SENIOR MANAGER, ECOMMERCE & DIGITAL GROWTH

SUMMARY

Crazy Shirts’ purpose is to create original and memorable artwork on quality products that take our customers on the endless vacation in everyday life.  The Senior Manager, Ecommerce & Digital Growth is responsible for the performance, growth, and day-to-day management of the Crazy Shirts ecommerce storefront. This position serves as the primary owner of the website and is accountable for online revenue, conversion, digital merchandising, promotional execution, product presentation, site functionality, and the overall online customer experience.  This hands-on role manages the Shopify storefront, develops and executes conversion-rate optimization strategies, oversees organic and AI-driven product discovery, and uses analytics to identify and implement opportunities for growth. The Senior Manager partners closely with Marketing, Creative, Lifecycle and CRM, Analytics, Merchandising, Buying, Operations, and Information Technology to successfully execute product launches, promotions, and digital initiatives.

ESSENTIAL JOB FUNCTIONS

The essential duties and responsibilities of this position include, but are not necessarily limited to:

Ecommerce Strategy and Performance

• Own ecommerce revenue, conversion, online customer experience, and overall website performance.
• Develop and manage the ecommerce roadmap, including priorities, timelines, performance goals, testing plans, and corrective actions.
• Monitor key performance indicators, including conversion rate, revenue per session, average order value, add-to-cart rate, and checkout completion.
• Analyze website, product, traffic, and customer-behavior data to identify growth opportunities, performance issues, and recommended actions.
• Report ecommerce performance, trends, risks, and priorities to Marketing and Company leadership.
• Stay current on ecommerce, digital retail, consumer behavior, search, and technology trends.

Shopify Storefront and Digital Merchandising

• Own the Shopify storefront and content management system, including site structure, navigation, theme content, applications, collections, landing pages, and catalog merchandising.
• Maintain the accuracy, functionality, presentation, and day-to-day performance of the website.
• Build and optimize product detail pages, collection pages, and landing pages using effective copy, imagery, cross-selling, on-site search, and merchandising strategies.
• Manage product placement, sequencing, collection curation, inventory-aware merchandising, and sell-through strategies.
• Partner with Merchandising, Buying, and Operations to align website presentation with inventory, margin priorities, seasonal plans, and launch calendars.
• Identify and resolve website, product-data, inventory, and order-flow issues that affect sales or the customer experience.

Product Data, Promotions, and Launches

• Establish and enforce standards for product descriptions, imagery, variants, metadata, categorization, and merchandising attributes.
• Work with Creative team members and contractors responsible for creating or cloning product listings.
• Maintain accurate product information, structured data, and ecommerce feeds across Shopify, NetSuite, search engines, shopping platforms, and AI-assisted discovery tools.
• Plan, build, test, and execute ecommerce promotions, seasonal campaigns, sales events, and product launches.
• Coordinate product availability, pricing, discount logic, landing pages, creative assets, messaging, email and SMS support, and operational readiness.
• Evaluate promotion and launch results and recommend adjustments based on revenue, conversion, inventory, margin, and customer response.

Conversion Optimization, SEO, and AI Discovery

• Lead the conversion-rate optimization program by developing hypotheses, prioritizing opportunities, and conducting A/B, multivariate, and other website tests.
• Analyze test results and implement improvements to product discovery, product pages, navigation, cart activity, checkout completion, and mobile usability.
• Own organic search and AI-driven product-discovery strategies, including technical SEO, site architecture, internal linking, metadata, structured data, and on-page optimization.
• Improve catalog visibility across search engines, AI answer engines, shopping platforms, and emerging discovery tools.
• Set priorities and measurable goals for external SEO consultants or agencies and hold partners accountable for results.
• Partner with Analytics, Information Technology, and external resources to resolve indexing, crawlability, site-speed, structured-data, and search-visibility issues.

Analytics and Digital Growth

• Ensure website changes, promotions, launches, and tests are properly tracked and evaluated.
• Translate performance data into clear merchandising, customer-experience, conversion, and revenue recommendations.
• Help establish and expand paid-media and affiliate-marketing capabilities, including supporting processes, tools, reporting, and resource requirements.
• Assist with selecting, hiring, onboarding, and developing employees, contractors, agencies, and other digital resources.
• Ensure performance-marketing strategies align with website readiness, inventory, promotions, landing-page performance, and profitability goals.

Artificial Intelligence and Process Improvement

• Use artificial intelligence tools to improve analysis, product copy, merchandising ideas, testing plans, reporting, and workflow efficiency.
• Identify opportunities to automate or streamline product-listing, reporting, testing, and website-management processes.
• Evaluate emerging ecommerce and AI tools and recommend applications that support revenue growth and operational efficiency.
• Ensure AI tools are used in accordance with Company standards for accuracy, confidentiality, intellectual property, and data security.

Leadership and Collaboration

• Serve as the primary ecommerce subject-matter expert and accountable owner of the Crazy Shirts website.
• Partner effectively with Marketing, Creative, Lifecycle and CRM, Analytics, Merchandising, Buying, Operations, Information Technology, and other departments.
• Establish priorities, standards, timelines, and accountability for internal and external ecommerce resources.
• Hire, onboard, train, direct, and manage employees, contractors, consultants, or agencies as assigned.
• Take ownership of problems, develop practical solutions, and drive projects through completion.
• Manage multiple priorities with urgency, accuracy, sound judgment, and focus on measurable business results.
• Perform other related duties and participate in special projects as assigned.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Ecommerce, Business, Analytics, or a related field preferred.
• Seven or more years of ecommerce, digital growth, or digital merchandising experience, preferably within an apparel, lifestyle, or consumer-products business.
• Hands-on experience managing a Shopify or Shopify Plus storefront is required.
• Demonstrated success improving ecommerce revenue, conversion, customer engagement, and overall website performance.
• Strong knowledge of digital merchandising, customer journeys, conversion-rate optimization, promotions, product launches, and inventory-aware selling strategies.
• Proficiency with GA4 and ecommerce analytics, with the ability to translate data into clear business actions.
• Working knowledge of SEO, structured data, site architecture, AI-search visibility, and ecommerce product-data standards.
• Experience leading employees, contractors, agencies, consultants, or cross-functional projects and holding partners accountable for measurable results.
• Familiarity with NetSuite or a comparable ERP is strongly preferred. Experience with CRO tools, ecommerce merchandising applications, Klaviyo, paid media, affiliate marketing, or product-information systems is a plus.
• Strong analytical, project-management, communication, organizational, and problem-solving skills.
• Self-directed and results-oriented, with strong initiative, commercial judgment, curiosity, accountability, and attention to detail.
• Demonstrated ability to use artificial intelligence tools to improve analysis, content, testing, ideation, and workflow efficiency.

WORKING CONDITIONS

• Full-time position based in Denver, Colorado, requiring regular and reliable attendance.
• Requires prolonged computer and screen-based work.
• Occasional travel or work outside normal business hours may be required to support launches, promotions, website updates, or other business needs.