JOB TITLE: Director of eCommerce
EMPLOYER: G Fuel LLC
DEPARTMENT: Marketing
REPORTS TO: SVP/GM eCommerce
LOCATION: Hybrid - 3 days per week in the El Segundo Area of Los Angeles, CA.
SALARY RANGE: $110,000 to $165,000
ABOUT THE BRAND
In 2012, we had a vision: To create the healthiest, most effective Energy Formula for gamers. And with what started as just 3 Tub flavors - Blue Ice, Fruit Punch and Lemon Lime - Quickly evolved into something much more...A movement. A culture. A community.
Over the course of the last decade, we have become The Official Energy Drink of Esports®- Maintaining the industry’s largest, most passionate, and most diverse community of fans, customers, creators and partners alike.
Whether you’re a casual gamer, a content creator, an everyday Joe, or an esports pro, G FUEL’s sugar-free, antioxidant and vitamin-fortified, focus-enhancing, and high-performance energy products will give you the edge you need to fuel your grind.
And with over 344K verified 5-star ratings on Shopper Approved, the G FUEL name is a cut above the rest. No sugar. No gluten. No crash. Just natural, clean, vitamin and antioxidant-fortified energy, available in over 40 lip-smacking energizing flavors.
SUMMARY OF POSITION
Seeking an executive lead to drive profitable growth across all G FUEL digital channels (i.e., DTC, Amazon and specialty e-commerce pureplay partners). Responsibilities include strategic planning, managing vendor relationships, setting revenue targets, leading business reviews, overseeing media management, and optimizing for e-commerce market share penetration. The ideal candidate will possess strong analytical skills, manage inventory and demand, develop marketing strategies, and collaborate cross-functionally to ensure operational excellence and brand awareness.
JOB ROLE AND RESPONSIBILITIES:
- Lead executive responsible for driving profitable growth across all GFUEL digital channels including Amazon, DTC, e-tailers, and pure plays.
- Work closely with the SVP of e-commerce to manage vendor relationships with Amazon, media, and retailers, facilitating strategic, collaborative business planning.
- Set strategic vision and priorities to achieve GFUEL revenue targets for accounts.
- Lead top-to-top and joint business planning meetings with e-commerce customers, as well as quarterly business reviews across channels.
- Align customer acquisition and retention plans to the budget through forecasting and management of LTV, CAC, ROAS, new/repeat customer revenue, customer growth and sustained engagement rate.
- Manage and mentor the team for growth.
- Demonstrate a deep understanding of CARS across e-commerce channels and Amazon media management.
- Accelerate lifecycle personalization through the loyalty program and advanced segmentation to improve LTV.
- Manage e-commerce media agency and internal media team across channels.
- Responsible for overall revenue goals on DTC, Amazon, e-retailers, and brick-and-mortar.
- Collaborate with key stakeholders to review performance of existing licensees and make recommendations for improvement.
- Own internal business review process, informing senior management of results, risks, and opportunities based on market data and analysis.
- Identify and support growth opportunities for each consumer segment within the e-commerce channel.
- Manage licensee matrix, strategy, forecasting, and assortment optimization to improve market share penetration.
- Oversee annual budget planning, quarterly revenue forecasting, and assortment optimization for licensees.
- Partner with Product Development, Marketing, and Supply Chain to drive process optimization and speed-to-market initiatives.
- Collaborate with Data Analytics to analyze and measure KPIs and translate into actionable insights.
- Partner with Retail Marketing to develop comprehensive digital marketing plans.
- Maintain knowledge of e-commerce trends and identify strategic opportunities for innovation.
- Act as an e-commerce expert and champion for internal and external partners.
- Lead strategy, marketing calendar, forecasting, and promotions for Amazon and e-tailers.
- Manage advertising strategy and promotional activities for Amazon US & Canada.
- Oversee paid media budget across Amazon and e-retailers.
- Drive growth for DTC, Amazon, and specialty e-commerce partners through relationship management and campaign activation.
- Own growth targets for B2B2C, pure plays, and brick-and-mortar partners.
- Work with C-Suite to define company objectives and digital strategy.
- Ensure consistent brand tone and messaging across digital platforms.
- Create digital content for web, paid social, influencer marketing, affiliates, and email.
- Collaborate with Marketing and Trade Marketing to amplify brand through creative initiatives.
- Adapt CARS for personalized customer experiences.
- Develop customer acquisition and retention strategy.
- Oversee inventory and demand strategy for digital channels.
- Report on monthly sales estimates and achieve sales targets across digital channels.
- Develop, execute, and optimize e-commerce marketing strategy.
- Oversee media budgets, forecasts, and reporting at channel level.
- Localize digital assets to support brand acquisition and drive conversions.
- Collaborate with multiple departments to ensure operational infrastructure supports digital strategy.
- Implement strategic online marketing plan aligned with overall Brand Marketing Plans.
- Adapt marketing plan based on changes to online marketplace and industry.
- Perform other duties as assigned by management.
SKILLS & QUALIFICATIONS:
- Being KPI obsessed
- Bachelor's degree in Business, Computer Science, Marketing, Research, or related field
- Minimum 3 years managing Amazon business and 3 managing DTC
- Experience presenting metrics and progress-to-goal to senior leadership
- Deep understanding and managing Amazon marketing cloud data and amazon media management (search, DSP)
- Minimum 5-7years of experience managing new customer acquisition strategies with a focus on driving traffic to online channels.
- Minimum 5-7 years of CRM experience within an e-commerce/D2C environment
- Experience with programmatic and OTT advertising
- Experience in powder and liquid beverages and/or premium retail a plus
- Strong project management, attention to detail, and a no-task-too-small mentality
- Experience in optimizing Performance Marketing strategies and campaigns across Search, Affiliate, Retargeting, Paid Social, Programmatic, and SEO channels to maximize ROI
- Experience with email segmentation and customer journey planning
- Previous experience creating successful retention, loyalty, and lifecycle marketing campaigns
- Experience in Paid Search and managing a digital agency.
- Strong experience in Google Shopping Ads and/or Comparison-Shopping Service
- Experience with Test-and-Learn approach to drive channel performance
- Experience in driving growth in SEO, implementing localized onsite/ offsite strategies and best practice
- Experience with data analytics tools such as Google Analytics 360 or similar analytic tools with a strong ability to drive actionable insights
- Excellent analytical skills, with a strong understanding of account performance and high proficiency in Excel
- Team-player, hard-working, organized, and goal-oriented
- Basic experience in Adobe Photoshop and HTML (desirable)