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Noodle & Boo is a premium baby, family, personal care, laundry, and home care brand known for gentle formulas, trusted quality, and a meaningful connection with parents, gift-givers, and families. Our products are sold through our direct-to-consumer business and leading retail partners.
We are investing in the next stage of digital growth and are looking for a commercially minded ecommerce leader who can strengthen the foundation, accelerate performance, and build a more scalable and accountable DTC business.

The Director of Ecommerce & DTC Growth will own the strategy, operating plan, and performance of Noodle & Boo's direct-to-consumer business across Shopify, customer acquisition, conversion, email/SMS, loyalty, retention, analytics, and emerging commerce channels.
This is a high-impact, hands-on leadership role for a builder who can move comfortably between strategy and execution. The right person will set priorities, interpret performance, identify the highest-value growth opportunities, and ensure agencies and specialist partners deliver against clear business goals.

• Shopify and DTC revenue, conversion, merchandising, customer experience, and the ecommerce roadmap.
• Customer acquisition strategy and paid media accountability across Meta, Google, TikTok, and other relevant channels.
• Email, SMS, lifecycle marketing, loyalty, repeat purchase, retention, and customer lifetime value.
• DTC analytics, forecasting, KPI reporting, attribution, and data consistency.
• Agency, developer, freelancer, and digital partner scopes, performance, and accountability.
• The DTC growth operating plan, priorities, investment recommendations, and cross-functional execution.
• The business performance, economics, tracking, and conversion impact of TikTok Shop, affiliate, creator commerce, and emerging channels in partnership with Social and agency teams.

Key Responsibilities

DTC Strategy and Business Performance

• Own the annual and quarterly DTC growth plan, forecast, priorities, and performance in partnership with the VP Marketing.
• Lead day-to-day Shopify performance and translate company goals into clear weekly and monthly actions.
• Prioritize opportunities across qualified traffic, acquisition, conversion rate, average order value, repeat purchase, retention, customer experience, and contribution efficiency.
• Balance short-term revenue with customer economics, brand equity, and sustainable growth.
• Present performance updates, recommendations, risks, and investment priorities to senior leadership.

Customer Acquisition and Paid Media

• Set channel priorities, budget allocation, testing plans, and performance expectations with paid media partners.
• Review campaign and account performance directly, diagnose issues, identify wasted spend, and intervene when execution is not meeting expectations.
• Build a disciplined creative testing roadmap with Creative and Social using customer insights, reviews, creator content, retail learnings, and site behavior.
• Determine whether performance challenges are driven by media, creative, offer, landing page, site conversion, tracking, audience quality, or product economics.
• Measure success using CAC, MER, ROAS, new-customer acquisition, contribution efficiency, and payback period.

Shopify, Merchandising, and Conversion

• Own the ecommerce roadmap and customer journey across navigation, search, merchandising, product pages, landing pages, bundles, subscriptions, cart, and checkout.
• Build and manage a prioritized CRO testing roadmap focused on meaningful business impact.
• Improve how the website communicates product benefits, safety, trust, gifting, routines, ingredient standards, social proof, and brand values.
• Partner with developers, CRO specialists, and Creative to launch improvements without compromising the premium experience.
• Ensure ecommerce readiness for launches, promotions, seasonal moments, partnerships, and major brand initiatives.

Retention, Lifecycle Marketing, and Loyalty

• Own email, SMS, loyalty, and retention performance with lifecycle and technology partners.
• Improve welcome, browse abandon, cart abandon, post-purchase, replenishment, winback, loyalty, VIP, milestone, and product education programs.
• Develop segmentation and lifecycle strategies around baby stages, gifting, replenishment, laundry and home care, routines, and customer behavior.
• Increase repeat purchase, retention, customer lifetime value, campaign conversion, and the percentage of revenue generated through owned channels.
• Ensure lifecycle communications feel premium, useful, warm, and brand-right rather than overly promotional.

