Director of eCommerce

Marketing & Sales

• Strategize and implement a best-in-class eCommerce strategy including all aspects of the online purchase experience and shopping funnel.
• Aid in developing and implementing a high impact digital strategy, liaising with the brand marketing, sales, inventory, and operations teams to support business growth and objectives.
• Partner internally to develop, implement, and/or optimize effective online campaigns, digital marketing, email, SEO, and social media strategies that drive traffic, increase conversion, and expand sales.
• Create the site user experience (UX) and information architecture, including defining functionality, navigation, and interaction of the eCommerce site.
• Collaborate with creative team to drive site shopping and checkout flow. Using competitive landscape and site UX training, review and analyze new site designs to achieve exceptional site user experience.
• Act as a customer and end user advocate, ensuring the best possible customer experience as it relates to online interactions, tasks and processes.
• Pull analytics and sales data from Google Analytics and Shopify Plus to make educated decisions on how to grow and optimize the site.
• Report on daily, weekly, monthly, quarterly, and annual site performance, including providing post-mortem analysis and key learnings from tests and promotions.
• Drive site KPI's such as conversion rate optimization and site speed while supporting marketing initiatives.
• Coordinate site enhancements with digital technology teams for both desktop and mobile interfaces, including responsive design and information hierarchy.
• Execute site personalization, customer segmentation, product recommendations and A/B testing using Google Optimize 360. Analyze results and iterate.
• Regularly analyze competitor, aspirational eCommerce and digital programs for effectiveness and innovation, and provides analysis, insight and recommendations based on empirical research.
• Merchandise all products onsite to ensure product integrity and content accuracy. Coordinate new product launches, landing pages, site content, product pages (PDPs), homepage, and site features. Oversee site and marketing promotions.
• Manage third party vendor relationships. Maintain and grow our brand presence on Amazon.com.
• Implement eCommerce operations workflow and processes from point of sale to fulfillment. Manage inventory planning and operations.
• Manage a growing team, executing the eCommerce marketing plan to economically drive online sales for our direct to customer site.
• Control eCommerce budget and P&L to ensure capital is properly invested to grow the business.

• Develop seasonal and ongoing merchandise strategies to maximize sales and exceed financial plans; including all aspects of the online purchase experience and shopping funnel -- from inspirational content to informational product pages.
• Develop, communicate and execute the visual merchandising strategy for product category, including briefs to the creative teams for content development, site design, page layouts, video, photography and design tools.
• Analyze sales for division to identify product and marketing opportunities for the eCommerce channel. Review site metrics using Adobe Analytics and Adobe Experience Manager, including A/B test results, to connect web behavioral profiles to customer, sales, and merchandising data. Test and iterate to continually evolve the digital experience.
• Participate in eCommerce photography, partnering with creative team to plan, style and shoot product and lifestyle images for website. Advise stylists on new photography initiatives to help drive sales.
• Participate in the creative process to develop assets for all email direct marketing campaigns, including copy and image selection; ensure creative is on-brand, seasonally relevant and compelling; optimize and test as appropriate.
• Keep abreast of market trends, consumer trends, competition, customer service issues and eCommerce technology and dynamics.
• Develop and implement direct marketing strategies that support all channels and meet brand objectives.
• Collaborate with the social media and public relations teams to develop new and compelling content to inspire and educate customers.
• Perform competitive website analysis, identifying new opportunities and functionalities.
• Participate in final line review meetings to determine eCommerce seasonal strategies.
• Rotate as seasonal sitewide launch lead. Create and communicate the seasonal launch calendar and milestones in partnership with site management and digital creative.
• Drive the creative and content briefs for the sitewide seasonal marketing, collaborating with eCommerce merchant counterparts, digital creative, and the brand asset creation team.
• Manage daily homepage updates, including creative/promotional brief, creative approvals and user acceptance testing approvals.
• Participate in weekly promotional calendar meetings and publish daily site build schedule to cross-functional partners.
• Manage associate merchandise manager. Assist in training, in partnership with the eCommerce team. Drive their development, implementing goals and providing feedback to ensure career development.

eCommerce Merchandiser & Marketing Manager, Pottery Barn Kids

• Assist Manager in the execution of the visual merchandising strategy for division, including briefs to the creative teams for content development, site design, page layouts, video, photography, and design tools.
• Work closely with site management to ensure all product is set up accurately online (price, surcharges, delivery, personalization, swatches, gift wrap flags, etc.).
• Collaborate with Inventory Management to determine product availability needs, sale and clearance strategies.
• Analyze sales for both eCommerce and registry to determine new opportunities for the channels. Clearly communicate findings to cross-functional partners.
• Review and evaluate weekly and monthly sales reports to identify strategies for product offerings and online merchandising. Share learnings and opportunities to maximize sales in the eCommerce channel.
• Full ownership of the creation and maintenance of the product information page.
• Compile and execute photo requests for SKU and product level photography. Attend seasonal photo shoots to ensure accurate execution.
• Manage eCommerce photo shoot samples and logistics for product division.
• Review catalog and brand photography to determine further photography needs and assets for the website.
• Develop seasonal product roadmaps which consolidate and communicate all required information about the product.
• Develop content and marketing strategies for individual products.
• Align with inventory partners to accurately execute promotions and pricing strategies. Be aware of inventory levels, backorder issues, and strategic initiatives.
• Participate in daily site testing to ensure correct product data integrity and flawless presentation. Resolve product issues as needed.

Associate eCommerce Merchandiser, Pottery Barn Kids

• Manage the weekly and seasonal website build process, while working cross-functionally with the Creative team, site management, and eCommerce merchants in order to successfully execute website promotions, seasonal product assortment updates, and related content.
• Evaluate seasonal eCommerce merchandising goals and collaborate with eCommerce merchants and the Creative team to develop new merchandise strategies in order to achieve sales goals.
• Participate in weekly and seasonal merchandising site testing and enhancement release testing in order to ensure product and presentation accuracy as well as functionality.
• Enhance customers' search experience by establishing seasonal keywords and search billboards for product assortment, while analyzing customers' search behavior using site metrics and reports.
• Implement faceted navigation for website by attributing all active product and recommending future strategies based on customers' behavior.
• Collaborate with all Pottery Barn brands on cross-brand marketing initiatives, including new navigation techniques and functionality improvements.
• Brainstorm website and merchandising enhancements through competitive analyses, while researching new eCommerce technology and consumer and market trends.

Associate Website Manager, Pottery Barn Kids

Find out detailed information about Jaclyn Schomer, Director of eCommerce in Denver, CO

Jaclyn Schomer: Director of eCommerce in Denver, CO

Jaclyn Schomer

Santa Clara University

University of California