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About Us

Noodle & Boo is a premium baby, family, personal care, laundry, and home care brand known for gentle formulas, trusted quality, and an emotional connection with parents, gift-givers, and families.
We are looking for a hands-on ecommerce and growth leader to strengthen our direct-to-consumer business, improve the digital customer experience, and help build deeper relationships with our customers across owned and paid digital channels.

Role Overview

Noodle & Boo is seeking a Head of Ecommerce & DTC Growth to lead our direct-to-consumer business across Shopify, paid media, email/SMS, conversion rate optimization, TikTok Shop, analytics, and digital partner management.
This is a highly hands-on role. The right person is both strategic and practical: comfortable building a growth roadmap, reading performance data, improving website conversion, strengthening lifecycle marketing, managing digital partners, and going directly into ad platforms or ecommerce tools when needed.
This is not an agency-only oversight role. The right candidate should be comfortable reviewing paid media performance, diagnosing issues, identifying wasted spend, evaluating creative tests, and managing or optimizing campaigns directly when needed.
This role is also the accountable owner for digital channel operations where ecommerce, SEO, and wholesale technology intersect, including blog performance, wholesale website content accuracy, Faire, MarketTime, and platform workflow improvements in partnership with Sales, Operations, and IT/NetSuite resources.

Key Responsibilities

Lead Ecommerce Growth

• Own the day-to-day performance of Noodle & Boo's Shopify business.
• Build and manage the ecommerce growth roadmap in partnership with the VP Marketing.
• Identify opportunities to improve site performance, customer acquisition, retention, conversion, average order value, repeat purchase, and customer experience.
• Translate company priorities into clear weekly and monthly ecommerce action plans.
• Ensure DTC strategy supports broader brand, retail, Amazon, Target, creator, and community initiatives.
• Balance performance marketing discipline with Noodle & Boo's premium brand positioning and customer trust.

Manage Customer Acquisition and Paid Media

• Own customer acquisition strategy across Meta, Google, TikTok, and other relevant digital channels.
• Actively manage paid media performance, including campaign structure, creative testing, budget allocation, landing page performance, and efficiency metrics.
• Be capable of managing paid media directly when needed, including launching, monitoring, and optimizing campaigns in-platform.
• Partner with agencies, freelancers, or specialist partners where appropriate, while maintaining internal ownership of strategy, performance, and accountability.
• Monitor CAC, ROAS, MER, contribution efficiency, new customer acquisition, creative performance, and payback period.
• Partner with the Creative Director and Community/Creator team to create a steady pipeline of paid social assets.
• Use learnings from customer reviews, social content, Amazon, Target, site behavior, and creator content to improve acquisition messaging.
• Identify whether performance issues are caused by media buying, creative, offer, landing page, site conversion, tracking, or product economics.

Improve Shopify Site Performance

• Own Shopify site performance, including conversion rate, merchandising, product pages, landing pages, bundles, subscriptions, cart experience, and checkout flow.
• Identify and prioritize CRO opportunities across the customer journey.
• Partner with Shopify developers, CRO specialists, and creative resources to improve the website without compromising Noodle & Boo's premium brand experience.
• Ensure the site clearly communicates product benefits, safety, trust, gifting, routines, ingredient standards, and brand values.
• Build and manage a testing roadmap for landing pages, offers, bundles, product education, and checkout improvements.
• Improve the customer journey from first visit through purchase, post-purchase, replenishment, and repeat purchase.

Own Blog, Wholesale Digital Channels, and Platform Workflow

• Own the blog strategy and publishing roadmap in partnership with the VP Marketing, ensuring content supports SEO, product education, customer acquisition, and site traffic.
• Own the business-side accuracy and merchandising workflow for the wholesale website, Faire, and MarketTime, including product listings, availability messaging, promotions, retailer-facing content, and reporting in partnership with Sales.
• Partner with Operations and IT/NetSuite resources to improve inventory, product availability, and order-update workflows across wholesale digital platforms.
• Define the approval path for these channels: VP Marketing approves brand messaging and high-stakes content; Sales approves wholesale account priorities; Operations confirms inventory and product availability; Creative approves visuals and templates.

Strengthen Email and SMS

• Own email and SMS performance in partnership with lifecycle/email partners.
• Improve core flows, including welcome, browse abandon, cart abandon, post-purchase, replenishment, winback, loyalty, VIP, birthday/milestone, and product education.
• Improve campaign planning, segmentation, click-through rate, conversion, and repeat purchase.
• Develop lifecycle strategies around baby stages, gifting, replenishment, laundry/home care, loyalty, and product routines.
• Ensure email/SMS feels premium, helpful, warm, and brand-right rather than overly promotional.
• Use email/SMS to support product launches, seasonal moments, loyalty, community, creator content, and retail priorities.

Support TikTok Shop and Creator Commerce

• Partner with the TikTok agency and internal Community/Creator lead to support TikTok Shop growth.
• Help define priority products, bundle strategy, offers, creator briefs, affiliate guardrails, and performance reporting.
• Ensure TikTok Shop supports brand growth while maintaining Noodle & Boo's premium positioning.
• Identify high-performing TikTok and creator content that can be repurposed across paid media, email, product pages, and other channels.
• Support a coordinated approach between TikTok Shop, creator content, paid media, and owned ecommerce.

Build Reporting and Accountability

• Create a clear weekly and monthly ecommerce reporting rhythm.
• Track and interpret key performance metrics including traffic, conversion rate, AOV, CAC, MER, ROAS, repeat purchase, LTV, email/SMS performance, TikTok Shop performance, bundle performance, and retention behavior.
• Translate data into clear decisions, recommendations, and next steps.
• Lead weekly performance meetings with agencies and internal stakeholders.
• Hold outside partners accountable to deadlines, deliverables, reporting quality, and brand standards.
• Separate true business performance from platform-reported metrics and vanity metrics.

Manage Agencies and Digital Partners

• Serve as the day-to-day owner for ecommerce-related agencies, freelancers, and digital partners.
• Manage paid media, lifecycle/email, Shopify/CRO, analytics, and TikTok Shop partners.
• Create clear scopes, KPIs, meeting cadences, deliverables, and reporting expectations.
• Ensure agency work is coordinated, efficient, and aligned with brand and business priorities.
• Recommend when work should remain outsourced versus brought in-house.
• Reduce dependency on outside partners where internal ownership or direct execution would improve speed, quality, or cost efficiency.

Partner Cross-Functionally

• Work with the VP Marketing to align ecommerce with brand strategy, product launches, partnerships, retail priorities, and company goals.
• Work with the Creative Director to ensure digital creative supports both brand quality and performance needs.
• Work with Operations to support product availability, bundles, TikTok Shop logistics, fulfillment needs, and sampling.
• Work with Finance to evaluate margin, discounting, contribution profit, and marketing spend.
• Collaborate with Amazon, Target, and retail marketing resources to apply cross-channel learnings to DTC.
• Partner with the Community/Creator function to identify content, creators, reviews, and community insights that can improve ecommerce performance.
• Work with Sales, Operations, and IT/NetSuite resources to streamline wholesale website, Faire, MarketTime, inventory, and order-related workflows.

Key Performance Areas

• Shopify site performance
• Customer acquisition efficiency
• Paid media performance
• Conversion rate improvement
• Average order value
• Repeat purchase and retention
• Email/SMS performance
• TikTok Shop performance
• Bundle and subscription performance
• Quality of traffic
• Agency accountability
• Speed and quality of execution
• Customer experience and brand consistency
• Blog/SEO content performance
• Wholesale platform content accuracy, merchandising workflow, and retailer-facing digital experience