Senior Ecommerce Manager

GSM Outdoors is seeking a results-driven Senior Ecommerce Manager to lead the day-to-day performance and optimization of key direct-to-consumer (DTC) ecommerce websites across our growing portfolio of outdoor and fishing brands.

This role serves as the dedicated digital “Store Manager” for assigned ecommerce properties, with a primary focus on driving revenue, improving conversion, increasing Average Order Value (AOV), and delivering a seamless digital shopping experience. The Senior Ecommerce Manager will own the operational, technical, and transactional health of the storefronts while partnering closely with Digital Marketing, Brand, Creative, Product, and other cross-functional teams to turn traffic into customers.

The ideal candidate is both strategic and hands-on—someone who understands DTC ecommerce performance but is also comfortable working directly in ecommerce platforms, building campaigns, troubleshooting issues, analyzing results, and continuously improving the customer journey.

Position Summary

The Senior Ecommerce Manager is responsible for the day-to-day management, optimization, and performance of assigned direct-to-consumer ecommerce websites. This position oversees website merchandising, product presentation, promotional execution, email marketing, ecommerce campaigns, and site functionality while working closely with paid advertising teams to maximize revenue from inbound traffic.

The Senior Ecommerce Manager will monitor monthly sales targets and ecommerce KPIs, identify opportunities to improve conversion and AOV, manage website support tickets and technical issues, and ensure ecommerce initiatives are executed accurately and on schedule.

What You'll Do

Ecommerce Storefront Management

• Serve as the primary digital “Store Manager” for assigned DTC ecommerce websites.
• Manage and maintain brand websites across ecommerce platforms, including BigCommerce, WooCommerce, and WordPress.
• Oversee the day-to-day operational, technical, and transactional health of assigned storefronts.
• Maintain accurate product information, pricing, imagery, merchandising, promotional content, and website functionality.
• Ensure products and promotions are presented effectively throughout the customer journey.
• Identify and resolve website issues that may create friction or negatively impact the customer experience.
• Maintain and prioritize ecommerce support tickets, coordinating with internal teams and external partners as needed.
• Partner with internal technical and digital teams to troubleshoot and resolve site functionality issues.
• Support website updates, enhancements, new product launches, promotional campaigns, and other ecommerce initiatives.

Conversion Rate & Revenue Optimization

• Own ecommerce performance against established monthly sales targets and business objectives.
• Monitor key ecommerce metrics, including conversion rate, AOV, revenue, traffic, and customer engagement.
• Identify opportunities to improve conversion rates and reduce friction throughout the online shopping experience.
• Develop and execute merchandising strategies designed to increase product visibility, conversion, cross-selling, and upselling.
• Analyze customer behavior and ecommerce performance to identify opportunities for optimization.
• Test and implement improvements to product pages, promotional placements, templates, navigation, and other elements of the customer journey.
• Partner with cross-functional teams to develop strategies that drive profitable DTC growth.

Email Marketing & Automation

• Develop, build, execute, and optimize revenue-driving email marketing campaigns.
• Utilize Klaviyo or comparable email marketing platforms to manage campaigns, segmentation, automations, and reporting.
• Create and maintain automated email flows that support customer acquisition, engagement, retention, and conversion.
• Develop promotional, product-focused, seasonal, and lifecycle email campaigns.
• Collaborate with Brand and Creative teams to ensure email campaigns align with brand standards and promotional strategies.
• Conduct email testing and quality assurance prior to deployment.
• Analyze campaign performance and make recommendations to improve engagement, conversion, and revenue.

Digital Campaigns & Paid Media Partnership

• Partner closely with the Digital Marketing and paid advertising teams to develop revenue-driving ecommerce campaigns.
• Ensure landing pages, product pages, promotions, and merchandising are aligned with paid media initiatives.
• Coordinate ecommerce execution around major promotional events, product launches, seasonal campaigns, and brand initiatives.
• Monitor campaign performance and identify opportunities to improve the connection between paid traffic and onsite conversion.
• Maintain familiarity with META and Google advertising platforms and understand how paid traffic impacts ecommerce performance.

Merchandising & Promotional Execution

• Develop and execute online merchandising and promotional strategies.
• Coordinate promotional calendars and ensure website updates are completed accurately and on schedule.
• Set up and maintain promotional pricing, discounts, product placements, bundles, and other ecommerce offers.
• Ensure promotional messaging is consistent across websites, email, and digital marketing campaigns.
• Review promotional performance and recommend adjustments based on sales and customer behavior.

Reporting & Analytics

• Review monthly sales targets and ecommerce performance against established goals.
• Monitor sales, conversion rate, AOV, traffic, email performance, and other key ecommerce metrics.
• Utilize reporting and analytics tools to identify trends, opportunities, and performance gaps.
• Leverage Microsoft Power BI and other reporting tools to support data-driven decision-making.
• Provide regular updates and performance insights to leadership and cross-functional stakeholders.
• Translate ecommerce data into actionable recommendations that improve revenue and customer experience.

Project Management & Cross-Functional Collaboration

• Manage multiple ecommerce projects and priorities simultaneously while meeting established deadlines.
• Partner with Brand, Marketing, Creative, Product, IT, Customer Service, and other teams to execute ecommerce initiatives.
• Coordinate project timelines, deliverables, dependencies, and launch requirements.
• Communicate project status, risks, and outstanding needs to relevant stakeholders.
• Identify opportunities to improve ecommerce processes, workflows, and operational efficiency.
• Support the Senior Ecommerce Manager's/leadership team's broader ecommerce initiatives as needed.