This question has been posed to me countless times by HR personnel, recruiters, and CEOs: Who should run the Ecommerce division? Is it the super creative marketing team? Is it the tech savvy IT group? Or is it the business and operations side that should be tasked with launching, leading, and building the Ecommerce division at your company?
To some degree, the answer lies in all three departments. However, while all companies and business structures are different, I really believe the marketing team is best served at running Ecommerce.
Marketing Should Lead Ecommerce Department
But let me state this loud and clear: the marketing personnel running Ecommerce must do 2 things really, really well.
- They must have one heckuva technical background or know their way around technology. If they are scared of technology or fear change, this is not the role they should own.
- The team or leader must also understand business and operations, or the division will simply spin their wheels running promotions, launching banners, and implementing new technologies (shiny new tool syndrome) with no real functional business needs tied to them.
