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Position Overview

The Digital Marketing Manager, North America (DTC & eCommerce) is responsible for leading the planning, execution, and optimization of all North American marketing initiatives, programming, and business strategy across Direct-to-Consumer, Amazon and Affiliates. This role adapts global strategies into locally relevant executions and leverages consumer insights, data, and platform best practices to drive brand awareness, engagement, and conversion.

This individual will partner closely with cross-functional teams and external agencies to deliver a best-in-class digital customer experience, drive channel growth, optimize merchandising and content, and build the regional 360º Consumer Engagement Calendar. This role is both strategic and hands-on?overseeing online merchandising, analytics, creative execution, and full-funnel performance to accelerate BABOR?s eCommerce business.

Key Responsibilities

Marketing Strategy & Execution

• Plan and implement all North American DTC marketing initiatives and business strategies.
• Translate global initiatives into locally relevant strategies rooted in consumer insights, data, and media best practices.
• Develop and own the North America DTC marketing calendar and support the NA 360 Consumer Engagement Calendar.
• Lead merchandising strategy for DTC websites, driving improvements in content, pricing, product presentation, cross-sells, and upsells.
• Lead email and SMS marketing strategies with a focus on conversion, retention and lifecycle revenue growth
• Keep current with modern usability and web design standards to guide site optimization and elevate customer experience.

Customer Journey & Experience Optimization

• Partner with global and regional teams to identify friction points in the conversion funnel and develop optimization strategies.
• Propose hypotheses, design and execute A/B tests, and analyze results to drive acquisition, retention, and CX improvements.
• Monitor customer behavior, adopt best practices, and ensure a seamless experience across pre-purchase, purchase, and post-purchase touchpoints.

Cross-Functional & Agency Management

• Work closely with Brand, Creative, Operations, Customer Care, and Global teams to ensure cohesiveness across campaigns and site experiences.
• Manage external agency partners responsible for media, performance marketing, content, digital execution, and affiliate programs.
• Oversee agency reporting, optimizations, and strategic alignment with business goals.

Analytics, Insights & Reporting

• Track, measure, and analyze eCommerce KPIs such as sessions, conversion rate, AOV, content adoption, open/click rates, and revenue performance.
• Conduct full path-to-purchase analysis to identify trends and growth opportunities across all channels.
• Monitor competitive activity, digital trends, and emerging platform behavior to guide strategy.
• Build clear briefs, measurement frameworks, and recap reports to share learnings across the organization.

Campaign Development & Execution

• Support the development of holistic 360º campaigns tailored to NA audiences that are trackable and insight-driven.
• Ensure timely launches, full-funnel alignment, and ongoing optimization across web, CRM, paid media, affiliate programs, Amazon, and merchandising.
• Collaborate on campaign strategy to enhance brand relevance and drive efficient customer growth.

Commercial

• Own revenue growth and key DTC KPIs (sessions, conversion rate, AOV, repeat rate).
• Translate insights into strategic actions that drive sustainable customer acquisition and retention.
• Ensure alignment of merchandising, CX, and marketing efforts to deliver strong financial results.

Maintain disciplined forecasting, planning, and reporting processes across all digital channels.