Consumer Performance Lead

Travelpro Products, Inc.•Boca Raton, FL

4h•Hybrid

About The Position

This role sits at the center of Travelpro's transformation—from a trusted legacy brand into a design-led, consumer-obsessed modern mobility company. The Consumer Performance Lead, US DTC is responsible for owning the end-to-end performance and execution of Travelpro's US ecommerce business. This role serves as the operational leader of the ecommerce channel, translating company strategy into actionable initiatives that drive conversion, revenue growth, and customer engagement across Travelpro's digital storefronts — including the primary US website, Shop app, and emerging agentic commerce surfaces. AI is a force multiplier in this role: success depends on being able to understand the intersection of AI across merchandising, personalization, creative production, paid media, lifecycle, analytics, and customer-facing surfaces (search, chat, agentic commerce. Reporting directly to the Head of Global DTC, this leader manages day-to-day site performance and collaborates cross-functionally with marketing, creative, analytics, UX, and operations teams to ensure the ecommerce business executes at the highest level.

Requirements

10+ years of experience in ecommerce, digital marketing, or DTC roles within the CPG industry
Proven track record of owning and growing ecommerce revenue at scale in a DTC environment
Deep, hands-on Shopify expertise
Demonstrated experience managing performance marketing channels or agencies (Meta, Google, Programmatic) — either directly or in close partnership with agency teams
Experience with affiliate marketing programs and platforms
Strong background in customer acquisition strategy and paid media planning
Experience with email marketing platforms and lifecycle/retention programs
Experience leading A/B testing and CRO programs with demonstrated results
Demonstrated AI deployment in DTC + familiarity with agentic commerce and AI answer engines.
Strategy and execution mindset — equally comfortable setting vision and rolling up sleeves to execute
Strong analytical capability with proficiency in ecommerce analytics tools (Google Analytics / GA4, Shopify Analytics, Looker, or similar)
Excellent cross-functional collaboration and stakeholder management skills
Strong project management skills with the ability to manage multiple priorities in a fast-paced environment
Clear and compelling communicator — both written and verbal — with the ability to present to senior leadership
AI-fluent operator with daily LLM use, prompt design, agent workflows, vendor evaluation.
10+ years in ecommerce, digital marketing, or DTC; CPG industry experience required
Deep hands-on Shopify expertise; proficiency in GA4, Looker, or comparable analytics tools

Nice To Haves

experience in travel goods, luggage, accessories, or adjacent lifestyle CPG
familiarity with agentic commerce, conversational commerce, or emerging shopping surfaces
experience working within a global DTC structure and navigating regional/global alignment

Responsibilities

Own overall site revenue, conversion rate, and AOV performance, including Shop app and agentic commerce channels
Identify and execute growth initiatives across merchandising, marketing, and user experience
Monitor weekly performance metrics and adjust strategy accordingly to meet and exceed revenue targets
Oversee site merchandising strategy, category structure, and product placement to maximize discoverability and sales
Ensure optimal product discovery, category organization, and promotional visibility across all digital touchpoints
Improve customer journeys and conversion paths through data-informed decision-making
Optimize product detail pages (PDPs) and content experiences to drive purchase intent along with the Consumer Experience Partner
Lead homepage, landing page, and category content strategy in alignment with brand and commercial priorities
Partner with creative and marketing teams to ensure consistent brand storytelling across all digital surfaces
Develop content strategies that drive product education, brand affinity, and conversion
Serve as the primary ecommerce partner for the performance marketing agency, retention agency, and social teams
Ensure paid media and traffic campaigns are aligned with site merchandising priorities and promotional calendars
Own landing page strategy and optimization for paid campaigns, affiliate programs, and promotional events
Lead performance, retention and affiliate marketing strategy in close collaboration with agency and internal partners for execution
Lead DTC AI roadmap, agentic commerce + AEO/GEO (ChatGPT, Perplexity, Gemini, Claude), AI direction across the agency teams, AI/eCom tool evaluation (REbuy, Nosto AI, Klaviyo AI), AI-native internal workflows.
Partner closely with the data analyst/scientist to build a robust reporting and insights practice
Identify and prioritize testing opportunities across merchandising, promotions, product pages, and UX
Implement and manage A/B testing frameworks to drive measurable improvements in conversion and revenue
Ensure ecommerce priorities are communicated clearly and executed consistently across all functions
Represent US ecommerce interests in cross-functional planning processes, including seasonal and promotional planning