JOB SUMMARY

Porter Lyons is looking for a strategic and performance-driven Director of E-Commerce to lead our digital sales and marketing initiatives. This leadership role combines ecommerce management, performance marketing, and strategic campaign planning with team oversight and cross-functional collaboration. The ideal candidate has a proven track record in growing DTC sales, managing omnichannel campaigns, and executing data-driven marketing strategies.

This role reports to the CEO and will oversee the Marketing team and key external partners. This position is instrumental in delivering ecommerce growth, optimizing customer acquisition and retention strategies, and aligning all digital efforts with broader brand and revenue goals.

KEY RESPONSIBILITIES

DIGITAL STRATEGY, PERFORMANCE MARKETING & REVENUE GROWTH

• Develop and execute an integrated ecommerce and marketing strategy aligned with revenue goals, product launches, and brand positioning.
• Drive online sales growth through paid digital advertising (PPC), SEO, email marketing, and retention strategies while continuously analyzing and reporting on campaign effectiveness.
• Monitor industry trends and competitor activity to maintain a competitive edge in the digital marketplace.
• Own and report on ecommerce and marketing KPIs—traffic, conversions, AOV, CAC, retention, etc.—and present actionable insights to leadership.
• Build and implement an SEO/SEM strategy to enhance web visibility both locally and nationally through organic search and paid search efforts.

WEBSITE & DIGITAL CUSTOMER EXPERIENCE

• Manage the company’s website to ensure a seamless, visually appealing, and high-performing user experience.
• Optimize the website for peak sales periods to maximize conversions.
• Utilize A/B testing to refine UX/UI, including testing different menu subheadings and product display strategies (e.g., lowest to highest price vs. best sellers), building out landing pages, and sorting collection pages.
• Analyze website performance and implement data-driven improvements to optimize layout, functionality, conversion rates, and the overall customer journey.
• Create detailed product descriptions, SEO-focused content, and utilize tagging and metafields to enhance organization and collection filtering.
• Own Shopify app strategy: manage existing integrations, evaluate performance, recommend new tools.
• Collaborate with operations and fulfillment to ensure seamless end-to-end customer experience.

CUSTOMER ACQUISITION, RETENTION, & EMAIL SEGMENTATION

• Implement and optimize CRM and loyalty programs to enhance customer retention, increase lifetime value, and drive repeat purchases.
• Own the Klaviyo email/SMS ecosystem: segmentation, automated flows, campaign cadence, and performance testing.
• Oversee and manage paid media strategy across platforms (Google Ads, Meta, Pinterest, etc.), collaborating with agencies or executing in-house.
• Report on email and SMS list growth quarterly, A/B test welcome offers, and analyze growth opportunities across ecommerce and retail channels.

TEAM MANAGEMENT & CROSS-FUNCTIONAL COLLABORATION

• Supervise the Marketing team, freelancers, and external vendors.
• Align digital campaigns with content, email, and social strategy across all platforms.
• Lead internal performance reviews and cross-departmental alignment on marketing campaigns, sales goals, and inventory readiness.

VALUE + SKILL SET

• 5+ years of experience in ecommerce, ideally within direct-to-consumer, luxury, or fine jewelry industries.
• Strong expertise in Shopify and Klaviyo.
• In-depth knowledge of digital marketing, including hands-on expertise in SEO, SEM, and PPC.
• Proficiency in analytics tools such as Google Analytics, Shopify Analytics, and heat-mapping software.
• Strategic thinker with strong project management skills and a self-starter mindset.
• Experience with inventory planning, logistics, and ecommerce fulfillment operations is a plus.

WORK REQUIREMENTS

• Location: Porter Lyons Flagship Store – French Quarter, New Orleans.
• Schedule: Full-time, Monday–Friday, with occasional weekend sales events.
• Compensation: Competitive salary + health benefits + optional 401K matching program.
• Physical Requirements: Ability to climb ladders and stairs as necessary to access inventory and storage areas, and lift and carry up to 15 pounds.

ABOUT THE BRAND

Porter Lyons is a New Orleans-based, culturally inspired jewelry and lifestyle brand.. Founded by Ashley Porter in 2012, the brand represents Uncommon Luxury.

Porter Lyons is an equal opportunity employer committed to fostering a diverse, inclusive, and discrimination-free workplace. We value the contributions of all employees and applicants and do not discriminate based on race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, marital status, veteran status, or any other legally protected status.