Product Manager, Web and Ecommerce - Job Post

    Product Manager, Web and Ecommerce




    Berrett-Koehler Publishers (“BK”) is an award-winning and innovative independent publishing company. Founded in 1992, BK is headquartered in Oakland, California, was recently named the independent publishing company of the year and has been continuously profitable for 15 years in a row. Our books, audios, and videos are sold all over the world and we also host online summits and offer online training resources. We are dedicated to an ambitious mission: Connecting People and Ideas to Create a World That Works for All. Through our groundbreaking resources on business, management, training, current affairs, personal growth, self-help, and other areas, we strive to challenge conventional thinking, introduce new ideas, and foster positive change on individual, organizational, and societal levels. We offer a work environment that is participative, collaborative, and flexible. We seek staff members who bring cultural, ethnic, social, and intellectual diversity. We are a Certified B Corp and a California Benefit Corp. We are an Equal Opportunity Employer.

    The website product manager will play a key role on a newly formed Digital Marketing Team, accountable for the growth of the Berrett-Koehler website, web properties, and online brand.

    This role works closely with the Director of Digital Marketing to define and execute the strategy of the BK website, manage the product roadmap, and implement day-to-day operations. This hire will work with a cross-functional team and/or external agencies to determine strategic priorities, define our vision, establish project milestones and deadlines, and define KPIs. The ideal candidate does not need to know how to code but will be able to bridge the gap between creative ideation and technical implementation.

    You’re on a mission to change the world for the better, by helping people to find and learn what they need to develop and grow.

    You're someone who loves getting to know and understand customer needs. You can translate those needs, both spoken and unspoken, into great user experiences.

    You have good design and marketing intuition and you can hold your own in conversations with engineers (but don't need to know how to code).

    You're self-driven and resourceful, with an entrepreneurial mindset.

    You’ve got proven analytical capabilities and are comfortable with both big picture and detailed thinking.

    You're an effective project manager, and you know how to lead a cross-functional team through all stages of development.

    BA/BS degree or equivalent working experience
    2 years of website product management for a consumer-facing website and track record of success
    Experience with B2B and B2C ecommerce or online marketplaces
    Experience with CMS technology such as WordPress, ecommerce technology such as Shopify, and analytics/marketing software including Google Analytics and Hubspot
    Ability to manage both frontend and backend development projects
    Ability to create wireframes and technical specifications
    Fundamental project management skills and competency
    Familiarity with on-site search functionality and SEO best practices
    Familiarity with UX best practices and/or CRO strategies
    Basic knowledge of CSS/HTML/Javascript, Ruby on Rails, or other coding languages
    Experience managing third-party consultants or development teams


    Salary: $65,000
    Health, Dental, Disability and Life insurance
    Flexible Spending Account plan, 401K and ESOP

    Email [email protected] with a cover letter and resume.

    Product Manager, Web and Ecommerce



    Reports to: Director, Digital Marketing
    Supervises: Seasonal Interns, freelance contractors
    Level: Manager, Level 3A – Marketing Department
    Classification: Exempt, Full-time


    This role is responsible for managing the Berrett-Koehler website, supporting both day-to-day operations and maintenance as well as new projects and initiatives. Those in this role work closely with the Director of Digital Marketing and Digital Marketing Team to define and execute the growth strategy of the Berrett-Koehler website, expanding our brand as a B2B and B2C content provider and e-commerce site. It is their responsibility to establish and manage the product roadmap, introducing new web initiatives, features and functionality while coordinating day-to-day website operations and upkeep. This role also owns relationships with external service providers that execute development projects and do fulfillment and customer service for Berrett-Koehler. Finally, those in this role are also responsible for identifying new opportunities for growth, as well as analyzing, tracking and reporting on progress of website growth and projects to the team and staff.

    In collaboration with Director of Digital Marketing, define and implement growth strategy for Berrett-Koehler Website
    Regularly collaborate with Director of Digital Marketing to define strategic priorities, business requirements, and growth goals for BK website
    Seek input from internal and external stakeholders, customers, and users to inform decision making and create mechanisms to conduct ongoing research and analysis to inform strategic decisions
    Develop and maintain website development roadmap, with milestones and deadlines and update as needed.
    Continuously identify opportunities for growth, scalability, and optimization of key features
    Assess and seek third-party relationships and services as needed to implement development and other projects
    Update strategic growth plans on an ongoing basis
    Communicate big-picture growth plans and progress to staff on an ongoing basis

    Develop Berrett-Koehler website functionality and performance as a branding, direct marketing, and direct sales vehicle
    Manage direct sales functionality to support expanding product lines and markets
    Partner with Sales, Digital Marketing, and Editorial/Product teams to identify, scope and deliver marketing, ecommerce, and digital product-delivery feature updates and functionality
    In collaboration with third-party service provider and internal teams, manage backend systems to reduce complexity and ensure scalability
    Relularly collaborate with Digital Marketing Team and other stakeholders to build upon branding guidelines and documents and evolve online brand on BK website and web properties

    Own relationship with development and fulfillment/customer service providers, overseeing and manage both frontend and backend website development projects from start to finish
    Create technical specs and/or wireframes and coordinate with external designers, specialists, and development team to implement
    Continuously ensure website is optimized to drive key business metrics including traffic rates, conversion rates, and others as defined.
    Manage direct sales functionality to support expanding product lines and markets
    Collaborate on promotional campaigns, sales, and other direct sales opportunities

    Coordinate day-to-day website operations, including updating content, managing features and integrations, and interfacing with partners
    Own, maintain, and update website CMS, adding or modifying seasonal product updates, static pages, and more as needed
    Collaborate with digital marketing & sales teams to manage marketing features such as popups, landing pages, discount codes, targeted offers, and more as defined
    Manage the relationship with external development teams and other third-party partners such as designers, UX / CRO specialists, etc
    Manage tools and integrations with BK website, ensuring connection between Digital Marketing Systems (Hubspot, Google Analytics, etc.) and website backend
    Research, review, recommend and implement new technology solutions as needed
    Troubleshoot bugs and technical issues as needed

    Establish and maintain scalable, successful, and updated SEO practices (on-page)
    In collaboration with Director of Digital Marketing / Digital Marketing Team, develop and implement successful SEO strategy
    Assess current SEO practices and introduce improvements as needed
    Continuously ensure BK website and web properties are following best practices
    Conduct keyword research to guide content team and identify opportunities
    Lead SEO initiatives with website partners/third-party specialists
    Collaborate with Digital Marketing Team to direct off-page SEO projects and strategy as needed

    In collaboration with Director of Digital Marketing, identify and track KPIs for major components of the website (homepage, product pages), features (pop up boxes, cross-sells), campaigns, and customer funnels
    Utilizing Hubspot, Google Analytics, and other tools, continuously monitor and track ongoing website performance through monthly/quarterly/yearly KPIs
    Implement effective and efficient reporting methods to share results with team and, on occasion, staff
    Proactively identify and scope opportunities to optimize website experience for visitors, leads, and customers, and improve traffic, increase conversion rates, and drive other KPIs as defined
    Measure and report on the efficacy of new features and functionality

    Participate in regular meetings with the Marketing & Digital Marketing team and others as needed
    Participate in monthly staff meetings and author day lunches
    Actively seek opportunities for professional development and growth
    Make a conscious effort to stay out of meetings and email discussions not directly related to job goals.