The Head of eCommerce is a metrics‑focused, performance marketing oriented digital leader charged with growing, refining, and scaling Twelve South’s global online business. This position requires an entrepreneurial spirit, creative sense, analytical rigor, fluency in leveraging AI, and a willingness to operate hands-on in a lean organization. This leader understands how to profitably build and expand a DTC eCommerce business while optimizing performance across Amazon and other third-party marketplaces worldwide. They will evolve the eCommerce analytics and measurement stack – including attribution, reporting infrastructure, and performance insights – and drive key KPIs through high‑impact customer acquisition, conversion‑optimized site experiences, and disciplined operational execution.
Key Responsibilities
Performance Management & eCommerce Strategy Development
o Set and own eCommerce financial objectives (revenue, margin, CAC/ROAS, contribution profit) across twelvesouth.com, Amazon and other marketplaces, translating them into actionable performance and site plans.
o Lead and rapidly scale performance marketing in 2026, delivering quick wins and incremental sales and profit for the eCommerce channels.
o Stand up and scale new performance marketing channels from the ground up, maintaining hands-on oversight of execution and optimization.
o Lead forecasting, weekly performance reporting, and KPI management across DTC and marketplaces, ensuring clear visibility to the CEO and leadership team on what’s working and what needs to change.
o Own attribution strategy and measurement frameworks, improving visibility into channel incrementality, blended CAC, and contribution margin.
o Partner with the CEO, marketing and sales team members to define DTC eCommerce proposition, and relationship to/differentiation from Amazon.
o Define the roadmap for launching and scaling cross‑border and international sites, prioritizing markets based on performance potential and operational readiness.
o Define resourcing needs, including balance of agency support model with internal team supplementation, to enable scalable profitable growth.
Customer Acquisition & Digital Marketing
o Oversee all performance‑driven digital marketing across DTC: paid search, paid social, retargeting, affiliates/partners, SEO/SEM, CRM, and lifecycle programs.
o Own cross-channel media mix and budget allocation across .com and marketplaces, reallocating spend to top‑performing audiences, products, and geographies.
o Develop and test data‑driven acquisition and retention strategies that improve LTV, reduce CAC, and grow repeat purchase behavior.
o Prioritize scaling U.S. performance marketing first, then apply proven playbooks to select international markets.
o Partner closely with Brand/Product Marketing to ensure campaigns reflect Twelve South’s brand but are grounded in performance data and clear commercial goals.
o Inform creative development, using performance data and testing insights to shape concepts, formats, and messaging for acquisition and retargeting.
o Manage agencies with clear goals and responsibilities, continually optimizing creative and campaigns around best‑selling products and hero stories by market.
User Experience & Localization
o Lead CRO efforts including onsite testing (A/B, multivariate), merchandising strategies, and UX/UI improvements to reduce friction and increase conversion.
o Evolve the end‑to‑end eCommerce experience—from landing page to checkout—with a clear focus on conversion rate, AOV, and profitability.
o Collaborate on the planning, development, and launch of new international eCommerce sites, ensuring localization of content, pricing, currency, and tax.
o Work with relevant teams to optimize shipping, customs, duties, and fulfillment for cross‑border orders, balancing cost, speed, and customer expectations.
o Ensure a consistent, premium customer experience across devices and geographies, aligned with Twelve South’s brand and product positioning.
Cross-Functional Collaboration & Leadership
o Collaborate with Sales, Marketing and Creative to build seasonal and product stories that translate into high‑performing campaigns and landing experiences.
o Partner with DTC Operations and Support to close the loop between customer feedback and site improvements, policies, and post‑purchase experience.
o Drive operational excellence through data transparency, performance measurement, and cross-functional alignment.
o Be a solid team player and strong contributing member to Twelve South teams
Requirements
o At least 7 years of increasing responsibility in eCommerce, digital marketing, or digital retail, with a clear track record of owning end‑to‑end channel performance.
o Proven experience launching and operating eCommerce businesses across North America and delivering both revenue growth and profitability.
o Extensive knowledge of the U.S. eCommerce ecosystem, including building and scaling businesses where the U.S. is the primary market.
o Robust expertise across digital acquisition channels, onsite merchandising, analytics, and optimizing UX/UI for conversion.
o Strong operational mindset, with hands‑on experience growing sales while improving the effectiveness and efficiency of performance marketing investments.
o Experience leveraging AI-driven tools or automation to enhance marketing performance, analytics, forecasting, workflow efficiency, and decision-making.
o Demonstrated strength in leading diverse teams and working cross‑functionally to deliver ambitious outcomes.
o Entrepreneurial, builder mentality with a deep passion for digital commerce and brand‑led storytelling.
o Bachelor’s degree required; MBA or comparable graduate degree preferred.
