Director of eCommerce Strategy

Heartland Food Products Group is seeking a Director of eCommerce Strategy with a proven history of successfully driving online sales and revenue growth. This opportunity is responsible for developing and executing the overall online sales strategy, overseeing all aspects of the eCommerce platform, including customer experience, marketing, product listings, pricing, and analytics, with the goal of maximizing online revenue and driving the Splenda, Equal, SlimFast & Java House branded business growth through digital channels. This pivotal role will be responsible for driving strategic initiatives, managing cross-functional teams, and optimizing the ecommerce customer experience to deliver measurable growth in sales, conversion rates, average order value (AOV), and units per order. The ideal candidate will bring a strong background in Shopify Plus and a proven track record in conversion rate optimization (CRO), upsells, and cross-sells. This leader will partner with our ecommerce managers to lead our ecommerce team while ensuring a seamless, engaging, and high-performing online shopping experience. The role requires a data-driven and analytical mindset, coupled with the ability to strategically prioritize the most impactful opportunities. This position is 100% in office at our Carmel, Indiana corporate office. Key Responsibilities • eCommerce Strategy & Execution - Own the overall ecommerce strategy for all brands while driving growth across all key performance indicators (KPIs), including conversion rate, AOV, and units per order. • Develop and implement data-driven CRO strategies to improve site performance and optimize the customer journey. • Partner with cross-functional teams to align ecommerce strategy with broader business objectives. • Develop and implement personalization strategies using customer data to create tailored shopping experiences for prospective and repeat customers. • Oversee the performance and growth of the Amazon business, Javahouse.com, Walmart.com, Tik Tok Shop, Mass Merchandizing, Club and other future specialty.com sites, ensuring all align with company objectives. • Partner with the ecommerce Manager to develop strategies to increase sales, improve product discoverability, and manage the end-to-end eCommerce shopping experience. Conversion Rate Optimization • (CRO) Own and execute CRO strategies, including A/B testing, to improve conversion rates and other key ecommerce metrics. • Leverage tools like Google Optimize and Shoplift among others to evaluate and refine customer journeys. • Implement site enhancements and data-driven strategies to improve user experience and increase sales. • Ensure all ecommerce sites are fully optimized for users, addressing design, speed, and functionality to maximize mobile conversion rates Team Leadership • Manage and develop the ecommerce team, ensuring efficient and effective execution of merchandising, operations, and marketing strategies. • Provide leadership, mentorship, and strategic direction to team members focused on web merchandising, performance analytics, and customer experience. • Inspire and motivate the team with a relentless drive to improve performance metrics and achieve ambitious growth goals. Performance Analytics • Regularly analyze site and channel performance metrics to identify areas of opportunity and create actionable strategies. • Monitor industry trends, competitive landscapes, and emerging technologies to maintain Splenda & Java House competitive edge. • Regularly report on key KRAs and KPIs, providing actionable insights and recommendations to senior leadership. • Strategically prioritize high-impact initiatives based on data insights and business objectives. Cross-Department Collaboration • Partner with marketing, operations, wholesale, and customer service teams to ensure seamless execution of campaigns, promotions, and product launches. • Collaborate with the creative team to develop compelling website visuals, banners, and merchandising assets. • Work closely with operations and logistics teams to ensure seamless inventory management and sell-through • Analyze and improve operational efficiencies related to ecommerce, such as shipping speeds and order delivery messaging. Budget Management • Create and manage the ecommerce budget, ensuring efficient allocation of resources to initiatives that drive ROI. • Monitor spending on web development, marketing tools, and team expenses to ensure alignment with financial goals. Qualifications • Experience: Minimum 10 years of experience in ecommerce and social media. • eCommerce CPG leadership experience in Food & Beverage including experience with Walmart, Amazon and supermarkets. • CRO Expertise: Proven track record of driving conversion rate optimization, including upsells, cross-sells, and AOV growth strategies. • Technical Knowledge: Deep understanding of Shopify Plus features, applications, and integrations; familiarity with ecommerce analytics tools (e.g., Google Analytics, Shopify Analytics). • Strategic Thinking: Strong ability to connect ecommerce strategy with business goals and identify high-impact opportunities for growth. • Leadership Skills: Demonstrated success managing and mentoring high-performing teams, other leaders, and external partners/agencies. • Amazon Proficiency: Expertise in managing and scaling Amazon business and all other brand ecommerce platforms, including knowledge of SEO and product listing optimization. • Analytical Skills: Data-driven mindset with the ability to interpret and act on performance metrics to inform strategy and tactics. • Communication: Exceptional verbal and written communication skills with the ability to present complex ideas clearly and persuasively. • Initiative and Follow-Through: Proven track record of uncovering new approaches and implementing to drive business results. Education: • BS/BA in Business, Supply Chain Management, or a related field is required. • MBA, preferred.