Digital Marketing Manager

EOE Statement We are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status or any other characteristic protected by law.

About the Organization

Position Overview
The Digital Marketing Manager, North America (DTC & eCommerce) is responsible for leading the planning, execution, and optimization of all North American marketing initiatives, programming, and business strategy across Direct-to-Consumer, Amazon and Affiliates. This role adapts global strategies into locally relevant executions and leverages consumer insights, data, and platform best practices to drive brand awareness, engagement, and conversion. This individual will partner closely with cross‑functional teams and external agencies to deliver a best‑in‑class digital customer experience, drive channel growth, optimise merchandising and content, and build the regional 360 Consumer Engagement Calendar. This role is both strategic and hands‑on‑overseeing online merchandising, analytics, creative execution, and full‑funnel performance to accelerate BABOR's eCommerce business.

Marketing Strategy & Execution

Plan and implement all North American DTC marketing initiatives and business strategies.

Translate global initiatives into locally relevant strategies rooted in consumer insights, data, and media best practices.

Develop and own the North America DTC marketing calendar and support the NA 360 Consumer Engagement Calendar.

Lead merchandising strategy for DTC websites, driving improvements in content, pricing, product presentation, cross‑sells, and upsells.

Lead email and SMS marketing strategies with a focus on conversion, retention and lifecycle revenue growth.

Keep current with modern usability and web design standards to guide site optimisation and elevate customer experience.

Customer Journey & Experience Optimization

Partner with global and regional teams to identify friction points in the conversion funnel and develop optimisation strategies.

Propose hypotheses, design and execute A/B tests, and analyse results to drive acquisition, retention, and CX improvements.

Monitor customer behaviour, adopt best practices, and ensure a seamless experience across pre‑purchase, purchase, and post‑purchase touchpoints.

Cross‑Functional & Agency Management

Work closely with Brand, Creative, Operations, Customer Care, and Global teams to ensure cohesiveness across campaigns and site experiences.

Manage external agency partners responsible for media, performance marketing, content, digital execution, and affiliate programmes.

Oversee agency reporting, optimisations, and strategic alignment with business goals.

Analytics, Insights & Reporting

Track, measure, and analyse eCommerce KPIs such as sessions, conversion rate, AOV, content adoption, open/click rates, and revenue performance.

Conduct full path‑to‑purchase analysis to identify trends and growth opportunities across all channels.

Monitor competitive activity, digital trends, and emerging platform behaviour to guide strategy.

Build clear briefs, measurement frameworks, and recap reports to share learnings across the organisation.

Campaign Development & Execution

Support the development of holistic 360 campaigns tailored to NA audiences that are trackable and insight‑driven.

Ensure timely launches, full‑funnel alignment, and ongoing optimisation across web, CRM, paid media, affiliate programmes, Amazon, and merchandising.

Collaborate on campaign strategy to enhance brand relevance and drive efficient customer growth.

Commercial

Own revenue growth and key DTC KPIs (sessions, conversion rate, AOV, repeat rate).

Translate insights into strategic actions that drive sustainable customer acquisition and retention.

Ensure alignment of merchandising, CX, and marketing efforts to deliver strong financial results.

Maintain disciplined forecasting, planning, and reporting processes across all digital channels.

Position Requirements
Requirements & Qualifications

2–5 years of experience in managing DTC marketing, eCommerce, or digital merchandising teams.

Bachelor’s degree required; Marketing or related field preferred.

Experience in Beauty or Fashion strongly preferred.

Deep understanding of eCommerce platforms, digital marketing levers, consumer behaviour, and analytics.

Demonstrated ability to manage external agencies and collaborate across multifunctional teams.

Strong communication skills (written, spoken, and presentations).

Knowledge of emerging technologies, campaign planning, consumer engagement, and modern UX/UI standards.

Highly organised with strong analytical, problem‑solving, and project management skills.

Ability to work in a fast‑paced, creative, and brand‑driven environment.

Based in the Miami metropolitan area.

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