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DTC Manager & Innovation Lead

Palatine, IL

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Summary

The DTC Manager & Innovation Lead is responsible for developing strategies and leading planning & execution to achieve aggressive growth goals for Weber’s direct to consumer businesses in the U.S. This role will focus on building capabilities and driving growth on Weber.com, in Weber’s digital apps and via our employee store while positioning Weber to lead DTC innovation and maximize consumer lifetime value. This role will work closely with the Brand Experience & Digital Marketing team and other key stakeholders to build & execute an innovation roadmap that effectively acquires new consumers and provides grillers the products, services and information they need today as well as compelling reasons to keep coming back in the future.

Essential Duties and Responsibilities:
  • Develop integrated strategies to drive sales and increase share on Weber.com, in Weber’s digital apps and via our employee store. Manage existing business while planning for and executing against incremental opportunities to meet/exceed annual sales and market share goals.
  • Lead development and execution of annual DTC sales & marketing plans while working closely with the Brand Experience & Digital Marketing, Channel & Customer Marketing and Sales teams to ensure alignment.
  • Develop and manage execution of an innovation roadmap focused on expanding Weber’s DTC product and service offering, driving traffic and acquisition across channels and growing conversion rates. Partner with Product Management, Finance, Operations, IT, Consumer Care, Global Marketing & Brand Experience and U.S. Brand Experience & Digital Marketing teams to build Weber’s DTC capabilities and deliver high value, differentiated offerings to consumers.
  • Manage product assortment, pricing, promotions and content optimization to drive sales and share growth. Develop and manage a rolling 12 month promotional calendar that delivers strong ROI and maximizes consumer lifetime value.
  • Serve as U.S. lead for creating a best in class user experience across all DTC touch points: digital engagement, fulfillment, returns processing, etc. Work closely with Global Marketing & Brand Experience, IT & Operations teams to deliver meaningful, measurable improvements that meet griller needs today and keep them coming back to Weber in the future.
  • Manage Where to Buy functionality and content on Weber.com. Align with Strategic Account Lead, Digital Commerce, and Sales team on strategy and maintain products, pricing and retail locations.
  • Create and communicate monthly performance scorecards for each DTC channel. Develop and communicate a monthly forecast and provide meaningful insights on key drivers behind channel and market performance.
  • Continuously scan consumer, brand, retail and competitive environment for DTC innovation best practices and provide team quarterly updates and recommendations.
  • Bring visibility to and educate internally on digital commerce best practices and key developments within the DTC space.
Education and Experience Requirements:
  • 5+ years’ experience in Sales, Marketing, Product Management and/or Innovation roles, with 3+ years of experience managing a DTC business required
  • Bachelor’s degree required; master’s degree preferred
  • Direct P&L management experience for a $20MM+ DTC business is required
  • Strong ownership mindset, cross-functional leadership skills and a drive to deliver results
  • Strong knowledge of digital technology landscape and tools
  • Strong analysis, planning & financial acumen
  • Passion for the constant evolution of the digital commerce environment and how consumers are finding new ways to engage with brands
  • Highly enthusiastic and hands-on business approach
  • Strong interpersonal, writing, and presentation skills

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