E-Commerce Manager

We are seeking an analytical and operationally focused Ecommerce Manager to lead the daily management and growth of our branded Direct-to-Consumer (DTC) website. The core of this role is turning data into high-converting digital experiences while providing strategic direction for the site's execution.

You will lead our customer journey strategy, designing personalized journeys grounded in data and insights and bringing them to life in partnership with our CRM agency, internal stakeholders, and integrated personalization technology. You'll measure and optimize these journeys continuously, from first visit through repeat purchase.

As the primary owner of our Shopify storefront, you will work alongside an Ecommerce Specialist, who handles day-to-day tactical execution, to ensure all initiatives launch with precision and align with our broader business goals.

Key Accountabilities

1. Customer Journey Strategy & Optimization

Journey Design: Lead the design of end-to-end customer journeys across awareness, first purchase, replenishment, and loyalty. Base every journey on data and customer insights, and identify the key moments, decision points, and friction for each segment.

Data-Driven Journey Model: Build and maintain a data-driven model that measures journey performance in real time. Use behavioral, transactional, and CRM data to understand where customers move forward, stall, or drop off.

Journey Execution: Bring journeys to life in partnership with our CRM agency. Translate journey designs into clear briefs, requirements, and priorities, and hold the agency accountable for quality, timing, and results.

Cross-Functional Collaboration: Work with Brand, Creative, CRM, and Analytics stakeholders to align journey strategy with business goals, brand messaging, and the promotional calendar.

Personalization Technology: Use integrated personalization and AI-driven tools to deliver relevant product recommendations and content across email, SMS, and onsite. Make sure these tools work together so the experience is consistent at every touchpoint.

Continuous Optimization: Develop and manage a structured testing roadmap (A/B and multivariate) across journey stages, and feed the results back into journey design.

Journey Measurement & Reporting: Define and report on journey KPIs, such as stage-to-stage conversion, time to second purchase, repeat purchase rate, subscription conversion, and CLV. Turn performance results into clear recommendations for leadership

2. Data-Driven Shopify Management & Strategy

Operational Oversight: Lead the end-to-end functionality of the Shopify ecosystem. Work with the Ecommerce Specialist to maintain strong site performance, mobile-first responsiveness, and a bug-free user experience.

Merchandising Strategy: Direct the lifecycle of product listings, landing pages, and blog content. Give the Specialist a clear roadmap to optimize all assets for conversion and modern search visibility.

Performance Analysis & Insights: Act as the internal lead for GA4 and Shopify Analytics. Work closely with our Internal Analyst to monitor KPIs (AOV, CR, CLV), extract insights, and turn data into actionable site optimizations.

Modern Search Optimization: Develop robust SEO strategies, including Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO), so the brand is visible in AI-driven search results and LLMs.

3. Data Fluency & Insight Activation

Data Interpretation: Confidently read, interpret, and question data from GA4, Shopify Analytics, CRM, and personalization platforms. Separate meaningful signals from noise.

Insight to Action: Turn findings into prioritized, actionable optimizations for the customer experience. Clearly communicate what the data shows, why it matters, and what to do next.

Analytical Partnership: Work with the Internal Analyst to define reporting needs, check data accuracy, and build dashboards that support fast, confident decisions.

Test-and-Learn Mindset: Use data to form hypotheses, validate assumptions, and measure the impact of every major site and journey change.

3. Tech Stack, Subscription & Retention

Subscription Growth: Manage and optimize subscription programs to drive recurring revenue. Refine the subscriber experience to increase retention and reduce churn.

App Ecosystem: Evaluate and manage third-party Shopify integrations that improve site functionality and streamline the digital journey.

5. Marketing, CRM & Promotional Collaboration

Stakeholder Alignment: Collaborate closely with internal marketing, creative, and inventory teams to develop and execute a comprehensive ecommerce promotional calendar.

Unified Messaging: Partner with Brand and Social teams to keep messaging cohesive and the brand voice consistent across all digital touchpoints throughout the year.

CRM & Lifecycle Marketing: Lead the strategy for lifecycle and journey-based CRM programs, including welcome, post-purchase, replenishment, win-back, and subscription flows. Partner with the CRM agency on execution and with Brand stakeholders on messaging, and make sure campaigns connect to onsite landing pages and promotional cycles.

Campaign Execution: Oversee the Specialist in launching promotional mechanics, including discounts, bundles, and limited-time offers, so the journey from click to checkout is seamless.

6. Customer Experience & Quality Control

Actionable Feedback: Partner with the Customer Service team to review consumer pain points and turn feedback into site improvements.

UX/UI Optimization: Use heatmaps and session recordings to find friction points in the checkout funnel, and work with the team to implement data-backed solutions.

Qualifications & Work Experience

Experience: 4+ years in DTC ecommerce management, including experience guiding or supervising tactical team members.

Analytical Proficiency: Expert-level experience with GA4 (Google Analytics) and Shopify Analytics, and advanced proficiency in Excel, including pivot tables, lookups, and building reports and models. Experience working with data analysts to drive business decisions.

Customer Journey Expertise: Experience designing data-driven, personalized, multi-touchpoint customer journeys, including onsite personalization and AI-driven recommendation tools.

Personalization & Retention: Hands-on experience with personalization tools and subscription management applications.

Agency & Stakeholder Management: Proven ability to brief, guide, and hold agency partners accountable while working closely with internal cross-functional teams, including Brand, Social, and CRM.

Adaptability: Thrives in fast-paced, rapidly changing environments. Able to reprioritize quickly and pivot to support evolving organizational goals without losing execution quality.

Experimentation: Hands-on experience running A/B tests and conversion rate optimization (CRO) programs.

Data Fluency: Proven ability to read, interpret, and act on complex data sets. Comfortable working independently in dashboards and reports, not just consuming summaries.