Love Ur Curls® is on a mission to simplify curly hair care and help millions of people love their natural curls. As we continue to scale our DTC business and expand , we're looking for an experienced, commercially-minded Director of Ecommerce & Digital Marketing to lead our digital growth strategy across customer acquisition, ecommerce, CRM, digital experience, and performance marketing.

POSITION OVERVIEW: This is a highly strategic and hands-on leadership role responsible for driving profitable revenue growth across all digital channels. You'll oversee the full customer journey—from first impression through repeat purchase—while leading a high-performing internal team and agency partners. You'll be equally comfortable discussing growth strategy with the executive team as you are diving into campaign performance, merchandising decisions, website optimization, or AI-powered marketing initiatives.

We're looking for a data-driven leader who thrives on experimentation, embraces emerging technology, and has a passion for building exceptional digital customer experiences.

Key Responsibilities: Ecommerce & Digital Growth Strategy Own the overall ecommerce growth strategy across DTC, driving profitable revenue, customer acquisition, retention, and lifetime value. Develop annual and quarterly digital growth plans aligned with company revenue objectives. Manage the ecommerce P&L and key commercial KPIs including revenue, conversion rate, AOV, CAC, ROAS, contribution margin, and customer lifetime value. Identify new growth opportunities across channels, markets, products, partnerships, and emerging technologies. Ecommerce Experience & Conversion Optimization Own the performance of Love Ur Curls’ ® Shopify ecommerce experience, ensuring best-in-class merchandising, navigation, product discovery, checkout, and customer experience. Partner with Creative and Product teams to continuously improve site performance through testing and optimization. Develop and execute a comprehensive Conversion Rate Optimization (CRO) roadmap, leveraging A/B testing, heatmaps, customer insights, and behavioral analytics. Optimize the customer journey from acquisition through repeat purchase. Performance Marketing Lead customer acquisition across Paid Social (Meta, TikTok), Paid Search (Google), YouTube, Affiliate, Display, Connected TV, and emerging digital channels. Manage significant digital media investments while optimizing efficiency, scalability, and profitability. Leverage platform AI capabilities including Meta Advantage+, Google Performance Max, automated bidding strategies, and predictive audience modeling. Continuously identify new customer acquisition opportunities through testing, measurement, and innovation. CRM & Customer Retention Manage CRM practice to maximize customer lifetime value through email, SMS, loyalty, subscriptions, and lifecycle marketing. Develop integrated acquisition-to-retention strategies that increase repeat purchase rates and customer engagement. Monitor customer cohorts and retention metrics to inform acquisition strategies. Digital Merchandising & Commercial Planning Lead digital merchandising strategy including product launches, promotions, seasonal campaigns, and site content. Collaborate with Marketing, Product Development, and Operations to ensure successful execution of key commercial initiatives. Balance promotional activity with long-term brand equity and profitability. Analytics & Business Intelligence Establish a data-driven culture through robust reporting, forecasting, and performance measurement. Build executive dashboards that provide visibility into digital performance, customer behavior, marketing efficiency, and revenue growth. Utilize GA4, Shopify Analytics, Looker Studio, and attribution tools to uncover insights and guide decision-making. Present performance updates and strategic recommendations to executive leadership. AI & Marketing Innovation Champion the adoption of AI and automation across ecommerce and digital marketing. Evaluate and implement technologies that improve campaign optimization, personalization, creative production, merchandising, forecasting, and customer experience. Stay ahead of changes in privacy regulations, platform algorithms, and digital marketing best practices. Leadership & Team Development Lead, mentor, and develop a high-performing digital marketing and ecommerce team. Manage agency relationships across paid media, CRM, SEO, creative, analytics, and technology partners. Foster a culture of accountability, experimentation, collaboration, and continuous improvement.

QUALIFICATIONS: 8+ years of progressive experience in ecommerce and digital marketing, with at least 3 years in a leadership role. Proven success growing a DTC ecommerce business, ideally within beauty, personal care, wellness, or consumer packaged goods. Deep expertise managing large multi-channel digital marketing budgets across Meta, Google, TikTok, and other paid acquisition channels. Strong commercial acumen with experience managing revenue targets and ecommerce profitability. Advanced knowledge of Shopify, GA4, Google Tag Manager, Meta Conversions API, server-side tracking, and attribution methodologies. Experience leading Conversion Rate Optimization programs and improving ecommerce customer experiences. Strong understanding of CRM, lifecycle marketing, subscriptions, and customer retention strategies. Highly analytical with advanced proficiency in Looker Studio, Excel, and business intelligence tools. Experience implementing AI-powered marketing technologies and automation platforms. Excellent leadership, communication, and project management skills.