Love Ur Curls® is on a mission to simplify curly hair care and help millions of people love their natural curls. As we continue to scale our DTC business and expand , we're looking for an experienced, commercially-minded Director of Ecommerce & Digital Marketing to lead our digital growth strategy across customer acquisition, ecommerce, CRM, digital experience, and performance marketing.
POSITION OVERVIEW
This is a highly strategic and hands-on leadership role responsible for driving profitable revenue growth across all digital channels. You'll oversee the full customer journey—from first impression through repeat purchase—while leading a high-performing internal team and agency partners.
You'll be equally comfortable discussing growth strategy with the executive team as you are diving into campaign performance, merchandising decisions, website optimization, or AI-powered marketing initiatives.
We're looking for a data-driven leader who thrives on experimentation, embraces emerging technology, and has a passion for building exceptional digital customer experiences.
Key Responsibilities
Ecommerce & Digital Growth Strategy
- Own the overall ecommerce growth strategy across DTC, driving profitable revenue, customer acquisition, retention, and lifetime value.
- Develop annual and quarterly digital growth plans aligned with company revenue objectives.
- Manage the ecommerce P&L and key commercial KPIs including revenue, conversion rate, AOV, CAC, ROAS, contribution margin, and customer lifetime value.
- Identify new growth opportunities across channels, markets, products, partnerships, and emerging technologies.
Ecommerce Experience & Conversion Optimization
- Own the performance of Love Ur Curls’ ® Shopify ecommerce experience, ensuring best-in-class merchandising, navigation, product discovery, checkout, and customer experience.
- Partner with Creative and Product teams to continuously improve site performance through testing and optimization.
- Develop and execute a comprehensive Conversion Rate Optimization (CRO) roadmap, leveraging A/B testing, heatmaps, customer insights, and behavioral analytics.
- Optimize the customer journey from acquisition through repeat purchase.
Performance Marketing
- Lead customer acquisition across Paid Social (Meta, TikTok), Paid Search (Google), YouTube, Affiliate, Display, Connected TV, and emerging digital channels.
- Manage significant digital media investments while optimizing efficiency, scalability, and profitability.
- Leverage platform AI capabilities including Meta Advantage+, Google Performance Max, automated bidding strategies, and predictive audience modeling.
- Continuously identify new customer acquisition opportunities through testing, measurement, and innovation.
CRM & Customer Retention
- Manage CRM practice to maximize customer lifetime value through email, SMS, loyalty, subscriptions, and lifecycle marketing.
- Develop integrated acquisition-to-retention strategies that increase repeat purchase rates and customer engagement.
- Monitor customer cohorts and retention metrics to inform acquisition strategies.
Digital Merchandising & Commercial Planning
- Lead digital merchandising strategy including product launches, promotions, seasonal campaigns, and site content.
- Collaborate with Marketing, Product Development, and Operations to ensure successful execution of key commercial initiatives.
- Balance promotional activity with long-term brand equity and profitability.
Analytics & Business Intelligence
- Establish a data-driven culture through robust reporting, forecasting, and performance measurement.
- Build executive dashboards that provide visibility into digital performance, customer behavior, marketing efficiency, and revenue growth.
- Utilize GA4, Shopify Analytics, Looker Studio, and attribution tools to uncover insights and guide decision-making.
- Present performance updates and strategic recommendations to executive leadership.
AI & Marketing Innovation
- Champion the adoption of AI and automation across ecommerce and digital marketing.
- Evaluate and implement technologies that improve campaign optimization, personalization, creative production, merchandising, forecasting, and customer experience.
- Stay ahead of changes in privacy regulations, platform algorithms, and digital marketing best practices.
Leadership & Team Development
- Lead, mentor, and develop a high-performing digital marketing and ecommerce team.
- Manage agency relationships across paid media, CRM, SEO, creative, analytics, and technology partners.
- Foster a culture of accountability, experimentation, collaboration, and continuous improvement.
QUALIFICATIONS
- 8+ years of progressive experience in ecommerce and digital marketing, with at least 3 years in a leadership role.
- Proven success growing a DTC ecommerce business, ideally within beauty, personal care, wellness, or consumer packaged goods.
- Deep expertise managing large multi-channel digital marketing budgets across Meta, Google, TikTok, and other paid acquisition channels.
- Strong commercial acumen with experience managing revenue targets and ecommerce profitability.
- Advanced knowledge of Shopify, GA4, Google Tag Manager, Meta Conversions API, server-side tracking, and attribution methodologies.
- Experience leading Conversion Rate Optimization programs and improving ecommerce customer experiences.
- Strong understanding of CRM, lifecycle marketing, subscriptions, and customer retention strategies.
- Highly analytical with advanced proficiency in Looker Studio, Excel, and business intelligence tools.
- Experience implementing AI-powered marketing technologies and automation platforms.
- Excellent leadership, communication, and project management skills.
