JOB TITLE: DIRECTOR OF E-COMMERCE, PLCB

JOB CODE: 02386

DEFINITION: This is administrative and professional work in the oversight, direction, and management of e-commerce for the Pennsylvania Liquor Control Board (PLCB).

The employee in this job oversees strategic planning, policy development, and management of online sales and e-commerce marketing functions. Work involves directing the analysis of e-commerce transactions and reviewing recommendations for improvement to enhance the online customer experience and profit margins; directing website technical structure, content, promotions, and performance efforts to positively impact e-commerce metrics; increasing the quantity of traffic to the e-commerce website through search engine optimization analyses; directing research and analysis of online sales trends and the impact to policies and processes that affect online sales of the agency; and advising senior agency executives and directors with data driven insights into the overall e-commerce strategy and the impacts that policy and procedural changes may have upon online customer trends and expectations, sales, forecasts, and customer experiences. Work includes the development of e-marketing strategies and policies on a variety of e-commerce issues, such as privacy, terms of use, social responsibility, data collection, and online promotions and marketing. Supervision is exercised over administrative staff. Work is performed with a high degree of independence under the general direction of a senior executive who assigns work in the form of broad goals and objectives. Work is reviewed through meetings and reports for the attainment of goals, objectives, and program quality.

EXAMPLES OF WORK: (NOTE: The examples of work are representative of the work, but every position classified to this job may not perform all examples of work listed. Conversely, this is not an all-inclusive list of work examples.)

• Directs the development of e-marketing strategies and policies.

• Directs the development and preparation of policies and procedures relating to the online purchase of liquor and alcohol through the PLCB.

• Reviews Return on Investment analyses of e-commerce programs.

• Directs and oversees the collection and analysis of data on customer behavior and shopping trends for online shopping.

• Directs and oversees the research into online customer service trends, problems, or opportunities.

• Leads cross functional teams in determining root cause analyses to issues affecting online sales and oversees the respective mitigation efforts.

• Provides project management oversight to all assigned projects.

• Reviews and approves all business processes within the bureau.

• Provides strategic guidance to executives and directors on policies and procedural changes.

• Represents the online customer experience and marketing strategies by providing data driven insights during executive level meetings.

• Performs the full range of supervisory duties.

• The employee in this job may participate in the performance of subordinates’ work consistent with operational or organizational needs.

• Performs related work as required.

ENTRY LEVEL KNOWLEDGES, SKILLS, AND ABILITIES:

• Knowledge of procedures and techniques used in e-commerce sales and marketing strategies.

• Knowledge of Search Engine Optimization (SEO).

• Knowledge of the principles and practices of product marketing.

• Knowledge of the principles and practices of inventory management.

• Knowledge of the principles and practices of business-to-consumer (B2C) sales.

• Knowledge of the principles and practices of customer service.

• Knowledge of the principles and practices of business administration.

• Ability to analyze and interpret written and numerical information.

• Ability to analyze metrics to develop online marketing strategies.

• Ability to analyze program information and statistical data to develop policy recommendations.

• Ability to communicate effectively orally.

• Ability to communicate effectively in writing.

• Ability to establish and maintain effective working relationships.

MINIMUM EXPERIENCE AND TRAINING: (NOTE: Based on the Entry Level Knowledges, Skills, and Abilities)

• Five years of professional e-commerce, sales, marketing, or fulfillment experience that includes developing or directing digital marketing strategies, and a bachelor’s degree;

or

• Three years of professional e-commerce, sales, marketing, or fulfillment experience that includes developing or directing digital marketing strategies, and a master’s degree;

or

• An equivalent combination of experience and training.