Ecommerce Product Manager

About the job

Company Overview

 

LUS Brands (“Love Ur Self”) is a Toronto-based DTC hair care brand that’s backed by Y Combinator (W18). We create and market innovative products for people with curly hair.

 

Since launching in 2017, we have shipped over 3 million bottles of our innovative products worldwide and earned thousands of 5-star reviews from customers. Our mission is as simple as the products we create: to encourage people to genuinely love and accept themselves so that their unique beauty can shine through. Backed by Y-Combinator, Sound Ventures, Comcast (and other notable VCs and Angels), in 2020 we were recognized as one of the fastest-growing startups in Canada(Maclean’s and Canadian Business Magazines) and have been featured in Elle Canada, TechCrunch, Cosmopolitan, and more.

 

While we have remained almost exclusively Shopify DTC for the first several years of operations, this year we’re looking to expand to new sales and distribution channels online and in B&M (Brick and Mortar).

 

To learn more, visit www.lusbrands.com

 

About the job

As the eCommerce Manager, you will lead strategy, execution, data insights, optimization and performance for all DTC and wholesale online channels. This role requires a thorough understanding of branding and online consumer shopping behaviour and experience building UX and CRO strategies that build brand and drive profitable growth. Heavy collaboration and coordination with key cross-functional team members are also required to ensure onsite content achieves cohesive storytelling and business growth objectives.

 

Responsibilities:

• Own eCommerce performance and reporting. Set goals, drive results and work closely with the rest of the marketing team to connect evergreen content, site feature (eg loyalty, subscription and check-out) and market activation insights to the entire consumer journey (from 1st-time awareness and retargeting to conversions)
• Lead execution of 360 marketing activations on our sites and develop a deep understanding of consumer experience to uncover insights that improve shopability, conversion rates, navigation, brand building and back-end performance
• Oversee and manage day-to-day technical operations of multiple Shopify stores to help lead the website portion of our eventual global and retail expansion (Amazon, masstige retail, etc)
• Serve as our eCommerce trend expert, searching for, recommending and executing new tools and/or applications to improve consumer experience and drive profitable growth
• Work closely with our developing team in a “product owner” capacity, leading development and execution of eCommerce calendars and work back schedules to ensure market activations are launched on time
• Partner with marketing, data, and operations teams to develop reporting and real-time dashboards that help inform strategy, automate predictive decision making and govern our information
• Own and improve KPIs such as; Bounce Rate, Conversion Rate, AOV, Site Speed, stickiness, Site Usability, Domain Authority score, and on-site SEO/SEM metrics.
• Responsible for user acceptance testing (UAT) promotions and providing quick turnaround to fix any issues
• Sell-in process improvements for marketing, website systems, direct product handoffs and cross-functional partnerships.

 

Skills/Requirements

• Five+ years in the DTC (direct to consumer), Shopify and Amazon experience
• Proven track record of growing eCommerce Direct-to-Consumer brands through brand building navigation, data-driven optimization and forward-thinking feature updates that improve consumer experience and drive conversions/profits
• Deep understanding of Shopify Plus and proven experience using site features and 3rd party tools to evaluate and optimize the consumer experience and site performance
• Experience working in a fast-paced entrepreneurial/startup environment preferred; at ease working in a continuously changing environment.
• Data expert, able to interpret data and draw conclusions to implement new eCommerce strategies using advanced tools - Google Analytics, Shopify Reports, Good Data Studio (or similar), Google Lighthouse, SEMRush (or similar) are all a plus.
• Ability to work well independently and collaboratively within a team environment. Someone who can oversee and direct work as well as roll up their sleeves and deliver.
• Excellent project management, customer management, and communication skills.
• Creative thinker who unlocks hidden value in the business by capitalizing on key business drivers, consumer trends, and insights
• Brings balanced approach to long-term goals and short-term objectives; ability to anticipate and plan for future opportunities and consequences.
• Experience with other retail DTC (eg Ulta, Target, etc) is a plus
• Experience with global site expansion is a plus