Senior Manager, eCommerce Pricing, Promotions & Personalization

  • Company: Airgas
  • Location: Conshohocken, Pennsylvania
  • Posted: April 15, 2017
  • Reference ID: 12786
Senior Manager, eCommerce Pricing, Promotions & Personalization


Airgas is one of the nation's leading suppliers of industrial, medical and specialty gases, and hardgoods, such as welding equipment and related products. Airgas is a leading U.S. producer of atmospheric gases with 16 air separation plants, a leading producer of carbon dioxide, dry ice, and nitrous oxide, one of the largest U.S. suppliers of safety products, and a leading U.S. supplier of refrigerants, ammonia products, and process chemicals. We have more than 17,000 associates working in approximately 1,100 locations nationwide. Airgas is a company of hard-working men and women dedicated to helping our customers succeed. When a challenge arises, we provide the right solutions, leveraging our many years of industry process expertise and our extensive gases, welding, and safety products offering.

The Airgas eCommerce Team (Airgas Interactive) launched the new in July 2014 and has already greatly enhanced the Airgas e-business platform by enabling customers to interact and transact with Airgas through a robust suite of functionality and services. The Team's critical focus areas include Creative Services, Digital Marketing and Merchandising. The group is working to enhance Airgas' omni-channel capability in partnership with the Digital Integration, Channel Management and Web Operations teams.


The Senior Manager, eCommerce Pricing, Promotions & Personalization is responsible for promoting suppliers and products to online customers using pricing, promotions and personalization strategies to enhance the buying experience while also increasing sales and/or share of wallet. This role will work with Product Management, Strategic Pricing, Demand Planning and Forecasting and other members of the Merchandising team to develop strategies, models and tactical executions. This role will own the relationship with the personalization partner and other third party resources as required.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

  • Build, own, and maintain pricing and promo models for all product categories that align with customer value and are within the guardrails established by the Strategic Pricing Group; design pricing programs for industry-specific product portfolios to incentivize sales; work with Demand Planning and Forecasting to choose appropriate promotions and ensure promotions don't result in stock outs
  • Proactively manage the competitive landscape and understand pricing dynamics across categories
  • Develop and own the promotional strategy playbook with plays (e.g., discounts, vouchers, product level promotions, order level promotions, etc.) that will drive customer traffic, conversions (transactional and non-transactional), baskets, and product category horizontal penetration
  • Create and manage the development of promotions that showcase featured product selections based on input provided from the eCommerce Merchandising group; that support customer acquisition and activation activities; that exploit niche, regional or enterprise opportunities; and that are consistent with overall EBITDA goal targets aligned with other marketing channel strategies
  • Develop monthly, quarterly, and seasonal promotion plans to gain incremental sales focused on revenue and horizontal penetration targets; support new product launches as necessary
  • Work with the Digital Marketing team on promoting win-back programs to desirable lost customers based on calculated customer lifetime value (CLTV)
  • Set and execute the personalization strategy and roadmap to transform existing customer (logged in and anonymous) experiences, increase brand engagement & consideration and subsequently, improve conversions and average basket size
  • Drive personalization execution by customer profile (by account, by user, by item quantities, by order frequency, by geo location, etc.) and site-wide by establishing and monitoring ongoing personalization and optimization experiments (innovative and iterative)
  • Manage relationships with 3rd party vendors and internal IT to manage our personalization platform; develop and manage our optimization plan to recommended product/content placements based on purchases and behavioral data taking care to be assistive and welcomed, not disruptive nor intrusive
  • Work with the PDS Group to ensure product data records are able to be utilized for customer- and industry-level recommendations
  • Collaborate with the PDS and eCommerce Merchandising groups to ensure the customer path-to-purchase journey is optimum
  • Drive growth via an aggressive test and learn agenda (segmentation/personalization, message types, timing, frequency, etc.) with the rapid execution necessary to constantly improve our conversion rates; use hard data and metrics to back up assumptions/hypotheses and subsequent recommendations


  • BA/BS required. Master's degree or MBA preferred
  • Minimum 8 years merchandising, or e-commerce experience
  • Previous management experience required
  • Work closely with Demand Planning and Forecasting, Product Management and Strategic Pricing to develop recommendations for promotional and clearance pricing
  • Design processes and recommend tools/companies to gather market pricing information, monitor the competitive landscape, and use this data to develop recommendations for competitive response
  • Ability to develop models to assess customer response and financial impacts of various pricing decisions (cost-plus, target return, value-based, competitive, and lead generation)
  • Ability to track and analyze pricing/promotional performance (look-to-buy ratio, order volume, average order basket size, margin impact, etc) and optimize accordingly
  • eCommerce personalization platform experience (i.e., Certona, Rich Relevance, or Baynote) preferred, but will train the successful applicant
  • Strong Microsoft Office skills (especially Access and Excel) required
  • Demonstrated ability of pairing complementary products to increase basket/order size
  • Highly organized, focused, process-oriented, and possesses great attention to detail
  • Strong analytical, communication & interpersonal skills, verbal & written
  • Demonstrated leadership ability and intellectual curiosity

EOE AA M/F/Vet/Disability
Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, sexual orientation, gender identity, protected veteran status, or disability

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