Director, Digital Operations, Merchandising & Marketing

Genuine Parts Company; Birmingham (AL); On-site; USD 180,000 - 280,000; Full time

Benefits offered by this job

Healthcare coverage

401(k)

Tuition reimbursement

Vacation

Sick leave

Job summary

Genuine Parts Company in Birmingham, Alabama seeks a Director of Digital Operations, Merchandising & Marketing to drive growth and operational excellence across Motion’s digital business in North America. This leader oversees Digital Operations, Merchandising, Analytics, and Digital Marketing to ensure customers can discover, evaluate, and purchase products efficiently.

This role partners with Product Management, Technology, Sales, and Operations to deliver measurable business results, optimize

Qualifications

• Bachelor’s degree and 10+ years of related experience.
• Proven leadership of large digital commerce teams.
• Strong analytical and stakeholder management skills.

Responsibilities

• Owns day-to-day digital performance with accountability for revenue growth, conversion, and engagement.
• Establishes dashboards and reviews to monitor digital health and KPIs.
• Oversees site operations, pricing, promotions, and catalog readiness for the digital channel.
• Leads digital merchandising, product discovery, and search optimization.
• Partners with cross-functional teams to align programs with business priorities.

Skills

Digital leadership

Strategic planning

Data analytics

Cross-functional leadership

SEO & marketing

Education

Bachelor's degree

Job description

SUMMARY:

The Director of Digital Operations, Merchandising & Marketing is responsible for maximizing the performance, growth, and operational excellence of Motion’s digital business. This role owns day-to-day commercial performance across digital channels, ensuring customers can efficiently discover, evaluate, and purchase products while driving revenue growth, conversion, customer retention, and operational reliability. The role leads Digital Operations, Merchandising, Analytics, and Digital Marketing functions supporting Motion’s commerce platforms across North America. Responsibilities span product discovery, search, navigation, digital merchandising, catalog performance, demand generation, lifecycle marketing, site operations, and performance analytics. Working closely with Product Management, Customer Success, Technology, Sales, and Operations, this leader ensures the digital channel consistently delivers exceptional customer experiences and measurable business results. The Director of Digital Operations oversees a large-scale digital business with accountability for revenue growth, operational performance, customer engagement, and marketing effectiveness.

