VP Digital Direct eCommerce - #50853

About Miele
How does a family-owned company become the global market leader in the premium segment for domestic appliances and a trusted partner for solutions in commercial and medical technology? By striving to always do better and to keep improving. This mindset defines what it means to work at Miele and drives the success of our products. Our approximately 23,000 employees can rely on one thing: those who embrace our commitment to quality will grow – both personally and professionally.

Overall objective/Purpose of position

Responsible the Direct eCommerce (Own webshop, App, Market places) Targets and profit.

Driving state-of-the-art data-driven digital go-to-market strategies for the Direct eCommerce business.

Driving profitability by having a central Direct eCommerce P&L in place and from there define efficiencies to increase contribution margin.

Actively manage the Direct eCommerce team to build an effective workforce & community, that deeply collaborates with other digital

functions, central experts and the D2C markets functions to achieve close and effective relationships.

Develop & implement strategies to increase the role online has In offline purchase journeys. Actively steer on engagement and customer

satisfaction metrics.

Key responsibilities

Deliver a growth plan and strategy as a central framework and guidance for the markets to deliver the needed revenue and contribution.

Monitoring the key markets performance & site experience on a daily basis to define optimisations to the customer journey, (email)

campaigns and promotions to drive engagement and revenue in close alignment with the markets. Having a pro-active merchandising

strategy and excecution in place.

Pro-actively define ways of working with the D2C roles within the markets and build strong relationships to create an extended community.

Define the (local) paid traffic strategy to aquire the needed coverting traffic in alignment with the performance marketing team

Steer the central SEO strategy to increase share of organic traffic.

Drive optimisations to the customer jouney in close alignment with the platform team to improve the UX and customer retention

Content is key, defining the channel requirements towards the brand & marketing team to have inspiring & effective content in place.

Making sure there is an engagamenet metric in place that is actively being monitored to quantify impact on offline purchase journeys.

Balance the investments in the Direct Activation and inspiration journeys within the own webshop.

Actively steer towards a central and effective content management strategy, using one central system that is supporting the headless

platform safeguarding the central frameworks but giving room for localisation.

Delivering one central eCommerce roadmap (B2B & Direct) by the portfolio team, while having a predictable plan within an agile

development environment. Delivering program and project management support to key projects to achieve the value within the set time,

Having eCommerce Business owners in place for Logistics, Payment and Service to monitor and steer the effectiveness of these crucial

disciplines in having an effective eCommerce operating model. Actively working together with the markets in defining and improving

processes. Having an active contribution to the central D2C stategy.

Actively monitor and adopt relevant (digital) market trends to become a front runner within the Direct eCommerce household appliance

industry

What success will look like in two years

On a daily basis the team is focused to achieve the Direct sales targets & profit

Having a strong & stable team of managers in place that can indepdently steer the tactics and

operations of the Direct eCommerce team while having a strong team engagement.

Strong community in place with the Cluster/Market D2C roles having a deeply integrated way of

working while delivering the needed results (revenue and contribution)

Having a deep understanding of the customer behavior and performance of the KPI‘s and the

needed mechanisms to drive the engagement, customer satisafaction and revenue targets.

Actively working on implementing new and relevant insights, technologies and trends to work

towards becoming the industry household applicance industry.

Competencies/Skills for position

High business orientation and ability to contribute value to the digital growth strategy

+15 years of experience within a relevant digital/ eCommerce organizations.

+8 years of experience within managing digital professionals.

Proven track record in building strong and effective teams of senior professionals, focused on empowering

the team to grow and take ownership.

Ability to deal with a high level organizational and business complexity and ability to solutionize on a

conceptual level

Good strategic and analytical skills as well as good understanding and judgment in digital operations.

Strong in building relationships on a senior level across different disciplines throughout the organization.

Well organized and pro-active in setting up structures and ways of working.

Experience with agile organizations and the ability to translate this into a corporate context