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The Role
Manage day-to-day Shopify Plus operations, merchandising, product launches, and site optimization. Support paid social and performance marketing initiatives, build analytics dashboards (GA4, Shopify Analytics), and coordinate cross-functional teams to improve conversion, AOV, CAC, and customer experience. Drive continuous improvements in site merchandising, social commerce, and technology integrations.
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 grow, we are seeking a highly analytical, hands-on Senior E-Commerce Manager to drive the day-to-day execution of our digital commerce business while supporting long-term growth initiatives across our portfolio.
Reporting to the Director of E-Commerce, this role is responsible for managing the daily operations of our Shopify Plus ecosystem, optimizing the customer journey, executing merchandising strategies, supporting digital marketing initiatives, and driving revenue through data-informed decision making. The ideal candidate thrives in a fast-paced environment, enjoys rolling up their sleeves, and combines operational excellence with strong commercial instincts.
Responsibilities
- Manage the day-to-day operations of all DNAM Brands Shopify Plus websites
- Execute product launches, merchandising updates, collections, pricing, promotions, and seasonal campaigns
- Maintain product catalogs, SKUs, product descriptions, imagery, inventory visibility, and content accuracy
- Ensure all products, collections, and promotional content are launched accurately and on schedule
- Perform regular quality assurance testing to maintain a seamless customer experience across desktop and mobile Digital Merchandising & Customer Experience
- Optimize site merchandising, navigation, collections, search functionality, filtering, and product discovery
- Improve product detail pages (PDPs) through enhanced content, cross-selling, upselling, size guides, reviews, and merchandising strategies
- Partner with Creative and Marketing teams to ensure brand consistency across all digital touchpoints
- Continuously identify opportunities to improve conversion rate, average order value (AOV), and customer engagement Performance Marketing Support
- Partner with the Director of E-Commerce and Marketing team to execute digital growth initiatives across:
- Meta
- TikTok
- WhatNot
- Email & SMS
- Affiliate Marketing
- Assist with campaign planning, landing page optimization, promotional execution, and onsite merchandising to maximize campaign performance
- Support paid social and customer acquisition initiatives through strong coordination between marketing and website execution Analytics & Reporting
- Monitor daily website performance, traffic, sales, conversion rate, AOV, units per transaction (UPT), customer acquisition cost (CAC), and other key e-commerce KPIs
- Build weekly and monthly reporting dashboards with actionable recommendations
- Analyze customer behavior using GA4, Shopify Analytics, heat-maps, and other reporting tools
- Identify trends, opportunities, and operational improvements that drive revenue growth Shopify & Technology
- Manage Shopify Plus administration, including themes, apps, integrations, merchandising tools, and backend configuration
- Coordinate website enhancements with external development partners
- Assist with testing and implementation of new features, functionality, and third-party applications
- Help evaluate AI-powered commerce tools that improve personalization, merchandising, search, recommendations, and customer experience
- Support website optimization for SEO, AI-driven search, and emerging digital commerce technologies Social Commerce
- Manage and optimize product catalogs for TikTok Shop, WhatNot, Instagram, and future social commerce channels
- Coordinate inventory, merchandising, promotions, and product launches across social commerce platforms
- Partner with Marketing on social commerce campaigns and promotional initiatives Cross-Functional Collaboration
- Work closely with Marketing, Operations, Inventory Planning, Customer Service, Creative, Finance, and Production teams to ensure alignment across all e-commerce initiatives
- Coordinate launch calendars to ensure inventory, content, promotions, and fulfillment are synchronized
- Partner with Customer Service to identify customer pain points and improve the overall shopping experience Continuous Improvement
- Identify opportunities to improve operational efficiency, merchandising workflows, and website performance
- Stay current on Shopify Plus updates, e-commerce trends, AI innovations, consumer shopping behaviors, and competitive best practices
- Recommend new tools, technologies, and processes that support scalable business growth
E-Commerce Operations
Qualifications
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Marketing, or a related field
- 5+ years of experience managing e-commerce operations for a consumer, fashion, lifestyle, or DTC brand
- Strong hands-on experience with Shopify or Shopify Plus
- Experience managing merchandising, promotions, product launches, and digital storefronts
- Working knowledge of:
- 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 KPIs including:
- Conversion Rate
- Average Order Value (AOV)
- Units Per Transaction (UPT)
- Revenue
- Customer Acquisition Cost (CAC)
- Lifetime Value (LTV)
- Excellent analytical and problem-solving skills with advanced Excel or Google Sheets proficiency
- Experience working cross-functionally with marketing, creative, operations, and technology teams
- Strong organizational skills with the ability to manage multiple projects simultaneously.
- Excellent communication and project management abilities
- Self-motivated, detail-oriented, and comfortable working in a fast-paced, entrepreneurial environment
Skills Required
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Marketing, or related field
- 5+ years of experience managing e-commerce operations for a consumer, fashion, lifestyle, or DTC brand
- Hands-on experience with Shopify or Shopify Plus and Shopify administration (themes, apps, integrations)
- Experience managing merchandising, promotions, product launches, and digital storefronts
- Working knowledge of Google Analytics 4 (GA4) and Google Tag Manager
- Familiarity with Meta Commerce Manager, TikTok Shop, WhatNot, Instagram, Pinterest
- Experience with Klaviyo or similar email/SMS marketing platforms
- Strong understanding of SEO best practices and ecommerce KPIs (Conversion Rate, AOV, UPT, CAC, LTV)
- Advanced Excel or Google Sheets proficiency and excellent analytical/problem-solving skills
- Experience working cross-functionally with marketing, creative, operations, inventory, customer service, and technology teams
- Strong organizational, communication, and project management abilities; detail-oriented and self-motivated
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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.
