Ecommerce Manager - Toronto | mini mioche | FreshGigs.ca | 07/09/17
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Ecommerce Manager Full-Time

Location: Toronto
Company Name: mini mioche ()
Category: Online Marketing, SEO/SEM, User Experience

Ecommerce Manager

Strategy:

  • Build a comprehensive digital strategy that addresses short-term sales conversion targets, mid-term sales growth targets, and long term brand awareness targets, with a strong focus on growth in the US market
  • Build a digital sales plan that separates Canadian and US revenue targets, along with a campaign-driven digital marketing plan that separates Canadian and US promotional spend
  • Consistently track performance and report back internally on success metrics
  • Be the driver of digital internally, consistently bringing forth ideas to drive sales (events, rewards programs, collaborations, pop ups etc.)
  • Build annual content calendar in terms of a holistic digital marketing plan as “campaign-driven” with a target of bi-weekly updates across marketing channels
  • Monitor and manage promotional and marketing budgets associated with digital, as well as proposing and managing any investment spending designed to deliver digital growth

Business Analysis:

  • Understand and report on the drivers of sales growth distinctly in the Canadian and US market
  • Report internally on analytics data and build plans for growth in areas such as total traffic sessions, unique users, increased pageviews/session, increased time on site, and decreased bounce rates
  • Distinguish unique channels of traffic and build strategies to drive growth across all areas (direct, search, referral, social, email) for each unique geographic market
  • Report internally on Shopify top product performance, top site searches, checkout conversion rates, and average order value by geographic market and build strategies to reduce abandoned carts, increase conversion, and increase average order value
  • Report internally on customer loyalty metrics, and design strategies to expand customer lifetime value through strategic inbound digital marketing activity
  • Understand where traffic/sales spikes come from and consistently use those learnings to refine strategies (search, features, social media, etc.)

Inbound Marketing/CRM management:

  • Segment email database and create acquisition and retention strategies based on this
  • Build strong, high impact/low cost keyword strategies, with a focus on low difficulty/high opportunity rankings
  • Build campaigns to drive new collections, product segments, etc., and consistently work to improve performance metrics
  • Identify and build smart landing pages and then link them to specific targeted calls to action depending on the type of customer
  • Oversee creation/execution of a simple, keyword-focused blog to drive organic search
  • Use inbound marketing to increase customer retention and frequency/size of purchase
  • Oversee rewards program

Shopify:

  • Responsible for the website’s functionality and shopability
  • Regularly review site through the eyes of users, going through it and seeing where improvements can be made
  • Ensure new content is delivered bi-weekly, per marketing calendar
  • Take a best-in-class approach to digital merchandising, ensuring that product pages look good, descriptions are accurate, and conversion is consistently assessed
  • Ensure sizing charts are accurate
  • Ensure any site issues are addressed in a timely manner.
  • Conduct in depth SKU maintenance to all products, with a checklist of data-driven (i.e. keyword) requirements for all existing and new products to be launched
  • Ensure all products include SEO/keyword data in both description and SEO sections, developing consistent approach to collection and product language, ensuring that it is driven by specific keyword data
  • Research and implement growth opportunities, through things like upselling, affiliate programs, etc.
  • Constantly looking at ways to enhance the customer’s online experience - researching various apps and add-ons that can increase sales

Digital Marketing:

  • Build an outbound digital marketing plan, with resources/spending plans tightly focused around targeted growth areas
  • Oversee/Manage Facebook and Instagram advertising program working in conjunction with outside agency
  • Constantly evaluate who we are partnering with and whether they are effective and the right partner for the brand
  • Oversee blogger/key influencer programs and other partnerships with brands and businesses that help drive exposure and sales.

Social Media:

  • Oversee content creation and ensure it is consistent with overall digital strategy and campaigns, particularly taking key search terms and hashtag popularity/performance into account
  • Report on any insights around engagement and growth by platform, as well as data-driven impact on sales growth
  • Oversee Community Manager/PR coordinator to ensure timely, effective, on-brand communication and engagement with the mm community
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