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Job Title:  Ecommerce Lead

Date:  24-Sep-2021
Location: 

London, LND, GB, SE1 2JP

Full Time/Part Time:  Full-Time
Contract Type:  Regular/Permanent
Hours per week:  37.5

The Body Shop

When Anita Roddick founded The Body Shop in 1976, she had a vision. Business as a force for good – that’s us. Over 40 years later, we’re proud to be pioneering cruelty-free beauty every step of the way. We’re the original ethical beauty brand. We’ve got a thing for empowering people and enriching our planet. We’re all about keeping it real, in every way possible. Our activist roots remain a huge part of everything we do, from our iconic window posters to our vegetarian products to our infamous campaigns. We’re never afraid to stand up and speak the truth. We like to do things a little differently around here. 

 

The Body Shop, along with Aesop and Natura, is part of Natura & Co, a global, multi-channel and multi-brand cosmetics group that is committed to generating positive economic, social and environmental impact. Group owner Natura is Brazil's number one cosmetics manufacturer. Sustainable development has been the company's guiding principle since it was founded in 1969. In fact, this is an incredibly exciting time for The Body Shop. We’re fighting for what we believe in now more than ever. No holding back. Breaking the mould has always come naturally to us, and we need someone who’s not afraid to mix things up. 

Your role in a nutshell

The Northern Europe Ecommerce Lead will be an industry expert and will have in depth, working knowledge of Merchandising, Site Management, Personalisation and Conversion Rate Optimisation techniques. With a growth mindset and the ability to create customer experiences that deliver efficient revenue at scale they will lead their team and work collaboratively with stakeholders across the Northern European Markets (Germany, Austria, Sweden and Denmark).

 

In collaboration with the Digital Hub and Market Teams, the Northern Europe Ecommerce Lead will influence the delivery of 10% of all Ecommerce revenues globally through the ongoing optimisation and achievement of Ecommerce conversion targets. Reporting to the UK & EMEA Ecommerce Director, they will lead, coach and develop the Northern Europe Ecommerce Team of three experts.

 

As one of the leaders in the Digital Hub they will play a critical part in the ongoing digital transformation of The Body Shop and will work collaboratively to share and develop best practice, building expertise and capability within the team and the wider global business. They will champion Ecommerce across the business providing global expertise and leadership

More about the role

  • The Northern Europe Ecommerce Lead is responsible for collaborating with Market partners to manage key aspects of the Ecommerce business including merchandising strategy and development, conversion rate optimisation and site management.
  • In collaboration with the Digital Hub leads and Market Teams, the Northern Europe Ecommerce Lead will facilitate delivery of Northern Europe Ecommerce revenues through ongoing optimisation against the Ecommerce Objectives and Key Results Framework. Accountable for delivery of budgeted conversion targets they will develop and maintain a best in class online customer experience and optimal levels of conversion at all stages of the customer journey.
  • As part of the Quarterly Event Planning process the Northern Europe Ecommerce Lead will work in partnership with the Digital Hub leads and the Global Commercial Director to shape definition of a commercial and promotional plan that supports P&L delivery. They will specifically provide input and feedback on proposed pricing, offers and promotions and delivery thresholds and customer delivery charges. They will support the Global Commercial Director by identifying conversion opportunities and risks related to the plan.
  • The Northern Europe Ecommerce Lead will support the UK & EMEA Ecommerce Director to create a monthly performance review and will specifically provide a view on the previous month’s conversion performance. They will surface opportunities and challenges and will use these to further shape a recommendation on the key focus areas for the months ahead.
  • The Northern Europe Ecommerce Lead will deliver the Ecommerce Merchandising Strategy. They will ensure that Ecommerce merchandising reflects the brand values and expression. They will collaborate closely with the Market Brand & Activism Director and Global Content Director to ensure that desired content, messaging and timings are accurately portrayed through Ecommerce merchandising – this will be detailed in the Market level Merchandising Calendar. They will further develop a data driven approach to inform merchandising strategy and decision making and will use data to review and optimise activity as part of a process of continuous improvement.  
  • Accountable for the delivery and optimisation of the Market Personalisation Strategy. Specifically, this will include a roadmap of tests and optimisation activities which will be deployed across the Ecommerce platform, CRM and Performance Marketing with the objective of creating an integrated, seamless and personalised customer experience. As part of the strategy they will define a quarterly business case and be accountable for delivery of this in collaboration with the other Digital Hub leads.
  • The Northern Europe Ecommerce Lead will be accountable for delivery of the Conversion Optimisation Roadmap. This will include definition of a series of activities and frameworks that will test and optimise conversion – including but not limited to micro-conversion analysis, stepped conversion analysis and a/b and multivariate testing.
  • Supporting the UK & EMEA Ecommerce Director they will identify any risks and opportunities with business case delivery. They will further identify requirements from their markets and working with the UK & EMEA Ecommerce Director further prioritise for inclusion in the platform development roadmap.
  • Working with the Customer Service team the Northern Europe Ecommerce Lead will ensure that the online experience is fully optimised to reduce inbound contact rate and will proactively develop and deploy initiatives to reduce the contact rate further.
  • They will be accountable for leading, coaching and inspiring a team of Ecommerce experts including conversion optimisation, merchandising and operational experts.