Analytics, Forecasting, and Accountability

• Establish trusted weekly and monthly reporting across traffic, CVR, AOV, CAC, MER, ROAS, contribution efficiency, repeat purchase, LTV, email/SMS, and retention.
• Translate data into decisions, owners, deadlines, and measurable next steps.
• Improve tracking, attribution, dashboard accuracy, and data consistency across Shopify, paid platforms, lifecycle tools, and analytics resources.
• Set clear scopes, KPIs, meeting cadences, and deliverables for agencies, freelancers, developers, and digital partners.
• Recommend when work should remain outsourced, be restructured, or be brought in-house to improve speed, quality, accountability, or cost efficiency.

Emerging Commerce and Cross-Functional Leadership

• Partner with the TikTok Shop agency and Social leader to align products, bundles, offers, affiliate strategy, content, and reporting with the broader DTC plan.
• Identify creator and social content that can be repurposed across paid media, email, product pages, and other ecommerce channels.
• Evaluate new digital growth opportunities based on strategic fit, customer behavior, operational readiness, and unit economics.
• Partner cross-functionally on launches, inventory, forecasting, contribution margin, promotions, SEO, and growth priorities.

What Success Looks Like

• A clear DTC growth plan, forecast, KPI framework, and operating cadence.
• Improved quality and efficiency of customer acquisition supported by a stronger creative testing engine.
• A prioritized Shopify and CRO roadmap that improves conversion, merchandising, and customer experience.
• Stronger lifecycle marketing, loyalty, replenishment, repeat purchase, and retention performance.
• Greater visibility into performance, customer economics, and the actions required to improve results.
• A more accountable agency and partner structure with stronger internal ownership.
• A scalable roadmap for the systems, resources, and capabilities required for the company's next stage of growth.

Ideal Candidate

• 7+ years of ecommerce, DTC growth, digital marketing, or related consumer-brand experience with meaningful ownership of business performance.
• A measurable record of growing an ecommerce business or helping a consumer brand navigate a significant stage of growth.
• Strong Shopify experience across merchandising, site performance, conversion, and the end-to-end customer journey.
• Deep working knowledge of paid media, CRO, email/SMS, lifecycle marketing, retention, analytics, and customer economics.
• Hands-on familiarity with Meta Ads Manager, Google Ads, TikTok Ads, Shopify, Klaviyo or a similar platform, GA4, and ecommerce reporting tools.
• Ability to review accounts, dashboards, and customer data directly and separate symptoms from root causes.
• Experience managing agencies, freelancers, developers, or specialist partners and holding them accountable for business outcomes.
• Strong financial and analytical judgment, including comfort with CAC, MER, ROAS, CVR, AOV, LTV, contribution margin, cohorts, and payback periods.
• Strong creative judgment and the ability to balance premium brand storytelling with performance-marketing discipline.
• High ownership, urgency, organization, and clear communication in a lean, entrepreneurial environment.

Preferred Experience

• Premium CPG, baby, beauty, skincare, wellness, personal care, home, fashion, or lifestyle brands.
• An omnichannel business where DTC works alongside Amazon and major retail partners.
• Bundles, subscriptions, loyalty, replenishment, and retention programs.
• TikTok Shop, creator-led commerce, performance creative, or affiliate programs.
• Tools such as Shopify Plus, Klaviyo, LoyaltyLion, GA4, Triple Whale, Northbeam, Postscript, Attentive, or similar platforms.
• Helping an organization move from agency-heavy execution toward stronger internal ownership and accountability.

Why Noodle & Boo

• Meaningful ownership of the DTC turnaround and future growth roadmap.
• Direct partnership with senior leadership and strong cross-functional visibility.
• The opportunity to shape agency, technology, resource, and future team decisions.
• An established premium brand with loyal customers, distinctive products, and significant omnichannel opportunity.
• A remote role with the ability to make a visible, measurable, and immediate business impact.

The role requires consistent collaboration during Pacific Time business hours and periodic travel to Noodle & Boo's Los Gatos, California headquarters for planning and team meetings.