JOB PURPOSE

The role of the Clearance Manager is to develop a new revenue stream with a focus on shipping obsolete and end of line stock. The Clearance Manager will drive revenue through a series of (mainly) online campaigns using existing and new online channels / sites. They will be responsible for building a self contained and branded online business.

WORKING CONTEXT

The Clearance Manager will be part of the eCommerce team which in turn is part of the wider Marketing department. eCommerce is a significant and fast growing revenue generator for the business and as such a programme is being undertaken to transform the on-line presence into a market leading offering. The development of a focussed online clearance business is expected to accelerate this growth.

IMPACT AND INFLUENCE 

 The Clearance Manager has a key role to play in delivering growth. To do this it is essential that initiatives are identified, planned out and delivered to the highest standards. The Clearance Manager will be expected to be self sufficient generating ideas, plans and campaigns to shift stock. This will require them to work closely with many departments including Operations (specifically to select the relevant items), Purchasing, Finance, Marketing and The Board of Directors.

FACTS & FIGURES

The Clearance Manager will be judged primary on incremental revenue generation. The target for FY11 has been set at £400,000.

MAIN RESPONSIBILITIES:

The job holder will have a background in online sales / marketing, be highly creative, commercially astute, driven and be able to spot and deliver against an opportunity. Their main responsibilities will be to:

• Grow and provide focus to the clearance revenue stream. This will entail developing a clear and effective commercial / sales plan then implementing it to generate significant incremental revenue.
• Develop the Clearance online sales platform. Working with an agency (tbc) to develop and deploy a new web delivery channel for clearance sales under a separate brand. Develop and implement the brand positioning, persona and visual imagery. The site should also exhibit best practice in terms of usability, information architecture and use of search engine marketing. Ensure there is a clear and separate positioning from our clients.
• Identify, evaluate and work with partners and affiliates to sell stock. This will entail looking carefully at which and how we use affiliates to help us sell. Specific ones to consider would be Amazon and eBay.
• Plan and implement a rolling programme of campaigns to drive converting traffic to the clearance website.  These will be mainly online but will also involve using offline direct marketing techniques to drive web traffic. Planning will involve liaison and interaction with numerous departments including Operations, Purchasing, Finance and Marketing. In terms of campaigns, typically the job holder will need to consider all aspects of search engine and e-mail marketing as well as social media. In addition, it is envisaged a significant amount of direct marketing will be used – fliers and inserts.
• Identify and implement promotional offers. As part of the campaign planning the job holder will need to consider very carefully the commercial impact. It is essential that promotions are identified and set up that drive revenue, shift obsolete stock but at the same time don’t cannibalise mainstream revenue.
• Generate content for campaign and web implementation. The job holder will be responsible for generating and maintaining online content. This will include photography, text, fliers, inserts, PPC adverts and rich media working with internal designers and where needed external agencies.
• KPI’s analytics and reporting. Using Google Analytics and other in house packages report progress against plan, spot opportunities and solutions for issues.

Note: Although the Clearance Manager will be expected to be largely self sufficient help will be available from the wider eCommerce team and suppliers for web design, e-mail marketing, Search Engine Marketing and the like. The Direct Marketing team and designers will also be available to help direct marketing activity.