Summary

Reporting to the VP of Marketing & Digital, the Senior Manager, E-Commerce & Digital Growth will be responsible for driving the strategy, performance, and optimization of Winky Lux's digital business across all owned e-commerce channels, including WinkyLux.com.

This role is highly cross-functional and execution-focused, partnering closely with Marketing, Creative, Product Development, Finance, Operations, and agency partners to deliver a best-in-class customer experience while driving profitable growth and building scalable digital infrastructure.

Key Responsibilities

E-Commerce Strategy & Performance

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.

Site Operations & Optimization

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.

Marketing, CRM & Growth Channels

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.

Media & Partnerships

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

Insights & Cross-Functional Collaboration

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.

Qualifications

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.
Beauty experience is a plus

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Sr. Manager of E-Commerce