SENIOR DIRECTOR E-COMMERCE NATIONAL ACCOUNTS

Position Summary

The Sr. Director of eCommerce is the commercial owner of Proximo’s digital point-of-sale and the architect of our “Strategy to Win” in eCommerce within the three-tier system. Embedded in the US Commercial Sales organization, this leader builds a best-in-class team and capabilities to grow brand equity, distribution, and share in a rapidly expanding, under-penetrated channel. The role provides thought leadership with our distributors & sales organization and anchors deep, account-level execution across digital marketplaces and retailer.com by connecting marketing, media and content to commercial realities.

This leader sets the eCommerce vision and roadmap across B2B and B2C. Within B2B, the role co-plans with priority distributor partners (e.g., SGWS, RNDC, Johnson Brothers, Empire, Breakthru, Provi, and others) to build digital penetration, share of house, and ePODs. Within B2C, this leader will scale performance across digital marketplaces such as DoorDash, UberEats, and Instacart as well as lead relationships with retailer digital teams (e.g., Walmart, Sam’s Club, Kroger, Albertsons, Total Wine, ABC) to secure visibility at the digital shelf and drive conversion.

While eCommerce is an inherently cross-functional sport, this role keeps accountability close to the point of sale by sitting in Sales and partnering tightly with Marketing and agency & distributor partners on conversion-oriented media, creative, and measurement. Together, they align portfolio priorities with brand leadership, deploy retail media close to POS, and deliver a unified learning agenda and scorecard that ties investment to revenue, share, and ROI across the distributor network and key national accounts.

Success in this role will be tied to not only eCommerce performance, but developing a digital roadmap, training, education, and resources that enables Proximo to succeed in an ever-changing digital world.

Role & Responsibilities:

Strategy & Planning

•            Own the eCommerce growth strategy within Sales; translate annual commercial objectives into account-level digital plans and JBPs.

•            Build the roadmap for marketplace and retailer.com acceleration, including digital shelf standards, retail media activation, and test-and-learn campaigns.

Commercial & Digital Shelf Execution (B2C)

•            Drive performance on DoorDash, UberEats, Instacart, Grubhub, GoPuff, and retailer.com (Walmart, Sam’s, Kroger, Albertsons, Total Wine, ABC, etc.): promo calendars, search/on-site placements, optimized creative, taxonomy, and conversion.

•            Negotiate and secure visibility with retailer digital teams; connect media to trade mechanics to deliver weekly sales and ROI goals.

Distributor & B2B eCommerce

•            Lead eRNDC, Breakthru Now, SG Proof, Provi, (and other distributor) eCommerce relationships; co-plan digital initiatives; manage execution with distributor’s digital teams.

•            Expand adoption and performance on eRNDC, SG Proof, Provi, BreakthruNow; coordinate with state leads on compliance, assortment, deals/promotions, incentives, and activation.

Marketing & Media Collaboration

•            Partner with Brand, Commerce Media, and agencies (e.g., Havas) to deploy conversion-oriented creative and retail media aligned to priority digital accounts.

•            Align on learning agendas, ROI analysis, and content/creative opportunities; ensure asset readiness meets retailer standards.

Forecasting, Budgeting & Measurement

•            Co-own eCommerce programming budgets with Finance and Marketing; pace and optimize spend to targets.

•            Publish a unified eComm scorecard: share of sales, conversion, GMV/NSV, ROAS, programming recaps, and distributor co-funding.

Team Leadership & Ways of Working

•            Lead a small, high-impact team (Sales eComm + eComm Marketing partner) + partner with state & account sales leads & distributor digital teams

•            Establish quarterly business reviews with distributors; codify best practices, playbooks, and training for field teams.

Key Competencies:

•            Commercial & RTM Acumen: Understands three-tier dynamics and distributor/retailer economics; turns trade levers and retail media into revenue & share impact aligned to strategic goals.

•            Digital Shelf Mastery: Assortment, content/syndication, search/placements, ratings/reviews; meets retailer standards & understands impact on retailer/marketplace algorithms.

•            Retail Media Fluency: Connects networks, audiences, creative, and data to point-of-sale outcomes across marketplaces and retailer.com.

•            Analytical: Synthesizes complex data into clear insights & action items; pairs intuition with evidence.

•            Planning & Organizing: Converts commercial strategy to roadmaps/JBPs best-suited to each account (B2C) and distributor (B2B); sets KPIs; allocates resources; drives execution.

•            Business Acumen: Understands category, competition, and account economics; aligns to profitability and strategy. Aligns with strategic goals.

•            Problem Solving: Finds root causes fast; generates options; manages ambiguity and tough conversations. Works well in cross-functional settings and uses reason when dealing with emotional topics.

•            Relationship Leadership: Leads best-in-class relationships. Influences buyers, distributors, and cross-functional partners; secures visibility, opportunities, co-funding, etc.

•            Program/Change Leadership: Builds and scales playbooks; drives adoption across Sales, Marketing, and distributor teams; improves digital operating models and ways of working.

•            Ownership & Bias to Action: Operates with urgency against weekly sales realities; holds self and partners accountable to outcomes; escalates and unblocks decisively.

•            Communication & Storytelling: Executive-ready communicator who translates complex performance into clear insights, decisions, and next steps for senior leaders and field teams.

Key Relationships:

• Internal: National Accounts Sales; State Leads; Commercial Planning; Brand; Commerce Media & Agency; Trade Marketing; Finance; Legal.
• External: Distributor eCommerce teams; Retailer digital teams; Marketplace partners; Retail media networks; Emerging eCommerce platforms.

Knowledge and Experience

•            8–12+ years in eCommerce, digital retail, or commercial roles; beverage-alcohol or three-tier experience strongly preferred.

•            Demonstrated success growing revenue/share on marketplaces and retailer.com and scaling programs with distributors (eRNDC/SG Proof/Provi).

•            Proven track record leading sales relationships and developing opportunities based on digital category, retail media, and analytics driven story-telling.

•            Hands-on mastery of digital shelf standards and syndication and familiarity with retail media planning & optimization.

•            Advanced analytical skills (Excel, Tableau/Power BI, Nielsen); clear communicator with executive-ready storytelling.

•            People leadership: building small, high-performing teams; running JBPs and QBRs.

•            Bachelor’s degree required; or equivalent commercial depth a plus.

Proximo is an equal opportunity employer and does not unlawfully discriminate against employees or applicants for employment based on race, color, sex (including pregnancy), sexual orientation, gender identity or expression, religion, national origin, citizenship status, age, genetic information, physical or mental disability of an otherwise qualified individual, membership or application for membership in a uniformed service, engaging in legally protected activity, or any other characteristic protected under applicable law.

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