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The Role
Manage daily Shopify Plus operations, product launches, merchandising, site QA, and conversion optimization. Coordinate with Marketing on paid search/social campaigns, support landing pages and site readiness, analyze performance with GA4 and Shopify Analytics, and implement AI-enabled personalization and merchandising to improve conversion, AOV, and retention.
Summary Generated by Built In
DNAM Brands is a family-owned and operated owns and licenses a portfolio of globally recognized fashion and lifestyle brands, including Von Dutch, Ed Hardy, Valentino Orlandi, Allbirds, Badgley Mischka, and more. As our direct-to-consumer business continues to expand, we are seeking a highly analytical, results-oriented E-Commerce Manager to oversee the daily execution, optimization, and growth of our digital commerce business across multiple brands.
Reporting to the E-Commerce Senior Manager, this role is responsible for managing Shopify Plus storefronts, digital merchandising, website performance, product launches, conversion optimization, and cross-functional e-commerce initiatives. The ideal candidate is both strategic and hands-on, with a passion for creating exceptional online shopping experiences while driving revenue growth through data-driven decision-making.
Responsibilities
- E-Commerce Operations
- Manage the daily operations of Shopify Plus websites across the DNAM Brands portfolio
- Execute product launches, seasonal collections, pricing updates, promotions, inventory visibility, and merchandising initiatives
- Maintain accurate product data, imagery, descriptions, collections, and website content
- Ensure all e-commerce content, promotions, and merchandising updates are launched accurately and on schedule
- Conduct ongoing quality assurance testing to ensure a seamless customer experience across desktop and mobile devices Digital Merchandising & Customer Experience
- Optimize navigation, collections, search, filtering, category pages, and product detail pages (PDPs)
- Improve product discovery, cross-selling, upselling, and merchandising strategies to increase conversion rate and average order value
- Partner with Creative and Marketing teams to ensure brand consistency and compelling customer experiences across all digital touchpoints
- Monitor customer behavior and identify opportunities to reduce friction throughout the online shopping journey Performance Marketing Collaboration
- Partner closely with Marketing to support customer acquisition initiatives across:
- Google Ads
- Meta
- TikTok
- WhatNot
- Email & SMS Marketing
- Affiliate Marketing
- Coordinate landing page creation, promotional campaigns, merchandising updates, and onsite content to maximize campaign performance
- Support paid search and paid social initiatives by ensuring website readiness and optimal customer experiences Analytics & Reporting
- Monitor daily ecommerce performance including:
- Revenue
- Traffic
- Conversion Rate
- Average Order Value (AOV)
- Units Per Transaction (UPT)
- Customer Acquisition Cost (CAC)
- Customer Lifetime Value (LTV)
- Analyze website performance using Shopify Analytics, Google Analytics 4 (GA4), and other reporting tools
- Prepare weekly and monthly performance reports with recommendations for optimization
- Identify trends and opportunities to improve profitability and customer retention Shopify & Digital Technology
- Administer Shopify Plus backend, including themes, apps, integrations, collections, promotions, and merchandising configurations
- Coordinate website enhancements and technical improvements with external development partners
- Assist in testing new functionality, integrations, and digital tools before deployment
- Support implementation of AI-powered ecommerce solutions including personalization, intelligent search, product recommendations, and merchandising automation
- Help optimize website performance for SEO, AI-powered search, and emerging digital commerce technologies Social Commerce
- Support product merchandising and promotional execution across TikTok Shop, WhatNot and future social commerce platforms
- Ensure inventory synchronization and product catalog accuracy across all sales channels
- Coordinate promotional calendars between e-commerce and social commerce initiatives Cross-Functional Collaboration
- Partner with Marketing, Operations, Customer Service, Creative, Inventory Planning, Finance, and Production teams to support business objectives
- Coordinate product launches, inventory availability, promotions, and campaign execution.
- Work with Customer Service to identify customer feedback and implement website improvements that enhance the overall shopping experience Continuous Optimization
- Support conversion rate optimization initiatives through A/B testing, merchandising improvements, landing page optimization, and customer journey enhancements
- Stay current with Shopify updates, e-commerce trends, AI innovations, and evolving consumer shopping behaviors
- Recommend process improvements, new technologies, and best practices that improve operational efficiency and drive scalable growth
Qualifications
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Marketing, or a related field
- 3–5+ years of experience managing e-commerce operations within a fashion, lifestyle, beauty, or consumer products company
- Hands-on experience managing Shopify or Shopify Plus storefronts
- Strong understanding of e-commerce merchandising, product launches, promotions, and website operations
- Experience working with:
- Shopify Plus
- Google Analytics 4 (GA4)
- Google Tag Manager
- Meta Commerce Manager
- TikTok Shop
- Klaviyo or similar email marketing platforms
- SEO best practices
- Strong understanding of ecommerce performance metrics including:
- Conversion Rate
- AOV
- Revenue
- CAC
- LTV
- Return on Ad Spend (ROAS)
- Advanced analytical skills with proficiency in Excel or Google Sheets
- Excellent organizational, communication, and project management skills
- Ability to manage multiple priorities in a fast-paced, entrepreneurial environment
- Self-starter with strong attention to detail and a passion for digital commerce
Skills Required
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Marketing, or related field
- 3-5+ years managing e-commerce operations within fashion, lifestyle, beauty, or consumer products
- Hands-on experience managing Shopify or Shopify Plus storefronts
- Strong understanding of e-commerce merchandising, product launches, promotions, and website operations
- Experience with Google Analytics 4 (GA4) and Google Tag Manager
- Experience with Meta Commerce Manager, TikTok Shop, WhatNot, Instagram, Pinterest
- Experience with Klaviyo or similar email/SMS marketing platforms
- Understanding of SEO best practices
- Proficiency in Excel or Google Sheets and advanced analytical skills
- Experience tracking ecommerce KPIs (Conversion Rate, AOV, CAC, LTV, ROAS)
- Excellent organizational, communication, and project management skills
- Ability to manage multiple priorities, self-starter, strong attention to detail
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The Company
What We Do
Silhouette America is a leading manufacturer of arts and crafts products, focusing primarily on personal desktop cutting systems. The company empowers creativity for crafters and makers through the production of electronic cutting machines, such as the Cameo and Portrait series, and accompanying intuitive design software, providing precision and control for a wide variety of creative projects.
