Manager, Site Marketing

Core Responsibilities

• Lead on-site marketing programming across the sites, including promotions, to achieve store revenue and conversion goals.
• Optimize fan journeys from traffic source to product discovery, storytelling, offer, and purchase.
• Align cross-channel execution with paid media, email, CRM, social, label, and artist teams.
• Mercandise and prioritize products, collections, campaigns, and offers on the storefront to drive engagement, conversion, and revenue.
• Identify opportunities to improve site performance through testing, merchandising adjustments, landing page optimization, offer strategy, and improved shopping paths.

How You'll CREATE Site Marketing Strategy & Commercial Planning

• Own site marketing strategy for a portfolio of artist stores, ensuring storefront activity aligns to commercial priorities, artist moments, fan demand, and revenue goals.
• Build and manage site marketing calendars that coordinate releases, product drops, promotions, tour moments, seasonal opportunities, CRM pushes, paid media campaigns, and evergreen selling periods.
• Prioritize the highest-value opportunities across stores and campaigns, balancing business impact, artist priorities, product performance, traffic drivers, and operational feasibility.
• Translate campaign demand, product priorities, and artist moments into clear storefront plans that define what should show up, where it should appear, when it should launch, and how it should support conversion.
• Lead planning conversations with cross-functional partners to ensure site strategy is proactive, commercially grounded, and clearly connected to broader marketing and revenue goals.

On-Site Campaigns, Promotions & Merchandising

• Lead planning and execution of on-site marketing campaigns that support new releases, product launches, catalog moments, artist exclusives, preorders, restocks, tour activity, limited-edition drops, and seasonal moments.
• Own merchandising recommendations across homepages, collections, product pages, campaign destinations, navigation paths, cart moments, and other key storefront placements.
• Determine how products, collections, campaigns, and offers are surfaced, sequenced, and prioritized to improve product discovery, fan engagement, conversion, average order value, and sell-through.
• Develop promotional strategies across sitewide and artist-specific moments, including offer placement, messaging, landing page strategy, timing, and coordination with CRM, paid media, and other marketing channels.

Fan Journey & Storefront Optimization

• Shape customer journeys from traffic source to product discovery, storytelling, offer, purchase, and repeat engagement.
• Develop landing page and campaign destination strategies, including product hierarchy, content flow, collection logic, module placement, CTA strategy, and shopping paths.
• Identify opportunities to improve site flow, content clarity, product visibility, merchandising logic, and conversion paths across priority stores and campaigns.
• Partner with CRM, paid media, and label marketing teams to ensure traffic-driving efforts connect to the right site destinations, messaging, products, and commercial priorities.
• Recommend updates before, during, and after key campaigns based on fan behavior, business performance, and real-time opportunities.

Performance, Insights & Optimization

• Monitor store, campaign, product, and customer journey performance to identify opportunities to improve conversion, sell-through, average order value, engagement, and revenue.
• Partner with Insights and other Commercial teams to understand product trends, inventory opportunities, pricing sensitivity, conversion behavior, and underperforming SKUs.
• Translate performance insights into actionable site marketing recommendations, including merchandising updates, campaign pivots, promotional tests, product recirculation, landing page adjustments, and shopping path improvements.
• Support testing opportunities across promotional mechanics, merchandising approaches, landing page structures, product sequencing, content placement, and conversion paths.

Cross-Functional Leadership & Stakeholder Alignment

• Act as a strategic connector across Commercial, CRM, Paid Media, Creative, Product Performance, Analytics, Operations, labels, artist teams, and storefront/site partners.
• Ensure campaigns are aligned across site strategy, traffic-driving channels, product priorities, promotional timing, creative needs, messaging, and business goals.
• Lead cross-functional planning conversations, bringing clarity to priorities, timelines, dependencies, owners, and next steps.
• Proactively surface risks, blockers, tradeoffs, and opportunities, while helping teams move toward practical, commercially sound decisions.
• Build trust with partners by communicating clearly, following through consistently, and balancing strategic thinking with operational discipline.

Manager-Level Ownership & Judgement

• Bring structure, prioritization, and momentum to a high-volume, fast-moving environment with multiple stores, campaigns, stakeholders, and competing priorities.
• Make informed recommendations with confidence, using commercial context, customer behavior, product performance, and business goals to guide decisions.
• Exercise strong judgment when balancing artist needs, revenue opportunities, customer clarity, operational realities, and timing considerations.
• Build alignment with cross-functional partners, using clear rationale, data, and strong relationship-building.
• Anticipate needs before they become blockers and help create a more proactive, strategic, and performance-focused site marketing function.
• Operate with ownership, accountability, curiosity, and a solutions-oriented mindset, while remaining adaptable as priorities evolve.