Senior Digital Marketing Specialist - eCommerce

About the Role:

This position requires a highly motivated, strategic, action-oriented individual to help drive the overall eCommerce Strategy, assist in managing the shop.lww.com eStore and associated ecommerce microsites (including desired features and functionality) and assist with the merchandising activity on the sites. In this tactical role you will partner with strategic product marketers and the digital marketing team to drive on-site sales. You will be the first point of contact on e-Commerce troubleshooting, maintenance and campaign setups. You will be instrumental in driving business growth, improving efficiencies, and meeting both internal and external customer needs.

We are seeking a dynamic and results-driven eCommerce manager to lead and execute our digital eCommerce strategy across multiple channels including D2C, B2B, and B2C. This role blends strategic sales planning, channel development, and marketing execution to drive revenue growth, optimize customer experience, and enhance brand visibility. The ideal candidate will manage B2B2C channels (including Amazon India), support the LWW Shop in the US, and collaborate across teams to optimize performance and user experience.

Essential Duties and Responsibilities:

• Work with global digital marketing team to complete tasks in line with revenue objectives for eComm sales channel.
• Assist with maintenance of the eStore through deployment and upkeep of products, promotions, banners, categories, virtual stores, and landing pages.
• Triage and troubleshoot problems by assigning tickets in workflow management tools. Address tickets related to site updates, promotion codes, product issues, and escalate or coordinate with relevant teams as needed.
• Monitor and optimize onsite merchandising, including promotional requests, schedules, and keyword drivers.
• Respond to incoming product reviews and questions and keep product family groupings up to date.
• Manage affiliate marketing program, including affiliate relationships, promotions, and monthly e-newsletter.
• Conduct site testing and optimization, including user acceptance testing and placing test orders when changes are made to staging and production environments.
• Monitor, run reports for monthly campaign and site activities in Adobe Analytics create query strings when required.
• Maintain project status of deliverables and due dates. Ensure external teams receive all necessary campaign files in a timely fashion.
• Design banners, mock-ups, wireframes, and PowerPoint presentations as needed.
• Attend daily project marketing calls, schedule other calls as needed with product/project marketing teams, and participate in bi-weekly calls during peak selling seasons and Lippincott Direct Scrum Calls.
• Monitor daily orders, site outages, and microsite reports for issues/errors, product updates, and validate changes. Troubleshoot and coordinate error handling, including display issues, and maintain a log.
• Collaborate with vendors (e.g., Echidna, KIBO) and IT teams on technical issues, compliance (PCI, SOC II, GDPR), risk management, tech development, and privacy handling.
• Liaise with IT security on matters of data sensitivity, incidents, and new requirements.
• Manage PEN testing and outcomes resolution, vulnerability management, and server maintenance supporting eCommerce functions.
• Provide backup support to the development team and eCommerce Associate Director for non-critical issues and backlog sprint work outside of business hours.
• Performs other duties as assigned by supervisor

Sales & Channel Management for India

• Develop and execute eComm sales strategies to meet revenue and margin targets.
• Manage relationships with online marketplaces (Amazon, Flipkart, Paytm, Snapdeal, etc.) and affiliate sellers.
• Create and manage new sales channels and ensure fulfillment and performance tracking.
• Liaise with small format retailers and distributors to enhance visibility and sales.

Data Analysis & Forecasting

• Conduct inventory management, stock forecasting, and sell-in/ sell-out tracking.
• Analyze past trends and seasonal patterns to optimize stock availability and replenishment.
• Prepare monthly management reports, financial models, and support annual budgeting.

Marketing & Merchandising

• Partner with digital marketing teams to execute campaigns aligned with revenue goals.
• Manage onsite merchandising including promotions, banners, landing pages, and keyword optimization.
• Oversee affiliate marketing programs and newsletters.

Site Operations & Optimization

• Maintain eStore and microsites, ensuring accurate product listings and promotional setups.
• Conduct regular site testing, user acceptance testing, and troubleshoot issues.
• Monitor product reviews and questions, ensuring timely responses and updates.

Analytics & Reporting

• Use Adobe Analytics to monitor campaign performance and site activity.
• Create query strings and generate actionable insights for optimization.

Creative & Presentation Support

• Design banners, wireframes, mock-ups, and presentations as needed.
• Collaborate with creative teams to manage internal ad traffic and media placements.

Compliance & Quality Assurance

• Track and report piracy issues and fake sellers affecting eCommerce performance.
• Ensure accurate billing and order fulfillment under strict deadlines.

Knowledge, Skills & Abilities:

• Bachelor's degree in marketing, Business, Information Systems, or related field.
• 6-8 years of experience in eComm, including both strategic and operational roles.
• Proficiency in Excel, Adobe Analytics, and Web CMS tools and in using tracking/analytics tools/solutions (Adobe Analytics experience strongly desired.)
• Experience with eCommerce platforms (Mozu/Kibo preferred), SEO/SEM, and CRM systems (Salesforce).
• Familiarity with Adobe Creative Suite (Photoshop, Illustrator, Dreamweaver).
• Strong problem-solving, analytical, and interpersonal communication skills.
• Experience with ticketing systems (JIRA, Smartsheet) is a plus.
• Ability to thrive in a fast-paced, matrixed environment.