Head of Digital

Role overview

The hiring company is looking for a senior digital growth leader for a baby apparel brand. This role is responsible for the end-to-end digital growth system, including customer acquisition, website conversion, retention, and wider e-commerce growth initiatives. It is a broad growth position rather than a paid media-only job. The right person will understand how the entire customer journey fits together, from bringing visitors in, to improving their website experience, to encouraging repeat purchases and long-term value.

Ideal candidates will have hands-on Shopify experience, a strong command of conversion rate optimization, and a history of helping scale a direct-to-consumer brand through smart funnel improvements and digital growth strategy.

Responsibilities

• Manage and continuously improve the Shopify storefront and the broader website experience.
• Drive conversion rate optimization across landing pages, product detail pages, and checkout steps.
• Create and run testing programs aimed at lifting conversion, average order value, and customer experience.
• Strengthen on-site merchandising, funnel progression, and overall shopper journey performance.
• Work with retention and CRM teams to improve repeat purchase behavior and customer lifetime value.
• Contribute to acquisition planning across paid, organic, influencer, affiliate, and new or emerging channels.
• Spot and evaluate expansion opportunities in new channels, digital products, and e-commerce initiatives.
• Develop scalable systems for reporting, testing, and optimization across the growth funnel.
• Partner closely with creative, marketing, and operations teams to improve business outcomes.

Requirements

• Demonstrated experience running or scaling a Shopify-based direct-to-consumer brand.
• Deep understanding of CRO, website performance improvement, and digital funnel strategy.
• Experience influencing growth across acquisition, conversion, and retention.
• Strong ability to read customer behavior, website analytics, and performance data.
• Working familiarity with retention programs and CRM strategy.
• Balanced thinking that combines strategic planning with strong execution.
• Solid business judgment and evidence of measurable growth impact.
• Background in beauty, wellness, supplements, apparel, personal care, or a similar consumer category is highly preferred.
• Exposure to TikTok commerce, mobile apps, subscriptions, or broader channel expansion is an advantage.

Success measures

• Conversion improves consistently through structured testing and optimization work.
• The Shopify storefront becomes a more powerful source of revenue growth.
• Acquisition, conversion, and retention function as one connected growth system.
• There is greater visibility into funnel performance and expansion opportunities.
• Repeat buying and customer lifetime value trend upward over time.
• New channels and growth ideas are identified, tested, and scaled effectively.
• The business develops a more mature and scalable digital growth engine.