Pink Lily is a leading fashion retailer that delivers on-trend, affordable styles for women across the US. We empower women to feel confident and beautiful by offering a curated collection that reflects their lifestyle and individuality.
To support Pink Lily's next phase of growth, we are seeking an experienced and results-oriented Director of eCommerce & Growth Marketing to drive the expansion of our business. Reporting to the VP Marketing, this is a high-impact, hands-on leadership role where you will leverage your expertise in direct-to-consumer digital merchandising and marketing to drive business performance and lead a cross-functional team across eCommerce, Paid Performance Marketing, and Retention.
Personal Characteristics:
- Strategic: You are a visionary leader who can craft and communicate an inspiring strategy, then translate it into an actionable plan to drive results.
- Customer-Obsessed: You have a deep passion for understanding your customer and ensuring they are at the heart of all decisions.
- Data-Driven: You use data and analytics to inform priorities and make decisions, ensuring maximum impact.
- Entrepreneurial: You’re a self-starter who thrives in ambiguity, leading by example and embracing challenges with enthusiasm.
- Collaborative: You naturally connect with others and excel at working cross-functionally to drive results.
- High-Energy: You are an optimistic, resilient leader who motivates teams with your infectious enthusiasm and forward-thinking attitude.
Responsibilities:
Recruit, Manage, and Develop Teams
- Build, lead, and mentor a team of eCommerce and marketing professionals to drive growth and performance across digital platforms.
- Foster a collaborative team environment focused on continuous improvement, innovation, and operational excellence.
eCommerce P&L Management
- Partner with VP to ensure delivery of key financial objectives including revenue, margin, and profitability.
- Develop and manage the eCommerce roadmap and budget, ensuring optimal allocation of resources towards high-ROI activities.
Performance Marketing Strategy & Execution
- Lead the ongoing planning and execution of a holistic performance marketing strategy, encompassing paid search, paid social, and affiliates.
- Collaborate closely across the broader marketing team to ensure alignment and seamless integration of marketing efforts across all channels, including influencer marketing and organic social.
- Continuously optimize media spend through data-driven insights and advanced analytics to maximize return on investment (ROI).
- Evaluate new and emerging performance marketing channels and platforms to enhance customer acquisition and retention.
Retention Marketing Strategy & Execution
- Lead the ongoing planning and execution of a retention marketing strategy that drives frequency and LTV, encompassing email, SMS, loyalty and referral programs, reviews, and direct mail. Develop and implement CRM strategies to enhance customer retention, satisfaction, and engagement, using data insights to drive segmentation, personalization and an improved customer experience.
- Manage CRM systems (such as Klaviyo and Attentive) to ensure smooth operations, including overseeing data integrity, user access, and system improvements.
- Manage and Optimize loyalty program to increase customer retention and engagement, including overseeing rewards structures, analyzing program performance, and identifying opportunities for optimization and growth.
Digital Experience Optimization & Operations
- Develop and execute site strategy and optimization roadmap, focused on continual testing and implementation of enhancements across the end-to-end user experience to increase conversion, basket size, and retention.
- Ensure the website is optimized for organic search (SEO) and performance marketing by refining taxonomy, navigation, product categorization, landing pages, and product content to drive conversion and sales.
Data-Driven Decision Making
- Utilize standard measurement tools (Shopify, GA4, Power BI, ad platform reporting) and advanced analytics to analyze campaign performance and customer behavior, refining targeting strategies based on data insights.
- Set and monitor key performance indicators (KPIs) for all performance marketing efforts, ensuring alignment with overall business goals.
- Own testing roadmaps and conduct and track in-depth A/B testing on marketing creatives, landing pages, and conversion funnels to drive continuous improvement.
Collaborate on Campaign Planning and Execution
- Partner with cross-functional teams, including merchandising, creative, and product, to plan and execute marketing campaigns that resonate with target audiences.
- Align performance marketing efforts with broader seasonal campaigns, ensuring consistent brand messaging and a cohesive customer journey across all touchpoints.
Minimum Qualifications:
EDUCATION & EXPERIENCE
- Bachelors degree required; MBA strongly preferred
- 10+ years of experience building and operating direct-to-consumer e-commerce businesses at scale (high transaction volumes and large/complex product catalogs, preferably >$50M in sales)
- 5+ years digital marketing experience, including hands-on working knowledge of major marketing platforms (e.g., Google Ads, Meta, TikTok) and tactics, with a track record of efficiently scaling and optimizing performance. Deep experience in paid search and paid social is a must.
- 5+ years CRM experience including hands-on working knowledge of major ESP, SMS and loyalty platforms (e.g. Klaviyo, Attentitve and Smile).
- 5+ years digital product or site merchandising experience. Experience with Shopify is a plus.
- Fashion or other consumer trend driven vertical strongly preferred.
- P&L ownership experience strongly preferred.
- Proven success managing cross-functional teams and external vendors and partners such as agencies to accomplish goals.
Pink Lily offers a complete benefits package including health, vision, and dental insurance, 401(k) with company match, paid time off, and clothing discounts.
Pink Lily is an Equal Opportunity-Affirmative Action Employer – Minority / Disability / Gender / Identity / Sexual Orientation / Age / Veteran
