E-commerce And Growth Lead

The E-commerce and Growth Lead owns direct-to-consumer revenue growth and the performance of all sales channels within Brand Communications, including the company’s e-commerce site, online marketplaces, email marketing, and social commerce. This role drives growth through e-commerce optimization, digital customer acquisition, search engine optimization (SEO), paid search advertising, conversion rate optimization, and performance analysis, and sets the cross-channel sales priorities that guide the department’s revenue-generating initiatives. Working closely with the Marketing Manager, this position aligns digital marketing initiatives with revenue objectives and partners with the Email Marketing & E-commerce Specialist and Social Media Specialist on all sales-driven campaigns, promotions, and social commerce activity. This role leads through influence and does not include direct supervisory responsibilities; the Marketing Manager retains final decision-making authority and resolves competing priorities. Essential Duties And Responsibilities Channel Revenue Ownership Own revenue goals and performance across all department sales channels, including the e-commerce site, online marketplaces, email marketing, and social commerce. Set the cross-channel sales roadmap and promotional calendar priorities in partnership with the Marketing Manager. Co-develop and approve sales-driven offers, promotions, and campaigns with the Email Marketing & E-commerce Specialist and Social Media Specialist. Define shared channel KPIs and success measures, and ensure sales initiatives across channels are coordinated and measured consistently. Lead a regular cross-channel performance review and report consolidated sales results, insights, and recommendations to the Marketing Manager. E-commerce Management & Revenue Growth Manage and optimize the company’s Shopify e-commerce platform to support revenue growth and an exceptional customer experience. Monitor e-commerce performance metrics including sales, conversion rate, average order value (AOV), customer lifetime value (LTV), and customer acquisition cost (CAC). Execute promotional campaigns, product launches, seasonal initiatives, and merchandising strategies. Identify opportunities to improve website navigation, product discoverability, user experience, and conversion rates. Develop recommendations to increase online revenue and improve customer retention. Conduct regular audits of product pages, collections, landing pages, and customer purchase paths. Search Engine Optimization (SEO) Develop and execute SEO initiatives that improve organic visibility, website traffic, and search rankings. Conduct keyword research and competitive analysis to identify growth opportunities. Optimize website content, product pages, collection pages, metadata, and blog content based on SEO best practices. Monitor website performance and SEO health using available analytics and reporting tools. Collaborate with internal teams and external partners to support technical SEO improvements and content development. Paid Search & Digital Advertising Develop, manage, and optimize paid search campaigns across platforms including Google Ads and related advertising channels. Monitor budget allocation, campaign performance, and return on ad spend (ROAS). Conduct keyword management, audience segmentation, bid optimization, and performance analysis. Develop landing page recommendations to improve campaign effectiveness and conversions. Research and evaluate new opportunities for customer acquisition through digital advertising channels. Performance Analytics & Reporting Track and analyze key e-commerce and digital marketing performance indicators. Develop regular reports and dashboards that communicate performance trends, opportunities, and recommendations. Utilize data and customer insights to support decision-making and strategic planning. Monitor website traffic, sales performance, campaign results, and customer behavior. Provide actionable recommendations based on performance data. Marketplace & Partner Collaboration Collaborate with third-party marketplace partners supporting Amazon, Walmart, and other e-commerce channels. Monitor marketplace performance and identify opportunities for growth. Coordinate with external agencies, consultants, and technology partners supporting e-commerce initiatives. Assist in evaluating vendor effectiveness and recommending improvements. Customer Acquisition & Growth Initiatives Support affiliate marketing, referral programs, and customer acquisition initiatives. Collaborate on email marketing strategies focused on customer retention and revenue growth. Assist in developing customer journey improvements and lifecycle marketing opportunities. Identify emerging e-commerce and digital marketing trends that may support business growth. Cross-Functional Support Partner with Sales, Customer Service, Operations, and Finance to support business objectives. Support forecasting, promotional planning, inventory awareness, and product launch initiatives. Ensure e-commerce and digital marketing activities align with company branding, compliance requirements, and business goals. Maintain awareness of industry trends within the health, wellness, and nutritional supplement markets. Qualifications Required Bachelor’s degree in Marketing, Business, Communications, E-commerce, or a related field; or equivalent combination of education and experience. Minimum of 3 years of experience in e-commerce, digital marketing, growth marketing, or related fields. Demonstrated ability to lead cross-functional initiatives and influence priorities without direct authority. Hands-on experience managing Shopify or comparable e-commerce platforms. Working knowledge of SEO, keyword research, and website optimization. Experience with Google Ads or similar paid advertising platforms. Strong analytical and problem-solving skills. Proficiency with Google Analytics, Looker Studio, Microsoft Clarity, or similar reporting tools. Strong project management, organizational, and communication skills. Ability to manage multiple projects and priorities in a fast-paced environment. Preferred Experience in consumer packaged goods (CPG), health and wellness, dietary supplements, fitness, or related industries. Experience with Amazon Marketplace, Walmart Marketplace, or other third-party e-commerce channels. Familiarity with affiliate marketing platforms and programs. Experience with email marketing and marketing automation platforms. Knowledge of conversion rate optimization (CRO) methodologies and best practices. Skills Language skills Ability to read, analyze, and interpret business reports, analytics, and e-commerce performance data. Ability to effectively present findings and recommendations to management and collaborate with internal and external stakeholders. Strong written and verbal communication skills required. Mathematical Skills Ability to calculate percentages, margins, conversion rates, return on ad spend (ROAS), return on investment (ROI), customer acquisition costs, customer lifetime value, and other business performance metrics. Ability to analyze trends and make data-driven recommendations. Computer skills Proficiency In Shopify Google Analytics Google Ads Microsoft Office Suite Looker Studio or similar reporting platforms Email marketing platforms SEO research and optimization tools Project management and collaboration software Physical demands Ability to sit for extended periods while working on a computer. Ability to walk, bend, squat, climb, kneel, and twist on an intermittent basis. Ability to lift up to 25 lbs and handle event materials and shipments. Work environment This position operates primarily in a professional office environment. The role routinely uses standard office equipment including computers, phones, printers, and other business technologies. The employee may occasionally attend meetings, trade shows, events, or training sessions.