Regional E-Commerce Manager - Perfume & Beauty Americas

Location: Miami, USA, Hermès Perfumes & Beauty office

GENERAL MISSION

Reporting to the Managing Director, your role as Regional E-Commerce Manager is to build and lead the e-commerce strategy across the region while creating an environment that ensures strong productivity with an exceptional excellence ‘’in store experience’’ across the region. The Regional E-commerce Manager also maximizes sales growth by supporting and implementing all strategic brand initiatives for the region within 360 launch plans.

The Regional E-commerce Manager is expected to formulate the adequate Travel Retail and Local markets e-commercial development strategies to ensure long-term success while challenging and improving current e-commercial conditions. This, with the support of the team while identifying and activating the building blocks to grow the e-business in line with regional and global expectations for the brand.

Part of this role is to work closely with the Commercial Team as an E-Commerce lead to set standards and objectives for each key retailers while optimizing and overseeing operations to ensure efficiency knowing that reporting and data monitoring are a major part of this role. In this role, you will also work closely with the Central E-Commerce team in Paris (HQ), and you will ensure Company's e-commerce guidelines application in the region.

You will be responsible to improve and protect the brand presence across all e-commerce platforms including a role of influence and adviser for media digital actions driving traffic through social media platforms or any other forms of digital actions/tools.

This role implies working through distributor model across the Americas region. For the US, Mexico and Brazil markets, you will also be expected to work closely with our in-house e-commerce Hermes.com teams based in the countries.

In this role, you will liaise and work in sync with all departments in Miami, Paris and NYC to insure synergies where possible.

Main Duties And Responsibilities

1/ E-Commerce Strategy, Business Development, Regional role

• Revisit and update E-commerce regional strategy and building blocks aligned with MD, Regional Sales and Marketing Directors, on a yearly basis – Full year review with HQ to prepare in November each year.
• Identify any potential white spaces of interest for the brand to expand and evaluate opportunity (e-retailers, Pure Players, digital tools etc)
• Be the voice of E-commerce for the Americas: Region needs audit and liaison to Paris HQ E-commerce Team
• Support Regional marketing team for all online media
• You will be feeding the regional team and HQ Paris team with latest e-commerce/digital news within the region
• You will be developing Americas LinkedIn posts to keep our community aware of our performances and progress
  
  

2/ E-Retailers

Deploy strategy and ensure strong animation plan for each existing e-commerce site

• In coordination with the Trade Marketing Americas team and our distributors, build a coherent e-commerce animation plan for each site with the best possible digital investment by door.
• Align with regional sales and marketing teams so e-commerce activations co-exist within the 360 plans approved and meet sales target.
• Build a coherent e-sampling plan and e-commerce GWP for the Americas zone.
• Optimize and leverage ratings and reviews for catalog products and key launches (especially in the US).
• Challenge the guidelines for activities and content based on local benchmarks and local studies.
• Check with HQ Paris team animation and sampling plans (providing briefs) and build reports for each key activation.
  
  

Pilot e-commerce E-retail projects’ operational deployment

• Keep watch on websites/commercial platforms to be launched (those with growth and proven potential).
• Actively participate upstream in the evaluation of the project, its proper understanding and then in an overall presentation of each project to the HQ team.
• For validated projects, define the strategy and ensure the negotiation of the project in tandem with the area manager and the distributor (product assortment, launch plan, brand visibility, etc.).
• Work along the retailer to facilitate their understanding of the guidelines and the work process.
• Prepare creative brief for the HQ team to anticipate assets development, integrating all possible customer journeys.
• Manage every e-retail project a full Hermès Parfum & Beauté door, just like a physical flagship store.
  
  

Visibility and monitoring: Ensure the update, monitoring, optimization, and analysis of existing e-commerce sites

• Ensure strong brand space and on-going PdP updates, inline with 360 launch calendar and Trade/Communication plans.
• Audit and continuously optimize the visibility of Hermès Parfums et Beauté within each site across all touch point: product offer, navigation, search, e-merchandising, cross-selling, editorial, etc.
• Analyze door-to-door sales and entertainment reports, as well as P&L per door - performance analysis.
• Weekly store checks to identify technical problems and possible out of stock issues, but also new opportunities to be seized.
• Ensure regular watch on each e-commerce door to identify innovations implemented by platform and any relevant projects to be carried out in partnership (virtual make-up fitting, fragrance finder, social selling, live shopping, etc.).
• Presentation of quarterly reports with analyzes to Regional and HQ teams.
• Hermes.com
  
  

For each Hermès e-store in the Americas, you will work closely with our in-house e-commerce teams based in designated markets such as the US, Mexico and Brazil

• Support the Perfumes and Beauty sales teams with their presentations to subsidiaries and e-commerce forecasts while ensuring compliance with the product launch schedule.
• Secure an effective sampling plan and an optimal level of service (compliance with the guidelines for the distribution of samples in packages, training of call center teams, etc.).
• Communicate and influence e-merchandising strategy and activation on websites (monitoring of the implementation of latest functionalities, consistency of visual merchandising, monitoring of newsletter activities, etc.).
• Monitoring of local SEA activity to be optimized
• Watch and share needs for new functionalities based on external e-retailers sites and competing brand sites.
• Report detailed quantitative and qualitative sales analysis for each e-store in the region, sharing results with HQ team, and a comparison between local and global performances.
• When launching new H.com e-stores in the Americas zone, participate in preparing the launch of the Perfume and Beauty categories (product offer, packaging guidelines, activation plan, etc.).
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• Build a drive-to store digital strategy for all physical doors including the ones not having an e-commerce door to date in cooperation with local marketing teams / area managers.
• Track operations, challenge practices with HQ, be on the lookout for the specifics of each market.
• Set up a performance measurement of initiatives.
• Prepare briefs for the HQ team for validated activations creative assets.