Manager, E-Commerce

Responsibilities

• Lead website optimization initiatives, including homepage updates, navigation, promotional mechanics (such as layaway), and UX improvements, to increase conversion and improve the shopping experience.
• Provide backend maintenance support for TikTok Shop and Faire through Shopify and FileMaker, including keeping product data, pricing, and availability consistent with the DTC site.
• Collaborate with the Director and team to plan and execute DTC and cross-channel priorities, aligning timelines and handoffs so launches reach every channel accurately.
• Own DTC performance across revenue, conversion rate, AOV, and merchandising effectiveness, and report results with clear recommendations.
• Lead product launches, franchise moments, and digital campaigns from planning through post-launch optimization, setting timelines, tracking dependencies, and surfacing risks early.
• Manage on-site merchandising (collections, homepage presentation, promotions, product setup) in partnership with Marketing on licensing compliance.
• Develop and maintain SOPs and launch playbooks for product launches, landing and collection pages, email, paid media, and website maintenance.
• Partner with Marketing to align the onsite experience with email, paid media, SEO/SEM, and affiliate/influencer efforts.
• Own ecommerce KPI reporting across Shopify, GA4, email, and paid channels, and turn insights into optimization actions.
• Work with the teams that maintain Shopify and FileMaker data to confirm product information is accurate and launch ready.

Requirements

• Bachelor's degree in marketing, business, or a related field, or equivalent experience.
• 5 to 7 years of ecommerce or digital marketing experience, with hands-on Shopify ownership of merchandising, promotions, and site optimization.
• Experience working with GA4 and Shopify analytics, with a record of using data to improve conversion and AOV.
• Familiarity with email platforms, paid social and search, and FileMaker or a similar product database.
• Proven project management skills, driving cross-functional teams to on-time delivery.
• Experience writing SOPs or playbooks that other teams have used.
• Strong written and verbal communication skills, with the ability to hold stakeholders accountable.
• Experience in publishing, licensed products, entertainment, or gifting.