Director Digital & Direct Sales

at  Purdys Chocolatier

Are you ready for a taste of the one of Canada’s Top Employers?
Purdys Chocolatier is delighted to have been voted by our employees as one of the Canada’s Best Employers. This esteemed award is a testament to the rich texture of our history and our more than 100 years of dedication to quality, trust, tradition, and innovation.
The Purdys difference is that we truly recognize the value of our people. We reward you with competitive compensation, recognition for your achievements, opportunities for ongoing training to grow professionally and personally, delicious perks, and much, much more.

Be the champion for the Purdys Digital and Direct Customers

• Manage and deliver an exceptional customer experience through our digital channels which includes ecommerce sales, outbound and inbound sales, and corporate sales.
• Understand online customer behaviour and optimizing solutions to serve the customer at all touchpoints.
• Lead a team responsible for customer relationships from lead to nurture stage, including a team of customer service sales representatives.
• Collaboratively identify and drive the overall Digital and Direct strategy, partnering with relevant teams across the company to enhance the online customer experience, maximize site usability, performance, and ROI.
• Utilize strong business analytics and data to find actionable solutions to customer and business issues.
• Drive the prioritization of product enhancements to ensure that we win on customer experience.
• Plan, execute and manage a testing program to improve the customer experience.
• Build the guiding vision and lead the Digital and Direct business with customer insights, clear strategies, and articulated tactics.
• Support the company’s omni-channel efforts through the alignment and achievement of Ecommerce tactics.

Develop a Leading Digital Merchandising, and Analytics Team

• Proven leadership experience in direct to consumer and B2B online channels, ideally in a comparable premier retail environment. Perishable good experience an asset.
• Develop, lead, coach and manage a team that utilizes data and analytics, identifies customer insights, drives profitability, and builds exceptional digital customer experiences.
• Understand the current direct-to-consumer and e-comm technology landscape and evangelize, leverage, exploit those technologies to support our brand’s strategic needs.
• Cultivate within the team a strong sense of urgency and importance around the customer experience.
• Be obsessed with site metrics and scorecards - constantly analyze and distribute reports on site performance. Utilize these metrics and KPIs to effect change and improvement inside the organization.
• Assess the effectiveness of existing online operations and current trends in new technology, lead technology innovation in digital marketplace.
• Drive results through strong collaborative leadership.
• Works cross functionally to ensure consistency of the omni-channel customer and brand experience by leveraging the strengths of our Ecommerce businesses.
• Work with key partners to establish goals and strategies to drive growth in key omni-channel initiatives.
• Build cross-functional relationships with Merchandising, Marketing and Supply Chain teams to deliver the Ecommerce channel plan and to improve traffic, engagement, and conversion.
• Partner with Marketing to define, gain funding and execute improvements in support of the overall customer experience.
• Work with the Pricing team to ensure competitiveness and application of the appropriate level of promotions to drive revenue and margin.
• Communicate Ecommerce strategies, performance, trade-offs, and competitive benchmarking to executive team.
• Influence cross functionally with data-based and customer centric insights.
• Work cross functionally with 3rd party vendors.
• Familiarly with web UI/UX best practices.
• Collaborate with technology capability enablers, product owners and project managers on initiatives in alignment with business strategic needs.
• Be a trusted advisor with our brand leadership teams in order to provide end-to-end direct-to-consumer and e-comm technology consultation.

Drive Revenue and Profitability for the Digital and Direct Channels

• Partner with Merchandising and Marketing to create financial plans for the Ecommerce business and manage both direct and indirect resources to achieve these goals. These plans should deliver disproportionate top and bottom-line growth favoring profitability while aligning with company initiatives and brand strategies.
• Collaborate with Marketing and Retail to develop a robust plan to support new product launches.
• Measure the efficacy of programs through testing and adapting to promote growth in all channels.
• Manages the P&L for Ecommerce in partnership with Finance, Merchandising and Marketing, and Ecommerce fulfillment.
• Develop metrics-driven management system to monitor revenue profitability, cost management and customer satisfaction.
• Plan promotional tactics to drive Ecommerce sales and omni-channel engagement.
• Provide regular communication to executive leadership on results against financial plan.
• Complete P/L responsibility including bottom line expectations, top line sales and inputs to the budget from support functions.