Senior Manager, DTC & E-commerce

ASSA ABLOY•Redwood City, CA

1d•Remote

About The Position

As ASSA ABLOY Level continues to grow its direct-to-consumer business, we’re looking for a Senior Manager of DTC & E-commerce to lead the strategy and execution of our online storefront. This role owns the performance of the DTC channel, including revenue growth, ecommerce experience, and site operations, while remaining deeply involved in the day-to-day optimization of our Shopify Plus storefront. The ideal candidate combines strong analytical thinking with hands-on ecommerce execution, using data, experimentation, and thoughtful merchandising to improve conversion and revenue. This is a highly cross-functional role working closely with marketing, product, operations, and engineering to ensure the DTC channel operates smoothly and scales effectively.

Requirements

8+ years of ecommerce, DTC, or digital growth experience, preferably within consumer electronics or hardware brands. This role is both strategic and highly hands-on. The ideal candidate is comfortable working directly inside Shopify, analytics platforms, and testing tools to implement and evaluate improvements.
Strong experience managing Shopify Plus storefronts.
Experience with ecommerce analytics tools such as Google Analytics (GA4) and performance reporting dashboards.
Comfortable working with design and collaboration tools such as Figma, Craft, or similar platforms.
Strong analytical mindset with the ability to translate performance data into strategic insights.
Experience managing cross-functional projects and working with external vendors or agencies.
Ability to balance strategic thinking with hands-on execution in a fast-moving environment.

Responsibilities

DTC Strategy & Growth: Lead the strategy and roadmap for Level’s direct-to-consumer business in partnership with marketing leadership. Define revenue goals, success metrics, and growth opportunities across campaigns, merchandising, CRO, and promotions. Use data-driven insights to prioritize initiatives and allocate resources that maximize revenue and improve the online customer journey. Own the overall performance of the DTC channel, identifying opportunities to grow revenue, improve conversion, and strengthen the online customer experience.
Ecommerce & Shopify Management: Own Level’s Shopify Plus storefront end-to-end. Manage product catalog, PDP content, promotions, bundles, and merchandising strategy. Coordinate site updates and integrations with development partners, ensuring updates are thoroughly tested and aligned with brand standards. Continuously optimize the shopping experience across product pages, cart flow, and checkout to improve conversion and average order value.
Conversion Rate Optimization: Lead ongoing experimentation to improve site performance. Develop testing roadmaps across pricing, messaging, merchandising, and user experience. Analyze results and implement learnings to continuously improve conversion rates and overall site performance. Identify and implement high-impact improvements to conversion rate, average order value, and merchandising performance.
Revenue Performance & Forecasting: Own visibility into DTC revenue performance and growth targets. Track daily sales performance, monitor key ecommerce metrics including MER, ROAS, conversion rate, and AOV, and evaluate the effectiveness of promotions and campaigns. Develop forecasts and scenario planning to support business decisions and align inventory and marketing strategies.
Product Launch Readiness: Lead DTC site readiness for new product launches. Ensure product pages, merchandising, and site content are prepared ahead of launch. Coordinate cross-functionally with marketing, product, and operations teams to capture demand and optimize performance post-launch.
Channel Performance & Marketing Collaboration: Partner with marketing team and external agencies to ensure DTC channel performance aligns with business goals. Support optimization of channel mix and campaign performance by monitoring traffic quality, conversion trends, and return on ad spend across paid, owned, and earned channels.
Customer Experience & Retention: Partner with customer support and operations teams to ensure a seamless purchase and post-purchase experience. Monitor trends in returns, disputes, and chargebacks to identify opportunities for operational improvements and stronger customer retention.
Cross-Functional Collaboration: Work closely with Product, Operations, Marketing, Customer Support, and Engineering teams to ensure the DTC business operates smoothly and efficiently. Translate performance data into actionable insights and recommendations for leadership and cross-functional partners.
Vendor & Agency Management: Manage external development and agency partners supporting ecommerce initiatives. Prioritize development work, coordinate timelines, and evaluate vendor performance to ensure high-quality execution across site updates and new initiatives.
Reporting & Insights: Own DTC performance reporting, including weekly and monthly business updates. Translate performance metrics into clear narratives that highlight drivers, risks, and opportunities for the broader organization.
Process Development & Operational Excellence: Establish scalable processes and documentation that support consistent execution across campaigns, site updates, and experimentation. Continuously improve workflows and operating models to support long-term growth and reduce dependency on individual contributors or vendors.