Nordic Naturals: Building Direct E-Commerce Capability

Assessment, implementation and knowledge transfer helped an established brand build greater control of its direct e-commerce operations.

Historical engagement · Work began in 2017

Building a Direct E-Commerce Operation

In 2017, I began working with Nordic Naturals as the established consumer brand developed greater control of its direct e-commerce and marketplace operations. The opportunity connected commercial strategy with the everyday responsibilities of managing product information, inventory, customer service and brand representation.

Assessment Before Expansion

I started by assessing the operation and benchmarking its existing state. Reviewing marketplace content, operating processes and the systems behind them gave us a practical starting point: what needed attention, who would be responsible and which changes should come first.

Direct sales called for a coordinated operation. Product data, advertising and inventory decisions needed to support one another, and the internal team needed the knowledge to manage them.

A Phased Roadmap

I developed a phased roadmap linking marketplace operations, product data, advertising, inventory and internal responsibilities. The roadmap also evaluated additional marketplaces and international expansion, while implementation focused on the channels and systems being actively developed.

Putting the Systems to Work

Planning moved into hands-on support for Amazon Seller Central, Fulfillment by Amazon and Brand Registry. I worked on product information, listings, SEO, imagery, advertising, inventory and replenishment systems, alongside ChannelAdvisor data and integration work.

Brand control required attention to unauthorized sellers and minimum advertised price issues, with coordinated responses. Vendor Central setup and additional marketplace development formed part of the broader program. Customer-service workflows connected the account and product work with the people responding to customers.

Responsibility and Knowledge Transfer

Operating systems become more useful when people understand the decisions behind them. I worked with the organization on responsibilities, organizational design, training and the transfer of day-to-day work. Documentation and explanation accompanied implementation so the team could build confidence as its responsibilities grew.

The goal was increasing internal capability: better information, clearer ownership and people increasingly able to manage the operation themselves.

Client Perspective

In her December 4, 2017 LinkedIn recommendation, Carrie Phair, then Nordic Naturals’ Marketing & Education Manager reporting to the CEO, described the assessment, phased planning and patient explanation behind the engagement. She summed up that contribution in two words: “he teaches.” Her recommendation emphasizes the value of making the reasoning understandable.

Nordic Naturals IT leader Mark Timares added a second perspective in his July 11, 2018 recommendation, crediting my marketplace knowledge and contribution to Amazon brand and listing control.

A Lasting Approach

A roadmap earns its value when the people responsible for it can act on it. Nordic Naturals reinforced an approach I bring to North Ember today: understand the operation, benchmark, plan, implement, measure, document and teach. Strategy and knowledge transfer belong alongside the systems being built.

This account describes historical work; marketplace platforms, policies and tools have since changed.

Further Reading

• Client recommendations on LinkedIn
• Nordic Naturals IT leader Mark Timares

Related Work

• My current practice at North Ember
• Nordic Naturals in Selected Work