Director of E-Commerce

  • Melrose Park, IL
  • Full-time

Company Description

Fannie May has over 100 retail locations in 6 states and Canada. Throughout the years Fannie May has developed candies that often become the center of many family and holiday traditions. Beginning with only a handful of confections today Fannie May makes over 100 different confections and continues to develop new and innovative flavor profiles for our customers. 

Fannie May is part of the Family of Brands ( 

Job Description

The Director of E-Commerce will be responsible for directly managing the eCommerce platform for, and for This position is responsible for developing performance based e-Commerce marketing strategies that support the business and help grow the brand. This position is highly collaborative and requires the ability to coordinate internal cross-functional teams.

This position will maintain full P&L responsibility of the e-Commerce channel.

Development of e-commerce capabilities which will drive aggressive sales goals and optimization of site-wide Key Performance indicators

• Management of the eCommerce P&L through detailed forecasting, budget development and oversight, revenue generation and marketing activities in conjunction with other internal and external teams

• Work closely with the Marketing Director, Catalog and Web to execute the new brand positioning for Fannie May on the website 

• Oversee website images and copy for each product update/addition; Ensure all images and copy are accurately posted on the site and are in alignment with merchandising strategies.

• Determine optimal online architecture modifications based on sales performance.

• Partner with Marketing and Merchandising to collaborate on themes for site promotion (email campaigns, product launch announcements, in-store events or new store openings, etc.

• Collaborate with the Interactive Marketing team to develop the strategy of all online marketing campaigns, including Search Engine Marketing, Search Engine Optimization, Affiliate, Datafeeds, Video, Retargeting, and Display Marketing.  

• Work with Planning teams to ensure alignment in assortment planning and markdown strategy, while maintaining a wide breadth of available products

• Understand core metrics traffic and conversion analysis. Monitor results and Improve conversion.

• Act as project manager for e-commerce campaigns: Work with Marketing Director – Catalog and Web to develop promotional calendar and manage timelines

• Coordinate with IT staff, deploy campaigns, track campaigns to budget, and report on results.

• Lead A/B testing and analytics to optimize marketing effectiveness and return on investment

• Recap daily product performance: selling by class, major events that drove business, trending attributes

• Oversee site infrastructure development, technology recommendations and enhancement

• Track and share ecommerce and retail trends as well as competitive landscape information.

• Project management of any new products or enhancements to online environment (i.e., affiliate programs, personalization, native mobile applications, search engine marketing and optimization)

• Partner with other channel leaders (brick & mortar channels of trade) to ensure a seamless consumer experience and incremental growth, without disrupting the traditional brick and mortar business


• At least 10 years experience within the E-commerce and digital space. 

• BA/BS degree

• Strong quantitative analysis skills: proven business analysis and project management success

• Experience in an online retail environment 

• Retail E-Commerce, Mobile, and Omnichannel retail experience preferred

• Ability to create and present status updates in Leadership Meetings and other executive level forums 

• Ability to manage expectations and alignment around a 12 – 18 month digital road map.

• Must have strong organizational skills and the ability to work within tight deadlines.  

• Must possess skills to solve practical problems.  

• Must be able to coordinate information between many departments and have proven leadership skills. 

• Must be able to inspire and lead people.  

Additional Information

Direct Reports: Web Content & Merchandising Manager Manager E-Commerce Marketing

Travel: Up to 10%