OmniChannel Manager, eCommerce/Sales


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


Job Summary

The Omnichannel eCommerce National Account Manager owns the sales growth goals of the omnichannel customers within our U.S. business, focusing on Walmart and Grocery customers. Reporting to the Director of eCommerce, this role will have direct responsibility for each omnichannel customer and ownership of the performance pillars of Traffic and Conversion, with collaboration on Assortment and Availability. This includes the development and execution of online sales and marketing strategies that deliver profitable growth, management of buyer relationships jointly with NAMs, joint business planning, paid search and online trade promotion management, and full-funnel analytics. This role is also responsible for championing the development of cross-functional capabilities across operations, marketing, consumer insights, product development, sales, and technology to deliver best-in-class online consumer shopping experiences that inspire, engage, and convert consumers who love baking & decorating.


Strategic focus will include, but is not limited to portfolio management, catalog content planning, item set-up/maintenance, promotional planning, and business analysis. You are also responsible for identifying the competitive landscape and retailer online trends and layering it will account-specific insights to uncover and recommend additional revenue growth opportunities. You are integral to inspiring a high performance and feedback culture as well as enabling the Wilton Brands vision, mission, and values across the company.


Essential Responsibilities


  • Lead business planning for the Omni customer channel, delivering on annual, quarterly, and monthly growth and profitability goals for the Omni business
  • Manage day-to-day operations and drive growth of retailer-owned platforms, including defining and meeting sales goals
  • Assist in creation of annual budget based on sales plan and manage spending throughout the year to hit budgeted plan for the omni portion of the business
  • Forecast, promote, and manage trade spend across all omnichannel customers
  • Develop channel-specific growth plans in partnership with Brick & Morter Account Managers which are consistent with the overall eCommerce strategy and enterprise-level priorities
  • Continuously analyze available data sets to optimize online merchandising efforts, drive sales, develop promotional strategies, and improve overall conversion for multiple business lines and retailers within the Wilton Brands eCommerce business
  • Measure ROAs and other KPIs to monitor effectiveness of merchandising and marketing efforts
  • Monitor traffic, conversion, frequency, and basket KPIs on a weekly basis and commission optimization of content to positively impact metrics and deliver team goals
  • Communicate and deliver best-in-class digital shelf strategies and tracking with ongoing optimization recommendations aligned with brand goals
  • Oversee the execution of the channel’s merchandising and marketing plan, including driving innovative approaches to merchandising/marketing/promotion tactics and partnering with retailers to deliver them in a multi-channel environment 
  • Lead and direct outside vendors/service providers (e.g., content, search, and ad agencies)


Education & Experience

  • Bachelor’s degree in Business, Marketing, Finance or comparable field required 
  • 5+ years of experience in e-commerce, with a focus on Walmart, Target, Kroger, Albertsons, HEB, Ahold Delhaize
  • Strong understanding of ecommerce advertising, merchandising tools, digital platforms, retail media, content optimization, and retailer strategy
  • Experience building and managing relationships with external agencies and cross-functional teams 


Knowledge, Skills, and Abilities

  • Positive and energetic attitude with an accessible leadership style
  • Strong interpersonal, cross functional and vendor relationship management expertise
  • Keen acumen around financial metrics, P&L, and their drivers of success
  • Experienced project management and execution with highest degree of quality output
  • Highly resourceful, flexible, and creative in solving problems and strong sense of urgency to prioritize tasks and deliver results on schedule
  • Balance and appropriately prioritize operational efficiency, data analysis and various cross-functional teams’ input
  • Thorough technical and operational understanding of D2C e-commerce: experience with various e-commerce platforms and APIs
  • Expertise in principles around responsive design, Mobile UX, Analytics, Reporting, SEO, ADA compliance, Ratings & Reviews across platforms
  • Familiarity with Baking & Cake Decorating categories preferred


Physical Demands

  • Professional office environment, sedentary in nature
  • Routinely use standard office equipment such as (laptop computers, monitors/keyboards, printers, and telephones)
  • Processes information and communicate effectively with others
  • Ability to travel domestically and internationally as needed


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.


For applicants or employees who are disabled or require a reasonable accommodation for any part of the application or hiring process, you may request assistance via email at



Wilton Industries Inc. 

Wilton Talent Acquisition Team