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.

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.

• 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.