E-commerce Strategist

🎯 Role Definition

As our E-commerce Strategist, you are the architect of our digital storefront's success. You will be responsible for developing and implementing a comprehensive, data-informed strategy that drives online revenue, enhances customer experience, and increases our digital market share. This role requires a blend of analytical rigor, commercial acumen, and creative thinking. You will own the e-commerce P&L, dissect performance data to uncover actionable insights, and collaborate across marketing, operations, and technology teams to bring your vision to life. Your ultimate goal is to create a seamless, engaging, and highly converting online journey for our customers, ensuring our brand stands out in a crowded digital landscape.

📈 Career Progression

Typical Career Path

Entry Point From:

E-commerce Manager / Coordinator
Digital Marketing Specialist / Manager
Senior E-commerce Analyst

Advancement To:

Head of E-commerce
Director of Digital Strategy
VP of Marketing & E-commerce

Lateral Moves:

Senior Product Manager (E-commerce)
CRM & Retention Strategy Manager
Head of Digital Marketing

Core Responsibilities

Primary Functions

Develop, own, and execute the end-to-end e-commerce strategy to achieve aggressive revenue growth, market share, and profitability targets.
Manage the e-commerce P&L, including comprehensive budgeting, sales forecasting, and ongoing performance analysis to ensure financial objectives are met.
Lead the optimization of the entire conversion funnel, utilizing A/B testing, multivariate testing, and user behavior analysis to improve key metrics like CVR, AOV, and LTV.
Analyze complex datasets from various sources (Google Analytics, CRM, ERP) to derive actionable insights about customer behavior, site performance, and campaign effectiveness.
Architect the on-site merchandising and product assortment strategy, including categorization, navigation, cross-selling, and up-selling tactics to maximize customer engagement and sales.
Define and continuously refine the end-to-end online customer journey, identifying and resolving friction points to create a best-in-class, seamless user experience across all devices.
Oversee and optimize the brand’s presence on the "digital shelf," ensuring product content, imagery, descriptions, and pricing are accurate, compelling, and consistent across our DTC site and partner channels.
Collaborate closely with the digital marketing team to align the e-commerce strategy with paid media (SEM, Social Ads), SEO, affiliate, and email marketing campaigns for cohesive customer acquisition and retention.
Conduct in-depth competitive analysis and market research to identify emerging e-commerce trends, technological advancements, and new growth opportunities.
Lead the strategic planning and execution for major online sales events, new product launches, and seasonal campaigns, from initial concept to post-mortem analysis and reporting.
Develop and implement a sophisticated customer personalization strategy to deliver tailored content, product recommendations, and offers that enhance engagement and loyalty.
Manage relationships and contract negotiations with third-party technology vendors, digital agencies, and platform partners to ensure optimal performance and ROI.
Partner with supply chain and operations teams to guarantee seamless order fulfillment, inventory accuracy, and an exceptional post-purchase customer service experience.
Create and present detailed performance dashboards, strategic roadmaps, and business reviews to senior leadership and key stakeholders to showcase results and guide future investments.
Champion a data-driven decision-making culture within the organization by establishing, tracking, and evangelizing key performance indicators (KPIs) for the e-commerce business.
Formulate and manage the promotional calendar, including dynamic pricing strategies, discount frameworks, and bundle offers to drive traffic and sales without eroding brand value.
Evaluate, recommend, and lead the implementation of new e-commerce tools, platform features, and third-party integrations to enhance website functionality and drive strategic objectives.
Guide the UX/UI design and development process, providing strategic input based on analytics and user feedback to ensure the website is intuitive, accessible, and visually appealing.
Define and oversee the strategy for expansion into new online channels, including marketplaces like Amazon or international websites, conducting due diligence and building the business case.
Work with the CRM team to develop robust customer segmentation and lifecycle marketing programs aimed at increasing repeat purchase rates and customer lifetime value.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis to answer critical business questions from leadership and cross-functional teams.
Contribute to the organization's broader data strategy and roadmap by identifying gaps and opportunities in our e-commerce data stack.
Collaborate with business units to translate high-level data needs into clear, actionable requirements for data engineering and BI teams.
Participate in sprint planning, retrospectives, and other agile ceremonies within the technology and marketing teams to ensure strategic alignment.
Mentor junior team members, such as e-commerce coordinators or analysts, fostering their growth and understanding of e-commerce strategy.

Required Skills & Competencies

Hard Skills (Technical)

E-commerce Platforms: Deep expertise in managing and optimizing major e-commerce platforms such as Shopify Plus, Magento (Adobe Commerce), or BigCommerce.
Web Analytics: Advanced proficiency in web analytics tools, particularly Google Analytics (GA4), with the ability to set up custom reporting, analyze funnels, and segment audiences.
Conversion Rate Optimization (CRO): Proven experience with A/B and multivariate testing methodologies and tools (e.g., Optimizely, VWO, Google Optimize).
Data Analysis & Visualization: Strong ability to manipulate and analyze large datasets using Excel/Google Sheets, and experience with data visualization tools like Tableau or Power BI.
Digital Marketing Acumen: Solid understanding of all digital marketing channels including SEO, SEM/PPC, Email Marketing, Affiliate Marketing, and Social Media Marketing, and how they impact e-commerce performance.
P&L Management: Demonstrable experience in financial forecasting, budget management, and managing a P&L for an e-commerce business or channel.
Project Management: Proficiency with project management software (e.g., Asana, Jira, Trello) to manage complex initiatives and cross-functional workflows.

Soft Skills

Strategic Thinking: Ability to see the big picture, analyze market and competitive trends, and develop long-term plans that drive sustainable growth.
Commercial Acumen: A strong, instinctual understanding of business drivers, profitability, and how to make commercially sound decisions.
Data-Driven Storytelling: Exceptional ability to translate complex data into a clear, compelling narrative with actionable recommendations for executive-level stakeholders.
Leadership & Influence: Capable of leading cross-functional teams and influencing stakeholders at all levels of the organization without direct authority.
Collaboration: A natural team player who can build strong relationships with marketing, technology, operations, and creative teams to achieve common goals.
Problem-Solving: Proactive and resourceful in identifying and resolving complex problems, with a persistent focus on finding effective solutions.
Customer-Centricity: A deep empathy for the customer and an unwavering commitment to creating the best possible user experience.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s Degree in a relevant field.

Preferred Education:

Master’s Degree or MBA is a strong plus.

Relevant Fields of Study:

Business Administration or Management
Marketing or Digital Marketing
Economics or Finance
Information Systems

Experience Requirements

Typical Experience Range:

5-8+ years of progressive experience in e-commerce management, digital marketing, or a related field, with a clear track record of driving revenue growth.

Preferred:

Experience managing a significant e-commerce P&L (e.g., >$10M annually).
Background in a direct-to-consumer (DTC) environment within retail, CPG, or a similar fast-paced industry.
Hands-on experience with both front-end user experience optimization and back-end operational integration.