First Supply

Director of eCommerce

US-WI-Madison | US-Multiple Locations
2 months ago
Job ID
Regular Full-Time
# Positions


First Supply® is a leading main channel wholesale distributor providing industrial customers and building contractors with an extensive line of products and services. First Supply features manufacturer product lines in the plumbing, heating, air conditioning, builder, waterworks, pump/well & septic, industrial and municipal markets. Headquartered in Madison, Wisconsin, First Supply has more than 600 employees in 29 operating facilities serving Wisconsin, Minnesota, Iowa, Illinois and Michigan UP.


Our vision is to digitize the customer experience by deploying an online presence where customers can quickly and easily get the information they need for product research, account management, and to conduct transactions in a way that makes their job easier and creates growth opportunities for First Supply.


The Director of eCommerce is responsible for managing all aspects of the company’s eCommerce business. The Director of eCommerce must come ready to roll up his or her sleeves, bring a strong desire to do what it takes to learn, grow and succeed, and work well in a fast-paced, entrepreneurial environment. Following demonstrated business accomplishments and collaborative effort, this role has growth potential.  The position will report to the President & COO and will be responsible for all aspects of our digital initiative.  You will coordinate with other company functions and develop a team over time capable of supporting digital as a growth channel for First Supply.  The preference is for this role to based in our corporate headquarters in Madison, WI.  However, consideration will also be given to candidates residing within our geographic footprint.




Essential Job Functions

  • Participate in the development and execution of strategic and tactical business plans with the Executive Management and other members of the cross-functional team supporting eCommerce strategy.
  • Oversee development and deployment of the company eCommerce site, to include coordination of 3rd party participants and vendors.
  • Develop and implement product content strategy to ensure appropriate content is available for the site launch and includes a process for refresh and expansion on an on-going basis.
  • Manage the user experience of the website including site navigation, content development, checkout funnel, promotional campaigns as well as the overall merchandising of the company, i.e. brand messaging, product merchandising and transaction processing.
  • Develop and oversee the effective planning, QA and execution of content across the websites and online marketing campaigns to ensure efficiency, accuracy and timeliness of all web content publishing.
  • Build cross-functional relationships and interact daily with cross-functional partners from IT, Sales, Marketing, Supply Chain and Logistics, Branch Operations and Finance to facilitate and prioritize eCommerce activities.
  • Manage all customer acquisition and retention marketing campaigns designed to drive web site traffic and sales, including: paid and organic searches, affiliate programs and partnerships, content marketing, email marketing program, customer retention programs, community and social networks.
  • Set and track business objectives and key performance indicators (KPIs) related to the eCommerce site, using web analytics and other tracking tools. Retrieve and review web analytics and other data to provide clear reports and assessments to team members, executive leadership and cross-functional partners.
  • Create a planning schedule for refreshing the corporate site. Draw from site analytics, customer insights, best practices and business objectives to make recommendations for improvements.
  • Oversee the development and management of a content strategy that includes social networks, website content, email marketing and community site initiatives. Be an active participant and manager of company voice in the online communities. Set the content calendar and manage the editorial process from user-generated content, freelance and internally-generated content.
  • Identify, evaluate and recommend external vendors to support the eCommerce business where appropriate. Manage eCommerce vendor relationships.
  • Other duties/responsibilities as assigned by the President & COO.



  • Bachelors Degree from an accredited university.
  • 5-7 years eCommerce site management experience. Preferably in a wholesale distribution scenario.
  • The right candidate must embrace the company’s vision, entrepreneurial spirit, tenacity, friendly atmosphere.
  • This person must be honest, loyal, dedicated, passionate and a self-starting individual. In addition, this individual must be upbeat, happy, energetic, and communicate issues and opportunities in a positive manner.

Experience Needed or Preferred:

  • Detailed experience with ecommerce platforms and digital marketing techniques.
  • Experience in the development and launch of a fully ecommerce enabled site, preferably in a business to business scenario.
  • Experience managing a team including direct, indirect and 3rd party reports to achieve business objectives.
  • Experience developing and managing to a budget for digital
  • Experience managing refinement of the site and marketing programs based on analytical data
  • Experience creating and managing customer acquisition campaigns
  • Experience developing and delivering training necessary to help associates and customers understand the value proposition of moving business online
  • Experience reporting performance and presenting plans in an Executive Management setting

Knowledge, Skills and Abilities:

  • Strong communication and writing skills
  • Ability to work independently and in partnership with a variety of internal and external professional relationships
  • Working knowledge of eCommerce platforms, Excel, Google Analytics, Google Adwords, Facebook Advertising, etc.
  • Business planning
  • Product and marketing content strategy and development
  • SEO/SEM understanding
  • Promotional campaign planning and execution
  • Customer Service
  • Affinity for learning and using new and emerging web technologies and trends, including web analytics, email platforms, eCommerce platforms and tools

First Supply LLC is an Equal Opportunity/Affirmative Action Employer of Minorities, Females, Protected Veterans, and Individual with Disabilities. In order to be selected for the position, candidates must submit to a drug test with negative results on employment offer, the ability to be bonded as defined by First Supply LLC's fidelity bond insurance carrier, and have a valid driver’s license and a driving record which meets underwriting standards.


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