Overview:

The Senior Ecommerce Manager owns the performance and continuous improvement of The Foggy Dog's ecommerce experience, with accountability for conversion, revenue per session, AOV/UPT, and the onsite customer experience.

Working closely with the VP of Marketing, this role translates business goals, customer insights, and performance data into a prioritized roadmap of initiatives that drive measurable revenue growth and profitability.

This is a highly analytical and commercially-minded role requiring strong ecommerce judgment, strategic thinking, and a bias toward action. The Senior Ecommerce Manager identifies and sizes opportunities, makes thoughtful tradeoffs, and leads execution through our Ecommerce Operations Analyst, external development agency, and cross-functional partners.

Responsibilities:

Ecommerce Strategy, Analytics & Optimization:

Own ecommerce performance against plan: Monitor daily and weekly site performance across conversion rate, AOV/UPT, revenue per session, and new vs. repeat customer behavior. Identify performance gaps, diagnose root causes, and proactively recommend and execute actions to improve results in partnership with the VP of Marketing.
Own the A/B testing and CRO roadmap: Develop hypotheses, prioritize opportunities by expected business impact, oversee test design and execution, evaluate results, and ensure learnings are implemented and documented.
Establish a regular cadence for communicating ecommerce performance, insights, opportunities, and recommended priorities to the broader team.
Regularly evaluate competitors and best-in-class ecommerce experiences to bring new ideas, capabilities, and opportunities into the organization.

Site Merchandising & Customer Experience:

Own the onsite merchandising strategy across the homepage, collection pages, landing pages, PDPs, navigation, and other key customer journeys, balancing seasonal campaigns, product launches, and core collection performance.
Translate business priorities into actionable site merchandising plans, incorporating product launches, inventory position, marketing campaigns, and customer demand to maximize conversion and revenue.
Ensure paid media, email/SMS, creative, and offers connect seamlessly to landing pages and the onsite experience.
Continuously optimize product discovery and the shopping journey using performance data and customer insights to improve navigation, search, PDPs, cross-selling, personalization attachment, and conversion.
Partner with Marketing, Creative, and Product teams to ensure the ecommerce experience balances brand storytelling, customer needs, and commercial performance.
Design site experiences that bring TFD’s brand differentiators (design, giving back, and personalization) to life.

Site Operations & Execution:

Oversee the day-to-day operation and accuracy of The Foggy Dog ecommerce experience, including site refreshes, seasonal campaigns, promotions, and launches; delegating routine execution while maintaining accountability for quality, timing, and customer experience.
Set priorities and oversee the site and launch calendar, ensuring owners, dependencies, and launch readiness are clear across teams.
Lead complex site implementations from planning through launch: coordinating stakeholders, timelines, dependencies, and key decisions.
Establish strong QA and site-management processes, empowering the Ecommerce Operations Analyst to own routine site checks, promotional setup, launch QA, and issue identification.
Serve as the internal business owner of Shopify and the ecommerce technology stack, evaluating capabilities, troubleshooting complex issues in partnership with our developers, and ensuring technology investments support business priorities.

Leadership & Cross-Functional Partnership:

Work cross-functionally to set priorities and execute major ecommerce initiatives.
Manage and develop the Ecommerce Operations Analyst, setting clear priorities, SOPs and expectations in order to delegate day-to-day ecommerce execution while maintaining accountability for overall quality, performance, and outcomes.
Own the development roadmap and release process with contract developers, including scoping, prioritization, QA, and ROI of development spend.
Contribute to company-level planning (seasonal and quarterly plans, promotional strategy) as the owner of the site’s role in achieving revenue and conversion goals.

Key measures of success include:

Ecommerce performance: Deliver measurable improvements in site conversion, revenue per session, AOV/UPT, and other agreed ecommerce KPIs, supporting DTC revenue and profitability goals.
CRO and optimization: Establish and execute a prioritized testing roadmap that generates actionable learnings and measurable improvements to site performance.
Merchandising effectiveness: Improve product discovery, cross-selling, and merchandising effectiveness while supporting seasonal launches, core collections, and brand storytelling.
Operational excellence: Ensure site updates, campaigns, and launches are delivered accurately and on time, with strong QA processes and minimal customer-facing errors.
Analytics and strategic insight: Establish a consistent cadence of reporting and recommendations that helps the business understand performance, identify opportunities, and make better decisions.
Team leadership: Develop the Ecommerce Operations Analyst’s independence and capabilities, enabling effective delegation of routine execution and creating capacity for higher-value strategic work.
Strategic ownership: Maintain and deliver against a prioritized ecommerce roadmap, proactively resolving obstacles and driving cross-functional initiatives to completion.

Experience & Qualifications:

6+ years of ecommerce experience, including 1+ years managing people, ideally in a DTC or consumer brand on Shopify.
Demonstrated record of improving conversion, AOV, and revenue per visitor through merchandising, UX, and structured testing.
Strong analytical skills: comfortable working with ecommerce data, diagnosing performance trends, identifying root causes, and translating analysis into prioritized action.
Deep understanding of ecommerce merchandising, customer journeys, CRO, and the relationship between onsite experience and broader marketing performance.
Strong Shopify expertise and familiarity with the ecommerce technology ecosystem, including analytics, testing, merchandising, and site optimization tools.
Experience managing contractors and/or external development partners and translating business needs into clear technical requirements.
Demonstrated ability to lead complex cross-functional initiatives, manage competing priorities, and drive projects to completion.
Experience managing and developing team members, with the ability to delegate effectively while maintaining high standards of quality and accountability.
Ability to operate independently in a fast-moving, seasonal business, with sound judgment under pressure during peak periods.
Clear communicator who can present performance, insights, tradeoffs, and recommendations to senior leadership.
A proactive, resourceful, hands-on leader who thrives in a lean, entrepreneurial environment and is motivated by continuous improvement and measurable business results.
A dog lover, of course!

The Foggy Dog

Senior Ecommerce Manager

About the Job