Director of eCommerce

LEAD…CREATE…INSPIRE…GROW!

“We are seeking a fearless, confident, and proven digital/ecommerce veteran to join and lead our company’s eCommerce group. This person possesses the toolkit, experience, talent, and determination to grow Vital Essentials into category-leading, international brand…leveraging our intentional culture, delivering our vision of “BUILDING A FUTURE OF VITALity FOR PETS AND THEIR HUMANS”, and creating an internet marketplace where “everyone knows our name”. With growth of 30% - 50% every year since our inception in 2012, we are on a mission to accomplish what many will say is impossible…4X+ revenue within 5 years! Vital Essentials is one of the fastest growing global pet food brands and we’re doubling down on those efforts.

 Still with me?

This individual is a strong Carnivore Cultural fit and has positively and profitably developed, led, and grown a successful category-leading eCommerce consumer brand for at least 5 years. If this describes you and you’re willing to fight through all the gates and out-hustle everyone else to become an integral part of something very special…then I invite you to read on!”

Melissa Olson, Vice President of Marketing

IMAGINE THIS:

• Leveraging your God-given talents to lead and drive the e-Commerce business like you own it!
• A culture with purpose - supporting timely decision making, candor, clarity, and pioneering ideas.
• Helping pets all over the world to live longer, healthier, happier lives.
• Limitless growth, development, and advancement opportunities.
• A rapidly growing, business that cares about you and will invest in your success.

THE IDEAL CANDIDATE:

• You’ve been integral in building a wildly successful D2C e-commerce platform from “bottom up.”
• You have a proven track record in developing and managing 1P/3P Marketplace growth strategies.
• You’re an online sales and marketing savant...relentlessly challenging yourself to greater heights.
• You drive yourself harder than anyone else ever would or could.
• You prioritize better than all others and ALWAYS exceed role requirements.
• You are a pet owner, pet lover and you openly exhibit your passion for pets.

ROLE ACCOUNTABILITY:

• Provide strategic vision and develop 3-5 year strategy plan to achieve 50% of total revenue/EBITDA driven by eCommerce.
• Drive P&L growth to achieve topline revenue and profitability targets.
• Collaborate with retail sales, brand and marketing groups to deliver 360 omnichannel growth strategies.
• Directly responsible for branded pure play channels, including Amazon, Chewy, Walmart, etc. and D2C business (veraw.com).
• Thought leader on evolving industry trends and technology that supports the brand vision and growth goals.
• Test, measure and optimize strategies; track campaign analytics and develop data-driven action plans to continuously grow the business.
• Key role in developing and implementing GTM strategies with brand, retail sales and marketing groups, representing the digital consumer and eCommerce efforts.
• Monitor and analyze sales performance for all digital marketing campaigns through KPIs and ROI to achieve sales and profitability goals; maintain digital dashboards.
• Maximize ROI by fully leveraging marketing investment across all marketplaces including, but not limited to, Amazon, Chewy, Walmart.com and others.
• Oversee and manage authorized reseller programs and ensure compliance with MAP and Reseller Policies.

We believe in the importance of outlining specific expectations for this role BEFORE you apply. The best time to know what’s expected of you is prior to applying for the role and a “no surprises” approach is the right thing to do.

SUCCESS FACTOR SNAPSHOT:

First 30 days

• Become intimately immersed in our organization and Carnivore Culture.
• Evaluate and collect facts to make recommendations for a technical roadmap that will attain forecasted revenue goals.

First 60 days

• Become embedded in the website project work group(s).
• Establish relationships with existing agency partners and Vendor Managers.

First 90 days

• Develop an overall strategic eCommerce marketing investment strategy with brand group to promote our organizations’ products and services to acquire new customers.
• Set specific objectives, methods and dashboard to monitor KPI progress for 1P/3P Marketplace channels.

First 120 days

• Improve marketing investment performance and develop digital strategies to obtain agreed upon targets for 1P/3P Marketplace channels.
• Present technical roadmap for D2C channels and systems with budget requirements for 2023-24 with implementation plan.
• Develop competitive analysis reporting with monthly distribution to leadership.

