Aveda is the leading botanical hair and skin care brand with professional authority. Inspired by Ayurveda, we take a holistic approach to beauty with rituals and products that harness pure flower and plant essences to help you look and feel beautiful. The brand, founded by a hairdresser, features professionally developed products that are used by 9,000 salons and spas worldwide. For 38 years we have been a pioneer of environmental responsibility with our mission to care for the world we live in.
This role is responsible for driving trade for the Aveda .co.uk site – our Online Flagship Store.
You will need to be commercially driven; supporting Ecommerce Director in managing trade plan activities and leveraging every marketing channel to drive traffic, exceed revenue targets and other site’s KPIs. You will be responsible for analysing online activity to identify opportunities to improve and evolve online shopping experience and ensuring site is refreshed with relevant and engaging content that matches local objectives and goals.
Key Roles Responsibilities:
•Supporting Brand Online Manager and wider online brand team in delivering the Aveda Site Sales Plan. Help to continue re-forecast based on performance in order to achieve maximum results.
•Act with agility based on analysis of sales, site performance, email campaigns and internal and external marketing programs.
•Conduct weekly sales, mix of business, and site analyses to maintain a pulse on the business and identify trends.
•Drive and evolve seasonal events and ‘Gift with Purchase’ campaigns to carve out new opportunities and capitalise on emerging customer behaviours.
•Present and feedback on Brand Site performance in the weekly Online Trade Meetings and take ownership of sales driving actions based on trade.
•Work with Brand Online Manager on sample strategy and all online marketing offerings in every channel.
•Keep trade activity and promotional plan calendar up to date.
•Provide on-going reporting and site analysis using Google Analytics to measure success, understand customer on-site behaviour. Share findings with stakeholders.
•Own and drive analysis of key business metrics: site traffic, conversion analysis, customer behaviour, engagement metrics across different marketing channels.
•Work with agencies to understand and drive performance of external marketing programs such as Paid Search, Affiliate, Display Email. Attend regular calls and meetings, track goals and update on new opportunities.
•Ensure site is optimised as a landing destination for all paid and email activity, working with online team to create engaging and relevant content that supports channel activity.
•Ensure site is optimised for natural search, working with design and engineering teams to maximise on-site relevant content/ link building.
•Monitor all email performance in terms of CTR/Open Rate/Conversion.
•Work closely with the Online Brand Manager on the email strategy and calendar.
•Work closely with the CRM team in understanding online customer purchase behaviour and own the CRM tools for the website database.
•Help to drive the overall PPC performance including delivering sales targets in a profitable and sustainable way, as well as supporting
•Work closely with the Digital Social teams on 360 traffic driving campaigns and have an always on presence to support all layers of conversion funnel.
•Accountable for Aveda site refresh process. Work with online team to plan content and activity that supports Global and UK strategy, local promotions, trade plans, seasonal activities and key strategic priorities.
•Oversee all CMS work, ensuring products are set up correctly and merchandised effectively.
•Be responsible for correct set up, execution and testing of all online promotions.
•Work with Global team to ensure all new launch strategies are relevant and optimised for the UK market execution.
•Drive all on site KPI’s (such as Conversion, AOV, IPT, Traffic, Bounce Rate and Revenue) by developing targeted strategies that support growth.
•Work with Global and local production teams to identify, create and execute new on-site technology to constantly evolve and improve user experience and position Aveda.co.uk as the digital flagship store.
•Support driving UK Loyalty programme. Work to drive key KPI’s such as members, revenue, AOV and purchase frequency by creating targeted strategies that support these levers and generate customer loyalty and brand love.
•Perform regular site walks/site reviews and be accountable for day-to-day site maintenance.
Knowledge, Skills Experience:
•Results performance driven mentality.
•Ability to prioritise and manage multiple projects simultaneously in a fast-paced environment.
•Understanding of ecommerce best practise, website metrics, data analysis, and reporting tools.
•Proficient in Web Analytics tools, Outlook, Excel and PowerPoint.
•Commercial awareness and problem-solving ability.
•Understanding of digital marketing.
•Ability to influence and build collaborative relationships.