is looking for eCommerce leaders with solid understanding of various eCommerce growth levers, command over multi-channel orchestration to create differentiated experiences, and deep experience in delivering EBITDA growth.

Reporting to the SVP of Marketing and eCommerce, this leadership role is accountable for delivering disruptive growth for the military eCommerce business by first defining growth strategies and effective campaigns under the guidance of Galls executive leadership team and then overseeing the flawless execution to deliver against the growth targets. We are looking for “pie-enlarging” growth, not “pie-rearranging” growth.

Digital Experience

This leader is accountable for optimizing the end-to-end onsite experience for military web properties. Once the customers land on the site this leader sets the vision, direction and tactics to optimize their experience for conversion.

• Own the product roadmap for military websites to drive improvements in AOV, conversion rate, bounce rate, page load speeds, customer experience as well as user experience

• Define, deliver and implement digital experience strategy through journeys (CX and UX) for all customer segments and personalize based on their purchasing and engagement behaviors

• Collaborate with the merchandising and inventory teams to ensure availability of most profitable, and most popular products on the website. Forecast demand for various products based on the behavior exhibited by visitors on the website and ensure inventory buying team includes the forecast in all buying decisions.

• Collaborate with merchandising to ensure strong relationships with all major suppliers and positively influence suppliers’ willingness to participate in strategic vendor programs as well as customer-centric marketing campaigns by sharing common goals, marketing budgets and KPIs

• Collaborate with Marketing leads to identify new and innovative ways to drive traffic to the websites as well as developing and improving traffic from existing channels

• Collaborate closely with the brand marketing leader to ensure all site creative fits with each brand’s guidelines whilst maintaining best customer journey to maximize conversion

• Identify competitors and evaluate their strategies to determine their strengths and weaknesses relative to those of your own and deliver competitive superiority across the board

Multi-channel Orchestration

This role not only requires in-depth understanding of all digital and social marketing channels but also a successful track record of creating effective multi-channel orchestrations based on the buyer’s brand and channel affinity, recency and frequency of their web behavior as well as their purchasing patterns. This leader must be able to maximize the efficacy of marketing dollars to deliver revenue and profitability at scale. The leader must also understand and believe in the power of performing tests and experimentations across the board to not only establish incrementality delivered by marketing dollars but also implement at scale what works for what audience group. The key is to identify what moves the needle towards the performance.

• Ensure all key buying moments (promos, bundles, deals, flash sales etc.) are well planned and executed with a market activation plan, clearly phased targets that have been collaboratively produced with inventory, marketing and merchandising functions and a clear awareness of any activity from last year has been considered

• Collaborate with and lead from the front across merchandising, inventory, brand & marketing center of excellence teams to come up with growth strategies with goals and timelines across the customer lifecycle for acquisition, expansion, retention and win-back.

• Plan revenue and profit maximizing multi-channel and multi-touch campaigns that are buyer centric in nature and ensure personal touch for each buyer

• Review campaign performance on weekly basis across all marketing channels and make decisions to optimize the campaigns to beat or meet the targets

• Use sophisticated analytics to define strategies as well as execution of campaigns

• Provide leadership to campaign execution teams organized by marketing channel and ensure cross-team collaboration is at its best

• Lead campaign planning across all marketing channels to deliver on monthly, quarterly and annual business targets

Leadership and P/L Excellence

Relentless focus on delivering profitability at scale is required in this role. You are expected to establish collaborative leadership presence across the organization to allow for rapid execution against an aggressive target.

• Evangelize the eCommerce business across the organization as well as outside Galls to win support from all teams to drive P&L growth

• Be a visible leader for the military business inside and outside Galls

• Must be able to establish rapport with collaborative leadership style across as well as at all levels in the organization

• Effectively lead a team of digital and marketing professionals as well as agencies to deliver against the business targets on time and under budget

• Collaborate with finance to establish a clear reporting for all P/L parameters including traffic, conversion, AOV, revenue, gross margin and EBITDA across all web properties for the eCommerce business

• Assist SVP of Marketing and eCommerce in preparing for the executive leadership and board meetings to showcase performance of the business

• Under the guidance of SVP of Marketing and eCommerce, deliver outstanding performance across all P/L expectations monthly, quarterly and annually

Qualifications:

• 8-12 years of experience within eCommerce and digital marketing

• Military background and thereafter transition to eCommerce strongly preferred

• Track record of delivering impactful financial results

• Must have lead teams of 5+ members and several marketing agencies at once

• End-to-end digital experience, site merchandising and multi-channel marketing leadership experience required

• Data-driven thinking for planning and execution required

• Bachelor’s degree required; MBA strongly preferred

Essential Skills:

• Ability to collaborate across functions with all levels of team from C-level

• Ability to prioritize and structure work in an organized fashion

• Self-motivated, analytic and data driven decision maker

• Ability to leverage data to make data driven recommendations and provide program insights

• Strong financial and analytical ability – ability to budget, reviewing risks and opportunities

• Excellent communicator – can give clarity and set direction

• Strong commercial awareness about the military uniforms and tactical gear industry

• Critical thinker and problem-solving skills

• Contribute to a culture that is fun to work in and help build an open creative community

Essential Behaviors:

• Teamwork: The ability to collaborate across functions

• Initiative: The ability to think outside of the box

• Influential: Ability to bring others along on a shared mission and journey

• Organized

• Pro-active, with a positive ‘can do’ attitude

• Developing Self and Others

• Driven and goal orientated

WHAT TO SEND OUR WAY:

• Your resume, highlighting your education, experience, and skills

• Why you want to be a part of the Galls family

EOE/Disability/Vets