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jobs/noodle & boo, inc

Head of Ecommerce & DTC Growth

company
Noodle & Boo, Inc
location
Los Gatos, CA, United States
posted
27 Jun
  • **About Us**
  • Noodle & Boo is a premium baby, family, personal care, laundry, and home care brand known for gentle formulas, trusted quality, and an emotional connection with parents, gift-givers, and families.
  • We are looking for a hands-on ecommerce and growth leader to strengthen our direct-to-consumer business, improve the digital customer experience, and help build deeper relationships with our customers across owned and paid digital channels.
  • **Role Overview**
  • Noodle & Boo is seeking a hands-on Head of Ecommerce & DTC Growth to lead and improve our direct-to-consumer business across Shopify, paid media, email/SMS, CRO, TikTok Shop, analytics, blog/SEO, and digital partner management.
  • This role is both strategic and executional. The ideal candidate can build a growth roadmap, analyze performance data, improve site conversion, strengthen lifecycle marketing, manage agencies and digital partners, and work directly inside ecommerce, advertising, and reporting tools when needed.
  • This is not an agency-only oversight role. The right person must be comfortable reviewing paid media performance, diagnosing issues, identifying wasted spend, evaluating creative tests, and managing or optimizing campaigns directly when needed. This person will also own digital channel operations where ecommerce, SEO, and wholesale technology intersect, including blog performance, wholesale website content accuracy, Faire, MarketTime, and workflow improvements with Sales, Operations, and IT/NetSuite resources.
  • **Key Responsibilities**
  • **Lead Ecommerce Growth**
  • ·   Own day-to-day performance of Noodle & Boo's Shopify business.
  • ·   Build and manage the ecommerce growth roadmap with the VP Marketing.
  • ·   Improve customer acquisition, retention, conversion rate, AOV, repeat purchase, customer experience, and site performance.
  • ·   Translate company priorities into weekly and monthly ecommerce action plans.
  • ·   Ensure DTC strategy supports brand, retail, Amazon, Target, creator, and community initiatives.
  • ·   Balance performance marketing discipline with premium brand positioning and customer trust.
  • **Manage Customer Acquisition and Paid Media**
  • Own acquisition strategy across Meta, Google, TikTok, and other relevant digital channels.
  • Manage campaign structure, creative testing, budget allocation, landing page performance, and efficiency metrics.
  • Launch, monitor, and optimize campaigns in-platform when needed.
  • Partner with agencies, freelancers, or specialists while maintaining internal ownership of strategy, performance, and accountability.
  • Monitor CAC, ROAS, MER, contribution efficiency, new customer acquisition, creative performance, and payback period.
  • Partner with Creative and Community/Creator teams to build a steady pipeline of paid social assets.
  • Use learnings from reviews, social content, Amazon, Target, site behavior, and creator content to improve acquisition messaging.
  • Diagnose whether performance issues are driven by media buying, creative, offer, landing page, site conversion, tracking, or product economics.
  • **Improve Shopify Site Performance**
  • Own Shopify site performance, including conversion rate, merchandising, product pages, landing pages, bundles, subscriptions, cart, and checkout.
  • Identify and prioritize CRO opportunities across the customer journey.
  • Partner with Shopify developers, CRO specialists, and creative resources to improve the website without compromising the brand experience.
  • Ensure the site clearly communicates product benefits, safety, trust, gifting, routines, ingredient standards, and brand values.
  • Build and manage a testing roadmap for landing pages, offers, bundles, product education, and checkout improvements.
  • Improve the journey from first visit through purchase, post-purchase, replenishment, and repeat purchase.
  • **Own Blog, Wholesale Digital Channels, and Platform Workflow**
  • Own the blog strategy and publishing roadmap with the VP Marketing to support SEO, product education, customer acquisition, and site traffic.
  • Own business-side accuracy and merchandising workflows for the wholesale website, Faire, and MarketTime, including product listings, availability messaging, promotions, retailer-facing content, and reporting with Sales.
  • Partner with Operations and IT/NetSuite resources to improve inventory, product availability, and order-update workflows across wholesale digital platforms.
  • Manage approvals across Marketing, Sales, Operations, and Creative for messaging, wholesale priorities, inventory, availability, visuals, and templates.
  • **Strengthen Email and SMS**
  • Own email and SMS performance in partnership with lifecycle/email partners.
