Director, E-commerce

DIRECTOR, E-COMMERCE

About goodwipes:

A below the belt beauty brand, bringing beauty to your booty with deliciously soothing, flushable butt wipes that are guaranteed to make you feel good!

We’re on a mission to transform the way people think about hygiene. No more tiptoeing around ‘taboo’ topics - taking care of and loving on our bodies should never be embarrassing! We are all human and we’re all experiencing the same sh!t, so we might as well keep it REAL and laugh about it all along the way. 

goodwipes is here to provide game-changing solutions to everyday needs - convenient products made of real, simple ingredients that do one oh so powerful thing - keep you feeling clean, comfortable, confident, and free from worries every single day!

2023 was a BIG hit for our company...

• #1 Fastest growing flushable wipe brand in B&M Retail (IRI Syndicated Data) AND AMZ.
• 68% YoY growth!
• Highest repeat purchase % in key accounts!
• Same store sales velocities increased 77% YoY in Walmart and 51% YoY in Kroger with highest HH accumulation % of any brand (L52W).
• Growing 100%+ same store sales velocities YoY in TGT and beating Charmin there as well. 
• #1 and #2 brand in multiple grocery chains like Shoprite, Market Basket, Hannaford and more!

Not to mention, our category is the tastiest in retail…

• Flushable wipes are growing 3x faster than toilet paper, 3x faster than non-edibles, and 2x faster that personal care aisle(IRI)!

We’ve got some serious momentum and want you to build with us!

About the role:

We’re looking for a passionate and experienced, Director, E-commerce. In this role, you'll be responsible for developing and executing a comprehensive E-Commerce strategy that drives revenue, household penetration, repeat rate, and brand awareness growth across all online channels. You'll lead and be the architect of our success on Amazon (heavy emphasis here), DTC platform, and omnichannel retailer media platforms. This is a strategic and hands-on leadership position, perfect for a leader who thrives in a fast-paced environment and enjoys being in the trenches! LET’S BUILD!

Responsibilities and Duties:

Amazon:

• Develop and execute a comprehensive Amazon channel strategy aligned with overall brand goals and objectives.
• Analyze Amazon ASIN level data to determine trends, articulate observations, and propose strategies.
• Day-to-day maintenance of product listings on Amazon, including best seller badges, metrics shifts, market trends, daily reporting, competitive landscape, and inventory monitoring.
• Develop strategies to increase sales, reduce costs, and drive conversion rate, including creative optimization, PPC, packaging, coupons, customer communications, and more.
• Lead agency partner and optimize product listings (including A+ Content and enhanced brand content) to improve search ranking, conversion rates, and customer satisfaction.
• Lead and oversee Amazon advertising campaigns, maximizing return on ad spend, brand awareness, and digital share of shelf.
• Collaborate with cross-functional teams (marketing, sales, operations) to ensure a seamless Amazon customer experience.
• Develop and implement strategies to optimize fulfillment processes and ensure efficient inventory management.
• Monitor customer reviews and feedback, addressing concerns and implementing improvements as needed.

DTC:

• Develop and execute a DTC growth strategy to drive online sales and brand awareness.
• Manage all aspects of paid advertising campaigns across various channels (search and social).
• Oversee SEO/SEM efforts to improve organic search visibility.
• Craft compelling email and SMS marketing campaigns to nurture leads, drive conversions, and build customer loyalty.
• Analyze campaign performance using data analytics tools and translate insights into actionable strategies.
• Optimize the DTC website and user experience to maximize conversion rates.
• Collaborate with internal teams (design, content, operations) to ensure a seamless customer journey.

Omnichannel Retail Media:

• Collaborate with Director, Retail Marketing, to develop and execute go-to-market plans for retailer.com strategies, including creative development, media planning and buying, and measurement.
• Lead and manage strategies with agency partners for retailer.com experiences (e.g., Target, Walmart, Kroger)
• Lead and manage strategies with agency partners for shopper marketing media platforms (e.g., Criteo, Walmart Connect, Promote IQ, Ibotta, Instacart)
• Track and measure the performance of all retailer and shopper marketing media programs.
• Analyze data and insights to identify opportunities for improvement.
• Develop and maintain strong relationships with key retailer and agency partners.

E-commerce Operations:

• Own the Amazon, DTC and omnichannel retail platforms P&L for the brand.
• Manage our agency partners supporting Amazon and omni-retail platforms day-to-day operations.
• Lead and oversee paid advertising to support Amazon, DTC, and retail partners.
• Develop and implement strategies to optimize fulfillment processes and ensure efficient inventory management.
• Analyze data and track key performance indicators (KPIs) to measure the effectiveness of campaigns and identify areas for optimization.
• Clearly define reporting and analytics needs for Amazon, DTC, and omnichannel retail platforms. Work with the agencies to generate monthly, weekly, and daily reports to uncover actionable insights across all aspects of the business: product sales trends, advertising, search rank, operations, etc.

Leadership and Cross-Functional Work:

• Collaborate with Director, Supply Chain to deliver owned channel forecasts and ensure alignment on demand plan.
• Collaborate with Director, Retail Marketing to ensure alignment on strategy for each retailer.
• Lead goodwipes relationship with Amazon and media-buying agencies.
• Operate as a project manager leading key stakeholders across the business.

Requirements:

• Minimum 5 years of experience in e-commerce channel management, within the CPG industry.
• Proven track record of growing sales and market share on the Amazon platform.
• Deep understanding of Amazon marketplace dynamics, including advertising (PPC), fulfillment (FBA), and customer service (FBA customer service).
• Excellent analytical skills with the ability to interpret complex data sets and translate insights into actionable strategies.
• Experience owning the success of DTC for a brand.
• You possess a deep understanding of the DTC landscape, including customer acquisition strategies, retention tactics, and subscription models.
• You're a whiz at digital marketing with expertise in paid advertising (PPC, social media ads), SEO/SEM, email marketing, and influencer marketing.
• 3-5 years of experience working with retailer.com experiences and shopper marketing media platforms given as examples above.
• Strong communication, collaboration, and relationship management skills.
• Passion for the CPG industry and a keen understanding of current consumer trends in personal care.
• A data-driven and results-oriented leader, who is a self-starter, with a strong work ethic.

Benefits:

• Competitive pay.
• Generous PTO plan.
• Full health insurance coverage (including dental + vision).
• A fast-paced environment with a passionate, dedicated team.
• Opportunities to directly work with the co-founders and other senior leadership team members. Be a decision maker.

**a cover letter is required to apply for this position... please don't miss this. Your cover letter/note doesn't need to be over formalized, BUT we want to know that you know what you are applying for and why you are interested in building with us! Can't wait to hear from you!