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Art Director, E-Commerce
Sunderland, VT
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Job Description
Art Director, E-Commerce - Sunderland
Location: VT - Sunderland (Corporate Office) Category: Advertising
Shift(s): Days Position Type: Full Time
Relocation Available: Yes
Position Profile:
This hands-on position manages Orvis’ e-commerce design group, with primary responsibility for the creative design of the Orvis web sites (US & UK), outbound email campaigns, and other online initiatives. Through his/her own design work as well as that of the team, this person is responsible for designing, producing and regulating the creative “look & feel” of the Orvis website and related e-commerce brand communications. Under his/her guidance and/or hands-on art direction, the e-Commerce design team must satisfy the needs of merchandising and marketing management in presenting the most effective offering to our customers, while also conveying Orvis Brand DNA, and our brand positions “Distinctive Country Living (DCL)” and “Sporting Traditions”, and adhere to best selling practices in all creative output.
Company Interfaces
Reports to the Director of Advertising. Supervises one website graphic designer and two email graphic designers. Interfaces internally with VP Multi-Channel Marketing; Head of e-Commerce Marketing; Web Content Manager; Director, IS Ecommerce; Director of Catalog Production; the web production team; the e-commerce marketing team; web technical support; web merchandisers; sales activists (copywriters); and other advertising associates. Works externally as required with e-commerce service vendors, photographers, color separators, stock photography houses, and other vendors.
Key Performance Measurements (2008)
1. Financial KPM. Increase Conversion Rate and Sales Per Visit on the Orvis Website. (Target metrics to be established annually, aligned with Web Marketing and Strategic Plan goals.)
2. Quality/Service KPM. Convey Orvis Brand DNA, Sporting Tradition and Distinctive Country Lifestyle through consistent, cohesive creative design, while maintaining integrity of the brand consistent with other channels and ensuring a positive consumer experience.
General Responsibilities
* Provide creative vision for evolution of website and email design. Develop long-term strategic design initiatives and fluid process for evolving the look & feel of the site, consistent with Orvis Brand DNA.
* Responsible for overall look and feel of the Orvis website. Create designs/imagery/layout for entire site, with regularly scheduled attention dedicated to home pages, shop pages, and feature pages (i.e., conservation pages, search screen, press release, schools, etc.) to keep the site fresh and relevant.
* Workflow planning/prioritization for web/email creative team, with strict adherence to applicable deadlines, schedules and budgets.
* Supervision: Provides brand direction, systems training & art direction for web/email design team. Conducts timely performance evaluations for three direct reports, in accordance with Orvis policy and standards.
* Establish & monitor Key Performance Measure (KPM) performance of all direct reports.
* CoreMetrics: Track general site sales and conversion trends, traffic patterns, search results, and other site metrics. Explore and analyze to increase usability and sales.
* Keep abreast of latest software and e-commerce technologies and lead adoption of those providing compelling value to Orvis, to achieve/advance key strategic initiatives.
* Interface design: graphic design of navigations, search, collection and product pages, basket / checkout, buttons, links, seasonal variations.
* Work with IS/technical web designers to develop new functions, navigation and features.
* Usability: Champion of increased site usability, active participation in usability studies, developing models for usability planning. Design “Help” and customer service pages.
* Branding: Ensure brand consistency of imagery, voice, color, typography, background art, and quality site wide.
* Marketing: Design and produce promotional banners and advertising for Affiliate programs, portals and paid placements. Design and produce site oriented marketing efforts like splash pages, pop-up window designs, and website banners/promotions.
* Promotions: Produce promotional support including site banners, catalog lifestyle translations, design collections [aka “box tops”], text-icons, and Shop-By-Style images. Specific site wide campaigns as needed [i.e. Visa card, gift card]. Redesign of promotional pages to improve marketing message, usability and conversion.
* Editorial content presentations: Develop and revise for product and brand support, repurpose catalog and other brand assets
* Shop design: Develop shop-level graphic standards for specialty shops. Review ongoing revisions of standard shop designs for consistency, accuracy, branding, etc.
* Design (or assign to team) any additional creative / production tasks as necessary to achieve business objectives, such as (but not limited to ):
* Update cover imagery for Catalog Request page on web. Provide art as needed for in-catalog promotion of website, i.e. webwhacks, ads for website, etc.
* Design web landing pages as needed to fulfill promise of catalog “web whacks” and other communications which reference web content.
* Design Conservation subject pages annually, revise donation meters as needed.
* Design monthly promotional area for Order Confirmation emails.
Qualifications Required:
* A high level of creativity, responsibility, and energy.
* Sense of urgency and organization with strict attention to deadlines.
* Leadership ability in a team environment. Minimum 3 years experience managing a creative/production staff.
* A positive and friendly attitude and the ability to interact with a variety of personalities, sometimes under intense situations.
* Excellent computer design skills, with proficiency in Dreamweaver, Photoshop, Excel, Illustrator, Fireworks or Imageready, InDesign, CoreMetrics, CSS and HTML.
* Experience working with Flash, Ajax, JavaScript, Content Management Systems {CMS} is desired.
* Comprehensive understanding of wireframes, navigation protocol, new user interface design tools and specifications, and visual hierarchy
* Ability to cross platforms between Macs and PCs.
* Discerning eye for “Best of the Internet” techniques and practices.
* Ability to use performance metrics to drive creative/design objectives.
* A degree in commercial or fine art preferred or equivalent experience.
Apply online at www.orvis.com
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Experience Required
5 plus years
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Last Update
March 11, 2010
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