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E-commerce Merchant, Direct to Consumer

King Arthur Flour

White River Junction, Vermont
posted April 9, 2021

King Arthur Baking Company is looking for an E-commerce Merchant to support a rapidly growing online business within the Direct-to Consumer team. The E-commerce Merchant leverages their expertise and problem-solving skills to build a new digitally focused merchandising function within a high performing merchandising team. The individual in this role is responsible for the digital presentation and sell strategy of product, as well as the execution of seasonal go-to-market plans. This individual uses trends and competitive research to recommend new ways to bring King Arthur’s baking products to life through smart merchandising techniques, curated collection offerings, or new functionality. Through data-driven analysis, this individual will identify opportunities to improve conversion rates and drive revenue growth across product categories. This role ensures that our web experience helps the customer make the right buying decisions for their baking needs.

Essential Duties and Responsibilities

Create and execute seasonal merchandising content plans:

  • Owns digital merchandising across desktop and mobile web
  • Develops seasonal merchandising content plans for web and email that layer into the overall editorial calendar for the brand. Identifies and defines innovative and productive web and email features, content, photography, video, messaging requirements to call out unique properties of products that are important to the target consumer.
  • Acts as a business partner with Email, Creative and Copy teams to ensure product images and copy are inspiring, educational and compelling.
  • Works closely with product category managers, brand managers, and content marketing team to stay on top of product line assortment and marketing initiatives for the season. Uses this information to generate fresh content for on-site merchandising efforts.
  • Establishes new ways of working with various internal partners to ensure the success of the new web merchandising function.

Analyze product performance and consumer behavior:

  • Utilizes quantitative and qualitative data to understand prior seasons’ assortment performance, content and merchandise feature performance, and behavioral analysis of online customer. Summarize findings and actions.
  • Performs weekly analysis of site behaviors, merchandising content performance, and selling recaps. Reports out on E-commerce business to key stakeholders.
  • Understands customer feedback, analyzes trends, and develops insights about buying preferences and buying patterns to optimize customer experience and drive category performance.

Measure and drive KPIs:

  • Identifies and manages actions to improve product page view rates, add to cart rates, and conversion via content improvements, product page optimization and search optimization;. leverages AB testing to move the needle against KPIs
  • Maximizes online sales performance (i.e., average order value, units per transaction), with focus on making continuous improvements in customer experience ratings, cross-sell strategies, and promotion execution

Continuously monitor inventory health and drive sell-thru:

  • Monitors in-season forecast variance and inventory health; identifies actions to improve customer experience with in-stock levels.
  • Works with the Product Category Management and Inventory Management team to determine product availability and sale and clearance strategies

Support a simple and intuitive shopping experience:

  • Creates and executes category specific site merchandising optimizations, determining the attribute structure, navigation pathways and landing experiences to best drive product performance and presentation.
  • Optimizes and manages the product taxonomy and continuously improve site search functionality
  • Manages site sorting rules, search term optimization, and other commerce platform-related features that help drive conversion rate and provide a best-in-class retail experience.

Minimum Job Requirements

  • BA/BS from a 4 year program.
  • 5+ years merchandising experience from a top tier consumer brand with strong experience in online merchandising and web analytics
  • Ability to work in a fast-paced and deadline-oriented environment
  • Self-motivated with critical attention to detail, deadlines and reporting
  • Proven ability to grow category sales via merchandising and assortment optimization efforts
  • Passion for the customer journey and experience
  • Strong analytical skills, business acumen, and problem-solving abilities
  • Aptitude and commitment to data-driven decision-making
  • Advanced Microsoft Excel skills
  • Experience working with web analytics tools (e.g., Google Analytics).
  • Experience delivering high quality presentations to peers and leaders.
  • Demonstrated ability to work successfully in a cross-functional environment
  • Ability to articulate a proactive approach, to problem solve and to work collaboratively in a team atmosphere.
  • Proven ability to contribute to visioning and idea generation.
  • Interest in baking a plus