How to build an e-commerce dream team


April 10, 2019

Top-performing teams need the right people, the right skills, and the right organizational structure to build their e-commere dream team.

What does it take today to build an e-commerce dream team? Who do you need on your team to make the most impact, drive customer experience, and drive results? What skills matter? What role does culture play in top-performing teams? Additionally, what organizational structure is needed to meet the ever-changing customer needs and still support the business?

It’s not an easy answer.

There are so many different aspects to consider when hiring, training, and building teams today. An organization’s people are its strength. The skills needed ten years ago in e-commerce and marketing are not the same skills required today.

Think about it. The roles of data scientist or data analyst were not very common in 2009.  However, in 2019 a marketing-centric data scientist is an emerging role with big impact according to Forbes. Additionally, online merchandisers and product managers were hired for different skill sets in 2009 than today in 2019. And certainly, there were very few product information management (PIM) directors, if at all.

The roles and skills needed today to build an e-commerce dream teams are fundamentally different than the last few years. According to a Profitero study, 41% of brands are planning to add headcount in data analytics and insights. Imagine that in 2009.

Profitero benchmark survey

What can organizations do to ensure they have the people they need to power their organization? What skills are essential for emerging roles today and future roles to enable growth?


Erika Goldwater, CIPP

Director of Global Communications

Erika Goldwater is the director of global communications for inriver. An industry veteran, Erika lives and breathes B2B marketing, content, public relations, and data privacy. She’s a Boston marketer who hails from Baltimore.

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