Sr. Manager, E-Commerce

Sr. Manager, E-Commerce

Location: Salt Lake City, Utah — Onsite

Reports to: CEO 

About WAYB 

WAYB is a B Corp–certified, product-driven company building thoughtfully engineered consumer products across two brands. WAYB creates innovative products for modern families and is best known for the Pico™ Portable Car Seat. Gentle Wuff creates thoughtfully designed gear for dogs and the people who adventure with them. We’re looking for an experienced e-commerce leader to build WAYB and Gentle Wuff into exceptional direct-to-consumer businesses while leading our Amazon channel. 

The Role

The Sr. Manager, E-Commerce will own WAYB.com, GentleWuff.com, and Amazon as businesses, with responsibility for strategy, revenue performance, forecasting, merchandising, optimization, and growth. This is a hands-on commercial leadership role for someone who combines strong business judgment with deep expertise in digital merchandising, customer experience, conversion, and DTC performance. You’ll develop a deep understanding of our customers, products, competitors, and market and use that perspective to identify opportunities and drive action. You’ll inherit brands with significant opportunity ahead and help build the operating discipline, customer understanding, and e-commerce capabilities needed to scale them. This role is designed for someone who wants to build and lead an e-commerce business, with the opportunity for the scope to grow as WAYB and Gentle Wuff scale.

What You’ll Own

1. Run the Business Own the day-to-day, weekly, and monthly performance of WAYB.com, GentleWuff.com, and Amazon.

• Own revenue, conversion, AOV, product performance, promotions, inventory visibility, and profitability 
• Build and maintain forecasts by brand, channel, and product 
• Own regular reporting and business reviews 
• Understand performance versus plan and explain the drivers behind it 
• Identify risks and opportunities early and bring forward clear action plans 
• Stay close to execution across our websites and Amazon 
• Translate performance into priorities across merchandising, marketing, inventory, and site experience 

2. Build a Best-in-Class DTC Experience

Build our websites and Amazon stores into premium brand shopping experiences—not simply sales channels.

Own and continuously improve:

• Product assortment and merchandising 
• PDPs and product presentation 
• Navigation and customer journey 
• Conversion and AOV 
• Pricing, promotions, and bundles 
• Product launches 
• Amazon merchandising and marketplace execution 
• Product lifecycle and sell-through 

Balance conversion and growth with brand equity, pricing discipline, and building a strong full-price business.

Identify and develop new opportunities to grow the business, deepen customer relationships, and explore new commerce models.

3. Understand the Customer & Market

• Develop a strong understanding of our customers, competitors, and market.
• Use performance data, customer behavior, reviews, returns, competitive activity, and market trends to identify what’s working, what’s changing, and where opportunities exist.
• Bring that perspective into Marketing and Performance Marketing, helping the teams connect campaign performance with e-commerce results, customer behavior, product performance, and market opportunities.
• You will be trusted to have a strong point of view on the market and our business, backed by data, experience, and insight.

4. Help Shape What’s Next

Bring the e-commerce, customer, and competitive perspective into product planning and future growth. 

Participate in discussions around:

• New product opportunities and ideas 
• Assortment and product roadmap 
• Pricing and positioning 
• Features, variants, colors, and bundles 
• Demand and sales potential 
• Launch planning 

For new products, own e-commerce launch readiness and performance from forecast through launch and post-launch analysis.

Bring what we learn from customers and channel performance back into Product, Marketing, and future planning.

How You’ll Work

E-commerce is a commercial channel function and operates as a peer to Wholesale & International.

You’ll work closely with:

• Performance Marketing — acquisition, performance analysis, testing, and growth 
• Marketing — brand, creative, CRM, content, and launches 
• Product — customer insight, future products, assortment, pricing, and launches 
• Operations — forecasting, inventory, availability, and demand planning 
• Finance — revenue, margin, profitability, and planning

As the owner of the e-commerce business, you will participate, challenge, contribute insight, and help improve decisions that affect your channels and customers. 

What We’re Looking For

• 6+ years of e-commerce experience with consumer brands, including hands-on ownership of a meaningful DTC business 
• Deep Shopify and digital merchandising experience; Amazon marketplace experience strongly preferred ● Strong understanding of conversion, customer journey optimization, forecasting, pricing, promotions, and product launches 
• Strong analytical and commercial understanding, with the ability to translate performance and customer data into decisions 
• Entrepreneurial or start up mindset with the ability to identify opportunities, develop ideas, and turn them into actionable business strategies 
• Proven ability to take ideas from strategy through execution and build processes where they may not yet exist  
• Experience working closely with Marketing, Performance Marketing, Product, Operations, and Finance 
• Ability to move comfortably between strategy and hands-on execution 
• Strong ownership, curiosity, judgment, resourcefulness, and proactive communication 
• Experience with consumer hardgoods, multiple brands, and NetSuite or a similar ERP is preferred. 

What Success Looks Like

Success in this role is capitalizing on the strategic importance of e-commerce to the brand, elevating the business, creating compelling consumer experiences, and contributing insight to product planning and future growth.

WAYB.com, GentleWuff.com, and Amazon operate with clear ownership, reliable forecasting, disciplined merchandising, and continuous optimization, supported by a clear KPI framework and operative rhythm that creates visibility into performance, risks, opportunities, and action plans.

You bring a strong point of view on our customers, competitors, and market, using data and direct business understanding to shape decisions. The insights we gain from e-commerce contribute to smarter marketing, stronger consumer engagement, more compelling product presentations, better launches, and inform what we do next.