D2C Performance Marketing & E-commerce Manager

D2C Performance Marketing & E-commerce Manager

Owning paid acquisition and the day-to-day D2C storefront as one connected growth function

Paid campaigns that bring customers in — and the supply/operations side — the storefront, listings and orders that convert and fulfil that demand. In a lean D2C setup, these two functions sit closest to revenue and need to be run by someone who sees the full loop: ad spend → traffic → conversion → order → fulfilment → repeat purchase.

1 Paid Campaign Management

• Plan, set up and manage paid campaigns on Meta Ads, Google Ads (Search, PMax, Shopping) and other relevant platforms, mapped to the D2C funnel stage — prospecting, retargeting or retention.
• Build campaign structures around business objectives — new customer acquisition, cart-abandon recovery, repeat-purchase or LTV growth — not just platform-default goals.
• Set up audiences, budgets, placements, bidding strategy and creative rotation, and monitor daily for delivery, frequency and learning-phase issues.
• Manage campaigns with a clear view of the D2C path-to-purchase — where paid fits alongside organic, retention and on-site conversion.

2 Campaign Optimization

• Diagnose underperforming campaigns, audiences and creatives using platform and GA4 signals together, and reallocate budget accordingly.
• Run structured creative and copy testing (hooks, angles, formats) with a clear hypothesis per test.
• Own and improve CPC, CTR, CPL, CPA, ROAS, blended CAC and Marketing Efficiency Ratio (MER).
• Tie campaign analysis back to actual D2C orders, revenue and new-vs-repeat customer split.

3 Audience, Competitor & Creative Input

• Research and define D2C audience segments by behaviour, purchase intent and LTV tier — not just demographics.
• Track competitor ad activity, offers and positioning to surface actionable insight.
• Brief the design/content team with clear creative requirements, and review live creatives for hook rate and conversion impact. Not responsible for designing creatives unless specifically assigned.

4 Tracking, Budget & Reporting

• Ensure every campaign has correct pixel/Conversion API, UTM and event tracking, cross-checked against GA4; flag tracking or attribution issues promptly.
• Track spend pacing against approved budgets and recommend increases, cuts or reallocation based on marginal ROAS.
• Share a weekly performance update and a monthly report covering spend, results, learnings and what to test next.

5 E-commerce Listing & Store Management

• Manage day-to-day product listings on the D2C website (Shopify/WooCommerce or equivalent) — names, descriptions, images, pricing and offers.
• Ensure products are correctly categorized, discoverable, and free of errors, missing information or incorrect pricing.
• Manage day-to-day store functioning, keeping it fully updated and launch-ready for new drops, offers and promotions.
• Coordinate with the relevant team for website-related updates and technical issues.

6 Marketplace / Amazon Management

• Manage listings on Amazon and other relevant marketplaces, where applicable — titles, descriptions, images, pricing and A+ content.
• Monitor product availability, orders, returns and cancellations, and keep listings accurate, compliant and competitively positioned (including Buy Box health).
• Manage approved marketplace promotions and monitor reviews/ratings, flagging recurring issues to the relevant team.

7 Order Management & Inventory Coordination

• Monitor incoming D2C and marketplace orders, track status, cancellations, returns and refunds, and follow up on delayed or problematic orders.
• Coordinate with the inventory/operations team to keep stock levels current, manage out-of-stock products appropriately, and flag replenishment needs.

8 Customer Experience & Promotions

• Coordinate with customer support on order-related queries, returns, exchanges and refunds, and monitor marketplace reviews/ratings for recurring issues.
• Update approved discounts, coupon codes and promotions across the D2C website and marketplaces, and verify they function correctly before and during live campaigns.

9 E-commerce Performance Monitoring & Reporting

• Track core e-commerce metrics — traffic, orders, conversion rate, AOV, cart abandonment, revenue and product-level performance.
• Share weekly updates and a monthly report on overall e-commerce performance, flagging operational issues and practical improvements.

Basic Tools Required

• Meta Ads Manager
• Google Ads
• GA4
• Google Tag Manager
• Google Merchant Center
• Shopify / WooCommerce
• Amazon Seller Central
• Google Sheets / Excel
• Looker Studio (or equivalent)

Skills This Role Should Have

• D2C metrics fluency: Understands CAC, LTV, ROAS (platform vs. blended), MER, AOV, CVR and how they interact across both ad spend and store performance — not two separate scorecards
• Full-funnel media buying: Comfortable running prospecting, retargeting and retention campaigns across Meta and Google, tied to actual store conversion, not just platform metrics.
• E-commerce platform proficiency: Hands-on in Shopify/WooCommerce admin and Amazon Seller Central — listings, pricing, inventory and orders — not just campaign dashboards.
• End-to-end funnel thinking: Connects the dots from ad click → landing page → checkout → fulfilment → repeat purchase, and knows which stage is leaking conversion.
• Analytical / data reading: Reads GA4, ad-platform dashboards and store order reports together to explain a change in performance, not just report a number.
• Testing mindset: Runs structured A/B and creative tests with a hypothesis, a control, and a clear read on significance before scaling spend or listings changes.
• Tracking & attribution basics: Understands pixels, Conversion API, UTM parameters, and can spot broken or under-reporting tracking on either the ad or store side.
• Operational ownership: Treats the storefront like a live shop floor — catches broken listings, wrong prices, stockouts or tracking issues before customers do.
• Inventory & fulfilment awareness: Understands stock cover and reorder timing well enough to avoid running ads against products that are about to go out of stock.
• Budget & commercial discipline: Manages ad spend and store P&L levers (pricing, promos, contribution margin) with the same level of care, and flags risk early.
• Cross-functional coordination: Works fluidly with design, operations, customer support and tech/dev — this role sits at the intersection of all of them.
• Communication & reporting: Turns marketing and store data into one clear weekly/monthly narrative a non-marketing stakeholder can act on.

Relevant Experience

• Hands-on experience in D2C/e-commerce is required, ideally covering both paid performance marketing and store/marketplace operations.
• Clear understanding of how ad spend, traffic, conversion, orders, inventory and revenue connect as one loop.
• Experience with Shopify or WooCommerce, and Amazon Seller Central where applicable, is an advantage.
• Practical, hands-on experience is valued over certifications.

Key Responsibilities Flow

Paid Acquisition→ Campaign Optimization →Store & Listing Management→ Order & Inventory Coordination → Customer Experience →Budget & Performance Reporting

Expected Deliverables

• Correctly structured, tracked and actively managed paid campaigns
• Accurate, up-to-date D2C and marketplace listings
• Smooth day-to-day order, inventory and store operations
• Audience, competitor and creative-performance insight, translated into action
• Active monitoring of customer reviews and issues
• Weekly performance updates covering both marketing and store metrics
• One consolidated monthly report — performance, learnings and next steps
• Budget pacing, reallocation and promo/inventory recommendations