Description

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.

Requirements

What You'll Bring

5–7+ years of progressive ecommerce experience with a proven track record of managing and scaling DTC retail operations.
Deep hands-on experience managing DTC product sales and ecommerce storefronts.
Strong experience with ecommerce platforms such as BigCommerce and WooCommerce.
Strong familiarity with WordPress and website content management.
Experience developing and managing email marketing campaigns; Klaviyo experience is strongly preferred.
Experience with ecommerce automations, segmentation, and lifecycle marketing.
Familiarity with META and Google advertising platforms.
Strong understanding of ecommerce sales targets, conversion metrics, AOV, and revenue performance.
Basic HTML knowledge and the ability to make or understand common website/email template updates.
Intermediate design skills for email and web templates.
Strong analytical, organizational, and project management skills.
Excellent written and verbal communication skills.
Ability to work independently while collaborating effectively across multiple departments.
Strong attention to detail with a hands-on, problem-solving mindset.

Technical Skills & Platforms

BigCommerce
WooCommerce
WordPress
Klaviyo
Microsoft Power BI
META advertising platforms
Google advertising platforms
Basic HTML
Microsoft 365

Experience with additional ecommerce, analytics, CRM, email marketing, or digital advertising platforms is a plus.

Education

Education & Experience

Bachelor's degree in Business, Marketing, Ecommerce, or a related field required.
Master's degree preferred.
Equivalent relevant professional experience may be considered.

Experience

5–7+ years of progressive ecommerce experience.
Proven experience managing and scaling DTC ecommerce operations.
Experience working with consumer products, retail, outdoor, fishing, sporting goods, or related industries is preferred.

Key Competencies

Revenue Driven: Understands how ecommerce decisions directly impact sales, conversion, and profitability.
Customer Focused: Creates a frictionless and engaging digital shopping experience.
Analytical: Uses ecommerce data and performance metrics to identify opportunities and make informed decisions.
Hands-On: Comfortable executing website updates, email campaigns, merchandising, and promotions directly.
Detail Oriented: Maintains accuracy across products, pricing, promotions, content, and campaigns.
Problem Solver: Quickly identifies technical and operational issues and works toward effective solutions.
Strategic Thinker: Connects digital traffic, merchandising, email, promotions, and onsite experience to overall DTC performance.
Collaborative: Builds strong partnerships across Marketing, Brand, Creative, Product, IT, and other teams.
Organized: Effectively manages multiple priorities, projects, and deadlines.
Adaptable: Thrives in a fast-paced environment with evolving priorities and multiple brands.

Why GSM Outdoors?

At GSM Outdoors, we bring the outdoor lifestyle to life through a diverse portfolio of trusted fishing, hunting, shooting, and outdoor brands. Our ecommerce team plays a critical role in connecting our brands and products directly with consumers.

As Senior Ecommerce Manager, you'll have the opportunity to directly influence the growth and performance of multiple DTC storefronts while working across some of the industry's most recognizable outdoor brands. This is a highly visible, hands-on role where your decisions can directly impact customer experience, revenue, and brand growth.

Equal Employment Opportunity

GSM Outdoors is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all qualified individuals without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other characteristic protected by applicable federal, state, or local law.

This job description is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all responsibilities, duties, or qualifications required for the position. Responsibilities may change based on business needs.

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