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在美国招聘eCommerce Director的广告模板,以及如何评估marketing的业绩

作者: JC, 更新日期: 2022-03-16
这个模板适用于中小电商公司招聘eCommerce director/marketing manager。所谓中小公司,就是电商这一块儿的revenue在一千万美金以下的。

报酬需要按照薪水+bonus, 一般做marketing manager的,薪水应该是大头,bonus按业绩,但薪水不能太低。可以参考indeed或者其他网站的招聘情况,按照地域来看。

我以前工作过的公司,marketing director给的一年6万吧,好像,不过那个时候是很多年了,8年前,比如说。现在要涨价了。

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eCommerce Director

(Company brief introduction)

The primary responsibility of the eCommerce Director is to lead the eCommerce team in developing marketing strategies, and creating, implementing, and managing successful internet marketing programs intended to drive qualified traffic to, and generate sales through, our websites and physical retail stores. To do this, you will need to stay up-to-date with the latest ecommerce strategies, customer service initiatives, and industry trends.

Success in this position based heavily on ROI & ROAS. The eCommerce Director reports directly to the COO. He/She generates and presents monthly performance reports to the COO and Owner.

Specific Responsibilities:

*Responsible for the success of marketing programs including online media, email, affiliate programs, competitive shopping channels, and SEM.

*Create, optimize, and report on all online programs. Analyze performance in a daily/weekly/monthly cadence. Recommend and implement improvement strategies.

*Improve customer experience and increase sales conversion and ROAS.

*Identify, develop and execute internal & external marketing programs to drive qualified traffic to (Company websites) via online marketing

*Monitor website visitor patterns and product sales.

*Launch scheduled marketing programs on time and on budget.

*Oversee marketing and vendors to assure accurate profitable execution of marketing programs in media, email, affiliate programs and SEM.

*Develop & implement online marketing strategies, including social media, triggered events, personalization, segmentation, special interest landing pages and other appropriate avenues.

*Plan out measurement methods, roll out test programs for offers, and maintain control groups on testing. Gather, analyze and report on profitability for each program and campaign.

Minimum Qualifications:

*Direct ecommerce management experience

*4-year degree and/or relative work experience

*Customer service experience

*Must be highly proficient in:
HTML Coding (by hand)
CSS (by hand)
Google Analytics
Microsoft Excel

Compensation:

Base + Bonus Structure

===

下面谈谈如何评估marketing的业绩做的好不好的问题。

我觉得就看KPI(Key Performance Indicator), 比如上面提到的ROAS(Return On Ad Spend), 如果达不到要求的话,就是failure. 我知道的实战的例子是ROAS最好保证达到6,也就是说,花一块钱广告费,至少应该带来六块钱的订单。如果ROAS降到了3的话,就不是很好了,因为不赚钱了。

ROAS的讲解,可以参考这篇:
https://www.bigcommerce.com/ecommerce-answers/what-is-roas-calculating-return-on-ad-spend/

文中提到: "For example, a company spends $2,000 on an online advertising campaign in a single month. In this month, the campaign results in revenue of $10,000. Therefore, the ROAS is a ratio of 5 to 1 (or 500 percent) as $10,000 divided by $2,000 = $5."

另外,除了用ROAS来衡量外,还可以用同期环比来衡量(percentage change)。比如,和去年相比,是增长了,还是下降了?这些都是KPI,可以衡量一个marketing manager是否把推广做好了。

email subscription也可以是一个KPI。

最终的,就看订单多少,盈利情况,其他的都可以忽略不计。和大公司不同,中小公司没赚钱的话,大家都喝西北风了。
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