Build-A-Bear
  • 20-May-2022 to 19-Sep-2022 (CST)
  • Marketing
  • St. Louis, MO, USA
  • Full Time

The Ecommerce Conversion Optimization Manager will lead the digital transformation through driving meaningful change to the Build-A-Bear site guest experience. This key leader will manage the day-to-day online operations relating to buildabear.com, buildabear.co.uk, and marketplaces for top line sales, operating metrics, key performance indices, and maintaining bottom line targets in close coordination with VP Ecommerce.

Responsibilities:

Ecommerce Strategy and Product Optimization

  • Analyze user behavior data and create actionable insights. Work with VP Ecommerce to define strategies to optimize against these insights. Collaborate cross-functionally to prioritize, define requirements, and see strategy through to fruition.
  • Partner with web development team, merchandising, marketing, and creative on projects related to product launches, promotions, content, and site improvements. Ensure site experience accomplishes the goals while ensuring an optimal user experience that is easy to manage.
  • Support the vision of Build-A-Bear retail. Seek out innovative e-commerce opportunities to drive sales and traffic to stores.
  • Business lead for all Mar-Tech integrations. Maximize return on investment through adoption and operationalizing technology.
  • Own tagging of site to ensure accurate reporting.

A/B Testing & Personalization

  • Establish strategy for adoption of testing culture by being the ambassador for testing across the organization.
  • Create and manage testing roadmap, including establishing the intake process, strategize testing opportunities, and lead regular planning sessions to execute strategy.
  • Analyze results and gain consensus on the path forward. Establish and maintain library of tests to easily reference.
  • Quarterly review with organization of tests ran, insights, and provide visibility to future tests.
  • Subject-matter expert for 3rd party testing partner and native Salesforce DM testing functionality. Leverage functionality to enable personalization strategies.

Content Planning

  • Own content planning process for monthly refreshes and promotions. Work with marketing and merchandising counterparts to ensure key stories are represented while optimizing content to best maximize click thru. Plan content for entire customer journey.
  • Be an expert on the functionality necessary to create, manage and optimize the site layout.
  • Proof digital assets and ensure the correct links are communicated for email and digital content.
  • Lead weekly walkthrough/QA meetings and web content project meetings. Evolve process with new page designer functionality.
  • Partner with internal and external SEO team members to optimize product and content to improve search engines rankings and realize conversion opportunities.

Site Merchandising

  • Analyze site traffic and conversion metrics and devise ways to optimize those metrics. Implement strategies and report out findings.
  • Manage and optimize curated assortments with partnership from our buying teams.
  • Ensure consistency across the site in navigation, product features, search and placement of creative assets.
  • Oversee the product setup process. Support marketplace product setup and management of account.
  • Ensure optimal tagging of data attributes that drive navigation, filters, and search.
  • Review search data and suggest ways to improve site search results.
  • Partner closely with cross-functional teams on logistics surrounding the fulfillment of new web initiatives.
  • Identify site functionality problem(s). Elevate and recommend/initiate corrective action.
  • Continually identify inefficiencies in workflow and provide optimal resolutions.
  • Establish, analyze and report out site experience activity. Share out to organization.

Management

  • Manage, mentor, and inspire site team.
  • Other duties as assigned by management.

Qualifications:

  • Bachelor's degree in Business Administration or related field preferred
  • 5-7 years Digital/Ecommerce experience, with working knowledge of Salesforce DM, Oracle Commerce Cloud, or other Ecommerce platforms. Website and merchandising analytics.
  • 3 years website analytics, buying and planning analysis preferred
  • Proficiency in Microsoft Office - Word, Excel, Outlook, PowerPoint
  • Strong organization, planning and analytical skills
  • Effective communication skills and ability to form strong collaborative partnerships with internal teams
  • Attention to detail, adaptability, teamwork and ability to take initiative are key in this role

Apply online at http://careers.buildabear.com (Choose Corporate Office Opportunities)

Build-A-Bear Workshop® offers an exciting, fun and fast-paced work environment. One of our core values is "Embrace" - we value the diversity, individuality and background of our associates, Guests, and business partners and we cultivate an environment of inclusion.

Come see the difference in our company culture!

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