Vice President, eCommerce

Company: The J.M. Smucker Company ( Learn More )

General Information
4 Year Degree
Not Specified
Not Specified
Job Description

For more than 120 years, The J. M. Smucker Company has been committed to offering consumers quality products that bring families together to share memorable meals and moments. Today, Smucker is a leading marketer and manufacturer of consumer food and beverage products and pet food and pet snacks in North America with annual net sales of approximately $8 billion. In consumer foods and beverages, its brands include Smucker's®, Folgers®, Jif®, Dunkin’ Donuts®, Crisco®, Pillsbury®, R.W. Knudsen Family®, Hungry Jack®, Café Bustelo®, Martha White®, truRoots®, Sahale Snacks®, Robin Hood®, and Bick’s®. In pet food and pet snacks, its brands include Meow Mix®, Milk- Bone®, Kibbles 'n Bits®, Natural Balance®, and 9Lives®. The Company remains rooted in the Basic Beliefs of Quality, People, Ethics, Growth, and Independence established by its founder and namesake more than a century ago. For more information about the Company, visit


Vice President, eCommerce


Hiring Manager is currently open to the location of this position, but strong preference is for Orrville, OH, where the Company is headquartered – or San Francisco, CA, where the Company maintains a dedicated satellite office 


Head of US Retail Sales & Market Development Organization


In this newly created senior leadership position, the Vice President, eCommerce will have responsibility for developing a robust, integrated implementation strategy and plan that charts a course to achieve aggressive growth in some of the largest and fastest growing eCommerce categories over the next five years – Pet, Coffee, Snacking and Natural Foods.  Recently elevated in priority, eCommerce is one of the Company’s highest Strategic Initiatives focused on driving accelerated growth, and enabling our long-term strategy. 

The objectives of this vision will be realized through a multi-faceted approach to building and managing a large, national business; this includes customer-centric sales, brand and shopper marketing, leading edge digital capabilities, a complex supply chain, optimized manufacturing capabilities, and a broad innovation mindset – working together to collectively expand the reach of Smucker’s portfolio of leading brands.

The leader of this function will be empowered to lead the Company’s disproportionate investment in this rapidly expanding omni-channel – leveraging the very best of strategy, organization, culture, and leading edge capabilities to unlock a new way of working.  As such, this position and the team’s progress will have regular visibility with the CEO and his Leadership Team.


  • Develop a robust, integrated implementation strategy and plan that charts a course to achieve aggressive sales growth over the next five years
  • Lead a focused team of both direct (i.e., Sales, Marketing, Data/Analytics, et al.) and dedicated indirect resources (i.e., Category Leadership, Shopper Insights, Digital, Innovation, Supply Chain, et al.) to drive transformational change, leading to executable plans, that meet strategic objectives
  • Identify the greatest growth opportunities for the business, both organically, as well as through strategic partnerships and/or mergers and acquisitions
  • Contribute to and influence the organization design of the team, including how/where to incubate talent with key online retailers (e.g., Amazon, Chewy); responsible for establishing strong partnerships with the internal sales leaders of large brick-and-mortar customers and collaborating to enhance online sales
  • Define and create the new “playbook” for winning in this rapidly expanding omni-channel
  • Work across departments (Brand Marketing, MDO, Sales, Innovation, Digital, Insights) to ensure holistic execution of brand strategy and communication
  • Provide leadership to the department, focusing on development of the skills and effectiveness of the group, where needed, both as a whole and as individuals
  • Drive non-linear, creative thinking and tactical executional excellence, developing and managing processes across internal team
  • Job Requirements


    • Bachelor’s degree required, MBA preferred


    • 15+ years General Management experience required, preferably with experience in sales
      • Must have experience developing a business plan and managing a P&L
      • Must have demonstrated success in meeting/exceeding sales goals and driving top/bottom line growth
      • Must have experience managing trade collaboration activities and resolving channel conflict; experience with pricing strategy a plus
      • Must demonstrate a deep understanding of how products sold online move through a complex Supply Chain, and how to optimize the process to achieve the objectives of both online and brick-and-mortar customers
      • Sales leadership experience (working top-to-top with key customers) preferred
    • 5+ years of experience working in or with Digital/eCommerce required, preferably within CPG or retail industry
      • Must understand the digital path-to-purchase, and be able to translate traditional brand strategy to digital strategy, using online-specific shopper insights
      • Must have experience transitioning to an online customer acquisition, engagement/activation, and retention model that leverages creative marketing tools to engage customers through online content
      • Must be able to think broadly about consolidation of data and dissemination of digital knowledge throughout the organization, and use it to drive the eCommerce growth strategy
    • Experience creating in “white space” – designing and/or evolving a strategy, developing a plan, and implementing it
    • Strong ability to work cross-functionally, including influencing at the most senior levels and managing relationships effectively
    • Excellent communications skills, both verbal and written
    • Proven experience developing, inspiring, and activating teams to deliver best in class results
    • Experience driving sales for multiple brands & categories, in varying size, scope, and priority


    • Entrepreneurial/visionary – must have a strong passion/desire to grow a new, strategic business
    • Adaptable/Change Agent – must be flexible and able to adapt quickly to rapidly changing market forces; comfortable working under and in a matrixed structure; adept at confidently leading through change and ambiguity
    • Highly collaborative mindset; team player
    • Must be able and willing to regularly travel within the US (~30%)