Head of Ecommerce and Performance Marketing

The Company:
Birdman is the leading plant-based supplements and food company in Mexico. We're dedicated to delivering products that are delicious, nutritious, and environmentally friendly. As we experience exponential growth and expand into over 8 countries, we seek the brightest and most talented individuals to join our team. Help us advance our mission to make a positive impact on people's lives and the planet, and come build the next unicorn with us

The Role:
As the Head of Ecommerce and Performance Marketing at Birdman, you will spearhead our global digital presence, orchestrating the expansion and optimization of our ecommerce operations across multiple countries and platforms including Shopify, Amazon, MercadoLibre, and Walmart. Reporting directly to the Chief Revenue Officer (CRO), you are tasked with crafting and implementing innovative strategies that enhance traffic, improve conversion rates (CVR%), enrich customer experiences, and maximize customer lifetime value (CLV). Your strategic leadership will be crucial in driving our international expansion, leveraging cutting-edge marketing techniques and ecommerce solutions to ensure the success and scalability of our digital channels.

The Ideal Candidate:
You are a visionary leader with exceptional analytical and strategic skills, deeply experienced in ecommerce and performance marketing. Your expertise extends beyond managing teams—you are hands-on, known for directly engaging in projects and leading from the front. With a proven track record in international market expansion and digital channel optimization, you are adept at enhancing traffic, improving conversion rates, and driving customer lifetime value. Your ability to craft and execute innovative strategies is matched by your drive to mentor and elevate your team, fostering a culture of excellence and continuous improvement. You thrive in dynamic, fast-paced environments and are excited about the opportunity to propel Birdman’s ecommerce operations to new global heights.

Key Responsibilities:

• • Marketplace and D2C Management and International Expansion: Lead the management and optimization of Birdman’s ecommerce platforms, including marketplaces like Amazon and MercadoLibre, eRetailers, and our direct-to-consumer (D2C) store. Spearhead the expansion into 8 new international markets, ensuring each platform delivers a seamless and compelling online experience that accurately represents our products and services.
  • Comprehensive P&L Management: Take charge of the complete profit and loss management for all ecommerce and digital marketing activities. Oversee budget creation and management for marketing campaigns, sales operations, inventory control, fulfillment, and customer service. Ensure all financial activities align with Birdman's strategic growth objectives and operational efficiencies.
  • Performance Marketing Leadership: Develop and execute cutting-edge digital marketing strategies across various channels, including email campaigns, social media ads, search engine advertising, and display advertising. Manage all aspects of performance marketing to optimize Customer Acquisition Cost (CAC) and enhance Customer Lifetime Value (CLV). Implement SEO/SEM strategies and content optimization to improve product rankings and drive higher conversion and retention rates.
  • Data-Driven Strategy and Reporting: Utilize advanced analytics to monitor, analyze, and report on performance metrics across all ecommerce operations and marketing channels. Prepare and present executive-level reports and dashboards that highlight key insights and drive strategic decision-making.
  • Promotional Campaigns and Seasonal Initiatives: Drive traffic and sales by leading the development and execution of promotional campaigns, including seasonal promotions and product launches. Ensure these initiatives are timely, well-coordinated, and effectively managed to maximize sales impact.
  • Collaborative Engagement and Trend Adaptation: Maintain robust relationships with external partners, including agencies and clients, to enhance brand awareness and customer engagement. Stay updated with the latest industry trends and quickly adapt marketing strategies to meet changing market demands and technological advancements.

Requirements

• Basic Requirements:
  • Academic Excellence: Master’s degree in Business, Marketing, Ecommerce, or a related field from a top-tier university preferred, or a Bachelor’s degree with exceptional experience. Demonstrates an expert ability to analyze market trends and consumer behavior at a global scale.
  • Senior Ecommerce Experience: 5+ years of strategic leadership experience in ecommerce operations, specifically in managing D2C and marketplace platforms across multiple countries. Extensive knowledge of advanced online retail strategies, customer journey optimization, and cross-border ecommerce regulations.
  • Advanced Data Analytics Expertise: Strong analytical skills with proven experience in managing large datasets, creating comprehensive reports and dynamic dashboards to support business decisions. Proficient in using major analytics and visualization tools including Excel, Power BI, and Tableau.
  • Tech-Savvy Ecommerce Leader: Advanced proficiency in ecommerce platforms such as Shopify, and deep familiarity with marketplace tools (Amazon Seller Central, MercadoLibre). Highly skilled in using sophisticated analytics tools like Google Analytics, Helium10, JungleScout and comprehensive sales tracking and performance analysis.
  • Data-Driven Strategic Leader: Extensive experience utilizing data to make high-level strategic decisions that significantly enhance marketplace performance and drive D2C sales. Demonstrated capability to synthesize complex analytics into actionable growth strategies and clear reporting.
  • Multilingual Executive Communicator: Exceptional written and verbal communication skills in both English and Spanish, necessary for leading international marketplace management and engaging effectively with diverse executive teams.
  • Dynamic and Proactive Executive: Proven agility and innovation in dynamic, fast-paced environments. Adept at identifying emerging market challenges, proposing strategic solutions, and leading organizational change to drive substantial business success.
• Preferred Qualifications:
  • Mission-Driven Strategic Innovator: Strong alignment with Birdman’s commitment to sustainability and health. Passionate about leading change and influencing corporate culture through eco-friendly and health-conscious business practices.
  • Expert in Digital Marketing and SEO: Deep understanding of SEO, PPC, content marketing, and other digital marketing tools to drive substantial traffic and increase sales on global ecommerce platforms. Experience with high-level data analytics tools such as Tableau or Power BI for detailed performance reporting and strategic decision-making.
  • Automation and Systems Integration Specialist: Advanced experience in automating and integrating ecommerce processes across different platforms, including pricing optimization, inventory management, and marketing campaign execution. Skilled in deploying technology to enhance operational efficiencies and achieve scalability.
  • Collaborative Senior Leader: Demonstrated ability to lead multi-disciplinary projects and collaborate with departments across the organization to integrate ecommerce strategies with broad company objectives. Experience in mentoring teams and leading by example to achieve high performance and business growth.