Ecommerce Advertising Manager – Amazon

Summary

Himalaya Herbal Healthcare is seeking a highly driven eCommerce Advertising Manager to lead our brands on the Amazon platform. Our brands have experienced substantial growth on the platform and will look to you to identify opportunities to accelerate that growth.

In this role, you will bring your Amazon specific experience to chart a data-driven course for the organization’s approach to paid search and DSP advertising on the platform. The proper candidate will have the confidence to work independently in high exposure situations with limited oversight. To be successful you must demonstrate a desire to be a critical player on a must-win team.

The eCommerce Advertising Manager – Amazon will have ownership of Himalaya’s paid growth strategy for personal care, oral care and supplement products on the Amazon platform and provide thought leadership across the marketing function for the e-tail team.

In this role, you will join a talent rich organization with high expectations for strategic thinking and on-point execution. You will establish the eCommerce Advertising Manager – Amazon function under the leadership of the Associate Director - eCommerce in a fast growth, highly dynamic season and be a catalyst for the future direction of the business. This role will require the ability and willingness to evolve the role to best suit highly dynamic situations in the rapidly changing ecommerce environment with a bias for action and a passion for making data driven decisions.

The successful candidate will possess a proven background of success working with consumer products within the Amazon platform and other eTail and omnichannel platforms. Proper candidates will have the analytical skills to be hands on in the analysis of business performance and creating actional insights. You must have the demonstrated ability to use analytics to solve business problems and the communication skills necessary to translate analytics into strategic initiatives toward revenue and profit goals. You will work in strong collaboration with the E-tail Sales, Brand Marketing, Shopper Marketing, and Insights teams to deliver on corporate objectives.

The eCommerce Advertising Manager – Amazon will report to the Associate Director - eCommerce U.S. with dotted line accountability to the Senior Director of Sales for eCommerce.

Duties & Responsibilities

Reporting to the Associate Director - eCommerce, this position is responsible for full and complete ownership of Himalaya’s portfolio of products with advertising strategy planning, campaign creation, and P&L responsibility.

• Must be an expert on with Amazon Seller Central and Vendor Central and be able to analyze marketplace data and sales analytics and create actionable plans to manage the fast-evolving operational metrics and advertising requirements to maintain a top performing account.
• Track the competitive landscape, inform the organization, and respond as required.
• Develop strategies to improve the organic ranking of our products, including continuous keyword research, search engine optimization and identify white space to accelerate growth of the existing portfolio of products on and off platform.
• Create and present detailed advertising reports on performance, budgets, and opportunities
• With a sharp focus on data, create and maintain Amazon advertising plans to improve and build upon the organic sales performance of the Himalaya portfolio.
• Plan and execute product launches for all new products for fast sales growth in key categories. Continuously optimize new and existing Amazon campaigns for best practices, conversion, and increased return: images, copy, keyword, title, SEO, Storefront, etc.
• Closely work with Brand Marketing Team to build business plans that include development and execution of e-commerce strategy for Amazon by leveraging SEO, consumer relevant content, promotions, paid marketing. This position will also be responsible for building advertising plans to expand on Walmart.com, Target+, iHerb, eBay etc.
• Prepare necessary sales reports to management for sales and advertising data updates.
• Collaborate with the Senior Category Manager to dive deep into sales and consumer data to identify category insights that optimize advertising plans and generate new product development ideas.
• Actively track, monitor and react to competitive landscape (pricing, promotions, reviews, content, and other elements that drive customer purchase decisions).
• Optimize PPC and DSP campaigns to achieve sales and margin goals. Collaborate with the cross-functional teams to finetune advertising and marketing campaigns and launch new ones by analyzing results of advertising data to plan digital marketing strategies.
• Oversee strategy and execution of Sponsored Products/Brands/Display/DSP advertising. Execute on creative, working with Brand and Insights teams. Troubleshoot any issues that arise through moderation, A/B test messaging and track performance.
• Develop robust reporting tools and KPI’s to understanding consumer behavior, advertising ROI, measuring organic search ranking, and executing to budget.

Competencies

• Amazon Account Management experience in a CPG environment is required
• Strong project managements skills to work cross-functionally and deliver on plans in a timely manner.
• Ability to maintain excellence and be highly effective working with a remote team and having only periodic in-person contact with leadership
• Experience working with a multi-disciplinary Amazon support team and an understanding of how to efficiently take products to market on the platform is required
• A bias for action and the ability to chart a course vs. follow one
• Demonstrated success launching new products in the Amazon platform
• Proven ability to work in a fast paced and very dynamic setting
• Demonstrated excellence in written and verbal communication
• Experience in an Amazon advertising role in a CPG environment is required
• Experience with consolidating large volumes of advertising data and performance reports to efficiently communicate out with broader team and leadership with information to make decisions effectively
• A history of ecommerce specific customer contact in a marketing setting is required
• Ability to work with ambiguity, navigate and add value to business situations and organizational challenges with no existing process or solution
• Demonstrated customer-centric mindset
• Experience working with creatives, ability to write briefs and an eye for good design. Can create ad concepts and compose copy. Note: graphics design experience is not required.
• Ability to manage projects, develop timelines, articulate critical paths, and deliver outcomes on time.
• Experience defending plans and making the case for resources with data

Required Qualifications

• Highly collaborative and capable of receiving direction from peers and leaders across functions
• 3+ years working specifically with Amazon Seller Central and Vendor Central is preferred.
• Significant analytical and critical thinking skills with experience analyzing data & translating it into action
• Experience managing across functions to support growth on the Amazon platform
• A progression of Amazon specific experience
• Consistent record of posting strong results in an Amazon advertising role
• Demonstrated excellent written and communication skills
• Knowledge of and ability to apply basic strategy and marketing concepts (e.g., SWOT Analysis, competitive assessment, marketing objectives/strategies, consumer segmentation) used in the development of marketing plans.
• Computer skills including MS Office programs such as Outlook, Word, Excel, PowerPoint
• Demonstrated success in challenging and ambiguous business situations
• Willingness to travel regularly to headquarters in Sugar Land, TX, attend trade shows and support customer meetings
• Strong attention to detail balanced with a sense of urgency and a commitment to excellence
• Knowledge of syndicated sources (e.g., Stackline) used in the analysis of consumer and volume dynamics.
• Expert level Excel and above average power point skills are required to be effective in this role
• Knowledge of PPC bid management, optimization and DSP
• 3-5 years of Amazon specific advertising account management for consumer products is required
• Bachelor's degree in business, marketing or related field required
• Excellent organizational skills and the ability to discern priorities without supervision
• Deep, tactical knowledge of the Amazon marketplace
• Campaign knowledge includes, but is not limited to: Product Launching, Product Promoting, Keyword Optimization and Ranking, Listing, PPC optimization, A/B testing, Product and Audience Targeting
• Knowledge of Amazon tools, such as Perpetua, Helium 10 and Jungle Scout.
• Examples of prior experience and written work will be requested, along with references

Preferred Qualifications

• Experience working with Amazon-Canada and Walmart.com
• Knowledge of and personal involvement with natural products and a healthy lifestyle

Compensation and Benefits

• Competitive base salary and bonus, commensurate with experience
• Company benefits including medical, dental, vision, life, disability & 401(k)

Experience

• Minimum 5 years experience with at least 3 in Amazon specific management function.