Sr Director, Online & Mobile Promotional Strategy in Hoffman Estates, IL at Sears Holdings Corporation

Date Posted: 2/5/2018

Job Snapshot

  • Employee Type:
  • Location:
    3333 Beverly Road
    Hoffman Estates, IL
  • Date Posted:
  • Job ID:

Job Description

Req/Job ID: 912357BR
Employing Entity: Sears Holdings Management Corporation
Employment Category: Regular, Full-time
Job Function: E-commerce
Store ID: 58491: Sears Holdings Management Corp

Sr Dir, Online Marketing Planning and Promotions is primarily responsible for:
1) Driving online and mobile growth using a robust online promotional strategy, leveraging owned assets such as Shop Your Way, Digital Marketing and low cost / high engagement new marketing mediums such as social networks/community sites/influencer networks etc
2) Ensuring that top line growth also drives better margin outcome
3) Clearly articulating and executing a promotional strategy by geography, leveraging Integrated retail where we have stores and defining an online growth and promotional strategy in geographies where we don’t
4) Delivering a great member experience through all our digital platforms
5) Hourly/Daily Monitoring of online performance, understanding the drivers of performance and taking real time actions to go after any opportunities or gaps

This role will supplement the overall Sears and Kmart Marketing strategy, with dedicated focus on Online/Mobile. This role should have a clear understanding of events/promotions in store but not be constrained by it. There is an expectation to constantly test and learn number of Online only events – such as limited time sales to create sense of urgency, flash sales that resonate with members during certain days/times, different promotions by geography, etc. There should be proformas prior to running the tests and post mortems outlining results and learnings after the tests are conducted.

This role will be responsible in partnering with Online Pricing, Business Unit Merchandising and Marketing leaders, to create and execute a promotional calendar focused on driving online growth. These promotions will leverage a combination of new and creative use of Shop Your Way FreeCash/Cashback offers and adjusting Promotional and Clearance markdowns to offset Points expense thus driving a better margin outcome. The member experience should be easy, friction free and seamless across all channels – desktop, mweb and mobile apps.

This role will be responsible for clearly articulating the promotional strategy where we have stores leveraging Integrated Retail (Buy Online Pick Up In Store, In Vehicle Pick Up, etc) as well as crafting a promotional strategy to grow online sales where we previously had stores but don’t anymore (but we still do have a way of digitally communicating with those members). In addition, this role will define a promotional strategy by geography, with a clear understanding of which geographies drive most online growth and how to make it bigger, and which geographies have the potential to drive significant online growth but don’t currently. The expectation of this role would be that they have a good understanding of economics around shipping expenses as it relates to Buy Online Pick Up In Stores, Ship From Store and Shipping to homes, so these aspects can be factored into how promotions get designed.

This role will work with the Analytics team to understand the member KPIs and behavior of those who visited, interacted and purchased on our sites. The goal should be to encourage members to login so we can identify them and provide them a more relevant and personalized site experience, retain them by increasing number of trips/purchases. In addition, this role will put in place proactive measures in place to prevent lapsing of members from engaging on our digital platforms.

Job Requirements

The success criteria for this role is to increase in top line Online and Mobile growth as defined in annual plan (+24% for 2018), increased conversion and sales, increased repeat member trips/frequent purchases (that can be measured with a monthly cohort analysis). Another metric for success would be to increase login rate, member penetration rate (defined as % of shoppers online who are SYW members) and improved NPS/CSAT to measure member experience on our digital channels.

Other Duties/Responsibilities:
  • Drives continuous quality improvement through A/B & multi-variant testing, process refinement & introducing new technology to improve customer experience
  • Creates site analytic reporting to establish core key performance indicators for site optimization & enhancement. Communicates site reporting with corresponding actions to improve performance.
  • Leads cross-functional teams to create and execute large whole house events such as holiday weekends and pre-sell events
  • Drives and manages an integrated marketing strategy to ensure site, search, email, affiliate and social teams deliver cohesive execution of whole house promotions, seasonal events, merchandising imperatives & online specific campaigns
  • Creates cohesive strategy and planning process which integrates key offline events, merchandising imperatives, and online specific events
  • Communicates the coordinated calendars to key stakeholders
  • Takes ownership stake in developing new strategy and growth of the online business
  • Attracts top talent to develop world class team


We are looking for a leader with the attitude and mindset that we'll love:

• You are a results oriented leader and pay attention to drive profitable growth
• You are passionate about customer experience.
• You have a sense of urgency and get-it-done attitude
• You take ownership and drive accountability
• You are creative when it comes to problem solving. When faced with challenges, you actively work to identify different ways to solve a problem.
• You are adept at nurturing relationships with people you work with
• You believe in constantly testing ideas, iterating, and always learning – both from successes and failures
• You have operated in a lean and nimble envirornment where you learned how to do more with less.
• You are relentless in your pursuit for success. You are comfortable with chaos and uncertainity, and take it in stride.
• You have proven results to show success in creating customer focused culture
• You enjoy staying on top of latest technology trends and innovations in online, social and mobile arena
• You have strong interpersonal, communication and influencing skills.
• Most importantly, you are looking for an opportunity where you can leave a mark and take pride in the fact that you had something to do with playing a key role in transformation of an iconic brand.

Preferred Skills/Abilities/Experience
  • 10+ years of work experience within ecommerce, integrated retail/marketing, program/project management, agency/vendor management, analytics'
  • Master's degree in related field preferred
  • Ability to plan and execute digital strategies while establishing and meeting goals and metrics
  • Ability to influence across the organization at multiple levels
  • Ability to lead the integration of new systems and processes
  • Ability to lead a team in matrix and traditional reporting structures
  • Change leadership skills
  • Ability to generate innovative insights from analysis, communicates results effectively, and works with business partners in developing and implementing new methodologies and analyses to drive actionable results
  • Strong project management skills and ability to effectively juggle multiple projects at one time
  • Able to work in and bring structure to ambiguous environments