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 and building scalable digital infrastructure.

Key Responsibilities

E-Commerce Strategy & Performance

• Own and execute the day-to-day and 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, and customer behavior insights.

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 technical optimization initiatives to improve performance and scalability.


• Partner with Creative and Marketing to ensure timely product launches, campaigns, and on-site storytelling that drives conversion.


• Optimize DTC website with AI & GEO improvements that will positively impact sales and customer experience.

Marketing, CRM & Growth Channels

• Manage CRM execution in partnership with agency, including CRM and SMS strategy, lifecycle marketing, acquisition, retention, and performance optimization.


• Optimize and manage the affiliate program on Impact, driving revenue growth while maintaining efficiency and profitability.


• Manage and scale the loyalty program in a profitable manner to help grow sales and improve on customer retention.

Media & Partnerships

• Support and manage Media with plans with agency partners to help support the DTC business while reaching and maintaining healthy ROAS and KPI's


• Lead the Media content best-practices and work closely with cross-functional teams to bring the content with a digital-first-lense to life


• Act as the internal liaison with agency partners, aligning priorities, timelines, and performance expectations across channels

Insights & Cross-Functional Collaboration

• Share consumer and performance insights from digital and media 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.


• Advanced experience with Shopify Plus, Klaviyo, Impact, and related e-commerce and analytics tools.


• 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