The Director will optimize global DTC e-commerce experiences, manage promotional strategies, and drive revenue and customer retention through digital campaigns and analytics.
Topicals is seeking a Director, Global E-Commerce and Lifecycle Marketing who will own and optimize the global DTC experience across digital channels to drive revenue, conversion, and customer retention. This leader will oversee merchandising, promotions, global expansion, and the full digital campaign calendar while developing a high-performing lifecycle and retention engine across email, SMS, and website experiences. The ideal candidate brings deep e-commerce expertise, a data-driven mindset, and a proven track record of driving measurable DTC growth
Key Responsibilities
- Own and optimize the Global DTC website experience and TikTok Shop including merchandising, navigation, product pages, and landing pages.
- Manage global expansion and storefront strategy.
- Own DTC promotional calendar and sales performance, executing in partnership with creative, brand, and product teams to launch seasonal campaigns, promotions, and new products.
- Manage the e-commerce calendar (homepage, collections, product features, bundling, merchandising).
- Analyze site performance, funnel metrics, and CRO initiatives; partner with design/dev on testing and enhancements.
- Oversee onsite search, product recommendations, and merchandising tools to maximize conversion and AOV.
- Work cross-functionally with brand marketing, creative, and copy to develop an integrated digital campaign calendar across email, SMS, and site to support launches, promotions, and always-on growth.
- Own retention and lifecycle strategy via segmentation, subscription, loyalty, and automations to improve repeat purchase rate and LTV.
- Manage and mentor a small team across e-commerce management and lifecycle/retention
- Serve as the connective tissue between brand, growth, creative, and operations to deliver best-in-class digital execution.
- Stay ahead of trends in digital marketing, e-commerce tools, and consumer shopping behaviors.
Skills and Requirements
- 7+ years of experience in e-commerce and digital marketing for consumer brands (beauty, skincare, or lifestyle a plus).
- Track record of driving measurable growth in DTC revenue, conversion, and retention
- Hands-on experience with Shopify (or similar CMS), Google Analytics, Klaviyo, and SMS platforms like Postscript and Attentive.
- Strong analytical mindset; fluent in data, testing, and performance reporting.
- Excellent project management skills; comfortable juggling multiple launches and campaigns.
- Strong collaboration skills and ability to work cross-functionally in a fast-paced environment.
Topicals, an equal opportunity employer, is committed to equal opportunity for all employees and applicants. The Company recruits, hires, trains, promotes, pays, and administers all personnel actions without regard to race, color, religion, creed, sex, gender, national origin, age, mental or physical disability, ancestry, medical condition, marital status, military or veteran status, citizenship status, sexual orientation, genetic information, reproductive health decision making, or any other status protected by applicable law. The Company also makes reasonable accommodations for qualified applicants with disabilities in accordance with all legal requirements. Any applicant who requires assistance with the application or resulting process should contact People & Culture ([email protected]) to request that accommodation.
Top Skills
Google Analytics
Klaviyo
Shopify
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