You must be eligible to work in the US without Visa Sponsorship

JOB DUTIES

• Owns day-to-day performance of Motion’s digital business, with accountability for revenue growth, conversion, customer engagement, and operational excellence.
• Establishes operating rhythms, dashboards, and performance reviews that provide visibility into digital business health and key performance indicators.
• Monitors and optimizes critical customer journeys, identifying opportunities to improve conversion, reduce friction, and increase customer satisfaction.
• Ensures operational readiness for platform releases, promotions, seasonal events, and major business initiatives.
• Oversees site operations and the ongoing management of business-critical capabilities including pricing, promotions, compliance requirements, account management, and other operational processes required to run the digital business effectively.
• Leads digital merchandising strategy and execution across Motion’s product portfolio.
• Owns product discovery experiences including search, browse, navigation, category management, filtering, and product recommendation capabilities.
• Manages search relevance, synonym libraries, taxonomy structures, category hierarchies, and browse experiences to improve findability and conversion.
• Establishes digital shelf standards that ensure products meet content, attribute, image, and merchandising requirements.
• Partners with suppliers and internal stakeholders to improve product content quality, completeness, and customer decision-support information.
• Optimizes product placement, category strategies, featured assortments, cross-sell recommendations, substitute products, and promotional merchandising programs.
• Monitors merchandising performance and continuously improve search success, browse engagement, conversion, and average order value.
• Partners with enterprise product data and PIM teams to improve catalog quality, product enrichment, and digital readiness across the assortment.
• Leads digital analytics, business intelligence, and performance reporting for the eCommerce channel.
• Develops and maintains executive dashboards, KPI reporting, funnel analytics, and performance scorecards.
• Analyzes customer behavior, traffic patterns, conversion trends, retention performance, and revenue drivers to identify growth opportunities.
• Manages digital experience analytics capabilities including journey analysis, session replay, heatmaps, friction analysis, and behavioral insights.
• Delivers actionable recommendations that improve customer experience, merchandising effectiveness, marketing performance, and business outcomes.
• Develops and executes digital marketing strategies that drive customer acquisition, engagement, retention, and revenue growth.
• Directs investments across SEO, AI search optimization, paid search, paid social, display, retargeting, email marketing, and emerging digital channels.
• Leads digital lifecycle marketing programs designed to increase onboarding, engagement, retention, reactivation, and customer lifetime value.
• Executes digital segmentation, personalization, and audience targeting strategies that improve relevance and campaign performance.
• Partners with Sales, Product Management, Technology, Marketing, and Customer
• Success teams to align digital programs with business priorities and customer needs, and to measure adoption, identify friction points and quantify overall business impact.
• Partner with Technology and Marketing teams to maximize the value of the Customer
• Relationship Management (CRM) and Customer Data Platform (CDP) to enable audience segmentation, personalization, lifecycle marketing, automation, and data-driven campaign optimization.
• Measures and optimizes digital marketing effectiveness through attribution modeling, performance analytics, and return-on-investment analysis.
• Builds and leads high-performing teams across Digital Operations, Merchandising, Analytics, and Digital Marketing.
• Establishes scalable processes, operating models, governance structures, and performance management frameworks.
• Develops and executes integrated B2B demand generation strategies that drive qualified leads, accelerate pipeline growth, and increase digital-sourced revenue.
• Leads cross-functional initiatives that improve digital performance, operational efficiency, customer engagement, and revenue growth.
• Manages budgets, vendor relationships, agency partnerships, and investment priorities to maximize business value.
• Fosters a culture of accountability, continuous improvement, data-driven decision making, and customer-centric execution.
• Develops future leaders and strengthen digital commerce capabilities across the organization.
• Performs other duties as assigned.

EDUCATION & EXPERIENCE

• Typically requires a Bachelor’s degree and ten (10) or more years of related experience or an equivalent combination.

KNOWLEDGE, SKILLS, ABILITIES

• Deep expertise in digital commerce operations, merchandising, digital marketing, and business performance management.
• Proven success managing revenue-generating digital businesses and driving measurable improvements in growth, conversion, customer retention, and profitability.
• Strong understanding of digital merchandising, search optimization, product discovery, taxonomy management, product content strategy, and catalog operations.
• Experience leading SEO, paid media, lifecycle marketing, marketing automation, customer segmentation, personalization, and demand generation programs.
• Strong analytical capabilities, including experience leveraging digital analytics, business intelligence, customer behavior data, and performance reporting to drive decisions.
• Demonstrated ability to identify operational challenges, optimize business processes, and improve customer experiences through data-driven problem solving.
• Experience leading cross-functional initiatives and influencing stakeholders across
• Product, Technology, Marketing, Sales, Operations, and Customer Success organizations.
• Proven leadership experience building and developing high-performing teams.
• Strong business and financial acumen, including budget management, investment prioritization, and performance accountability.
• Excellent communication, presentation, and stakeholder management skills.
• Ability to balance strategic planning with hands‑on operational execution in a fast‑paced, growth‑oriented environment.

PHYSICAL DEMANDS:

LICENSES & CERTIFICATIONS:

None required.

SUPERVISORY RESPONSIBILITY

• 5-10 Direct Reports
• 5-10 Indirect Reports

BUDGET RESPONSIBILITY:

Yes

COMPANY INFORMATION:

Motion offers an excellent benefits package which includes options for healthcare coverage, 401(k), tuition reimbursement, vacation, sick, and holiday pay.

GPC conducts its business without regard to sex, race, creed, color, religion, marital status, national origin, citizenship status, age, pregnancy, sexual orientation, gender identity or expression, genetic information, disability, military status, status as a veteran, or any other protected characteristic. GPC’s policy is to recruit, hire, train, promote, assign, transfer and terminate employees based on their own ability, achievement, experience and conduct and other legitimate business reasons.