E-Commerce Manager - Role Specification
Nature of Role
The Andrews E-Commerce Manager is primarily responsible for executing comprehensive e-commerce strategy while leading the digital team to scale online operations. This role's primary responsibilities are essential for driving the business towards an overall goal of continually optimizing the Andrews eCommerce Customer Journey, business growth, and operational excellence.
The role is led by a customer-first mentality and demands advanced strategic thinking as well as experience in team leadership and platform optimization. Skills and experience are supported by data-driven decision making, strategic planning, innovative problem solving, and a collaborative, cross-functional leadership mindset.
Areas of Responsibility
Demand Generation
- Develop and execute comprehensive digital marketing strategies to drive traffic, conversion, and customer acquisition across all digital channels
- Lead customer segmentation and persona development initiatives, leveraging data insights to optimize targeting and personalization strategies
- Collaborate with buying and marketing teams to develop seasonal campaigns, promotional strategies, and brand partnerships that drive online revenue growth
- Build and maintain relationships with digital marketing vendors, influencers, and strategic partners to expand reach and brand awareness
'Product' Management (Customer Experience and Journey)
- Own the end-to-end digital customer experience strategy, from discovery through post-purchase engagement and retention
- Lead website optimization initiatives including UX/UI improvements, conversion rate optimization, and mobile experience enhancement
- Develop and implement customer journey mapping and personalization strategies to increase engagement and lifetime value
- Oversee virtual styling services and digital consultation offerings that extend Andrews' in-store expertise to online customers
- Manage website merchandising strategy, ensuring optimal product presentation and seasonal campaign execution
Performance Measurement
- Establish and track key performance indicators across all digital channels, providing regular reporting and insights to leadership
- Analyze customer behavior data, sales metrics, and operational KPIs to identify growth opportunities and optimization priorities
- Develop forecasting models for revenue, traffic, and customer acquisition to support strategic planning and budget allocation
- Monitor competitive landscape and industry trends to benchmark performance and identify strategic opportunities
People Management
- Lead, develop, and coach the 3-person e-commerce team, setting clear goals and career development paths
- Recruit, onboard, and retain top talent as the digital team scales with business growth
- Establish team workflows, communication protocols, and performance management systems to ensure operational excellence
- Foster a culture of continuous learning, innovation, and customer-centricity within the digital team
- Collaborate effectively with cross-functional teams including buying, marketing, IT, and store operations
Finance Management
- Own e-commerce P&L responsibility, managing budgets, forecasting revenue, and optimizing cost structures
- Track and optimize customer acquisition costs, lifetime value, and return on advertising spend across all digital channels
- Develop pricing strategies and promotional calendars that maximize profitability while maintaining brand positioning
- Monitor inventory turnover and work with buying team to optimize product mix and inventory investment
Process Management
- Design and implement scalable operational processes for order management, inventory synchronization, and customer service
- Establish quality control standards for product uploads, content creation, and customer communications
- Optimize integration between online and in-store operations, ensuring consistent brand experience across all touchpoints
- Lead digital transformation initiatives and platform upgrades to support business growth and operational efficiency
Competencies
Required
- 5+ years e-commerce management with proven track record scaling online revenue
- 3+ years leading e-commerce teams in fashion/luxury retail environments
- Expert-level Shopify Plus platform knowledge and advanced analytics capabilities
- Digital marketing expertise (SEO, SEM, email marketing, social commerce)
- Strong financial acumen with P&L management experience
Preferred
- Women's luxury fashion retail experience in North American market
- Experience with CRO, A/B testing, and conversion optimization
- Knowledge of AI tools, automation platforms, and omnichannel operations
- Project management experience with complex, multi-stakeholder initiatives
