Senior Ecommerce Manager

The Foggy Dog•San Francisco, CA

About The Position

The Senior Ecommerce Manager owns the performance and continuous improvement of The Foggy Dog’s ecommerce experience, with accountability for conversion, revenue per session, AOV/UPT, and the onsite customer experience. Working closely with the VP of Marketing, this role translates business goals, customer insights, and performance data into a prioritized roadmap of initiatives that drive measurable revenue growth and profitability. The role requires strong ecommerce judgment, analytical and commercial thinking, strategic decision-making, and a bias toward action. The manager identifies and sizes opportunities, makes tradeoffs, and leads execution through the Ecommerce Operations Analyst, external development agency, and cross-functional partners. The position oversees ecommerce strategy, analytics, conversion optimization, site merchandising, customer experience, site operations, and execution. It owns the A/B testing and CRO roadmap; sets priorities for site and launch calendars; leads complex site implementations; and serves as the internal business owner of Shopify and the ecommerce technology stack. The role also manages and develops the Ecommerce Operations Analyst and owns the development roadmap and release process with contract developers. Success is measured by improvements in ecommerce KPIs and profitability, the effectiveness of testing and merchandising, accurate and timely launches, useful performance reporting and recommendations, development of the Ecommerce Operations Analyst, and delivery of a prioritized ecommerce roadmap.

Requirements

At least 6 years of ecommerce experience, including at least 1 year managing people.
Demonstrated record of improving conversion, AOV, and revenue per visitor through merchandising, UX, and structured testing.
Strong analytical skills, including the ability to analyze ecommerce data, diagnose performance trends, identify root causes, and translate analysis into prioritized action.
Deep understanding of ecommerce merchandising, customer journeys, CRO, and the relationship between onsite experience and broader marketing performance.
Strong Shopify expertise and familiarity with the ecommerce technology ecosystem, including analytics, testing, merchandising, and site optimization tools.
Experience managing contractors and/or external development partners and translating business needs into clear technical requirements.
Demonstrated ability to lead complex cross-functional initiatives, manage competing priorities, and drive projects to completion.
Experience managing and developing team members, delegating effectively, and maintaining high standards of quality and accountability.
Ability to operate independently in a fast-moving, seasonal business and exercise sound judgment under pressure during peak periods.
Clear communication skills, including the ability to present performance, insights, tradeoffs, and recommendations to senior leadership.
Proactive, resourceful, hands-on approach and ability to thrive in a lean, entrepreneurial environment focused on continuous improvement and measurable business results.
A dog lover.

Nice To Haves

Experience in a DTC or consumer brand, ideally using Shopify.

Responsibilities

Monitor ecommerce performance against plan, including conversion rate, AOV/UPT, revenue per session, and new versus repeat customer behavior; diagnose performance gaps and recommend and execute improvements with the VP of Marketing.
Develop and own the A/B testing and CRO roadmap, including hypothesis development, opportunity prioritization, test design and execution oversight, results evaluation, and documentation and implementation of learnings.
Establish a regular cadence for communicating ecommerce performance, insights, opportunities, and recommended priorities to the broader team.
Evaluate competitors and leading ecommerce experiences to identify ideas, capabilities, and opportunities.
Own onsite merchandising across the homepage, collection and landing pages, product detail pages, navigation, and other key customer journeys.
Translate business priorities into site merchandising plans that account for product launches, inventory, marketing campaigns, and customer demand.
Ensure paid media, email/SMS, creative, offers, and landing pages connect to a cohesive onsite experience.
Optimize product discovery and the shopping journey using performance data and customer insights, including navigation, search, product detail pages, cross-selling, personalization attachment, and conversion.
Partner with Marketing, Creative, and Product teams to balance brand storytelling, customer needs, and commercial performance, including bringing the brand’s design, giving back, and personalization differentiators to life.
Oversee day-to-day ecommerce site operations, including site refreshes, seasonal campaigns, promotions, and launches, delegating routine work while remaining accountable for quality, timing, and customer experience.
Set priorities and oversee the site and launch calendar, clarifying owners, dependencies, and launch readiness across teams.
Lead complex site implementations from planning through launch, coordinating stakeholders, timelines, dependencies, and decisions.
Establish QA and site-management processes, enabling the Ecommerce Operations Analyst to handle routine site checks, promotional setup, launch QA, and issue identification.
Serve as the internal business owner of Shopify and the ecommerce technology stack; evaluate capabilities and troubleshoot complex issues with developers.
Work cross-functionally to set priorities and execute major ecommerce initiatives.
Manage and develop the Ecommerce Operations Analyst by setting priorities, SOPs, and expectations, delegating day-to-day execution, and maintaining accountability for outcomes.
Own the development roadmap and release process with contract developers, including scoping, prioritization, QA, and ROI of development spend.
Contribute to company-level seasonal and quarterly planning and promotional strategy as the owner of the site’s role in revenue and conversion goals.
Deliver measurable improvements in site conversion, revenue per session, AOV/UPT, and other agreed ecommerce KPIs in support of DTC revenue and profitability goals.
Improve product discovery, cross-selling, and merchandising effectiveness while supporting launches, core collections, and brand storytelling.
Ensure site updates, campaigns, and launches are accurate and on time, with strong QA and minimal customer-facing errors.
Provide consistent reporting and recommendations to help the business understand performance, identify opportunities, and make decisions.
Develop the Ecommerce Operations Analyst’s independence and capabilities, creating capacity for higher-value strategic work.
Maintain and deliver against a prioritized ecommerce roadmap, proactively resolving obstacles and driving cross-functional initiatives to completion.