Director of Ecommerce & CRM

Position Overview

Our luxury jewelry division seeking an experienced Director of Ecommerce & CRM as a key leadership position. This role is responsible for spearheading the division’s ecomm and clienteling strategies to drive ecomm growth, enhance retail store sales, and expand brand awareness. The role will own the entire Ecommerce P&L and will be responsible for achieving sales and margin targets of the channel.

Additionally, the position will oversee the Ecomm and CRM budgets; including developers, digital media, search, partnerships, client gifting, and offline DTC events. This position will be accountable for all digital analysis, optimizations, and timely strategy changes when necessary.

Key Responsibilities

E-commerce:

• Financial Accountability: Achieve sales and margin plans for DTC web-based sales
• Development and Execution of Ecommerce Strategy: Formulate strategies to increase online sales, improve user experience, and ensure the website aligns with the brand's luxury image.
• Digital Marketing: Collaborate with the marketing team to implement digital marketing campaigns, including SEO, SEM, email marketing, social media, and paid advertising to drive traffic and conversions.
• Website Management: Oversee the design, functionality, and performance of the site, ensuring it is optimized for both desktop and mobile devices.
• Product Management: Manage the online product catalog, ensuring accurate product descriptions, images, and compelling merchandising.

CRM

• Strategy Development: Refine the existing CRM & Clienteling strategy and manage its execution. Develop and implement new strategies to build and maintain strong customer relationships, increase customer loyalty, and drive repeat purchases.
• Customer Data Management: Oversee the collection, segmentation, and analysis of customer data to personalize communications and offers. Evaluate current CRM software to determine its suitability for the business.
• Email Marketing: Manage email marketing campaigns, including automated workflows, personalized messaging, and A/B testing to optimize open rates, click-through rates, and conversions.
• Communications: Work with the Division head to refine language and communication methods to ensure clients receive an on-brand experience at every touch point.
• Customer Service Coordination: Ensure the customer service team has the tools and information needed to provide exceptional service, handle escalated issues, and implement feedback loops to improve the overall customer experience. Ensure VIP clinets are always attended to with the highest level of service.

Analytics and Performance Measurement:

• Ecom Dashboard: Enhance the existing performance dashboard to include advanced analytics that provide deeper insights into customer behavior and campaign effectiveness.
• CRM Dashboard: Develop performance KPI’s and create dashboard to monitor and share performance.

People Responsibilities & Cross-Departmental Collaboration:

• Team Management: Manage a high-performing Clienteling & CRM Manager and collaborate with retail store team on all clienteling efforts.
• Collaboration: Cultivate relationships with different departments within the division; including Customer Logistics, Production, Finance, Marketing, Sales and Planning.

Innovation & Continuous Improvement:

• Stay Ahead of Trends: Keep up with the latest trends in ecomm, CRM, and digital marketing to ensure the division remains competitive in the luxury market.
• Continuous Optimization: Constantly test, measure, and optimize strategies and tactics to improve performance.

SKILLS & REQUIREMENTS

Requirements:

• Ecomm Management: 7-10+ years’ experience in an ecomm role with P&L responsibility, ideally within the luxury goods or jewelry industry. Proven track record of driving online sales and optimizing digital platforms.
• CRM Experience: Extensive experience in CRM strategy, customer data management and personalized marketing.
• Luxury Brand Experience (Preferred): Understanding of the nuances of selling luxury products online, including maintaining brand integrity and enhancing customer experience.
• Digital Marketing: Strong background in digital marketing and e-commerce strategies.
• Data Analysis: Strong analytical skills, with the ability to interpret ecomm and customer data to inform strategy. Familiarity with tools like Google Analytics, Excel, and data visualization platforms.
• User Experience (UX) Design: Understanding of UX/UI principles to optimize the online shopping experience.
• SEO/SEM Proficiency: Experience in search engine optimization and paid search campaigns.
• Bachelor’s degree required. MBA preferred.

Technical Skills:

• Shopify Plus
• Google Analytics / Google Tag Manager, Google Ads, Meta Training
• Klayvio
• CRM Platforms
• Understanding of ERP system integration with Shopify

Soft Skills & Personal Attributes:

• Strategic Thinker: Ability to develop and implement long-term ecomm and CRM strategies aligned with business goals.
• Customer-Centric: A strong focus on customer experience and a deep understanding of luxury consumer behavior.
• Communication: Excellent verbal and written communication skills, with the ability to articulate complex strategies to diverse audiences.
• Problem-Solving: Strong problem-solving abilities, with a proactive approach to identifying challenges and implementing solutions.
• Attention to Detail: Meticulous attention to detail, particularly in maintaining brand integrity across digital channels.
• Adaptability: Ability to stay agile and adapt to the rapidly changing ecomm landscape.