Job Specifications
About Us
Dyson is a global technology enterprise. We're growing fast and our ambition is huge - more categories, more locations and more people. Dyson launched in Canada in 2006 with our headquarters in the heart of Toronto, where we've been recognized as one of the top employers to work for. In recent years, we've expanded our reach and grown exponentially across many teams, from digital and direct, to field sales, and our growing number of Dyson Demo stores.
We're committed to our campus culture and want to have people collaborating, developing, and learning from each other. By having everyone on campus together, we have been able to nurture a fantastic social and dynamic environment.
About The Role
Build and scale two Ecommerce traffic channels for Dyson.com, Affiliates and Live Shopping to drive 25% of Dyson.com revenue.
As shopping behavior remains digitally led, more social interactions are expected during research, buying and support journeys. We are embarking on new 1:1 and 1: many formats that are in various stages of development. This role will manage local implementation, optimization, and long-term enhancements as social, virtual and live demo specifically, evolve.
The Senior Ecommerce Manager will have to elaborate a roadmap for long term strategy for incremental traffic driven by Affiliates and Live Shopping.
Oversee day to day ecommerce and site trading responsibilities.
Lead critical portions of our weekly trading cadence (WBR) drawing and sharing insights and actions with the support of the Web Performance Optimization team
Continuously shift the way we manage our Ecommerce platform and perform site merchandising optimizations towards balancing our creative and data driven approach. Develop standardized dashboards that allow us to efficiently monitor page(s) performance, and take action.
Be the center point for how our cross functional team creates consumer experiences in a consistent way. Do so through existing or new tools such as shared forums and chats, E2E consumer centric calendars.
Execute the weekly commercial calendar for Dyson.com across site pages, but also to 'read and react' business decisions and changes
In partnership with Sales Ops, co-create and drive a regular kick off meeting where upcoming plans are shared, alongside tests, commercial priorities, etc.
Create a routine, data driven approach to ecommerce and site merchandising optimizations across the site at least once weekly or daily during high trading weeks (e.g., funnel analysis, HP CTR analysis, landing optimizations for paid and organic traffic, PLP optimizations, general CTA placement and optimizations). Do so as the center point of cross functional efforts when needed (e.g., landing optimizations together with CRM/SEO/Media etc).
This leader will be key in shaping our test & learn culture: ideate, lead and/or enable local A/B testing of both components of journeys (e.g., assets, copy), and/or commercial strategies (e.g., GWP, sampling).
Own and obsess our Ecomm Equation forecast both from a long-range (annual, quarterly) and short-range (monthly, weekly) planning perspective.
Together with the Ecommerce LT, develop specific strategies to optimize each step in that Ecomm equation, such as traffic and acquisition strategies, landing strategies, CVR funnel initiatives or tests, etc. Do so leveraging cross functional input, internal best practices (group, other markets) and external benchmarks and sources of inspiration.
Oversee the ecommerce and site merchandising team in their responsibiltiies including but not limited to:
Catalogue maintenance across FG A/B-grade and S&A inclusive of pricing/promo, removal of EOL OOS
Bundles execution, GWP, sampling, support Live Shopping as needed
Own on-site search (and the relationship with Yext)
Coordinate deployment of CRM tacticas or capabilities with the CRM team
Create or curate campaign-specific landing pages.
Demand signaling and replenishment tactics: Notify Mes, delay ship.
With support from the Manager, Ecommerce and the site merchandising team, drive global deployment site merchandising responsibilities in market
Ensure proper activation of new products, technologies and categories, across the site HP, Range, PLPs, PDPs, etc. leveraging as many site capabilities and features as possible.
Manage the global navigation to align strategic and performance goals
Manage filters, product comparison, ratings, icons, badging, etc.
Support the deployment of new capabilities when Site Merch is involved, in partnership with Site Ops & Testing team
S&A set up and maintenance, navigation optimization inclusive of easier paths to purchase in independent journeys or as part of FGs purchases
Dyson Outlet (Refurbished/Renewed) ecommerce and site merchandising
Support global content and T&Cs/legal deployments, inclusive of temporary changes that are event-specific such as extended return policies, delayed shipments, SKU exclusions, etc.
Support owner journeys when needed, in partnership with CRM
Define placement and execution of Reasons to Buy Direct comms in the site
In partnership with Web Ops & Testing, own the Web NPS KPI drivers that are our regional Ecommerce team's responsibility or where at least we have the ability to influence outcomes
Develop and execute testing roadmap
Together with Site Ops & Testing and in close partnership with with the US team, build testing plan and enhancement business cases to remain relevant to changing expectations of consumers in the market.
Responsible for building a culture of continuous learning through on-going testing, measurement and optimization on Affiliates and Live Shopping across Americas.
Make business case using influential skills and seniority to get resources from the UK to priority US and Americas needs.
Partner with the US Site Ops & Testing team in a collaborative working model that deploys efforts in the most efficient and effective way for both markets.
Web Performance Optimization
Identify business objectives and advise on suitable measurement strategies, tools.
Benchmark performance across all online channels and advise on best KPIs to track progress against objectives
Using methodical performance analysis to influence/support campaign strategies and influence functional teams to further incorporate the use of data insights in their everyday work
Developing custom marketing dashboard concepts based on business and functional needs and goals
Oversee reporting on key metrics, analyzing and interpreting trends and providing actionable insights based on available analytics data
Oversee analysis on the effect of different online and offline channels on each other and developing and implementing innovative strategies for improvement and growth
Oversee analyzing online user behavior, conversion data and customer journeys, landing mix, funnel analysis and multi-channel attribution
Own selected sections of our regular reports and weekly business review as well ...