Ian Goldman, the President of Celerant Technology, talks with Jameson Publishing and Retail Solutions Online President Jim Roddy in this exclusive Executive-To-Executive interview. In this interview, Goldman discusses midmarket multichannel trends, the elimination of data silos, and the expanding role of the e-commerce director.
"In many cases (the e-commerce manager) ends up morphing into a marketing manager, negotiating link exchanges and banner ads," Goldman says. "Then they become the fulfillment manager, getting into the back room of the warehouse or wherever the inventory is shipped from. Another situation we find is the company that is a little further along hires an e-commerce manager. But that manager quickly assumes the responsibilities of a buyer or a warehouse manager in the traditional sense. ... It helps them keep costs down and still effectively manage that channel. In both cases, they're leveraging their personnel across multiple channels and doing multiple jobs."