VP Digital Direct eCommerce

Overall objective/Purpose of position: Responsible for 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 and community, that deeply collaborates with other digital functions, central experts and the D2C markets functions to achieve close and effective relationships. Develop and implement strategies to increase the role online has in offline purchase journeys. Actively steer on engagement and customer satisfaction metrics.

• Deliver a growth plan and strategy as a central framework and guidance for the markets to deliver the needed revenue and contribution.
• Monitor the key markets performance and 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. Have a proactive merchandising strategy and execution 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 acquire the needed converting traffic in alignment with the performance marketing team.
• Steer the central SEO strategy to increase share of organic traffic.
• Drive optimisations to the customer journey in close alignment with the platform team to improve the UX and customer retention.
• Content is key, defining the channel requirements towards the brand and marketing team to have inspiring and effective content in place.
• Ensure there is an engagement metric in place that is actively monitored to quantify impact on offline purchase journeys. Balance the investments in the Direct Activation and inspiration journeys within the own webshop.
• Steer towards a central and effective content management strategy, using one central system that supports the headless platform while enabling localisation.
• Deliver one central eCommerce roadmap (B2B & Direct) by the portfolio team, with a predictable plan within an agile development environment. Provide program and project management support to key projects to achieve value within the set time.
• Have eCommerce Business owners in place for Logistics, Payment and Service to monitor and steer the effectiveness of these crucial disciplines in operating an effective eCommerce model. Work with markets to define and improve processes. Contribute to the central D2C strategy.
• Actively monitor and adopt relevant digital market trends to become a front runner within the Direct eCommerce household appliance industry.

• On a daily basis the team is focused to achieve the Direct sales targets and profit.
• Having a strong and stable team of managers in place that can independently steer the tactics and operations of the Direct eCommerce team while maintaining strong team engagement.
• Strong community with the Cluster/Market D2C roles deeply integrated, delivering revenue and contribution targets.
• Deep understanding of customer behavior and KPI performance with mechanisms to drive engagement, customer satisfaction and revenue targets.
• Implementing new insights, technologies and trends to remain a leader in the household appliance industry.

• High business orientation and ability to contribute value to the digital growth strategy.
• +15 years of experience within a relevant digital/eCommerce organization.
• +8 years of experience managing digital professionals.
• Proven track record in building strong and effective teams of senior professionals, empowering the team to grow and take ownership.
• Ability to deal with high level organizational and business complexity and to solutionize on a conceptual level.
• Strong strategic and analytical skills and good understanding and judgment in digital operations.
• Strong in building relationships at a senior level across different disciplines within the organization.
• Well organized and proactive in setting up structures and ways of working.
• Experience with agile organizations and the ability to translate this into a corporate context.

For more than 125 years, Miele has been a family-owned, family-run company. Based on this tradition, a healthy balance between the demands and the appreciation of our employees is very important to us. Besides following our objective of becoming “forever better” which our employees represent with their specialist knowledge, their ambition and with thinking ahead, we want to ensure that everyone can experience and profit from our good working environment here at Miele. Living and passing on our Miele values, as well as working in teams to further develop our innovative products, are important parts of our Miele culture at each of our 50 locations. What does it take for a family-run company to become world market leader in the premium domestic appliance segment? It takes more than offering average products, run-of-the-mill service or short-sighted actions. It also requires the aspiration to do it forever better and to be forever better. This stance accounts for a good working environment at Miele and the success of our products. Our colleagues can rest assured that those who live up to our standards of quality and professionalism grow personally and professionally. No matter if they are apprentices or managers. Make our claim your challenge - whether in Gütersloh, Melbourne or Singapore! Become one of more than 23,000 Miele employees in 50 countries around the world who are committed to making our products even better every day - and help us to expand our innovation leadership.