What we look for

Experience

  • Experience of working in a scaled, omnichannel environment with a proven track record of delivering Ecommerce growth across multiple geographies.  
  • Experience of operating in an entrepreneurial organisation, with the ability to develop strong stakeholder relationships at all levels across all disciplines. Experience of working in a matrix organisation is essential.
  • An inspirational and motivational leader with gravitas and presence who is comfortable to lead from the front, with the determination to make a positive difference to the company. A leader who is also prepared to roll up their sleeves and be hands on in the delivery of the strategy - with the ultimate determination to make a positive difference to the company.
  • Excellent communication skills with the ability to simultaneously steer and develop a team whilst also engaging and building relationships with key global stakeholders.
  • Experience of developing and implementing a coherent Ecommerce strategy through delivery of a best in class online customer experience. Significant experience of leading a team to deploy outstanding online campaigns and content, improvements to site navigation and merchandising and ongoing improvements to the user journey – including optimisation of the purchase path and checkout.
  • Numerate and data driven with clear experience of developing testing and frameworks to improve the conversion rate and commercial performance. Experience of using technology to support the development of this. Significant experience of deploying personalisation strategies. Outstanding analytical skills with strong experience of interpreting test results and drawing conclusions.
  • Innate problem-solving skills – with the ability to combine an innovative approach with sound commercial ideas. Sound judgement and decision-making skills with the ability to be able to identify, prioritise and articulate high impact initiatives.
  • Strong marketing skills, with a thorough understanding of the online customer journey. Experience of delivering innovative and effective customer engagement strategies, and online tactics that deliver results.
  • Disciplined and organised yet flexible in style. Experience of being proactive and responsive to changing trading patterns. Able to balance long term objectives with the execution of regular short-term promotional tactics.
  • Proven general management skills to drive projects through to successful implementation.
  • Strong experience of leading, coaching and managing a team to deliver outstanding results and performance.

 

Technical Requirements

  • Strong technical understanding of the full technology stack required to run an Ecommerce business from front-end and cms technologies, payment systems and ERP systems.
  • Expert understanding of conversion rate optimisation techniques and technologies in accordance with best practice in usability and accessibility
  • Deep understanding of traffic acquisition channels and how to support conversion.
  • Highly Analytical, with significant experience of using web analytics packages to problem solve and innovate

 

Personal Qualities

  • Excellent communication, negotiation and influencing skills
  • A positive self-starter with the ability to set stretching goals.
  • Dedicated, results-oriented and commercial.
  • A clear thinker who is analytical and detail focused.
  • The ability to foster and develop innovative thinking in others.
  • Effective influencing skills and the ability to work with all kinds of people.
  • Disciplined and well-organised, but with an entrepreneurial style.
  • Energetic, enthusiastic and not afraid of hard work.
  • A grounded individual, who is hands-on and can lead from the front.

Talent Drivers

Purpose
Personal Conduct
Leadership
Collaborative Skills
Commerciality


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