Senior Manager, Growth & Ecommerce

Role Overview 

We are seeking a highly strategic and hands-on Senior Manager, Growth & eCommerce to own and elevate our end-to-end digital customer experience across multiple brands — from acquisition through conversion to retention and revenue performance. 

For our premium/masstige haircare brands, this role requires a deep understanding of beauty consumer behavior and the ability to translate brand storytelling into a refined, high-performing eCommerce experience. This individual will serve as the internal owner of performance, ensuring that paid media, site experience, and lifecycle marketing are seamlessly integrated to drive both brand equity and measurable growth. 

This role is both strategic and executional, designed for a leader who can operate independently, build, and optimize without reliance on large teams or heavy engineering support. 

Reporting Structure:

This role reports to the VP of Brands and serves as a key partner in driving integrated performance across brand, marketing, and eCommerce. 

Key Responsibilities:

End-to-End Funnel Ownership 

●     Own and optimize the full digital customer journey from acquisition through conversion and retention 

●     Define and drive performance against key metrics including ROAS, CAC, CVR, AOV, and LTV 

●     Identify and unlock opportunities for scalable, profitable growth across the funnel 

eCommerce & Website Experience 

●     Own the performance and continuous evolution of the website (Shopify) 

●     Build, update, and optimize landing pages using no-code tools  

●     Elevate the on-site experience to reflect a premium, brand-aligned aesthetic while driving conversion 

●     Optimize PDPs, homepage, and merchandising strategy to balance storytelling with performance 

Conversion Rate Optimization (CRO) 

●     Analyze user behavior and site performance to identify friction points and opportunities 

●     Design and execute A/B testing strategies to improve conversion and user experience 

●     Continuously refine the user journey while maintaining brand integrity 

Lifecycle Marketing (Email & SMS) 

●     Own lifecycle marketing strategy (email and SMS), including automated flows and campaign performance 

●     Develop and optimize key flows (welcome, abandon cart, post-purchase, replenishment, etc.) 

●     Drive retention, repeat purchase, and customer lifetime value (LTV) 

●     Ensure alignment between lifecycle messaging, paid campaigns, and on-site experience 

Paid Media Partnership & Strategy Alignment 

●     Partner closely with external media buyer/agency to align on strategy and execution 

●     Ensure seamless connection between paid media, landing pages, lifecycle touchpoints, and on-site experience 

●     Translate campaign insights into actionable improvements across the funnel 

●     Provide input on budget allocation and performance optimization 

Data, Analytics & Reporting 

●     Own performance tracking and reporting across marketing and eCommerce channels 

●     Monitor key metrics and proactively identify trends, risks, and growth opportunities 

●     Deliver clear, actionable insights to leadership to inform decision-making 

Cross-Functional Collaboration 

●     Partner closely with Brand, Content, and Creative teams to ensure cohesive execution 

●     Work with design and development to bring site experiences to life 

●     Act as the connector between brand storytelling and performance outcomes 

Qualifications 

Experience 

●     5–8 years of experience in growth marketing, performance marketing, or eCommerce 

●     Beauty industry experience is required (haircare, skincare, or cosmetics) 

●     Experience within a premium or masstige DTC brand environment strongly preferred 

●     Proven track record of driving measurable improvements in conversion, ROAS, and revenue 

Technical & Functional Expertise 

●     Deep experience with Shopify or comparable eCommerce platforms 

●     Proficiency with landing page builders  

●     Experience with email/SMS platforms (e.g., Klaviyo) 

●     Strong understanding of paid media channels (Meta, Google, TikTok) 

●     Advanced experience with analytics platforms (Google Analytics, etc.) 

●     Familiarity with CRO tools and testing methodologies 

Core Competencies 

●     Strong aesthetic sensibility paired with a data-driven mindset 

●     Ability to balance brand integrity with performance optimization 

●     Highly detail-oriented with a refined understanding of digital experience 

●     Strategic thinker who is equally comfortable executing 

●     Strong ownership mindset and ability to operate independently 

What Success Looks Like 

●     A best-in-class eCommerce experience that reflects the brand’s premium positioning 

●     Seamless alignment between paid media, lifecycle marketing, and on-site experience 

●     Measurable improvements in conversion rate, AOV, LTV, and overall revenue performance 

●     A structured, scalable, and high-performing digital funnel 

●     Elevated digital merchandising and storytelling that drives both engagement and conversion 

Why This Role Matters 

This role sits at the intersection of brand and performance. By owning the full digital experience—from acquisition through retention—this individual will directly impact how consumers engage with the brand and convert that engagement into meaningful, sustained growth. 

Ideal Candidate Profile 

●     Deeply understands how beauty brands translate storytelling into conversion and retention 

●     Has personally built and optimized landing pages, lifecycle flows, and digital funnels 

●     Operates with both taste and rigor—balancing creative intuition with analytical precision 

●     Thrives in a fast-paced, evolving environment with high ownership and accountability