The “Merchandising Manager - Coffee, Keurig.com” will be responsible for profitably growing online Cofee (pods, beans, ground, ready to drink) sales across Keurig’s Direct to Consumer website: Keurig.com. The Manager is the business owner; and will lead an ecommerce experience that represents Keurig to consumers, and is the heart of Keurig.com’s ongoing consumer- and customer-centric Digital transformation. In order to achieve the company’s aggressive Ecommerce objectives, this leader will utilize strategic thinking to create collaborative and value-added merchandising plans for Coffee that start with the consumer and work backwards, influence internal and external stakeholders, and solve highly complex consumer challenges; all with an end-goal of selling more Keurig Coffee products by increasing value to the consumer.
Scope of Responsibilities
·Selection, Pricing, Instock: determine the selection strategy for coffee. Curate the selection based on consumer preference and partner with the brand teams to create new items or remove those no longer relevant. Develop a strategy to launch new categories and items. Own pricing strategy and partner with other ecommerce teams to ensure there are no conflicts. Partner with supply chain and logistics to decrease out of stocks.
·Plannning and Forecasting: with input from, and alignment with, the Keurig Dr Pepper organization, draft the Annual Operating Plan (AOP) for Coffee sales, including commitment to a range of internal Key Performance Indicators (KPIs). The Ecommerce plans must embrace and support the broader KDP corporate growth agenda, and importantly, they must also reflect alignment with the company’s key omni-channel and pure play retailers, as outlined below.
·Promotion/Site Merchandising/Ecommerce & Digital Activation: build the promotion strategy for coffee on Keurig.com including daily, weekly, monthly promotions for consumers. Partner with myriad teams across Keurig Dr Pepper to drive the best value for the consumer. Working closely with internal and external Creative, Product, Marketing and Sales partners, guide and lead development and activation of integrated Digital Merchandising plans, designed to drive traffic, conversion, and cross-sell. These tactics will include on-site, email, and paid search campaigns with a eye to a great consumer experience on Shopper Experience (UX), UI, Content Management and Shopping Cart.
·Relationship-Building: serve as the point-of-accountability for the Coffee business on Keurig.com with internal and external relationships on key partnerships like Revenue Growth Management (RGM), Finance, Creative/UX, Product, and Digital Marketing.
·Financial Delivery: while the scope of this role is broad, the primary focus of this business leader will be driving the rate of profitable revenue growth of the Coffee business Keurig.com. This includes achieving/exceeding quarterly and annual revenue and profit targets, for both established items, and for new items. Financial delivery will require close alignment across the Keurig Dr Pepper team, and a collaborative, added-value relationship with internal/external partners.
Performance & Success Measures
· Revenue, Profit
· Unit Volume
· Instock rate
· Customer Feedback and NPS
·Ecommerce Experience: Recent senior level experience leading an online category to drive and profitably grow that business, with a deep understanding of the current best practices across all things merchandising.
·Relevant Categories: We are ideally seeking Ecommerce experts with experience selling online in related categories, including CPG (ideally, Beverage), Hard Goods (ideally, Appliances) or related industries that have demonstrated best-in-class Selling and Marketing capabilities and results.
·Functional Development: Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing Ecommerce/Sales/Digital Marketing teams.
What you must have:
·Bachelor’s degree required; MBA, MS or other advanced degree a plus.
·Minimum of 5 years of Merchandising, Buying, Online Marketing, ecommerce, or other relevant experience.
o Managing a P&L and/or leading a category/business
o Leading pricing
o Assorting websites/brick and mortar
·Record of delivering results and managing/developing teams.
·Data-driven decision-making skills and a willingness to move quickly.
·Ability to work closely and collaboratively with internal cross-functional and agency partners.
·Ability to juggle multiple projects, prioritize and meet deadlines.