Vice President, Global Online

Position Summary

The Vice President Global Online will be responsible for driving the global strategy in line with today’s consumer journey, focusing on digital acceleration. This role will work in close partnership with the VP, Global Consumer Marketing in order to develop and execute consumer experiences across all touchpoints in support of La Mer brand strategies. The Vice President Online will collaborate across Product Marketing, Creative, Consumer Marketing, GBSC, Product Development, Finance, Regional Teams, Corporate Marketing, and GIS to ensure smooth 360 campaign execution and engaging omnichannel experience for consumers, brand/product awareness and sales goals.

It will also oversee the ideation, development and implementation of global loyalty strategies and programs to maximize customer engagement & satisfaction, tenure and revenue, and in partnership with Global Online Technology teams, will focus on innovation and technology (internal and partner led) to enable new consumer experience. Working across both new product launches and evergreen activations, this role will focus on delivering a best-in-class shopping experience for La Mer consumers, supporting our regional leaders with strategy and guidance to execute in markets across the world. Executional excellence on today’s digital first consumer journey, and data-driven strategies aligned with brand equity, platform relevancy and asset development will be key building blocks – with the goal of delivering further acceleration of La Mer as the ultimate luxury skincare innovator and leader.

Ecommerce Sales / P&L / Business Development Management

• Drive the e/Commerce strategy across all Online channels (brand.com, 3rd Party Platforms, PurePlays and Retailer.com)
• Co-create and align closely with Brand’s Global Launch and Marketing program calendars, including market-specific launches, promotions and programs
• Architect sophisticated database marketing programs with diverse and innovative testing strategies to ensure optimum campaign success
• Direct the day-to-day online operations relating to ecommerce with oversight responsibility for operating metrics and key performance drivers
• Partner with key global affiliates to drive global growth
• Identify and execute key actionable customer acquisition and retention opportunities through in depth analysis of consumer behavior data
• Drive launch and operations of global loyalty programs
• Collaborate with Online Planning to set and forecast sales goals and inventory allocation optimization
• Identify and engage in profitable online business partnerships with Retailers and 3rd party sales drivers
• Create and execute a best-in-class experience across all online channels (retailer.com, affiliate, 3rd party sales drivers)
• Ensure 100% accuracy of product content, promotion execution, and adherence to brand and business objectives
• Accountable for global reporting and analysis with key stakeholders to share pertinent leanings.

Site Strategy, Marketing and Merchandising

• Build, manage, and refine online assortment, promotions, price management and product/content story presentation
• Remain synergistic with cross channel marketing planning. Marry expertise of traditional sales approach with online sales for a seamless customer experience to successfully attract and retain customers
• Manage relationships with Global Marketing representatives to best leverage product information, in store events and additional brand enriching material
• Lead partnerships with all Regions and Affiliates to develop locally relevant and compelling messages & innovate in new and relevant platforms
• Partner with marketing categories to enhance product stories, increase relevancy regarding product efficacy
• Work with and through Production/Engineer teams and Fulfillment Operation leads for best ecommerce performance and customer satisfaction

Online Customer Acquisition & Retention

• Oversee email marketing and acquisition marketing programs and communication strategy
  Ensure online marketing strategy supports overall brand.com and brand strategy
• Approve email calendar and segmentation
• Responsible for SEM, SEO, Affiliate, and re-messaging programs
• Develop new acquisition programs to drive awareness, engagement, and new customers to the Global brand sites
• Forecast and deliver on volume, costs, and revenue targets for all acquisition programs
• Oversee planning & support for optimal site exposure to elevate program for best interaction and consumer engagement
• Provide guidance as needed on special projects and site features to build brand awareness or support external web programs

Team Leadership/Management

• Build a high performing and competitive (Brand Site and Retailer.com) Online Sales team
• Cultivate a strong sense of customer-centric site experience
• Demonstrate and encourage daring sales strategies while remaining true to brand DNA
• Effectively lead a cross-cultural and global team, leading with strategic vision and ‘one team’ mentality regardless of geography
• Develop a team who creates and maintains successful partnerships with new and emerging online retailer.com accounts; guide co-op sales practices
• Collaborate effectively with colleagues from a range of disciplines including Marketing, Creative, Communications, Insights, etc.

Qualifications

• 15+ years related experience, BS/BA college degree required, MBA preferred
• Proven track record in running a successful Direct to Consumer global ecommerce business with significant year over year growth in a highly competitive industry
• Proven track record in strategy and planning, budget and P&L management, merchandising and marketing, and vendor selection and management
• Demonstrate significant successes in B2C online marketing, campaign development and management, customer acquisition and retention; be a true digital champion!
• Advanced online customer analytical skills, highly detail-oriented and unprompted follow-through
• Be insight led, driving insight capability and mentality to inform decisions across site, social, and digital marketing executions
• Experience developing an omnichannel brand vision in partnership with the Global Brand team, and implementing specifically in the online channel with flawless and consistent execution
• Proven leadership and team management skills derived from having direct responsibility for building and managing a cohesive, high-performing team
• Candidate must have keen business acumen plus the ability to function as a senior strategist with key members of the executive management team
• Demonstrate big-picture thinking and experience in a dynamic, high-growth environment
• Exceptional written and verbal communication skills. Ability to clearly communicate complex or digital/social concepts to a non-digital audience
• Creative, diplomatic, calm under pressure and strong interpersonal skills
• Ability to travel as required
• Luxury goods sensibility, skincare experience a plus