Director, eCommerce Growth & CRO (Shopify+)

Heartland Food Products Group

Carmel (IN)

On-site

USD 150,000 - 230,000

Full time

14 days+

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Job summary

Heartland Food Products Group is seeking a Director of Ecommerce Strategy to lead the online sales growth for Splenda, Equal, SlimFast, and Java House brands. The role focuses on developing the overall ecommerce strategy, optimizing the customer journey, and managing platforms such as Amazon, Walmart, and Javahouse.com.

You will drive conversion rate optimization, data-driven decision making, and cross-functional collaboration to maximize online revenue.

Qualifications

Experience: Minimum 10 years of experience in ecommerce and social media.
eCommerce CPG leadership experience in Food & Beverage including experience with Walmart, Amazon and supermarkets.
CRO Expertise: Proven track record of driving conversion rate optimization, including upsells, cross-sells, and AOV growth strategies.
Technical Knowledge: Deep understanding of Shopify Plus features, applications, and integrations; familiarity with ecommerce analytics tools (e.g., Google Analytics, Shopify Analytics).
Strategic Thinking: Strong ability to connect ecommerce strategy with business goals and identify high-impact opportunities for growth.
Leadership Skills: Demonstrated success managing and mentoring high-performing teams, other leaders, and external partners/agencies.
Amazon Proficiency: Expertise in managing and scaling Amazon business and all other brand ecommerce platforms, including knowledge of SEO and product listing optimization.
Analytical Skills: Data-driven mindset with the ability to interpret and act on performance metrics to inform strategy and tactics.
Communication: Exceptional verbal and written communication skills with the ability to present complex ideas clearly and convincingly.
Initiative and Follow-Through: Proven track record of uncovering new approaches and implementing to drive business results.

Responsibilities

Own the overall ecommerce strategy for all brands while driving growth across all KPIs, including conversion rate, AOV, and units per order.
Develop data-driven CRO strategies to improve site performance and optimize the customer journey.
Partner with cross-functional teams to align ecommerce strategy with broader business objectives.
Develop personalization strategies using customer data to create tailored shopping experiences for prospective and repeat customers.
Oversee the performance and growth of the Amazon business, Javahouse.com, Walmart.com, Tik Tok Shop, Mass Merchandizing, Club and other sites, ensuring all align with company objectives.
Partner with the ecommerce Manager to develop strategies to increase sales, improve product discoverability, and manage the end-to-end ecommerce shopping experience.
Own and execute CRO strategies, including A/B testing, to improve conversion rates and other key ecommerce metrics.
Leverage tools like Google Optimize and Shoplift among others to evaluate and refine customer journeys.
Implement site enhancements and data-driven strategies to improve user experience and increase sales.
Ensure all ecommerce sites are fully optimized for users, addressing design, speed, and functionality to maximize mobile conversion rates.
Manage and develop the ecommerce team, ensuring efficient and effective execution of merchandising, operations, and marketing strategies.
Provide leadership, mentorship, and strategic direction to team members focused on web merchandising, performance analytics, and customer experience.
Inspire and motivate the team with a relentless drive to improve performance metrics and achieve ambitious growth goals.
Regularly analyze site and channel performance metrics to identify areas of opportunity and create actionable strategies.
Monitor industry trends, competitive landscapes, and emerging technologies to maintain Splenda & Java House competitive edge.
Regularly report on key KRAs and KPIs, providing actionable insights and recommendations to senior leadership.
Strategically prioritize high‑impact initiatives based on data insights and business objectives.
Partner with marketing, operations, wholesale, and customer service teams to ensure seamless execution of campaigns, promotions, and product launches.
Collaborate with the creative team to develop compelling website visuals, banners, and merchandising assets.
Work closely with operations and logistics teams to ensure seamless inventory management and sell‑through.
Analyze and improve operational efficiencies related to ecommerce, such as shipping speeds and order delivery messaging.
Create and manage the ecommerce budget, ensuring efficient allocation of resources to initiatives that drive ROI.
Monitor spending on web development, marketing tools, and team expenses to ensure alignment with financial goals.