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Director of Ecommerce (Charleston, SC)
Director Ecommerce
Dept 456
South Carolina

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Free Fly Apparel seeks a Director of Ecommerce (Charleston, SC)

CHARLESTON, SC - With more than 200 digital commerce searches each year, is the leading contingency-based executive search firm serving the, Ad:Tech, and IR-500 communities. To opt-in to our popular "Ecommerce Job of the Day" email, click here. (Simply unsubscribe at the end of your job search.)

One of the coolest ecommerce jobs around!

We are working with Free Fly Apparel in their search for a Director of Ecommerce based in sunny Charleston, SC -- which Southern Living magazine calls the south's best city.

I'm from the south, and I'm inclined to agree.

Anyway. A while back I stumbled upon a great article by Sequoia Capital called Elements of Enduring Companies. I can't say I was surprised by what I saw, but the article was an excellent recap. You can see it here.

Although Free Fly Apparel is a low 8-figure ecommerce business, the company has laid the foundation of what it takes to endure: Clarity of purpose; Large addressable market; Rich customers (who will pay a premium for a unique offering); Singular focus; Tendency to think differently and challenge conventional wisdom; Great team DNA; Agility; Resilience; Frugality; and Scalability.

Free Fly Apparel is a seven-year-old company that designs and markets custom outdoor apparel containing 65-70% bamboo. Go figure.

It turns out that bamboo has a soft, buttery feel and is great for wicking moisture while being extremely odor resistant. When blended with poly/spandex, bamboo is perfect for lovers of the outdoor lifestyle -- whereas garments made entirely of synthetic materials have fantastic performance properties but can make one feel like they've been wrapped in plastic. Ick. Not to mention 100% polyester garments hold smell.

What about cotton?

Well, everyone loves cotton – but when used as performance clothing, it sticks to skin and holds moisture. If you've ever enjoyed a really sweaty, vigorous workout in a cotton T-shirt – you know what I’m talking about. (Nobody wears cotton in the big leagues).

Free Fly’s bamboo is grown in sustainable forests in Central China. The plant’s is renewable, grows very rapidly with minimal water, and requires no pesticides or fertilizers. Bamboo’s soft inner layer (“pith”) is mixed with a natural solvent, which helps break down the fibers, turning them into bamboo viscose.

The viscose is then spun into a fine yarn — the key to creating the softest fiber imaginable. It is then combined with a touch of quick dry material to be knit, dyed and sewed into Free Fly’s apparel. The company’s products are cut and sewn in Worldwide Responsible Accredited Production (WRAP) certified facilities, which ensures that all Free Fly garments are created ethically and with care — with people and the environment at the forefront.

Free Fly’s fans love it.

The clothes are really, really comfortable – and they have enjoyed success in both the retail and wholesale channels. Two of the company's three founders hail from Nike, and the firm has identified ecommerce as its most important growth driver.

While Free Fly’s product isn't for everyone – there is a type of outdoorsman who cant get enough of it. Without getting into the specifics, most of Free Fly’s twelve-month buyers are one-and-done. However, a shockingly large chunk of their 12 month file buys again and again.

As a marketer, your challenge is to build a moat around the best customers while improving the quality and quantity of traffic to the website. Actually, that means cloning Free Fly’s best customers. There are lots of ways to do this.

You won’t believe how much we know about this search ...

We spent a ton of time on the phone with this client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things we can share with highly qualified candidates include ...

  • The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
  • The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
  • What your average day/ week will look like in this role. There’s what you read in the standard performance marketing job posting … then there’s reality. We’ve got the reality.
  • The leading and lagging KPI’s that will determine your success in this role. In a nutshell: How you keep score.
  • The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

Our industry research for this ecommerce job exceeds 60 pages! Be sure to TEXT Allan Seibert at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

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  • Apply knowledge of key merchandising and marketing business principles specific to web-based merchandising to achieve financial goals.
  • Gather feedback from Free Fly’s best customers that will inform the firm's strategy for pricing, messaging, packaging, promotion, loyalty, retention, and reactivation programs.
  • Work with Free Fly’s customers to create case studies and customer success stories.
  • Find Free Fly evangelists through relationships social media, then nurture them and help them promote the brand’s cause.
  • Perform competitive research and help position Free Fly to win more customers.
  • Proactively scope and present new ideas to improve our website experience for prospects, leads, and customers.
  • Drive user research and concept development, including persona and scenario development.
  • Design studies that address both user behavior and attitudes, and generate actionable insights.
  • Work with your team and agencies to to create regular content to be marketed via all inbound channels (social, email, blog, landing pages, etc.).
  • Grow Free Fly’s audience by providing them regular, helpful content that’s in-tune with their needs.
  • Manage and build various email lists and campaigns, including the design templates, calls-to-action, and content used in your email sends.
  • Segment lists based on behaviors like past email engagement and website interactions (content downloads, site page visits, etc.).
  • Manage key conversion points in the marketing funnel, including landing pages, website calls-to-action (CTAs), and lead-generating forms. A/B test and continually measure the performance of these conversion assets.
  • Manage of organic search engine performance and goal-setting based on site impressions, clickthrough rates, traffic, and conversions.
  • Propose creative new projects, from building free tools and apps that attract prospects and convert leads to testing new approaches to capturing existing demand.
  • Measure and optimize Free Fly’s paid marketing using vendor-specific dashboards and Google Analytics.
  • Create scalable, innovative approaches to extracting, managing, and analyzing data from customers.
  • Using CRM best practices, analyze and interpret what behaviors and patterns make customers successful and more likely to be retained by the company.
  • Maximize these successful CRM approaches and run tests to improve them.


  • 3-5 years experience with various paid marketing channels and technologies, including paid search, retargeting, social network advertising (Facebook, Twitter, LinkedIn, Pinterest, and more), and content distribution and placement networks like Outbrain and Taboola.
  • BA/BS or equivalent. MBA a plus.
  • 7-10 years proven experience in online retail.
  • 3-5 years ecommerce P&L management experience.
  • Domain expertise in UI/UX best practices. You are a problem solver with everything you develop to improve our site’s experience and drive action.
  • Strong analytical skills (including mastery of Microsoft Excel) and experience with reporting and data analysis. Ability to extract meaning and suggest action items from data, not just report metrics.

Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERE.  Candidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.


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