Director, eCommerce


Ecommerce | Naperville | Full Time | Permanent


Wilton is a US heritage brand with a 95-year history in baking and decorating. Now fully integrated into the Dr. Oetker family, Wilton aspires to be the most influential and successful cake decorating brand. Learn more about Wilton at


Reports to:     VP of North America eCommerce
Location:    Naperville/Hybrid    

LI Level:    Mid-Senior

Job Summary
Wilton Brands has an immediate opening for Director eCommerce. Reporting to the VP of North America eCommerce, the Director is responsible for defining and implementing the Wilton eCommerce strategy & plan. This role will have full P&L responsibility for all Pureplay Marketplaces as well as Omnichannel customer eCommerce business. Together with Wilton retail account managers and Wilton Marketing management colleagues you will devise profitable Omnichannel eCommerce development and optimization strategies. This includes the development and execution of sales and marketing strategies with optimized assortment that deliver profitable topline growth, management of buyer relationships (where relevant), joint business planning, managing retailer media and trade promotion budgets, and full-funnel analytics. 


Essential Responsibilities:

  • Manage and develop a team of direct reports including other managers and analysts.
  • Define and implement the NA eCommerce strategy & plan and own the full eCommerce P&L.
  • Ensure comprehensive eCommerce strategy is aligned with the company's overall business objectives.
  • Identify new market trends, emerging technologies, and customer behaviors to drive continuous improvement and innovation in our e-commerce platform.
  • Set clear goals, targets, and KPIs for e-commerce performance and monitor progress.
  • Lead JBP, line reviews, and all other eCommerce customer touchpoints.
  • Develop and execute strategy and lead go-to-market plan to enter new eCommerce 1P and/or 3P accounts and gain distribution.
  • Direct on-platform media, trade spend, and shopper marketing strategies, and manage agency partner to deliver effective and efficient media buys across all eCommerce account retailer media networks.
  • Collaborate cross-functionally with Insights & Analytics and Marketing to drive Marketing objectives in eCommerce channel.
  • Work cross-functionally with Operations, Customer Service, and Finance teams on S&OP, fulfillment, chargebacks, and compliance requests.
  • Build and operationalize best practices for all aspects of eCommerce, including operations, marketing, analytics & reporting, content, GTM strategies, inventory, pricing.


Education and Experience:

  • Bachelor’s degree required; Master's/MBA preferred
  • 5+ years of relevant national sales/account management experience
  • FMCG/CPG experience in 1P and 3P marketplaces preferred, specifically Amazon
  • Experience in managing and developing teams
  • Strong understanding of best practices and business strategies required for successful eCommerce business units
  • Proven track record of successfully managing and growing e-commerce operations
  • Strong understanding of e-commerce platforms, technologies, and best practices
  • Proficiency in web analytics tools, e-commerce analytics, and reporting
  • Solid knowledge of SEO, SEM, social media, and email marketing strategies


Knowledge, Skills, and Abilities:

  • Business planning and proven P&L management
  • Ability to coach and successfully lead and manage a team
  • Ability to create direction and work in "white space"
  • Superior negotiation skills
  • Interpersonal Skills and strong customer relationship skills
  • Strategic thought leadership and agility
  • Strong financial acumen and analytic ability
  • Problem Solving Skills
  • Strong written and verbal communication skills
  • Change Agent: adaptable to pivoting situations; able to influence both new and tenured talent, channeling their passion for the work 
  • Ability to craft a vision and strategy for a business team and have it executed in the marketplace to deliver outstanding results across revenue, profitability, and market share; a general manager mindset focused on the P&L
  • Drives for Results: Drive execution, continuously improve the core, reallocate resources as needed
  • Put Customers and Consumers First: Understand and shape customer needs, create distinctive value for customers, build deep customer relationships
  • Ability to travel up to 15%


Wilton values an engaging in-person work environment with focus on cross-functional collaboration and problem solving. We also recognize the need for workplace flexibility. This is why Wilton offers a hybrid schedule with permanent 1/2-day Fridays.


Wilton is an equal employment opportunity employer. We attract and retain the best qualified people without regard to race, color, religion, national origin, gender, gender identity, sexual orientation, age, individuals with disability or veteran status as provided by law. Wilton Brands LLC is an Equal Employment Opportunity Employer/Disability/Veteran.



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