Director of eCommerce

About Welcome to Country

Welcome to Country is a First Nations’ led and operated not-for-profit social enterprise. We are driven by our purpose to support and sustain greater economic independence of First Nations entrepreneurs to continue preserving their cultural practices and sharing culture to the world on their own terms.

Welcome to Country operates a premium marketplace for Aboriginal and Torres Strait Islander experiences, immersions and products. We also provide a range of First Nations professional services to Corporate and Government clients.

Our growing team of 15 is a diverse group of people who are empathetic, motivated, creative and most importantly, who are driven to showcase and support Aboriginal and Torres Strait Islander businesses to ensure they thrive and prosper. At any given time, at least 70% of our staff identify as Aboriginal, Torres Strait Islander or South Sea Islander.

Role: Director of eCommerce
Reports to: Chief Executive Officer
Direct Reports: 2 – Online Shop Assistants, plus casual pick & pack staff
Leadership Team: No
Location: Circular Quay, Sydney NSW
Work Type: Permanent, Full Time: 37.5hrs p/w
Salary Band: Welcome to Country – Salary Band 2

The Role

As Director of eCommerce you will lead eCommerce at Welcome to Country by providing strategic and operational leadership. Situated in the Operations team, reporting to the COO, you will be responsible for the effective and efficient day to day management of the Online Shop. This includes supplier relationship management, inventory management, picking and packing orders, freight, shipping and cost of goods sold budget management. Welcome to Country’s online shop runs on Shopify 1.0 (about to upgrade to 2.0) so you will need excellent knowledge of this software. You will manage two direct reports to assist with these responsibilities. From an eCommerce Marketing perspective, your team will manage all Shop related customer service enquiries (WtC uses Zendesk). Along with the Head of Marketing and Partnerships and the Technical Lead, you will be responsible for B2C sales on the marketplace. Your primary focus will be on generating revenue from the Shop and your secondary focus will be the sale of Experiences. As Welcome to

Country’s strategic eCommerce expert, you will successfully drive revenue through innovations to the platform itself (technology), to customer reach, segmentation and retention (marketing) and through a smart product mix (buying). You will do your best to ensure that every dollar invested from our lean marketing and technology budgets delivers a strong ROI and helps us to meet our annual B2C revenue target. You will love data – AOV and CVR are key success metrics for our online retail shop. You will also be driven by a desire to deliver economic and social benefit to the 77 businesses across Australia that currently provide products to our Shop. Of these, 53 are Aboriginal owned and operated. The remaining 24 non-Indigenous owned suppliers collaborate with Aboriginal and Torres Strait Islander artists and pay fair royalties. 

Key Responsibilities

Provide strategic and operational leadership for eCommerce at WtC
Work with staff across different areas of the business to help achieve the eCommerce objectives in WtC’s 4-year strategic plan and annual operations plan.
Be responsible, in part, for meeting the annual B2C revenue target.
Monitor and enhance the performance of the Shop (with a special focus on individual consumers) to ensure a strong ROI and continual improvement.
Work with the Marketing team to analyse consumer behaviour and segment effectively.
Work with the Technology team, and external providers where necessary, to enhance the user experience.
Lead and manage the Shop operations team (2 full-time staff as well as casuals) to optimize logistics regarding to inventory management, fulfilment of Shop orders and keeping cost of goods sold as low as possible
Manage all requirements for casual staff required to assist with pick and pack from time to time
In conjunction with the COO, manage the Shop expenses budget
Identify opportunities to target new market segments and expand market share/ reach.
Monitor competition (acquisitions, pricing changes and new products and features).
Provide timely and accurate reporting to the COO
Other duties, as required by the COO, from time to time

Experience/ Qualifications

Bachelor’s degree in business, marketing or a related field.
A minimum of 8 years’ experience in retail, a business environment or similar – preferably online Management experience, including the management of staff
Experience in conducting successful online retail and marketing campaigns
Success in achieving revenue targets linked to B2C marketing spend
Experience with digital marketing including paid, owned and earned channels.
Project management experience
Strong knowledge of marketing evaluation and reporting, especially web analytics/ GoogleAdwords ,Good knowledge of eCommerce technology solutions and applications
Knowledge of the Not-for-profit and/or social enterprise sector
Experience working with First Nations people and communities

Attributes and Skills

Very strong business acumen with excellent analytical and problem solving skills
Excellent time management and multitasking skills with outstanding attention to detail.
Excellent interpersonal, written and oral communication skills
Great people skills with an ability to inspire your direct reports to be their best at work
Financial management skills with proven ability to effectively manage lean budgets and to drive cost savings Professional, proactive and team oriented work ethic.
Very high profciency in eCommerce technology solutions eg Shopify
Competency in Microsoft applications: Word, Excel, Outlook, Google suite
Team player

Benefits of Working at Welcome to Country

A fun, supportive and flexible workplace (work from home a minimum of one day per week, or as agreed) A culturally safe workplace that celebrates and centers First Nations’ culture
Competitive salary packaging as a registered Not-for-Profit charity
On the job training with occasional professional development opportunities
Staff discounts on our range of products
A central headquarters office located in Circular Quay, Sydney

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For a confidential discussion regarding this position, please contact:
Katie McLeish – Chief Operations Officer
0407 384 311