Noodle & Boo is a premium baby, family, personal care, laundry, and home care brand known for gentle formulas, trusted quality, and a meaningful connection with parents, gift-givers, and families. Our products are sold through our direct-to-consumer business and leading retail partners.
We are investing in the next stage of digital growth and are looking for a commercially minded ecommerce leader who can strengthen the foundation, accelerate performance, and build a more scalable and accountable DTC business.

The Director of Ecommerce & DTC Growth will own the strategy, operating plan, and performance of Noodle & Boo's direct-to-consumer business across Shopify, customer acquisition, conversion, email/SMS, loyalty, retention, analytics, and emerging commerce channels.
This is a high-impact, hands-on leadership role for a builder who can move comfortably between strategy and execution. The right person will set priorities, interpret performance, identify the highest-value growth opportunities, and ensure agencies and specialist partners deliver against clear business goals.

• Shopify and DTC revenue, conversion, merchandising, customer experience, and the ecommerce roadmap.
• Customer acquisition strategy and paid media accountability across Meta, Google, TikTok, and other relevant channels.
• Email, SMS, lifecycle marketing, loyalty, repeat purchase, retention, and customer lifetime value.
• DTC analytics, forecasting, KPI reporting, attribution, and data consistency.
• Agency, developer, freelancer, and digital partner scopes, performance, and accountability.
• The DTC growth operating plan, priorities, investment recommendations, and cross-functional execution.
• The business performance, economics, tracking, and conversion impact of TikTok Shop, affiliate, creator commerce, and emerging channels in partnership with Social and agency teams.

Key Responsibilities

DTC Strategy and Business Performance

• Own the annual and quarterly DTC growth plan, forecast, priorities, and performance in partnership with the VP Marketing.
• Lead day-to-day Shopify performance and translate company goals into clear weekly and monthly actions.
• Prioritize opportunities across qualified traffic, acquisition, conversion rate, average order value, repeat purchase, retention, customer experience, and contribution efficiency.
• Balance short-term revenue with customer economics, brand equity, and sustainable growth.
• Present performance updates, recommendations, risks, and investment priorities to senior leadership.

Customer Acquisition and Paid Media

• Set channel priorities, budget allocation, testing plans, and performance expectations with paid media partners.
• Review campaign and account performance directly, diagnose issues, identify wasted spend, and intervene when execution is not meeting expectations.
• Build a disciplined creative testing roadmap with Creative and Social using customer insights, reviews, creator content, retail learnings, and site behavior.
• Determine whether performance challenges are driven by media, creative, offer, landing page, site conversion, tracking, audience quality, or product economics.
• Measure success using CAC, MER, ROAS, new-customer acquisition, contribution efficiency, and payback period.

Shopify, Merchandising, and Conversion

• Own the ecommerce roadmap and customer journey across navigation, search, merchandising, product pages, landing pages, bundles, subscriptions, cart, and checkout.
• Build and manage a prioritized CRO testing roadmap focused on meaningful business impact.
• Improve how the website communicates product benefits, safety, trust, gifting, routines, ingredient standards, social proof, and brand values.
• Partner with developers, CRO specialists, and Creative to launch improvements without compromising the premium experience.
• Ensure ecommerce readiness for launches, promotions, seasonal moments, partnerships, and major brand initiatives.

Retention, Lifecycle Marketing, and Loyalty

• Own email, SMS, loyalty, and retention performance with lifecycle and technology partners.
• Improve welcome, browse abandon, cart abandon, post-purchase, replenishment, winback, loyalty, VIP, milestone, and product education programs.
• Develop segmentation and lifecycle strategies around baby stages, gifting, replenishment, laundry and home care, routines, and customer behavior.
• Increase repeat purchase, retention, customer lifetime value, campaign conversion, and the percentage of revenue generated through owned channels.
• Ensure lifecycle communications feel