“We’re creating an entirely new category of sport - virtual cycling.”
A Zero to One business, I owned the marketplace strategy for Zwift including Ecommerce, Retail, and B2B channels.
“Most innovative gaming companies of 2020.”
“Radicalizing my indoor training. ”
“When you see it in action, you immediately want to saddle up and try it for yourself”
enter zwift ecommerce
Adding an eCommerce business offered the opportunity to improve the new and returning customer journey, turning Zwift.com into the ultimate destination for everything users need to Zwift.
I built the eCommerce function from the ground-up to a 22-person team in 35 countries, 4 languages and 3 distribution centers in 18 months.
Details:
Oversaw all of Zwift eCommerce business with full P&L ownership for Zwift.com, led and managed the end-to-end strategy development and day to day operational execution
Owned the product roadmap, platform infrastructure, merchandise strategy, business operations, creative and content, performance marketing and customer service.
Built a distinctive, authentic and experiential Zwift.com/shop experience for all types of Zwift consumers that made it easy to discover, try, buy, get setup and go Zwift for hardware + software subscriptions bundled together and financed with one low monthly price.
Partnered with Brand Marketing on content strategy and visual center initiated a test & learn approach to site optimization, supported by UI/UX to improve the customer experience.
Developed a comprehensive digital marketing strategy to expand customer acquisition & retention channels by maximizing Zwift traffic, conversion, and retention.
Built a global operations and customer support function that focused on delivering an outstanding post-order servicing experience as measured by NPS and CSAT.
Developed and executed an SEO strategy.
Defined the analytics strategy, KPIs and dashboards to report on the business and experience.
Site architecture leveraged the BigCommerce API with a headless CMS, front-end was programmed in React as a Progressive Web Application (PWA), and all business flows were automated using an even-driven architecture across inventory, fulfillment, email and order status updates.
Results:
Grew revenue grew from $0 to xxM in 18 months
Doubled subscriber growth from xxxK to over xxxK in 2 years
Set the foundation for future scalable growth.
site experience
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“Jeff was instrumental in standing up our e-commerce business in North America and Europe with an aggressive schedule. His background in online direct-to-consumer retail businesses was critical in delivering a customer-first experience for our customers. The infrastructure he left behind continues to operate successfully during a period where our growth has more than doubled. His enthusiasm for delivering a delightful customer experience would be valuable to any brand.
— Eric Min, Co-Founder & CEO @ ZWIFT