Vice President, Ecommerce

Job Description:

Vice President of E-Commerce is responsible for all of Greenlane’s E-Commerce and Digital channel strategy. As we continue to see more consumers engaging directly with our business it is critical that this leader take our E-Commerce and Digital business to the next level. Reporting to the Chief Growth Officer, this role will help maximize our direct-to-consumer and business-to-business Ecommerce and Digital Channel business.

Requirements

• Oversee all of Greenlane’s E-Commerce and Digital Channel business with full P&L ownership.
• Lead and manage B2C and B2B end-to-end website strategy development and day to day operational execution. Collaborate with Marketing to build a distinctive, authentic, and experiential digital experience for all types of Greenlane, KushCo, Vapor, PuffitUp, Marley Natural, and Higher Standards’ consumers.
• Grow online commercial results with respect to top and bottom lines, ensuring E-Commerce is a strong driver to achieve overall company revenue projections.
• Develop comprehensive digital web strategy to expand customer acquisition & retention channels by maximizing .com traffic, conversion, and retention.
• Partner with Marketing on website content generation and maximize return through testing, site optimization, UI/UX and improving online customer experience.
• Manage Full funnel experience, metrics, and optimization efforts.
• Contribute analytical rigor, with managing CAC, pricing scenarios, etc.
• Implement programs to support online merchandising and optimization.
• Evaluate data and feedback from customer insights, CRM, and product teams to further iterate and evolve our subscription and digital product offerings on all our sites.
• Evaluate competitive benchmarks and continue to drive improvements to our overall online web strategy.
• Provide leadership to the E-Commerce team, building capabilities and supporting them in their development while nurturing a collaborative and dynamic culture.
• Other duties as assigned by manager

Qualifications & Skills Required

• 15+ years of experience in web/E-Commerce marketing. Both B2B and B2C experience an asset.
• 5+ years of leading and growing a successful E-Commerce business with experience in both strategy development and operational execution.
• Experience commercializing a high consideration product or service.
• Demonstrated P&L accountability.
• Knowledgeable about technology, web development, enough so you can articulate topics like features and technologies to a non-technical audience. Shopify platform experience is an asset.
• Has strong written and oral communication skills, excellent presentation skills.
• Is fanatical about providing excellent customer service and value to the customer.

Leadership Requirements

• Team Leadership: Has the energy, sincerity, and drive to build a diverse and high performing team.
• Will be a true “player-coach” willing to work directly with leaders and teams across the organization to deliver on Greenlane’s mission.
• Strategic Orientation: In addition to scaling and developing a world-class E-Commerce business, will understand that the company’s digital interfaces to better serve our world-wide customers.
• Collaboration and Influencing: Will have the gravitas, willingness, and ability to work effectively at all levels of the organization. Will facilitate connection and collaboration across the business. Will contribute skill and experience with generosity, willing to work with anyone to drive real business impact.
• Results Orientation: Able to deliver on business commitments while installing the right amount of process to enable steady performance without causing backlash. Able to deliver with quality, upholding brand excellence, despite high growth and unexpected twists and turns.