Finding senior retailers with online retailing skills is not easy, says Sara McCorquodale.

The importance of online cannot be underestimated, especially in light of a Mintel report earlier this year  that revealed 23 million Brits now shop online. Considering this figure was less than 7 million in 2004, it is no surprise that the demand for ecommerce directors has grown substantially.

However, finding someone to make a brand an online success is not a simple task. Online retail is still a relatively young sector within the industry. And senior ecommerce directors are scarce, executive search company Exley Hervey found in a recent survey of 50 major retailers including Gap, Harrods and Marks & Spencer.

The skills set expected of them adds to recruitment difficulties. A successful candidate must have a strong commercial understanding and traditional retail skills. They are also required to be fully versed in all the latest forms of social media and web technology. Lesley Exley, founder of Exley Hervey, says: “There aren’t many fully rounded ecommerce directors out there because the job itself is a big ask.”

So, how does an human resources manager fill this position? Not by inviting all applicants. “If you put an ad in a newspaper you’ll get blitzed with applications from all and sundry,” Exley says.

She adds: “When you’re trying to find good talent you need to work with parties that understand your business and its function.”

Retailers should also identify what kind of team they’re looking for to advance their department. Exley says: “You have to decide how big an investment you are going to make in ecommerce. Then you need someone to advise you on the scope and scale of your ecommerce opportunities.

“You need to work out the practical ways of adapting to your website work, whether you look to hire an ecommerce team or outsource it.”

Combining a more retail experienced ecommerce director with a younger web-confident team could be the most prudent way to meet your company’s needs. “Staff under 30 are much more ecommerce savvy because they have grown up with the internet,” says Exley.“In this situation the team needs to be given enough freedom to make the ecommerce channel work.

“A brand director has to feel comfortable with this and understand the team needs responsibility within the structure,” she concludes.

Ideal E-commerce director qualities

  • Have traditional commercial understanding and acumen honed to suit online
  • Be profit orientated. The changing retail landscape should not affect their hunger to sel
  • Be creative. Giving customers an exciting online experience of a brand in a competitive market – innovation is paramount
  • Be cross functional. They should understand the entire business and how the various channels interact. Through this they will be able to deliver an integrated customer experience and brand message