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