Inbound Marketing & E-Commerce Manager (B2C & B2B)

Company Description

Quilling Card LLC is dedicated to preserving and promoting the ancient art of quilling, which involves rolling and shaping strips of paper into intricate three-dimensional designs. As a proud member of the Fair Trade Federation, we partner with over 1,000 artisans across 5 factories in Vietnam to handcraft stunning greeting cards for every occasion. Our headquarters and warehouse are located in Holliston, MA, where we strive to deliver unique, high-quality products that transform simple greetings into works of art. At Quilling Card, our mission is to help people “send art” instead of just cards.

INBOUND MARKETING & E-COMMERCE MANAGER (B2B & B2C)

Position Summary

The Inbound Marketing & E-commerce Manager is responsible for driving revenue growth through SEO, website performance, and e-commerce optimization across both B2C (direct-to-consumer) and B2B (wholesale/marketplace) channels.

This role focuses on building a high-performing inbound engine - from search visibility to on-site conversion - while ensuring smooth e-commerce operations and data-driven decision making. The position works closely with Outbound Marketing, Sales, and Design teams to ensure alignment between traffic generation, brand communication, and conversion performance.

Key Responsibilities

1. SEO & Inbound Growth Ownership

• Own and execute SEO strategy end-to-end (technical, on-page, content)
• Conduct keyword research across consumer and wholesale intent
• Drive ranking improvements in priority keyword clusters
• Optimize site structure, metadata, and content to increase organic traffic quality

2. Website Performance & Conversion Optimization

• Manage website performance, user experience, and conversion optimization roadmap
• Improve product pages, collection pages, navigation, and mobile experience
• Identify friction points and implement solutions to increase conversion rate
• Partner with design team to execute UX improvements aligned with brand

3. E-commerce & Marketplace Management

• Manage operations across Shopify (DTC), Faire, Etsy, and retail platforms
• Ensure accurate product listings, collections, merchandising, and promotions
• Optimize product discoverability and conversion across all channels
• Maintain operational excellence across B2C and B2B touchpoints

4. Inbound Performance Marketing

• Contribute to top-of-funnel strategy (Meta, Google) with Outbound Marketing
• Own Google Ads and inbound acquisition channels
• Support media planning with performance insights and keyword strategy
• Ensure alignment between paid traffic and landing page experience

5. CRM & Lifecycle Marketing

• Manage CRM tools such as HubSpot and Klaviyo.
• Build customer segmentation across B2C and B2B audiences
• Develop and optimize lifecycle flows (welcome, abandoned cart, post-purchase)
• Improve retention and repeat purchase rate

6. Analytics, Tracking & Optimization

• Build and manage tracking ecosystem (Google Analytics, Shopify, CRM, Meta)
• Develop dashboards to monitor traffic, conversion, and revenue
• Translate data into actionable insights to improve funnel performance

Cross-functional Collaboration

• Outbound Marketing Manager: campaign alignment, media, messaging
• Sales Team: B2B performance and wholesale insights
• Design Team: UX/UI, landing pages, brand consistency

Qualifications

• 7+ years experience in e-commerce and inbound marketing preferred
• Strong expertise in SEO strategy and execution
• Experience managing Shopify and marketplace platforms
• Experience with Google Ads and inbound acquisition channels

Tools

• Google Analytics (GA4)
• Google Ads
• Meta Ads
• HubSpot, Klaviyo
• SEMrush
• Shopify
• Faire
• Etsy
• NetSuite (plus)

Core Skills

• Strong expertise in SEO, CRO, and e-commerce performance
• Solid capability in CRM and lifecycle marketing (segmentation, flows, retention)
• Data-driven mindset with ability to translate insights into actions
• Proficiency in analytics and tracking systems
• Strong execution skills with attention to detail
• Collaborative team player

Success Metrics

• Revenue growth (B2C & B2B)
• Organic traffic and keyword ranking improvement
• Conversion rate improvement
• Return on ad spend (ROAS)
• Website performance and operational accuracy