Head of Marketing e-Commerce (m/w/d)

The Ecommerce Manager owns the performance of Born Primitive’s digital storefronts across the US, Canada, and EU markets, serving as the primary point of accountability for conversion rate and overall site performance. Reporting to the Director of Ecommerce and leading our Ecommerce Team, this role blends strategic ownership of conversion rate optimization, site experience, and merchandising with hands on execution across technology, landing pages, and daily site management.

The Ecommerce Manager partners closely with the Marketing Manager and Email/SMS Manager to lower customer acquisition cost across the full funnel, from ad to landing page to email opt in and welcome series, and with the Customer Service Manager to resolve site issues and improve the customer experience. The role also works directly with Product and Merchandising on catalog, navigation, and presentation. The role has a dedicated Web Development Team for technical projects, and support from our Creative Team to bring landing pages and on-site experiences to life.

Conversion Rate & Site Experience: own the customer’s full path to purchase, from landing through checkout and supporting post purchase, across all three storefronts, continually identifying and acting on opportunities to improve conversion.

Merchandising & Navigation: partner with Product and Merchandising to keep the catalog, navigation, presentation, and assortment clean, intuitive, and aligned with how customers shop and the selling points that convert.

Technology & Tools: own the ecommerce tech stack, building the business case and accountable for the return on every tool and investment.

Site Structure & Technical Hygiene: lead strategy and standards for how the site is organized and maintained behind the scenes, directing the Ecommerce Team on execution while staying hands on enough to make direct adjustments during key selling periods when speed matters most.

Team Leadership: own the structure, talent, and size of the Ecommerce Team, assessing capability against business needs and making the case for the right investment in people.

Cross Functional Partnership: proactively collaborate with Creative, Marketing, Customer Service, and Email/SMS Managers to improve site KPIs, lower customer acquisition cost end-to-end, and improve customer experience and customer journey.

Search & Emerging Channels: own SEO implementation and performance and bring Born Primitive’s presence into GEO and agentic commerce channels as they develop.

Visibility & Communication: present your work, results, and roadmap to the Director of Ecommerce and company leadership, with a clear command of your site’s performance and the story behind it, including the business case and return behind investments in tools and team.

Success in this position is measured by conversion rate performance, site experience quality, and how effectively the team runs day to day, especially during Born Primitive’s most critical selling windows.

Take full ownership of site performance and conversion rate across all three storefronts, with site health standing as a direct reflection of their leadership.

Lead through action with unwavering dependability, especially during key selling periods like Black Friday, Cyber Monday, and other major selling windows.

Bring a customer first instinct to every merchandising, navigation, and path to purchase decision.

Build strong working partnerships across Marketing, Email/SMS, and Customer Service, particularly to drive down customer acquisition cost, retain and extend customer lifespans.

Evaluate and evolve the ecommerce tech stack, tools, and SOPs to keep the site efficient and the team set up to succeed.

3+ years of ecommerce experience (5+ preferred), including 2+ years on Shopify Plus, with experience managing or leading a team.

Proven track record of CRO success managing a high traffic ecommerce site, ideally across multiple storefronts or regions.

A seasoned leader, invested in the people behind the product, with experience building, restructuring, and right-sizing teams, comfortable making and defending tough people decisions.

Structured and detail oriented, with strong QA discipline and sound judgment for testing changes before they go live.

SEO experience required; A customer first instinct, with strong UX/UI and merchandising judgment.

A self-starter and continuous learner, growing through every success and failure on site.

This is a salaried, full-time position.

This is an on-site, salaried position at our Virginia Beach headquarters.