Growth & E-Commerce Manager

Job Description

Job Description

At WonderFold, we're redefining how families explore the world together. As the pioneer and innovator in the stroller wagon category, we don't follow trends-we create them. Our purpose is to empower families to unfold life's moments, together, by designing products that help families grow and go through every age and every stage. From kids and pets to parents and caregivers, we're building a world where no one gets left behind. If you're energized by innovation, passionate about challenging the status quo, and want to make a meaningful impact at a fast-growing company that's setting the standard for design and quality, we'd love to have you join our team.

The Manager, Growth & Ecommerce will own optimization of the entire DTC funnel including revenue performance and be responsible for driving customer acquisition and retention initiatives across relative media and marketing channels. This role will lead performance marketing, lifecycle marketing, CRO, and demand generation initiatives while partnering cross-functionally to maximize profitable growth.

This position requires a strong understanding of performance marketing, ecommerce strategy, customer acquisition, website optimization, customer retention, attribution, and revenue growth.

This is not a brand marketing only role. Success in this position will be measured by attributable DTC revenue growth, customer acquisition efficiency, web & conversion improvements, retention performance, customer lifetime value, and overall business contribution.

 

Core Responsibilities:

• Own DTC revenue growth across acquisition, conversion, retention, and customer value initiatives.
• Own channel strategy, budget allocation, performance optimization, and agency/vendor management across all growth-driving channels including but not limited to ecommerce, paid media, affiliates, creator partnerships, email/SMS, lifecycle marketing, and emerging acquisition channels.
• Drive full-funnel demand generation initiatives focused on scalable customer acquisition, conversion, retention, and profitable revenue growth.
• Manage key agency and platform partners, establishing priorities, roadmaps, performance expectations, and accountability across the customer journey.
• Continuously evaluate channel performance and reallocate spend based on ROI, CAC efficiency, scalability, profitability, and overall business impact.
• Identify, test, and scale new growth channels, audiences, partnerships, and acquisition opportunities while quickly pivoting away from underperforming initiatives.
• Own website performance including merchandising, PDP optimization, landing page strategy, promotional execution, site content, and overall user experience.
• Prioritize the correct Ecommerce initiatives to align acquisition strategy with onsite conversion optimization including landing pages, PDP optimization, merchandising, promotional strategy, funnel improvements, checkout optimization, and customer journey enhancements.
• Lead conversion rate optimization (CRO) initiatives through structured A/B testing, landing page testing, offer strategy, heatmap analysis, funnel analysis, checkout optimization, and customer behavior insights.
• Identify and remove friction throughout the customer journey to improve conversion rate, revenue per visitor, and overall ecommerce performance.
• Develop and optimize strategies to increase Average Order Value (AOV), Revenue Per Visitor (RPV), and Customer Lifetime Value (LTV) through bundles, upsells, cross-sells, promotional strategies, and retention initiatives.
• Evolve lifecycle marketing program to improve repeat purchase rates, customer retention, customer engagement, and long-term customer value.
• Collaborate cross-functionally with creative, sales, operations, finance, and product teams to ensure marketing strategies align with inventory, promotions, profitability goals, and company priorities.
• Provide performance feedback and testing direction to creative teams to improve ad efficiency, engagement, and conversion performance.
• Build and maintain weekly/monthly growth reporting dashboards with actionable insights, forecasts, and strategic recommendations.
• Forecast revenue performance, media efficiency trends, promotional impact, retention opportunities, and acquisition scalability opportunities.
• Analyze customer behavior, attribution data, and market trends to identify growth opportunities and scale initiatives that drive profitable revenue growth.
• Own and report on key growth KPIs including but not limited to:
• DTC Revenue
• New Customer Revenue
• CAC (Customer Acquisition Cost)
• MER (Marketing Efficiency Ratio)
• ROAS
• Conversion Rate (CVR)
• Revenue Per Visitor (RPV)
• Contribution Margin
• Paid Media Revenue
• Affiliate Revenue
• Email/SMS Revenue
• Average Order Value (AOV)
• Customer Lifetime Value (LTV)
• Repeat Purchase Rate
• Retention Rate
• Build a culture of rapid testing, optimization, accountability, and data-driven decision making across the growth marketing function.

Required Skills/Abilities:

• 5+ years of experience in growth marketing, performance marketing, acquisition marketing, ecommerce marketing, or digital marketing roles within a DTC/e-commerce brand.
• Proven experience scaling paid media budgets while maintaining profitability and efficiency targets.
• Strong understanding of attribution, incrementality, media buying, conversion optimization, ecommerce growth strategy, and customer lifecycle marketing.
• Strong understanding of ecommerce merchandising, website optimization, customer journey mapping, conversion strategy, and retention marketing.
• Hands-on experience with:
• Meta Ads
• Google Ads
• Shopify
• GA4
• Klaviyo and/or Attentive
• Experience with landing page optimization, CRO, A/B testing, heatmaps, and customer behavior analysis tools.
• Strong analytical, financial, forecasting, and problem-solving capabilities.
• Advanced Excel/Google Sheets skills.
• Experience managing agencies, freelancers, and external marketing partners.
• Strong communication, organization, and project management skills.
• Ability to operate with urgency in a fast-paced, high-growth environment.

Education and Experience:

● Bachelor's degree in Marketing, Business, Communications, or related field preferred.

● Experience within juvenile products, lifestyle, family, consumer goods, or premium DTC brands preferred.

● Familiarity with attribution and analytics platforms such as Triple Whale, Northbeam, Hyros, or similar tools.

● Experience working in founder-led or rapidly scaling businesses preferred.