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Sr. Mgr, Global Export Strategy & Digital

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Date: Jan 12, 2019

Location: LAKE FOREST, IL, US, 600455202

Company: Grainger

Digital Leader – Grainger Global Export

 

Company Overview

The Grainger Global Export business unit exports MRO products from their U.S. supply chain to over 120+ countries around the world.   The business has gone through a transformation over the past 2 years and is in a position to continue to accelerate growth in their business.  The MRO international market in this space has a potential of $150.0 Billion USD.  Grainger Global Export is seeking to triple revenues in the next five years.  This business is one of the most profitable ones in the Grainger portfolio as it leverages the US Supply Chain and other support resources.   Although the company has been in the eCommerce space for over 20 years, the Global Export business eCom business was launched 3 years ago.

 

Position Overview:

The Leader, Digital Acquisition/eCom – Global Export will serve as a critical revenue and profit driver for Grainger Global Export, with end-to-end responsibility across the lifecycle of the digital customer experience—acquisition, conversion, retention, lead generation process owner for transfer to field sales—(for customers on a global basis where Grainger does not have operations.).  We have moved to a 2-channel sales model: field sales, and digital.    This position will lead the digital team that will be responsible for approximately 4,000+ accounts that aren’t covered by the field sales organization.

 

This leader will leverage and deploy the full spectrum of digital lead and demand generation tools,  In addition to developing and deploying actionable acquisition and conversion strategies and tactics that ultimately fuel profitable growth, this leader will be responsible for building enduring relationships and a sense of community with Grainger’s global customer base, at scale. Beyond the delivery of agreed-upon financial metrics, these efforts should enhance Grainger Brand affinity and loyalty while maximizing LTV and—perhaps most importantly—reinforcing Grainger’s brand status and leadership in MRO distribution space for global export customers in markets where Grainger does not have operations.

 

Scope of Responsibilities

Segmentation & Targeting – Working closely with other Grainger leaders, Marketing & Analytics teams, and cross functional business partners this Leader will be responsible for optimizing and leveraging a quantitatively-derived, fact- and insight-based segmentation framework that identifies, defines and prioritizes the highest potential Segments/customers with the greatest Customer Lifetime Value (LTV). This will enable the team to appropriately allocate Paid Media, and other Digital Marketing resources, to capitalize on these segments/customers in a manner that meets the company’s ROI hurdles. This segmentation work will help drive optimization and utilization of a database, leveraged for each critical customer segment.   They will also decide on which marketplaces around the world Grainger will partner with to gain access to those markets with the highest potential.

 

Customer Acquisition – Will be responsible for allocating and investing Paid Media and other Digital Marketing assets to effectively acquire the most profitable customers. As a top priority for the company, and critical to maintaining the long-term health of the business, drive profitable acquisition to ensure Global Export meets its financial and customer goals.  They will manage key metrics such as customer conversion rate, reduction in abandonment rates,  customer experience, etc.

 

Customer Retention/Customer Portfolio Management – Continue to develop, test, measure, optimize and personalize messages and offers in order to drive greater results with customers that will be based on retention, average order size growth, and increase in frequency of purchases. Increase retention by utilizing relevant, targeted communications, effective life-cycle management, and other CRM tactics (Email, Direct Mail, Social Media, Mobile App, Web Sites).

 

Cross-Sell & Up-Sell – Develop a targeted and personalized effort to increase continued engagement and retention by cross selling for adjacent categories, up-selling for higher margin products, and selling the Grainger MRO technical expertise along with Grainger as a “one-stop” solution provider.    Other key differentiators are Grainger’s quality of products, extensive supply chain, and technology.  

 

Leveraging Social Communities – Working very closely with Marketing, Sales, Social Media Public Relations, and internal/external agency partners, help generate, curate and distribute breakthrough and compelling advertising and editorial content to drive customer trial and retention (I.E. LinkedIn, Twitter, etc)

 

Financial Delivery – Plays a key role in the delivery of agreed-to financial goals, including Revenue, Margin, Market Share, Op earnings, LTV and ROI. Pursue a zero-based budgeting approach whereby the focus is on investing in tactics that yield the required ROI hurdle rate vs. the more traditional Marketing spend approach.

