Senior E-commerce Manager

E-commerce Manager

Full time: 39 hours

Permanent

Hybrid working (Head Office Windermere – minimum 3 full days on site per week)

Salary 57,000pa

The Role

This pivotal role is responsible for delivering the growth objectives for Lakeland.co.uk and third party marketplaces; managing a team of 9 across digital marketing channels (PPC, SEO, Email, Affiliates, Social) and digital trading to achieve a +£50m sales budget. The role will work cross functionally with the digital operations and development team to deliver the KPIs which support the growth objectives.

Specifically, you’ll be responsible for:

• Optimising the value of visitors and marketing channels by using data and insight to perform agile trading conversion rate optimisation activity (landing page optimisation, sort order, attributes, search results, recommendations, content etc…) by device, and for recommending larger inputs into the digital ops and development team’s developmental roadmap.
• Managing a £5m CRM and Acquisition budget, evaluating the trade offs between Cost of Acquisition (CAC) and Customer life time value (CLTV) to create the optimum spend.
• Ensuring the category and product proposition is appropriately ‘digitally’ focused by collaborating with the data/insight and buying/merchandising teams, using data and insight to influence product and category focus decisions.
• Aligning the digital channels’ focus and execution with the commercial plan by collaborating with the brand/creative team to ensure creative assets are digitally suitable.
• Increasing  the digital channels’ profitability by collaborating with the data/insight team, 
• supply chain and buying/merchandising to configure the range, price, delivery thresholds and delivery charges by digital channel.
• Improving the operating profit of the marketplaces channel by analysing performance through a profit lens and understanding the levers to pull (storage costs, marketing costs, commission etc..) to drive a profitable performance.

About You

An experienced leader that knows how to bring out the best in their team in order to deliver in a challenging cross-functional trading environment.  You’ll be commercially astute and poses strong analytical skills - able to make sense of complex problems quickly with a balance for action.

You’ll be trading focused, with the ability to recognise the customer and commercial trade-offs, articulating the case for change with supporting customer and commercial benefits.

You’ll have an excellent ability to prioritise and manage competing internal demands to drive the greatest value.

Importantly, you’ll be an excellent influencer and engager, able to build and nurture positive relationships with key stakeholders across the business.  Confidence, patience, politeness, tact and diplomacy, when dealing with difficult situations is essential. 

About Lakeland

Founded in the early 60s, with the same strong values of quality and customer care now as when we first started. From selling plastic bags for home freezing from the Rayner family garage in Windermere, to over 4000 kitchen and home products today, Lakeland has grown to the extent that we now send out thousands of parcels a day from our Kendal despatch centre, and we have stores nationwide, stretching from Aberdeen to Exeter, with more in the pipeline.

Benefits

There are many benefits to being part of the Lakeland team. Other than being part of a huge and happy working family, our colleagues are rewarded with a competitive salary, a group personal pension plan.

There are 29 days’ paid holiday (including bank holidays) and generous discounts on our products. We offer a great retail environment, and the chance to be part of a team who like to work and socialise together

Overall Purpose of the Role

To drive the commercial performance of Lakeland.co.uk and third party marketplaces by optimising the digital customer experience and influencing commercial enablers.

Knowledge and Experience

• 2+ years experience in merchandising and trading an e-commerce P&L, preferably for a multi-channel retailer.
• Proven experience in translating a digital trading plan into an executable roadmap.
• Experienced in leading and managing a team to deliver against the plan and roadmap created.
• Experience managing supplier relationships.
• A digital specialist, but balanced with wider multichannel or head office experience.
• Experience of using GA360.

Capability

• Commercially astute and poses strong analytical skills - able to make sense of complex problems quickly with a balance for action.
• Trading focused, with the ability to recognise the customer and commercial trade offs, articulating the case for change with
• supporting customer and commercial benefits.
• An excellent ability to prioritise and manage competing internal demands to drive the greatest value.
• An excellent influencer and engager, able to build and nurture positive relationships with key stakeholders 
• across the business.
• Confidence, patience, politeness, tact and diplomacy, when dealing with difficult situations.
• An experienced leader that knows how to bring out the best in their team in order to deliver in a 
• challenging cross-functional trading environment

Major Accountabilities

1. Deliver the +£50m digital sales and cash margin budget by building marketing channel plans that deliver budgeted traffic, conversion nd AOV, and as is necessary trading tactically to meet these plans.
2. Optimise the value of visitors and marketing channels by using data and insight to perform agile trading conversion rate optimisation activity (landing page optimisation, sort order, attributes, search results, recommendations, content etc…) by device and to recommend larger inputs into the digital ops and development team’s developmental roadmap.
3. Manage a £5m CRM and Acquisition budget, evaluating the trade offs between Cost of Acquisition (CAC) and Customer life time value (CLTV) to create the optimum spend.
4. Ensure the category and product proposition is appropriately ‘digitally’ focused by collaborating with the data/insight and buying/merchandising teams, using data and insight to influence product and category focus decisions.
5. Align the digital channels’ focus and execution with the commercial plan by collaborating with the brand/creative team to ensure creative assets are digitally suitable. 
6. Increase the digital channels’ profitability by collaborating with the data/insight team, supply chain and
7. buying/merchandising to configure the range, price, delivery thresholds and delivery charges by digital channel.
8. Improve the operating profit of the marketplaces channel by analysing performance through a profit lens and understanding the levers to pull (storage costs, marketing costs, commission etc..) to drive a profitable performance.
9. Ensure Lakeland is at the forefront of digital knowledge and capability by actively building industry relationships and attending industry events.