Manager of Direct-to-Consumer

Founded in 2010, Garrett Leight California Optical (GLCO) is a brand dedicated to crafting timeless eyewear through impeccable craftsmanship and classic design. Inspired by art, fashion, architecture, music, and the surrounding culture in California, GLCO strives to merge creativity with quality. Known for its commitment to teamwork, exceptional customer service, and innovation in eyewear design, GLCO values respect for the evolution of both frames and prescription lenses. The company is continually inspired by its origins while maintaining a forward-thinking approach to brand identity. Position Overview The Manager of eCommerce & Digital Growth is responsible for owning and growing Garrett Leight California Optical’s ecommerce business, with direct accountability for the commercial performance of the channel. This is an ecommerce and digital growth role, not a customer service role . While understanding the online customer journey is critical, the focus of this position is on driving the business: ecommerce revenue, conversion, merchandising, site performance, retention, testing, analytics, and the technology that powers our DTC channel. We are looking for someone with hands‑on ecommerce experience who understands how the pieces of a DTC business work together. This person will own the day‑to‑day performance of GLCO.com and our customer-facing ecommerce technology ecosystem, including Shopify, Klaviyo, Attentive, LoyaltyLion, and related platforms. The right person approaches ecommerce with both a commercial and analytical mindset. They understand the numbers behind the business, can identify what is driving or limiting performance, and use data to determine what we should do next. We are particularly interested in someone who thinks like a scientist: forming hypotheses, testing ideas, measuring results, and continually asking questions such as: Why aren't customers converting? Where are we losing revenue? Which products or choices are creating decision paralysis? How should we merchandise the site differently? What should we test next? What is the data telling us about our customers? How can we improve the experience while growing revenue? This is not a role focused primarily on responding to individual customer issues or managing customer service operations. Instead, this person uses customer behavior at scale to identify opportunities and build a stronger, higher-performing DTC business. Rather than simply maintaining the ecommerce channel, we want this person to help build it. Key Responsibilities DTC Business Ownership & Growth Own the day‑to‑day performance and continued growth of GLCO’s direct‑to‑consumer ecommerce business. Monitor revenue, conversion, traffic, average order value, customer acquisition, retention, and other key DTC performance metrics. Identify opportunities to increase revenue, improve conversion, and strengthen customer lifetime value. Develop and bring forward recommendations based on customer behavior, business performance, and emerging opportunities. Partner with leadership to establish DTC growth priorities, goals, and initiatives. Maintain a strong understanding of the overall business and proactively identify opportunities or risks within the DTC channel. Ecommerce & Digital Experience Own the performance and ongoing optimization of the GLCO ecommerce experience. Manage Shopify and the broader customer-facing ecommerce technology ecosystem, including Klaviyo, Attentive, LoyaltyLion, and related platforms. Identify friction points throughout the customer journey and develop solutions to improve navigation, product discovery, decision‑making, checkout, and conversion. Partner with Creative, Marketing, Merchandising, Product, CX, and external development resources to continually improve the digital customer experience. Support the evolution and future redesign of the GLCO website, helping define requirements and priorities based on customer behavior and business needs. Ensure product launches, promotions, merchandising updates, and other ecommerce initiatives are executed accurately and on time. Develop and maintain an ongoing testing and optimization roadmap across the ecommerce experience. Use data and customer behavior to develop hypotheses and identify opportunities for improvement. Design and evaluate tests related to site experience, merchandising, product presentation, messaging, promotions, navigation, and conversion. Measure results and translate findings into clear recommendations and next steps. Continually evaluate where customers are dropping off, what may be creating friction or decision paralysis, and what GLCO should test next. Build a culture of continuous improvement within the DTC business rather than relying solely on established processes or historical practices. Customer Insights & Analytics Develop a deep understanding of GLCO’s online customer, including how customers discover, shop, purchase, and return to the brand. Analyze ecommerce and customer data to uncover trends, opportunities, and areas of concern. Establish regular reporting on DTC performance and key drivers of growth. Translate data into actionable insights rather than reporting metrics in isolation. Partner cross‑functionally to share customer insights that may inform merchandising, marketing, product, and broader business decisions. CRM, Retention & Customer Lifecycle Oversee GLCO’s customer lifecycle ecosystem across Klaviyo, Attentive, LoyaltyLion, and related platforms. Identify opportunities to improve customer acquisition, engagement, retention, repeat purchase, and loyalty. Partner with Marketing and Creative on email, SMS, loyalty, and lifecycle strategies. Evaluate customer segmentation and behavior to improve the relevance and effectiveness of communications. Measure performance and continually optimize programs based on results. Cross‑Functional Leadership Serve as the primary business owner for DTC ecommerce initiatives, coordinating across Marketing, Creative, Merchandising, Product, CX, Retail, Operations, and Technology. Translate business needs into clear requirements and priorities for internal and external partners. Manage ecommerce projects from concept through implementation, ensuring appropriate follow‑through, testing, and measurement. Proactively surface issues, opportunities, and recommendations to leadership. Help ensure that decisions affecting the ecommerce customer are made with both the customer experience and business impact in mind. Qualifications 5+ years of experience in ecommerce, DTC, digital product, growth, or a related field, ideally within a consumer brand. Demonstrated experience managing and growing an ecommerce business or meaningful portion of a DTC channel. Strong working knowledge of Shopify; experience with Klaviyo, Attentive, LoyaltyLion, or similar platforms strongly preferred. Strong analytical skills with the ability to translate data into insights, recommendations, and action. Experience with conversion rate optimization, A/B testing, customer journey optimization, or digital experimentation. Strong understanding of ecommerce KPIs, including revenue, conversion rate, AOV, traffic, retention, and customer lifetime value. Highly curious and comfortable questioning existing assumptions and processes. Strong project management skills with the ability to manage multiple initiatives and cross‑functional stakeholders. Excellent communication skills and the ability to clearly articulate recommendations, priorities, and results. Proactive, resourceful, and comfortable operating with a high degree of ownership and accountability. Experience in fashion, eyewear, luxury, lifestyle, or another design‑driven consumer category is a plus. Success Metrics Success in this role will be measured by: Growth in DTC revenue and overall channel performance. Improvement in ecommerce conversion rate and other key customer journey metrics. Development and execution of a consistent testing and optimization roadmap. Increased customer retention, repeat purchase, and lifetime value. Identification and successful implementation of new DTC growth opportunities. Improved visibility into customer behavior and the drivers of ecommerce performance. Successful execution of ecommerce launches, initiatives, and technology improvements. Demonstrated ability to proactively bring forward insights, recommendations, and solutions that improve both the customer experience and business performance. Garrett Leight California Optical provides equal employment opportunities and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. The statements above are intended to describe the general nature of the work and should not be construed as an exhaustive list of responsibilities, duties, and skills required to perform the role successfully. Location : Downtown Los Angeles, CA Employment Type : Full-Time, Hybrid (3 days in office) Pay Range : The expected base pay for this role is $125,000 per year. Actual compensation may vary based on experience, skills, and qualifications. #J-18808-Ljbffr Garrett Leight California Optical