Ecommerce Manager

Ecommerce Revenue Ownership

• —Manage site revenue, conversion rate, and AOV performance across the primary US website, Shop app, and emerging commerce channels, recommending corrective actions when results are below plan.
• —Identify and execute growth initiatives across merchandising, marketing, and user experience
• —Monitor weekly performance metrics and adjust strategy accordingly to meet and exceed revenue targets

Site Experience & Merchandising Strategy

• —Manage site merchandising plans, category structure, and product placement within the broader DTC strategy to improve product discoverability and sales.
• —Ensure optimal product discovery, category organization, and promotional visibility across all digital touchpoints
• —Set PDP and content strategy priorities — informed by performance data and testing results — for the Consumer Experience Partner to execute against

Content & Digital Experience

• —Lead homepage, landing page, and category content strategy in alignment with brand and commercial priorities
• —Partner with creative and marketing teams to ensure consistent brand storytelling across all digital surfaces
• —Develop content strategies that drive product education, brand affinity, and conversion

Paid Media & Full-Funnel Performance Strategy

• —Manage full-funnel paid media plans in partnership with the performance marketing agency, using approved goals, budgets, and channel guardrails to support awareness, consideration, conversion, and retargeting objectives.
• —Serve as the primary day-to-day ecommerce partner for the performance marketing agency, retention agency, and social teams. Recommend budget allocation and channel-mix adjustments to the Head of Global DTC based on revenue, efficiency, and customer-acquisition performance.
• —Own landing page strategy and optimization for paid campaigns, affiliate programs, and promotional events, ensuring paid traffic and site merchandising priorities stay aligned
• —Direct measurement and attribution across the funnel, partnering with analytics to evaluate channel performance and reallocate spend
• —Lead performance, retention and affiliate marketing strategy in close collaboration with agency and internal partners for execution

AI & Emerging Surfaces

• —Lead agentic commerce + AEO/GEO (ChatGPT, Perplexity, Gemini, Claude) direction.

Analytics & Testing

• —Partner closely with the data analyst/scientist to build a robust reporting and insights practice
• —Identify and prioritize testing opportunities across merchandising, promotions, product pages, and UX
• —Establish the testing roadmap and operating process, coordinate implementation with the Consumer Experience Partner and technical partners, and review results to prioritize measurable improvements in conversion and revenue.

Cross-Functional Leadership

• —Coordinate US ecommerce priorities across functions, clarify owners and timelines, and escalate risks or decisions that could affect revenue, customer experience, or the promotional calendar.
• —Represent US ecommerce interests in cross-functional planning processes, including seasonal and promotional planning

Requirements

What It Takes

• —6+ years of progressive experience in ecommerce, digital marketing, or DTC roles, including experience managing people, agencies, or cross-functional workstreams within a CPG or consumer-brand environment.
• —Proven track record of owning and growing ecommerce revenue at scale in a DTC environment
• —Deep, hands-on Shopify expertise
• —Extensive experience owning paid media strategy across the full funnel — from upper-funnel awareness and prospecting through mid-funnel consideration to lower-funnel conversion and retargeting — across Meta, Google, programmatic, and affiliate channels, either directly or in close partnership with agency teams
• —Experience with affiliate marketing programs and platforms
• —Strong background in customer acquisition strategy and paid media planning
• —Experience with email marketing platforms and lifecycle/retention programs
• —Experience leading A/B testing and CRO programs with demonstrated results
• —Demonstrated AI deployment in DTC + familiarity with agentic commerce and AI answer engines.

Capabilities

• —Strategy and execution mindset — able to translate DTC strategy into practical plans, delegate effectively, remove barriers, and step into execution selectively when business needs require it.
• —Full-funnel paid media fluency, with the judgment to allocate budget across awareness, consideration, and conversion based on performance data
• —Strong analytical capability with proficiency in ecommerce analytics tools (Google Analytics / GA4, Shopify Analytics, Looker, or similar)
• —Excellent cross-functional collaboration and stakeholder management skills
• —Demonstrated ability to manage and develop employees, set clear expectations, delegate work, provide actionable feedback, and hold internal and external partners accountable for commitments.
• —Clear and compelling communicator — both written and verbal — with the ability to present to senior leadership
• —Working knowledge of AI-enabled ecommerce tools and workflows, with the ability to identify practical use cases, evaluate vendors, establish responsible team practices, and measure business impact.

Qualifications

• —6+ years of progressive experience in ecommerce, digital marketing, or DTC, including responsibility for managing employees, agencies, or complex cross-functional workstreams; CPG or consumer-brand experience strongly preferred.
• —Deep hands-on Shopify expertise; proficiency in GA4, Looker, or comparable analytics tools
• —Preferred: experience in travel goods, luggage, accessories, or adjacent lifestyle CPG
• —Preferred: familiarity with agentic commerce, conversational commerce, or emerging shopping surfaces
• —Preferred: experience working within a global DTC structure and navigating regional/global alignment

Working Environment

• —Hybrid office environment with hands-on interaction with physical products