Keurig Dr Pepper Director of Merchandising, Keurig.com in Burlington, Massachusetts
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The new “Director of Merchandising, Keurig.com” will be responsible for profitably growing online sales of the Keurig system across Keurig’s Direct to Consumer website: Keurig.com. The Director is the business owner; and will lead a team of Ecommerce experts that represent Keurig to consumers, and are the heart of Keurig.com’s ongoing consumer- and customer-centric Digital transformation. In order to achieve the company’s aggressive Ecommerce objectives, this leader will utilize strategic thinking to create collaborative and value-added merchandising plans that start with the consumer and work backwards, influence internal and external stakeholders, and solve highly complex consumer challenges; all with an end-goal of selling more Keurig products by increasing value to the consumer.
Scope of Responsibilities
•Selection, Pricing, Instock: determine the selection strategy for coffee, brewers, and accessories. Curate the selection based on consumer preference and partner with brand, appliance and accessories teams to create new items or remove those no longer relevant. Develop a strategy to launch new categories such as creamers. Own pricing strategy and partner with other ecommerce teams to ensure there are no conflicts. Partner with supply chain and logistics to decrease out of stocks.
•Plannning and Forecasting: with input from, and alignment with, the Keurig Dr Pepper organization, draft the Annual Operating Plan (AOP) for Ecommerce, including commitment to a range of internal Key Performance Indicators (KPIs). The Ecommerce plans must embrace and support the broader KDP corporate growth agenda, and importantly, they must also reflect alignment with the company’s key omni-channel and pure play retailers, as outlined below. Plans are created for all categories on Keurig.com.
•Promotion/Site Merchandising/Ecommerce & Digital Activation: build the promotion strategy for Keurig.com including daily, weekly, monthly promotions for consumers. Partner with myriad teams across Keurig Dr Pepper to drive the best value for the consumer. Working closely with internal and external Creative, Produc, Marketing and Sales partners, guide and lead development and activation of integrated Digital Merchandising plans, designed to drive traffic, conversion, and cross-sell. These tactics will include on-site, email, and paid search campaigns with a eye to a great consumer experience on Shopper Experience (UX), UI, Content Management and Shopping Cart.
•Relationship-Building: serve as the point-of-accountability for the Keurig.com corporate Ecommerce with internal and external relationships on key partnerships like Revenue Growth Management (RGM), Finance, Creative/UX, Product, and Digital Marketing.
•Financial Delivery: while the scope of this role is broad, the primary focus of this business leader will be driving the rate of profitable revenue growth through Ecommerce across Keurig Dr Pepper. This includes achieving/exceeding quarterly and annual revenue and profit targets, for both established items, and for new items. Financial delivery will require close alignment across the Keurig Dr Pepper team, and a collaborative, added-value relationship with internal/external partners.
•Organizational Capability-Building: the Director will be charged with building world-class organizational and functional capabilities in the area of Ecommerce and Digital Merchandising within the Keurig Dr Pepper organization. He/she will raise the Ecommerce acumen of numerous internal organizations, while enhancing the team’s abilities to leverage cross-functional resources to aid in the development of stronger—and more deeply penetrated—customer-facing relationships at senior levels.
•Team Management: oversee and influence a high-performing team comprised of Category Managers, Instock Leads, Project Managers, and promotions experts that are committed to excellence and delivering results in the right manner. Train and mentor all direct reports and maintain an energetic, forward-thinking, professional environment. Challenge and show staff how to build personal skills, capabilities and expand their capacity, and push them to be aspirational in their career. Additionally, as a senior and visible Keurig Dr Pepper leader, mentor and encourage the broader Ecommerce and Sales teams, modeling the right attitudes and behaviors.
Performance & Success Measures
•Customer Feedback and NPS
The “Director, of Merchanding Keurig.Com” will report to Mr. Daniel Silverfield, VP, Ecommerce. Daniel has just started at Keurig Dr Pepper after 5.5 years at Amazon spent in the Seattle and London offices. In his time at Amazon, Daniel led the Hardlines business for Fulfillment by Amazon’s North American team and several businesses for the European Fashion team (including Shoes/Bags and Jewelry, Watches, Luggage). Prior to Amazon, he worked in retail at Sears Holdings and Home Depot in roles including category leader, merchandising, innovation, operations, and finance. He earned his BBA in Finance and Accounting from Emory University, and he earned his MBA from Kellogg School of Management at Northwestern University.
Staff & Resources
•Sr Manager: Pods + promotions
•Associate Manager: Brewers
•Manager: Instock and Insights
•Associate Manager: New Item Setup and Promotion Intake
•Specialist I: Promo Operations
Key Internal Operating Relationships
•Director, Digital Marketing
•Director, Digital Experience
•Sr. Director, Business Analytics & Data Science
•Ecommerce Experience: Recent senior level experience leading an online business or online retail channels to drive and profitably grow that business, with a deep understanding of the current best practices across all things merchandising.
•Relevant Categories: We are ideally seeking Ecommerce experts with experience selling online in related categories, including CPG (ideally, Beverage), Hard Goods (ideally, Appliances) or related industries that have demonstrated best-in-class Selling and Marketing capabilities and results.
•Functional Development: Demonstrated success building organizational capabilities through process design, organizational development, recruiting and training high-performing Ecommerce/Sales/Digital Marketing teams.
•Highly collaborative and can influence (works respectfully with internal and external peers)
•World class Digital Merchandising and Ecommerce skills (technically proficient)
•P&L management (keen commercial mentality; acts/thinks as business owner)
•Innovative, divergent and creative thinking (can see the bigger strategic picture)
•Intellectual horsepower/curiosity (highly analytical and strategic; can connect the dots)
Drives for results in a principled manner (balanced sense of urgency, a “doer”)
•Listening skills, ego-less (listen first, then respond; shines the light on others)
•Organized and attention to detail approach (executes quickly with excellence)
•Highly resourceful, frugal (stretches people and money; treats resources as his/her own)
•Self-directed and motivated
•Focused on results vs. process
•Flexible and adaptable
•Tenacious, “roll-up your sleeves” work ethic
Company Overview & EEO Statement
Keurig Dr Pepper (KDP) is a leading coffee and beverage company in North America with dual headquarters in Burlington, MA and Plano, TX, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott’s® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America.
Benefits built for you: Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.
Keurig Dr Pepper Inc. is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper Inc. recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sex, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. EOE Minorities/Females/Protected Veterans/Disabled
Candidates must be able to pass a background check and drug test, as applicable for the role.
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