Vice President Digital Marketing & eCommerce

At Johnson Outdoors, home to some of the world’s most innovative and best-known outdoor recreation brands, we create amazing outdoor experiences - for adventurers, by adventurers. Check out each of the unique Johnson Outdoor brands in Fishing, Watercraft, Camping and Diving!

Come be a part of the excitement that shapes the growth of the Johnson Outdoors digital commerce strategy!

The person in this role provides the overall strategic direction and leadership over system-wide Digital Commerce initiatives including digital marketing, data analytics, direct to consumer, Amazon marketplaces, and Omnichannel/eRetail. They will be responsible for driving the strategy and vision forward, executing the program and managing performance goals to grow eCommerce top line and margin.

Key Responsibilities:

eCommerce strategy and execution:

Strategy definition: Owns the enterprise-level eCommerce strategy, translating broader eCommerce goals to individual channels and driving alignment on priorities with executive leadership and across the Digital Commerce team.
Strategy execution: Develops, coordinates, and executes channel-specific roadmaps achieving performance goals; support leads in driving execution (e.g., aligning with BUs, prioritization reviews, rigor in measurement, etc.).
Performance management: Accountable to drive results and pivot priorities based on performance trends to achieve ecommerce goals.

Digital Marketing: Accountable for the digital marketing strategy to attract, engage and retain consumers across channels by supporting the full online marketing funnel including best practice research/integration, performance marketing campaigns, and digital agency relationship management.

Data Analytics: Accountable for the data analytics to ensure data-driven processes are used by the organization in translating data to insights that inform decision-making.

Direct to Consumer: Accountable for the overall strategy and execution which includes the vision, execution, operations, UX (user experience), and funnel performance across the end-to-end customer journey.

Amazon: Accountable for the strategy and execution of Amazon related business and retail media campaigns, using Amazon tools to launch campaigns, optimize ads, and drive customer conversion.

Omnichannel/eRetail: Accountable for strategizing growth in online business for omnichannel and e-retailers in coordination with business unit sales teams.

Stakeholder management and influence:

Executive leadership: Aligns eCommerce vision and roadmap with internal stakeholders, advocating for eCommerce priorities.
Supply chain: Owns delivery of the eCommerce forecast to supply chain in partnership with the business unit ensuring that fulfillment and logistics strategies driven by Supply Chain team can achieve customer promise (e.g., including timing and logistics of shipping, handling, and returns, etc.).
Change management: Drives cross-functional change and communication, integrating digital vision with the business units.
Business units: Collaborates with business unit leaders to determine product and promotion strategies per category based on data and consumer insights, driving BU collaboration on digital content needs. Collaborates with business units to balance and integrate commerce and brand initiatives.
IT: Works with IT leadership to coordinate on required investments to grow and scale eCommerce systems.
Culture and ways of working: Drives cross-team collaboration within and outside eCommerce organization to ensure business units (P&L owner) are set up to realize eCommerce ambition.
Performs other duties as assigned.

Supervisory/Management Responsibility:

Performs human resources responsibilities for staff, which includes but is not limited to the following: hiring and terminating employees, promotions/pay adjustments, staff development, performance evaluations, resolution of employee concerns and disciplinary counseling.
Oversees the development of budgets, and ensures budgets are managed within approved guidelines.
Owns shadow P&L and is consulted on budget decisions and reviews. Business unit head has P&L ownership.
Oversees the development and approval departmental policies, procedures, and guidelines to meet business needs.

Knowledge & Background Requirements:

Typically requires a master’s degree in marketing, analytics, business or equivalent.
Typically requires a minimum of 15 years of progressively responsible experience working in eCommerce for consumer durable brands which includes strategic planning and leadership.
Demonstrated expert in digital Commerce for consumer durable brands, using expertise to influence executive team.
Proven history of driving significant revenue growth through DTC, omnichannel, eRetail and Amazon retail media.
A proven history of innovation, growth and execution across growth marketing, demand generation and digital marketing.
Experience managing businesses on Amazon and direct to consumer.
Experience driving business transformations end to end.
Strong analytical skills and ability to translate data into actionable strategies.
Strong performance-driven experience across full digital funnel.
Demonstrated ability to be an effective leader in a cross-functional team environment.
Excellent verbal and written communication skills and ability to effectively communicate with colleagues, senior management, and business partners. Ability to manage difficult business situations and represent the company to outside organizations in a professional manner.

A few pointers about our culture:

Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out there.
We are laser-focused on our consumers, and passionate about inspiring people to actively engage with the amazing awe of the outdoors again and again.
We strive to create meaningful, healthy change in the world as individuals and as a family of brands.
We value diversity and team members who are willing to wear multiple hats; who take personal initiative, anticipating what needs to be done, and figuring things out to make them happen; but who are also willing to ask for help, to assist others and work together.

What you will receive:

Share in the company’s success - Competitive base salary, with additional earning potential through participation in the annual discretionary cash profit sharing program and eligibility for annual pay increases.
Find your work/life balance with generous paid time off and holiday benefits, health insurance and wellness plans.
Further your career with training opportunities including our tuition assistance program.
Plan for your future with our 401k with company match and deferred retirement contributions, Sons & Daughters Scholarship program, life and LTD insurance, and more.

All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race; creed; color; religion; national origin; sex; age; disability; sexual orientation; gender identity or expression; genetic predisposition or carrier status; veteran, marital, or citizenship status; or any other status protected by law. Johnson Outdoors is proud to be an affirmative action and equal opportunity employer.

Johnson Outdoors

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