  • Improve core flows, including welcome, browse abandon, cart abandon, post-purchase, replenishment, winback, loyalty, VIP, birthday/milestone, and product education.
  • Improve campaign planning, segmentation, click-through rate, conversion, and repeat purchase.
  • Develop lifecycle strategies around baby stages, gifting, replenishment, laundry/home care, loyalty, and product routines.
  • Ensure email/SMS feels premium, helpful, warm, and brand-right rather than overly promotional.
  • Use email/SMS to support launches, seasonal moments, loyalty, community, creator content, and retail priorities.
  • **Support TikTok Shop and Creator Commerce**
  • Partner with the TikTok agency and internal Community/Creator lead to support TikTok Shop growth.
  • Help define priority products, bundle strategy, offers, creator briefs, affiliate guardrails, and performance reporting.
  • Maintain Noodle & Boo's premium positioning while growing TikTok Shop.
  • Identify high-performing TikTok and creator content to repurpose across paid media, email, product pages, and other channels.
  • Coordinate TikTok Shop, creator content, paid media, and owned ecommerce.
  • **Build Reporting and Accountability**
  • Create a clear weekly and monthly ecommerce reporting rhythm.
  • Track traffic, conversion rate, AOV, CAC, MER, ROAS, repeat purchase, LTV, email/SMS performance, TikTok Shop performance, bundle performance, and retention behavior.
  • Translate data into clear decisions, recommendations, and next steps.
  • Lead weekly performance meetings with agencies and internal stakeholders.
  • Hold outside partners accountable to deadlines, deliverables, reporting quality, and brand standards.
  • Separate true business performance from platform-reported metrics and vanity metrics.
  • **Manage Agencies and Digital Partners**
  • Serve as day-to-day owner for ecommerce-related agencies, freelancers, and digital partners.
  • Manage paid media, lifecycle/email, Shopify/CRO, analytics, and TikTok Shop partners.
  • Create clear scopes, KPIs, meeting cadences, deliverables, and reporting expectations.
  • Ensure agency work is coordinated, efficient, and aligned with brand and business priorities.
  • Recommend when work should remain outsourced versus brought in-house.
  • Reduce dependency on outside partners where internal ownership or direct execution would improve speed, quality, or cost efficiency.
  • **Ideal Candidate**
  • 6-9+ years of ecommerce, DTC, growth, or digital marketing experience.
  • Proven experience managing Shopify or a similar ecommerce platform.
  • Experience with premium CPG, beauty, baby, personal care, wellness, home, fashion, or lifestyle brands.
  • Strong understanding of paid media, email/SMS, CRO, analytics, lifecycle marketing, and retention.
  • Hands-on experience with Meta Ads Manager, Google Ads, TikTok Ads, Shopify, Klaviyo or similar email/SMS platforms, GA4, and reporting dashboards.
  • Comfortable reviewing paid media accounts directly, diagnosing performance issues, and managing or optimizing campaigns directly when needed.
  • Strong understanding of CAC, MER, ROAS, LTV, CVR, AOV, contribution margin, cohort behavior, and retention metrics.
  • Experience managing agencies, freelancers, or outside partners and holding them accountable.
  • Strong creative judgment and ability to partner closely with brand and creative teams.
  • Able to balance premium brand storytelling with performance marketing discipline.
  • Comfortable in a lean, entrepreneurial company where strategy and execution both matter.
  • Clear communicator who can translate data into decisions.
  • High ownership, urgency, accountability, and business judgment.
  • **Preferred Experience**
  • Baby, beauty, skincare, wellness, or premium consumer products.
  • TikTok Shop and creator-led commerce.
  • Improving DTC performance for an emerging or growing consumer brand.
  • Building bundles, subscriptions, loyalty, replenishment, and retention programs.
  • Omnichannel experience with DTC, Amazon, Target, and retail partners.
  • Tools such as Shopify Plus, Klaviyo, LoyaltyLion, GA4, Triple Whale, Northbeam, Postscript, Attentive, CapCut, Canva, or similar platforms.
  • SEO content, marketplace or wholesale portals, and cross-functional digital workflow improvements.
  • **Leadership Style**
  • The right person is:
  • Highly accountable
  • Data-driven but brand-sensitive
  • Hands-on and practical
  • Fast-moving but thoughtful
  • Comfortable managing agencies while also willing to execute directly
  • Collaborative with creative, brand, operations, and finance teams
  • Clear, direct, organized, and commercially minded
  • Excited to build, improve, and create momentum
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