Ecommerce Manager

Description

Help Shape the Future of Modern Mobility

Role Overview

This role supports Travelpro’s continued growth as a design-led, consumer-focused mobility brand by improving the performance and customer experience of its US direct-to-consumer business.

The Consumer Performance Manager, US DTC is accountable for the day-to-day performance of Travelpro’s US ecommerce business. Reporting to the Head of Global DTC, this role develops and executes channel plans that improve conversion, revenue growth, and customer engagement across the primary US website, Shop app, and emerging commerce surfaces. The manager translates broader DTC strategy into clear priorities, operating plans, and performance targets for internal partners, agencies, and direct reports.

The manager oversees site performance, recommends full-funnel paid media priorities, and manages the Consumer Experience Partner. The role works with marketing, creative, analytics, operations, and agency partners to execute approved ecommerce plans, resolve issues, and maintain accountability for results.

What You’ll Do

Ecommerce Revenue Ownership

• Manage site revenue, conversion rate, and AOV performance across the primary US website, Shop app, and emerging commerce channels, recommending corrective actions when results are below plan.
• Identify and execute growth initiatives across merchandising, marketing, and user experience
• Monitor weekly performance metrics and adjust strategy accordingly to meet and exceed revenue targets

Site Experience & Merchandising Strategy

• Manage site merchandising plans, category structure, and product placement within the broader DTC strategy to improve product discoverability and sales.
• Ensure optimal product discovery, category organization, and promotional visibility across all digital touchpoints
• Set PDP and content strategy priorities — informed by performance data and testing results — for the Consumer Experience Partner to execute against

Content & Digital Experience

•  Lead homepage, landing page, and category content strategy in alignment with brand and commercial priorities
•  Partner with creative and marketing teams to ensure consistent brand storytelling across all digital surfaces
•  Develop content strategies that drive product education, brand affinity, and conversion

Paid Media & Full-Funnel Performance Strategy

•  Manage full-funnel paid media plans in partnership with the performance marketing agency, using approved goals, budgets, and channel guardrails to support awareness, consideration, conversion, and retargeting objectives.
• Serve as the primary day-to-day ecommerce partner for the performance marketing agency, retention agency, and social teams. Recommend budget allocation and channel-mix adjustments to the Head of Global DTC based on revenue, efficiency, and customer-acquisition performance.
• Own landing page strategy and optimization for paid campaigns, affiliate programs, and promotional events, ensuring paid traffic and site merchandising priorities stay aligned
• Direct measurement and attribution across the funnel, partnering with analytics to evaluate channel performance and reallocate spend
• Lead performance, retention and affiliate marketing strategy in close collaboration with agency and internal partners for execution

AI & Emerging Surfaces

• Lead agentic commerce + AEO/GEO (ChatGPT, Perplexity, Gemini, Claude) direction.

Analytics & Testing

• Partner closely with the data analyst/scientist to build a robust reporting and insights practice
• Identify and prioritize testing opportunities across merchandising, promotions, product pages, and UX
• Establish the testing roadmap and operating process, coordinate implementation with the Consumer Experience Partner and technical partners, and review results to prioritize measurable improvements in conversion and revenue.

Cross-Functional Leadership

• Coordinate US ecommerce priorities across functions, clarify owners and timelines, and escalate risks or decisions that could affect revenue, customer experience, or the promotional calendar.
• Represent US ecommerce interests in cross-functional planning processes, including seasonal and promotional planning

Requirements

What It Takes 

• 6+ years of progressive experience in ecommerce, digital marketing, or DTC roles, including experience managing people, agencies, or cross-functional workstreams within a CPG or consumer-brand environment.
• Proven track record of owning and growing ecommerce revenue at scale in a DTC environment
• Deep, hands-on Shopify expertise
• Extensive experience owning paid media strategy across the full funnel — from upper-funnel awareness and prospecting through mid-funnel consideration to lower-funnel conversion and retargeting — across Meta, Google, programmatic, and affiliate channels, either directly or in close partnership with agency teams
• Experience with affiliate marketing programs and platforms
• Strong background in customer acquisition strategy and paid media planning
• Experience with email marketing platforms and lifecycle/retention programs
• Experience leading A/B testing and CRO programs with demonstrated results
• Demonstrated AI deployment in DTC + familiarity with agentic commerce and AI answer engines.

Capabilities 

• Strategy and execution mindset — able to translate DTC strategy into practical plans, delegate effectively, remove barriers, and step into execution selectively when business needs require it.
• Full-funnel paid media fluency, with the judgment to allocate budget across awareness, consideration, and conversion based on performance data
• Strong analytical capability with proficiency in ecommerce analytics tools (Google Analytics / GA4, Shopify Analytics, Looker, or similar)
• Excellent cross-functional collaboration and stakeholder management skills
• Demonstrated ability to manage and develop employees, set clear expectations, delegate work, provide actionable feedback, and hold internal and external partners accountable for commitments.
• Clear and compelling communicator — both written and verbal — with the ability to present to senior leadership
• Working knowledge of AI-enabled ecommerce tools and workflows, with the ability to identify practical use cases, evaluate vendors, establish responsible team practices, and measure business impact.

Why this role matters 

Ecommerce is Travelpro's highest-growth, highest-margin channel and a cornerstone of the brand's transformation into a design-led, consumer-obsessed company. This leader owns the revenue engine that directly funds that transformation — and is responsible for delivering the digital experience that converts intent into loyalty. Success in this role unlocks scalable growth infrastructure, deeper customer relationships, and the brand authority needed to compete in an increasingly direct-to-consumer market.

Qualifications

• 6+ years of progressive experience in ecommerce, digital marketing, or DTC, including responsibility for managing employees, agencies, or complex cross-functional workstreams; CPG or consumer-brand experience strongly preferred.
• Deep hands-on Shopify expertise; proficiency in GA4, Looker, or comparable analytics tools
• Preferred: experience in travel goods, luggage, accessories, or adjacent lifestyle CPG
• Preferred: familiarity with agentic commerce, conversational commerce, or emerging shopping surfaces
• Preferred: experience working within a global DTC structure and navigating regional/global alignment

Working Environment

 Hybrid office environment with hands-on interaction with physical products

What We Offer

A Culture Built for Growth:

We believe in collaboration, accountability, innovation, and continuous improvement. We move fast, support one another, and challenge ourselves to keep evolving. 

Flexibility & Wellbeing:

Flexible Time Away, company-paid holidays, and hybrid work flexibility. 

Comprehensive Benefits:

Medical, Dental, Vision, Health Savings Accounts, and wellness programs. 

Invest in Your Future:

401(k) company match. 

Community & Connection:

Employee-led engagement initiatives focused on wellbeing, collaboration, and creating a workplace where everyone belongs.

About Travelpro®

Travelpro® was founded by airline pilot Bob Plath, whose firsthand travel experience inspired the invention of the original Rollaboard® suitcase — changing modern travel forever. Today, we are building on that legacy as we evolve into a modern mobility and travel lifestyle brand designed for today’s global traveler. Our products combine aviation-level performance with elevated design, helping ambitious people move confidently through every journey. 

Travelpro®

Tested by the Best. Designed for What’s Next. 

Travelpro® is an equal opportunity employer committed to building a diverse and inclusive workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other protected characteristic under applicable law. 

Travelpro® is a drug-free workplace.