eCommerce & Lifecycle Marketing Manager
Poppy Hand-Crafted Popcorn, Asheville, NC, United States
Who we are
Founded in 2014 and based in Asheville, North Carolina, Poppy Handcrafted Popcorn Inc is a leading gourmet popcorn company in the U.S. We sell direct‑to‑consumer, wholesale, and grocery retail throughout the country. Poppy is the fastest‑growing small‑to‑mid‑size CPG company in its category and boldly pursues ambitious goals that outperform the industry.
Location Asheville, NC – Hybrid role. A balance of in‑person and virtual work. Hybrid employees work from our Asheville headquarters at least 3 days a week.
Position Description The
E-Commerce & Lifecycle Marketing Manager
will drive the performance of Poppy’s digital storefronts (Shopify, Amazon, and others) while also owning the customer lifecycle strategy across email, SMS, and loyalty. This role will manage the daily operations of the site, including lifecycle marketing, deliver and lead technical product road‑map, and merchandising enhancements to drive conversion, retention, and revenue growth. We seek someone who is detail‑oriented and obsessed with the consumer journey.
Responsibilities Ecommerce Strategy & Website Management
Oversee and execute a holistic sales strategy across Shopify and Amazon.
Manage and update Shopify+, optimizing for conversion rates, AOV, and customer acquisition costs while ensuring a premium, consistent brand experience across devices.
Oversee content updates, seasonal merchandising, promotions and cross‑sell, and product launches within Shopify’s CMS and app ecosystem.
Implement promotions, landing pages, and site navigation updates in collaboration with internal and external teams.
Conversion Rate Optimization (CRO)
Lead A/B testing initiatives and implement data‑driven improvements to enhance the customer journey and improve funnel metrics, AOV, and LTV.
Identify and resolve UX friction points to boost site performance and conversions.
Apply rigorous QA practices to ensure visual and functional consistency across platforms.
Collaborate with external partners for paid media, SEO, SMS, and tech stack management as needed.
Lifecycle Marketing & Retention
Own strategy and execution of email and SMS marketing via Klaviyo.
Optimize automated flows (welcome, cart abandonment, post‑purchase, winback, etc.).
Develop segmentation strategies to increase personalization and engagement.
A/B test subject lines, creative, send times, and CTAs to improve performance.
Manage customer retention initiatives, including loyalty programs, subscription models, and opportunities for surprise & delight.
Collaborate with creative to produce high‑performing campaign content and promotions.
Technical & Analytical Execution
Light touch HTML, CSS, and Liquid coding experience to make front‑end updates and resolve site issues quickly.
Manage and oversee developers and vendors on new integrations, apps, and optimizations.
Track key performance metrics, prepare site reports, and analyze conversion, cohort, and basket trends to inform strategy.
Customer Experience & Copywriting
Obsess over the customer journey, striving to reduce friction and deliver value at every touchpoint.
Craft concise, persuasive, on‑brand copy for product descriptions, promotions, and landing pages in partnership with the Marketing/Creative team.
Own site QA—ensuring content accuracy, pricing integrity, and a polished user experience.
Key Metrics
Revenue per session
Conversion rate and funnel metrics
Repeat rate
Average order value (AOV)
Lifetime value (CLV), including subscription revenue
Lifetime value (LTV)
Email performance metrics
Requirements Qualifications
3–6 years of hands‑on experience managing Shopify / Shopify Plus sites, including Klaviyo and Recharge, with preference for CPG experience in food or natural products.
High attention to detail and strong organizational skills—fully aware that every typo or misrepresentation can hurt our brand reputation and sales funnel.
Proficient in Shopify CMS, with working knowledge of Liquid, HTML, and CSS.
Demonstrated track record of driving CRO strategies and improving conversion metrics.
Strong understanding of customer journeys, segmentation and retention strategy.
Strong analytical and reporting skills—comfortable with Shopify Analytics, GA4, and Excel/Sheets.
Excellent copywriting and marketing judgment—able to produce short, clean, brand‑aligned copy that converts, in conjunction with the creative team.
Understanding of SEO or UX best practices.
What We Offer
Competitive hourly pay or salary, depending on experience
Employer‑subsidized health insurance plans
Voluntary supplemental coverage options
PTO and paid holidays
Fun, collaborative and values‑driven work environment
Fabulous popcorn perks!
Reports To Fractional CMO
Collaborates With Marketing, Sales, Ops, Customer Service
Direct Reports None
Classification This position is full‑time, exempt.
