Over the years I have seen several set ups of online execution teams. Here are the most important functions needed, and the roles and descriptions for each role, to successfully own, analyze, develop and control an online business. It is a seven man team that, with a reasonable level of support functions inhouse and outsourced (IT, Support, Customer Care) should do the job:
Online Sales & Marketing Director
• Team leadership and development.
• Setting strategic direction for the business (growth, market share, segment etc) and managing budget.
• Overall owner of web key performance indicators (visits, convergence, revenue/ visit etc).
• Driving portfolio profitability, mix and pricing efforts.
Product & Pricing Manager
• Optimize product offering (selection of products and accessories).
• Drive correct margin ladders and promo activities.
• Optimize margin$ – price elasticity (and cross elasticity).
• Create and monitor price point development and portfolio aggression.
IT and Reporting Analyst
• Set up comprehensive reporting on key metrics (productivity, financial, quality and timeliness).
• Perform ad hoc analyses for team e.g. set up multi variate tests.
• Head up knowledge management (manage library of learnings and “playbook”).
• Liaise with IT organization and ecommerce vendors to secure necessary functionality/ road map.
Online Market Communication Manager
• Drive Natural Search and own Search Engine Optimization
• Optimize Internal Search.
• Owner of affiliate programmes and campaigns
• Owner of email marketing, database mining and renewal programmes.
• Owner of blogs, RSS, PR and user generated content.
Usability and Merchandizing Manager
• Optimize onsite pathing and all options (learn mores, avatars etc).
• Optimize landing pages, banner formats, affiliate offer, creatives etc.
• Optimize upsell, cross – sell options.
• Manage and improve customer experience metrics.
Margin Leakage Manager
• Own support, Q&A Continuously improve customer processes.
• Optimize check out and payment options.
• Follow up on all levels of leakage – especially late stage.
• Follow up on all cancelled orders and run out bonding activities.
Copy writer (copy and pictures)
• Own and develop the site look and feel together with Usability and Merchandizing.
• Write proprietary descriptions of products and site assets – tailor language to customers (i.e. don’t automatically upload product descriptions).
• Maximize and test effective copy, headers, fonts etc with merchandizing manager.
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