 

Analytics – Works with Customer Experience manager to assist in the delivery of exceptional customer experiences.  Works with corporate eCom team on new application launches, personalized communications and web site enhancements. Also oversee analytics support for all key (owned) Digital Marketing channels. Ensure best-in-class analytics approaches/tools and ROI modeling to enhance profitability. Work effectively with Ecommerce business partners by providing timely, relevant, and predictive insights—derived from data—to facilitate improved enterprise-wide decision making.

 

Organizational Development – Review and enhance—when and where necessary—all business strategies to ensure that the organizational structure and skill sets of team members are in-line with maximizing the delivery of the plan. Responsible for hiring, developing and promoting talent, as needed.   Maximizing employee engagement will be critical.

 

Performance & Success Measures

  • Increase overall Customer Acquisition, Conversion and Retention Metrics
  • Increase Up-sell and Cross-sell Revenue
  • Increased Growth & Reach of Grainger’s Global Export Social Channels and Community
  • Increase Customer Satisfaction (Net Promoter Score)
  • Increase Marketing Effectiveness (ROI)
  • Revenue growth and EBITDA targets

     

    Candidate Profile/Experience Base

     

    General Management/Sales Management Experience – Candidate must have a minimum of 3-5 years in a general management or sales management role where they were actively driving revenues and/or operating earnings.   They must clearly understand how to manage a P&L and its financial levers to drive a positive financial return to the company.   Must also have clear leadership skills and ability to develop a high performance team.

     

    Digital Acquisition – Candidates must be highly analytical and quantitatively oriented, with current and a proven track record of success in driving profitable digital acquisition and conversion. We are seeking a senior leader with experience in designing and deploying integrated programs that generate leads, drive prospects into the acquisition funnel, and lead to conversion to purchase. Must have strong tactical command of digital tools: SEO/SEM, Email Marketing, Retargeting, Paid Social,  and Mobile Media.

     

    CRM/Loyalty Marketing – Experience designing and deploying a comprehensive, digital CRM program (retention-focused), utilizing a variety of incentives, rewards, and products to establish and enhance purchase, cross- and up-sell, and loyalty over time. These programs should include tools for building and driving engagement and loyalty, supported by the most sophisticated Segmentation, Analytics, and digital Marketing approaches.

     

    Ecommerce Experience – Candidates should ideally have recent experience managing Acquisition and CRM/Loyalty an online business (actually selling products or services) or an online retail channel (for a business selling in other channels, too), and developing acquisition and engagement Marketing plans to profitably grow that business (with an understanding of the current eCRM marketplace and agencies/suppliers).

     

    Functional Collaboration – Demonstrated a successful track record by working in matrix organizations and collaborating with functional business partners to execute a strategic road-map. This also includes developing the optimal lineup of external agency partners, contractors, consultants and other supplier partners.

     

    Skill Set

    • World-class digital Marketing skills and execution abilities  

    • Innovative and creative thinking, strategic agility

    • Organizational leadership and team development (leads through influence)

    • Intellectual horsepower (highly analytical & strategic with ability to execute plan)

    • Drives for results in prioritized manner (balanced sense of urgency)

    • Listening skills, minimal ego  

    • Complex problem-solving, with hands-on ability (understands root causes, creates options, then executes)

    • Organized and attention-to-detail approach (strong tactical execution)

    • Highly resourceful (stretches people and money; compresses time)

    • Agile (can adapt and course correct quickly to a changing environment)

    • Collaborative (works with peers across many functionalities within the company)

    • Financially minded (complete P&L responsibility)

     

    Preferred Education and Experience:

  • International experience is a plus
  • Multi-lingual is a plus (especially Spanish)
  • Bachelor’s degree required, MBA preferred.
  • Strong leadership skills
  • High degree of emotional intelligence
  • Self-directed/motivated
  • Flexible and adaptable
  • Results orientation with keen commercial mentality
  • Enthusiastic with pride and passion for winning
  • Hard work ethic, humble willing to roll up sleeves
  • Treats company resources as his/her own
  • High integrity and trustworthy
  • Flexible intellect and highly flexible work style
  • Comfort working in a fast-paced, highly dynamic work environment

     

Grainger is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.

 

 

 

 


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