Ongoing

• 50% Revenue/EBITDA driven by eCommerce
• Maintain >95% compliance with MAP pricing across all eCommerce channels.

OTHER:

Please send a letter of introduction telling us why you should be our top candidate. Interested candidates who include "I LOVE PETS!" in the letter and/or subject line will go to the front of the line. Background check, pre-employment drug screen, clean driving record and industry non-compete are required.

Required Travel: Up to 10%

Location: Position may reside in Green Bay, WI or work remotely.

Benefits: 401K, medical, dental, vision, disability, PTO, employee discount, tuition assistance, wellness program, EAP

Education: Bachelor’s degree in a relevant field from an accredited university

Experience:

• Directly managed eCommerce business or $100M or more
• 5+ years of consumer-facing Digital and E-commerce, preferably with fast-growth CPGs and significant experience optimizing ROI/ROAS analytics, and eCommerce marketing investments
• Experience with the application of technology and a solid understanding to achieve certain objectives.
• Deep digital and performance marketing experience, including, but not limited to SEM, SEO, PPC, affiliate, e-mail, and SMS marketing
• Managing experience: 3+ Direct reports
• Experienced with data analytics to provide strategic insights and recommendations to grow revenue and brand awareness.
• Experience in building a budget, monitor progress, and leading the ecommerce team to achieve financial goals.
• Deep understanding of UX/UI, keeping customer experience at the forefront.
• Managed results and goal attainment with data-driven approach, knowledge of metrics, A/B testing and ROI analysis.
• Implemented marketing automation and lead generation, which have increased customer acquisition and brand loyalty.
• You have played a significant role in building a wildly successful e-commerce brand from “bottom up”, within the last 24 months, and the success formula is transferrable to our brand(s).

Benefits:

• 4% 401k match, medical, dental, vision, short-term and long-term disability insurance, 100% company-paid life insurance, paid holidays, PTO, employee discounts on pet food and treats, tuition assistance, wellness program, EAP

Carnivore Meat Company is an Equal Opportunity Employer.

WELCOME TO OUR WORLD!

With arms wide open, we invite you to get to know us, see what makes us tick and how we roll at Carnivore. These shared ideals, beliefs and practices are what defines us and how the world sees us. Carnivore may not be for everyone…and that’s ok. No fine print. No misleading ads. There’s no mistaking who we are or confusing us for anyone else. We trust that you’ll appreciate that. Here’s what it takes to be one of us:

• Doing whatever is necessary to ensure that any potential customer anywhere in the world, who wants us or needs us, will invariably choose us.
• Communicating clearly, directly, candidly, and timely with all others inside and outside of the organization.
• Pioneering and constantly innovating to find ways to say “YES” and make the impossible…possible.
• Contributing in objectively measurable ways to the success of others in the organization.
• Fearless decision making…empowering everyone with an opportunity to lead in any given circumstance.
• Creating a business that will at all times and under any circumstances be strategically profitable.
• Generating market intelligence that provides us an unassailable competitive advantage.
• Losing no customers under my watch.
• Contributing to every customer’s success in objectively measurable ways.
• Unrelenting support and re-enforcement of our Culture, Mission, and Strategic Initiatives.
• Doing ALL things in life with intention and purpose.

ABOUT US:

Carnivore Meat Company is a rapidly growing, award winning, raw pet food company located in Green Bay, Wisconsin. Most recently, we have been recognized for our accomplishments in growth and manufacturing excellence and were recipients of the following: Greater Green Bay Chamber Growth Award, State Manufacturer of the Year Award, Governor’s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction, and INC. 5000 Fastest Growing Private Companies.

We manufacture, sell, and market the most delicious, nutritious, and innovative pet foods and treats in the world, serving over 5,000 pet supply stores nationwide and 14 international markets around the world. We believe that every dog and cat deserve the finest food available to them. Therefore, we will leverage our God-given talents, passion, and resources to do whatever is necessary to ensure that any pet parent, who wants or needs us, will have a convenient and effective mechanism to access and procure our “World Class” pet food and pet treats. We are in continuous pursuit of extraordinary, passionate, and innovative people who will help us make good on this promise! LONG LIVE PETS!