Responsibilities

• Own and execute the day-to-day and strategy for Winky Lux's DTC business, aligned with broader brand and revenue goals.
• Drive profitable sales growth while maintaining a customer-first, conversion-optimized site experience.
• Monitor and analyze site performance, delivering regular reporting and insights on conversion rate, AOV, traffic, bounce rate, and new customer acquisition.
• Identify opportunities for growth and optimization through testing, analytics, and customer behavior insights.
• Oversee daily e-commerce operations, site updates, enhancements, and coordination with external digital and development agencies.
• Manage site content, SEO, CRO, and technical optimization initiatives to improve performance and scalability.
• Partner with Creative and Marketing to ensure timely product launches, campaigns, and on-site storytelling that drives conversion.
• Optimize DTC website with AI & GEO improvements that will positively impact sales and customer experience.
• Manage CRM execution in partnership with agency, including CRM and SMS strategy, lifecycle marketing, acquisition, retention, and performance optimization.
• Optimize and manage the affiliate program on Impact, driving revenue growth while maintaining efficiency and profitability.
• Manage and scale the loyalty program in a profitable manner to help grow sales and improve on customer retention.
• Support and manage Media with plans with agency partners to help support the DTC business while reaching and maintaining healthy ROAS and KPI's
• Lead the Media content best-practices and work closely with cross-functional teams to bring the content with a digital-first-lense to life
• Act as the internal liaison with agency partners, aligning priorities, timelines, and performance expectations across channels
• Share consumer and performance insights from digital and media channels to inform brand strategy, merchandising, and product innovation.
• Collaborate cross-functionally with Product Development, Finance, and Operations to align assortment, forecasting, and fulfillment with digital demand.

Requirements

• 5-8 years of experience in e-commerce, digital marketing, or related roles with increasing responsibility.
• Strong analytical and financial acumen with a proven ability to drive site performance, revenue growth, customer acquisition and media.
• Advanced experience with Shopify Plus, Klaviyo, Impact, and related e-commerce and analytics tools.
• Demonstrated ability to execute strategic initiatives while managing day-to-day operations in a fast-paced environment.
• Strong cross-functional collaboration and communication skills; comfortable working with agency partners and internal stakeholders.

Preferred

• Beauty experience is a plus