Estimated Weekly Hours 40+ hrs, Monday‑Friday.
Physical Requirements Must be able to sit for extended periods, use standard office equipment and occasionally stand, walk or lift up to 20 lbs when handling product samples or light shipping materials.
#J-18808-Ljbffr
Location Asheville, NC – Hybrid role. A balance of in‑person and virtual work. Hybrid employees work from our Asheville headquarters at least 3 days a week.
Position Description The
E-Commerce & Lifecycle Marketing Manager
will drive the performance of Poppy’s digital storefronts (Shopify, Amazon, and others) while also owning the customer lifecycle strategy across email, SMS, and loyalty. This role will manage the daily operations of the site, including lifecycle marketing, deliver and lead technical product road‑map, and merchandising enhancements to drive conversion, retention, and revenue growth. We seek someone who is detail‑oriented and obsessed with the consumer journey.
Responsibilities Ecommerce Strategy & Website Management
Oversee and execute a holistic sales strategy across Shopify and Amazon.
Manage and update Shopify+, optimizing for conversion rates, AOV, and customer acquisition costs while ensuring a premium, consistent brand experience across devices.
Oversee content updates, seasonal merchandising, promotions and cross‑sell, and product launches within Shopify’s CMS and app ecosystem.
Implement promotions, landing pages, and site navigation updates in collaboration with internal and external teams.
Conversion Rate Optimization (CRO)
Lead A/B testing initiatives and implement data‑driven improvements to enhance the customer journey and improve funnel metrics, AOV, and LTV.
Identify and resolve UX friction points to boost site performance and conversions.
Apply rigorous QA practices to ensure visual and functional consistency across platforms.
Collaborate with external partners for paid media, SEO, SMS, and tech stack management as needed.
Lifecycle Marketing & Retention
Own strategy and execution of email and SMS marketing via Klaviyo.
Optimize automated flows (welcome, cart abandonment, post‑purchase, winback, etc.).
Develop segmentation strategies to increase personalization and engagement.
A/B test subject lines, creative, send times, and CTAs to improve performance.
Manage customer retention initiatives, including loyalty programs, subscription models, and opportunities for surprise & delight.
Collaborate with creative to produce high‑performing campaign content and promotions.
Technical & Analytical Execution
Light touch HTML, CSS, and Liquid coding experience to make front‑end updates and resolve site issues quickly.
Manage and oversee developers and vendors on new integrations, apps, and optimizations.
Track key performance metrics, prepare site reports, and analyze conversion, cohort, and basket trends to inform strategy.
Customer Experience & Copywriting
Obsess over the customer journey, striving to reduce friction and deliver value at every touchpoint.
Craft concise, persuasive, on‑brand copy for product descriptions, promotions, and landing pages in partnership with the Marketing/Creative team.
Own site QA—ensuring content accuracy, pricing integrity, and a polished user experience.
Key Metrics
Revenue per session
Conversion rate and funnel metrics
Repeat rate
Average order value (AOV)
Lifetime value (CLV), including subscription revenue
Lifetime value (LTV)
Email performance metrics
Requirements Qualifications
3–6 years of hands‑on experience managing Shopify / Shopify Plus sites, including Klaviyo and Recharge, with preference for CPG experience in food or natural products.
High attention to detail and strong organizational skills—fully aware that every typo or misrepresentation can hurt our brand reputation and sales funnel.
Proficient in Shopify CMS, with working knowledge of Liquid, HTML, and CSS.
Demonstrated track record of driving CRO strategies and improving conversion metrics.
Strong understanding of customer journeys, segmentation and retention strategy.
Strong analytical and reporting skills—comfortable with Shopify Analytics, GA4, and Excel/Sheets.
Excellent copywriting and marketing judgment—able to produce short, clean, brand‑aligned copy that converts, in conjunction with the creative team.
Understanding of SEO or UX best practices.
What We Offer
Competitive hourly pay or salary, depending on experience
Employer‑subsidized health insurance plans
Voluntary supplemental coverage options
PTO and paid holidays
Fun, collaborative and values‑driven work environment
Fabulous popcorn perks!
Reports To Fractional CMO
Collaborates With Marketing, Sales, Ops, Customer Service
Direct Reports None
Classification This position is full‑time, exempt.
Estimated Weekly Hours 40+ hrs, Monday‑Friday.
Physical Requirements Must be able to sit for extended periods, use standard office equipment and occasionally stand, walk or lift up to 20 lbs when handling product samples or light shipping materials.
#J-18808-Ljbffr