eCommerce Digital Marketing Manager

About the Role

Our client is seeking an E-Commerce and Digital Marketing Manager to own and optimize our digital sales ecosystem. This role will own every digital touchpoint, from our Shopify storefront to email marketing, is designed to convert interest into sales, nurture repeat customers, and provide actionable insights that guide our growth.

ou’ll be responsible for the full e-commerce stack : building and refining our Shopify site,

overseeing email flows, coordinating with advertising partners, and tracking digital Key

Performance Indicators (KPIs). Your work ensures Lorea’s luxury positioning is consistently

reflected across the customer journey, while keeping performance tightly tied to revenue growth, Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLV).

This role works hand-in-hand with the Social Media Manager and marketing team, aligning

brand storytelling with conversion-driven strategies. While social builds awareness and

community, this role ensures those efforts translate into measurable growth across digital

channels.

Key Responsibilities

Digital Strategy & Execution

• Own and optimize the Shopify storefront (product pages, cart, checkout, subscription flows, order management, shipping integrations).
• Manage digital analytics platforms, including Google Analytics (GA), Meta Business Suite, and Shopify Analytics, ensuring accurate reporting.
• Oversee and improve Klaviyo (email marketing platform) workflows, lists, automations, and campaign analytics.
• Implement digital funnels that support both Direct-to-Consumer (DTC) sales and wholesale partner acquisition.
• Coordinate with advertising partners to ensure campaigns are aligned and optimized for performance.

E-Commerce Operations

• Ensure all product images, Universal Product Codes (UPCs), and Certificates of Analysis (COAs) are correctly uploaded, approved, and displayed on the website.
• Lead coordination with web development team to troubleshoot and implement site updates.

Website Management

• Manage all aspects of the website content, ensuring imagery, copy, blogs, and product updates reflect our brand voice and luxury positioning.
• Work with external vendors, designers, and content creators to keep the site fresh, relevant, and optimized.
• Coordinate with the web developer to troubleshoot and resolve technical issues, site bugs, and performance problems quickly.
• Maintain consistency of product information, UPCs, COAs, and compliance statements across the site.
• Support SEO strategy through blog publishing, optimized copywriting, and content structure.

Email Marketing & Customer Relationship Management (CRM)

• Lead Klaviyo list growth through lead generation campaigns, pop-ups, and Pathmaker Community integration.
• Manage automated flows with data driven optimization for improved conversion performance.
• Write or edit email content that blends brand voice with conversion focus, ensuring compliance with hemp / THC advertising guidelines.
• Track performance (open rate [OR], click-through rate [CTR], conversion rate [CVR]) and adjust campaigns for maximum Return on Investment (ROI).

Analytics, KPIs, and Reporting

• Own digital reporting dashboards to track CAC, CLV, Return on Ad Spend (ROAS), subscription conversion, churn, and email engagement.
• Partner with Head of Marketing to track product-market fit signals (from Beta Test and Pathmaker Community), including “Would Buy Again” rate, Net Promoter Score (NPS), and subscription uptake.
• Provide insights and recommendations for optimization across channels.

Online Growth Management

• Own the DTC digital growth plan, connecting acquisition, conversion, and retention to revenue and subscription goals.
• Design and run growth experiments across the funnel, including paid acquisition, Search Engine Optimization (SEO), landing pages, checkout optimization, and subscription offers.
• Implement systematic A / B testing and Conversion Rate Optimization (CRO) to improve conversion rate and Average Order Value (AOV).
• Manage relationships with media and advertising partners to ensure campaigns are aligned, efficient, and measurable against KPIs.
• Develop lifecycle strategies to increase subscription adoption, reduce churn, and grow CLV.
• Deliver growth dashboards and forecasts to leadership, with recommendations tied to CAC, ROAS, and other growth metrics.
• Identify and scale new acquisition opportunities, such as referral programs, affiliates,SEO strategies, and influencer retargeting.
• Integrate learnings from Lorea Pathmaker Community, Forever Subscription Discount, and Beta Test feedback into ongoing growth loops.
• Own digital feedback loops by capturing both qualitative (surveys, community, beta testing) and quantitative (CAC, CLV, churn, conversion) insights, then translating them into growth experiments and optimization strategies.

Collaboration with Social Media Manager

• Content Alignment : Collaborate to ensure content calendars and digital campaigns (emails, blogs, product launches) are synchronized with social campaigns.
• Community Growth : Work with the Social Media Manager to funnel social engagement into email lists, Lorea Pathmaker sign-ups, and subscriptions.
• Paid Media : Align influencer and social campaigns with retargeting, advertising, and e-commerce landing pages.
• Events & Launches : Support Social Media Manager with digital campaigns that amplify event activations (Miami, partnerships, collaborations).

Qualifications

• 5 years minimum in e-commerce and digital marketing, ideally within consumer packaged goods (CPG), premium wellness, or functional beverage categories.
• Deep experience with Shopify, Klaviyo, Google Analytics, SEM Rush and digital advertising platforms.
• Strong project management and vendor coordination skills.
• Data-driven mindset with ability to connect KPIs to business outcomes.
• Experience working in start-up or high-growth environments, balancing strategy with execution.
• Knowledge of hemp-derived cannabinoid (THC, CBD, CBG, CBN) marketing compliance preferred.