Digital Commerce Channel Manager

Red Wing Shoe Company is based in Red Wing, Minnesota, just 40 minutes from St. Paul, where our corporate office sits along the Mississippi River in downtown Red Wing. We are a global company with 2300 employees around the world, but we maintain a close-knit family atmosphere that comes with being a privately-held company. We’re rich in history and tradition, but innovation drives us to deliver best-in-class product solutions and highly rated customer experiences. Focus on our employees and company culture results in meaningful employee engagement across the organization. Our Guiding Behaviors of Living our Values, Honoring our Brands, Inspiring our People, Centering on our Customers, and Preserving the long term success and legacy of our Company are the foundation on which we build our future.

Our comprehensive benefits package for full-time employees includes medical, dental, and vision coverage, along with health savings and flexible spending accounts, life and disability insurance, generous paid time off and holidays, a 401(k) match, employee discounts, and valuable well-being benefits like free EAP services, financial planning assistance, and well-being coaching all designed to support your health and financial security.

The targeted hiring range for this full-time position is $91,000 - $122,800 depending on qualifications; however, the expanded salary range provides opportunities for advancement. Our salary ranges are determined by role, level, and job location. Within the range, individual pay is determined by factors including job-related skills, competencies, experience, and relevant education, training or a combination of these things and market demand. Your recruiter can share more about the specific salary range and benefits for your location during the hiring process.

This role follows a hybrid work model, offering flexibility to work remotely while coming together in the office in Red Wing, MN on Tuesdays and Wednesdays for collaboration. There may also be occasional in-person “Moments that Matter” and key business needs throughout the year that require additional days in the office. Candidates should live within commuting distance of Red Wing, MN at the time of hire. At Red Wing, regardless of working in roles that are fully remote, onsite, or hybrid, what matters most is working together, staying connected, and putting care into everything we do.

GENERAL PURPOSE OF JOB:

The Digital Commerce Channel Manager is responsible for driving the growth, profitability, and performance of Red Wing's digital commerce channels, including direct-to-consumer eCommerce, B2B2C, and B2B online ordering platforms. This role leverages customer, sales, inventory, and digital analytics data to optimize product assortment, improve the customer experience, and achieve revenue and margin objectives.

This position serves as a key cross-functional partner, collaborating with Marketing, Demand Planning, Product, Finance, Technology, Analytics, Sales, and Customer Experience teams to align digital commerce strategies with enterprise objectives. The Digital Commerce Channel Manager continuously identifies opportunities to improve channel performance, customer engagement, and operational effectiveness while delivering a premium digital experience that supports Red Wing's growth ambitions.

What You'll Do:

• Develop and execute digital commerce strategies that drive revenue growth, profitability, customer acquisition, conversion, and retention across eCommerce and online ordering platforms.
• Partner with business leaders to establish annual sales, margin, and performance objectives, monitor results, and recommend actions to achieve business goals.
• Collaborate with Brand and Marketing teams to develop and execute go-to-market strategies, promotional plans, and customer communications that support commercial objectives and optimize return on investment.
• Partner with Demand Planning, Merchandising, and Product teams to optimize assortment strategies, inventory availability, and forecasting accuracy through digital commerce insights and performance data.
• Support and collaborate on website merchandising and content deployment processes, contributing to the timely, accurate, and effective execution of product launches, promotions, campaigns, and content updates.
• Monitor, analyze, and report on key channel performance metrics, identifying trends, opportunities, and risks while translating insights into actionable business recommendations.
• Lead monthly business reviews and regularly communicate channel performance, key performance indicators, strategic initiatives, and recommendations to stakeholders.
• Partner with Digital Commerce, Technology, and Analytics teams to identify and implement platform enhancements, process improvements, and emerging capabilities that improve business performance and customer experience.
• Build strong cross-functional partnerships across Retail, Sales, Product, Marketing, Customer Experience, Operations, and Technology teams to ensure alignment and deliver a seamless omnichannel customer experience.

MINIMUM EDUCATION AND EXPERIENCE

• Minimum of 5 years of experience managing digital commerce, eCommerce, online merchandising, or related digital business functions.
• Minimum of 2 years of experience owning or influencing revenue, profitability, KPIs, forecasting, or business performance metrics.
• Experience working with website merchandising, content management systems, digital marketing initiatives, and web analytics platforms.
• Demonstrated success operating in a cross-functional environment with multiple stakeholders and competing priorities.
• Bachelor's degree in Business, Marketing, eCommerce, Merchandising, Analytics, or a related field a plus.

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES:

• Strong understanding of eCommerce business operations, online merchandising, customer journeys, and digital commerce best practices.
• Ability to analyze complex data from multiple sources and translate findings into actionable business recommendations.
• Experience managing and interpreting key performance indicators such as revenue, conversion rate, average order value, traffic, and margin.
• Knowledge of web analytics tools such as Google Analytics, Contentsquare, or similar platforms.
• Experience with Salesforce Commerce Cloud or similar digital commerce platforms preferred.
• Strong project management skills with the ability to lead initiatives from planning through execution and delivery.
• Demonstrated ability to influence and collaborate across functions without direct authority.
• Excellent verbal, written, and presentation communication skills with the ability to tailor messaging to various audiences.
• Ability to prioritize work effectively, manage competing demands, and adapt in a fast-paced environment.
• Continuous improvement mindset with an ability to identify opportunities for innovation, process optimization, and customer experience enhancements.

WORK ENVIRONMENT:

• Hyflex work environment.
• Occasional travel for sales meetings, conferences, training events, or business planning sessions, typically up to two times per year.

Red Wing Shoes is an Equal Opportunity Employer.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities.
Individuals with disabilities needing assistance in completing an application may contact rwsc.recruitment@redwingshoes.com or call 651-388-8211.

Please view Equal Employment Opportunity Posters provided by OFCCP at https://www.dol.gov/ofccp/regs/compliance/posters/ofccpost.htm

All offers of employment are contingent on satisfactory results of a background check.

Red Wing Shoe Company, Inc. is a drug-free workplace.

Red Wing Shoe Company will not be using recruitment agencies or firms to fill this position and we will not accept unsolicited resumes or candidate information. No agency calls please.

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)