Sr. Manager, E-Commerce & Digital Growth

Summary Reporting to the VP of Marketing & Digital, the Senior Manager, E-Commerce & Digital Growth will be responsible for driving the strategy, performance, and optimization of Winky Lux’s digital business across all owned e-commerce channels, including WinkyLux.com. This role is highly cross-functional and execution-focused, partnering closely with Marketing, Creative, Product Development, Finance, Operations, and agency partners to deliver a best‑in‑class customer experience while driving profitable growth, leveraging AI-powered tools, and building scalable digital infrastructure for the future of search and discovery. Key Responsibilities E-Commerce Strategy & Performance Own and execute the day-to-day and near-term strategy for Winky Lux’s DTC business, aligned with broader brand and revenue goals. Drive profitable sales growth while maintaining a customer-first, conversion-optimized site experience. Monitor and analyze site performance, delivering regular reporting and insights on conversion rate, AOV, traffic, bounce rate, and new customer acquisition. Identify opportunities for growth and optimization through testing, analytics, AI-driven insights, and customer behavior analysis. Site Operations & Optimization Oversee daily e-commerce operations, site updates, enhancements, and coordination with external digital and development agencies. Manage site content, SEO, CRO, and GEO (Generative Engine Optimization) initiatives to ensure Winky Lux products are discoverable across traditional search engines and AI-powered discovery platforms (e.g., generative search, AI shopping tools, and conversational commerce). Partner with Creative and Marketing to ensure timely product launches, campaigns, and on-site storytelling that drives conversion and supports both SEO and GEO best practices. Marketing, CRM & Growth Channels Serve as the primary e-commerce partner to Marketing, ensuring paid media, digital campaigns, and product launches are driving DTC results. Manage CRM execution in partnership with agency partners, including email and SMS strategy, lifecycle marketing, acquisition, retention, and performance optimization. Leverage AI-powered personalization and segmentation tools to improve customer engagement, retention, and lifetime value. Optimize and manage the affiliate program on Impact, driving revenue growth while maintaining efficiency and profitability. Media & Partnerships Support and manage media plans with agency partners to support the DTC business while maintaining healthy ROAS and KPI performance. Lead media content best practices, incorporating AI-informed insights to guide creative testing, messaging, and channel optimization. Work cross-functionally to bring content to life with a digital‑first lens across owned and paid channels. Act as the internal liaison with agency partners, aligning priorities, timelines, and performance expectations across channels. AI, Innovation & Future Growth Identify, test, and implement AI tools and platforms to improve merchandising, forecasting, site optimization, personalization, and operational efficiency. Stay current on evolving AI, e-commerce, and digital discovery trends, translating new capabilities into practical, revenue-driving initiatives. Partner with internal teams and agencies to responsibly integrate AI into workflows while maintaining brand voice, accuracy, and compliance. Insights & Cross-Functional Collaboration Share consumer and performance insights from digital, media, SEO, and GEO channels to inform brand strategy, merchandising, and product innovation. Collaborate cross-functionally with Product Development, Finance, and Operations to align assortment, forecasting, and fulfillment with digital demand. Qualifications 5-8 years of experience in e-commerce, digital marketing, or related roles with increasing responsibility. Strong analytical and financial acumen with a proven ability to drive site performance, revenue growth, customer acquisition, and media efficiency. Advanced experience with Shopify Plus, Klaviyo, Impact, and related e-commerce, CRM, and analytics tools. Hands‑on experience leveraging AI tools for e-commerce, marketing optimization, analytics, personalization, or operational efficiency. Working knowledge of SEO best practices and emerging GEO (Generative Engine Optimization) principles. Demonstrated ability to execute strategic initiatives while managing day-to-day operations in a fast-paced environment. Strong cross‑functional collaboration and communication skills; comfortable working with agency partners and internal stakeholders. Beauty experience is a plus. #J-18808-Ljbffr Winky Lux