E-Commerce Marketing Director

Job Description:

JOB TITLE: E-Commerce Marketing Director

DEPARTMENT: Marketing

REPORTS TO: EVP of Sales

FLSA STATUS: Exempt

Bay Cities, an Employee-Owned Company, is the leading creative packaging and display partner to brand marketers, retailers and e-commerce. Our passion, experience, technology and consumer insights move product and drive sales.

Our Mission

Our Passion Powers Your Product

Our Values

Creativity: Our ideas create Client success.

Passion: We have heart with a Customer Service attitude.

Integrity: We honor our business & planet with sustainable practices.

Responsible: We own it!

Safe: Our safe work habits protect us all.

Fun: We take our work seriously- not ourselves

SUMMARY

We are seeking an experienced and strategic Ecommerce Marketing Director to lead go-to-market strategies across our DIY ecommerce platform, BC Core subscription model, and emerging ecommerce packaging solutions. This role is instrumental in driving revenue growth through deep integration with our packaging manufacturing, fulfillment, and digital retail capabilities.

You will be responsible for identifying high-potential market segments, building and executing marketing plans, and optimizing channel performance through a combination of SEO, omnichannel marketing, and expertise in Retail Media Networks (RMNs). This position will drive innovation in how we market our DIY and subscription offerings, develop customer journeys, and leverage digital-first insights to connect physical packaging with retail digital behaviors.

JOB FUNCTION/PURPOSE

Market Strategy & Development

· Lead market research to identify target customer segments in ecommerce, subscription, and DIY packaging channels.

· Build and implement detailed marketing strategies for new markets, including entry plans, channel optimization, and promotional campaigns.

· Evaluate competitive analysis and market sizing to inform positioning and value propositions.

· Evaluate current DIY platform and analyze CRO feedback to execute prioritized list of action items.

Channel Marketing Execution

· Own the end-to-end channel strategy for DIY ecommerce and subscription packaging business.

· Drive go-to-market execution including product launch planning, channel-specific messaging, and customer acquisition programs.

· Collaborate with sales and operations teams to ensure seamless integration between digital marketing efforts and manufacturing and fulfillment processes.

Digital & Retail Media Expertise

· Leverage Retail Media Networks (e.g., Amazon, Walmart Connect, Instacart) to build co-branded campaigns with retail partners.

· Utilize first-party data and digital shelf analytics to inform campaigns and demonstrate ROI on retail activation.

· Integrate RMN insights into packaging decisions to support retailers' in-store and digital commerce goals.

SEO, Content & Performance Marketing

· Develop and execute robust SEO strategies to increase visibility and lead generation for ecommerce and subscription packaging solutions.

· Collaborate with content and creative teams to generate optimized landing pages, blog content, and educational resources for buyers.

· Implement and analyze digital campaigns, reporting on KPIs such as CAC, CTR, ROAS, and lifetime value.

· Improve funnel performance to drive conversions.

Collaboration & Cross-Functional Leadership

· Partner with Sales and Design to launch new features and offerings across the ecommerce and subscription stack.

· Work closely with the Fulfillment and Packout teams to align messaging and offerings with operational capabilities.

· Train internal stakeholders on go-to-market plans and ensure feedback loops are in place to continuously optimize the marketing engine.

EDUCATION, EXPERIENCE & COMPETENCIES

· 5+ years of experience in channel, product, or digital marketing, preferably in ecommerce, packaging, or retail technology sectors.

· Strong understanding of Retail Media Networks, ecommerce platforms (e.g., Shopify, Amazon, DTC), and first-party data strategies.

· Hands-on experience with SEO, content strategy, and analytics tools (e.g., Google Analytics, SEMrush, HubSpot, etc.).

· Experience launching marketing programs for new business models or emerging product lines.

· Strong analytical mindset with ability to translate data from GA4, GSC, etc. into actionable insights and GTM recommendations.

· Proven success working cross-functionally with creative, operations, and sales teams.

Preferred Qualifications

· Experience in the packaging or CPG industry with knowledge of supply chain, packout, or fulfillment.

· Familiarity with subscription commerce models and their unique marketing needs.

· Background in brand or channel strategy for DTC or B2B2C business models.

· Knowledge of marketing automation platforms (e.g., HubSpot, Marketo).

Core Competencies

· High ethical standards. Models and supports organization’s goals and values; adapts to changing conditions; demonstrates persistence and overcomes obstacles. Consistently conducts themselves in an honest and trustworthy manner. Does not pursue their own individual objectives to the detriment of company goals. Sets an example for others to follow. Does the right thing.

· Demonstrates energy and passion about what they do and knows how to balance work and fun. Is generally optimistic and upbeat; fun to be around. Has a strong belief and zeal for the industry, the job, and the company. Conveys energy and intensity at work with a capacity for keeping others enthusiastic and involved.

· Operates with a customer service orientation internally and externally. Works to positively build the Bay Cities brand in everything he/she does. Builds strong, positive relationships with all stakeholders.

· Acts as an owner of the business and instills that same attitude and level of action in others. Is proactive in taking responsibility for all outcomes/results and avoids ‘pointing fingers’. Helps to create and maintain a strong feeling of belonging in the immediate and overall team.

· Regularly involves others in decisions that affect their job or work environment. Demonstrates co-operation and trust with colleagues and teams across organizational boundaries. Participates as a team player and establishes strong working relationships to deliver positive results.

· Strong project management skills, including the ability to prioritize, balance, and manage multiple efforts with strong results/goal orientation. Uses time effectively, prioritizes and organizes work flow; can orchestrate multiple activities at once. Agility and personal adaptability with the ability to successfully manage multiple priorities with a high sense of urgency in a rapidly changing environment.

· Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work. Learns quickly when facing new problems; a relentless and versatile learner; open to change; strives for continuous improvement of self and processes.

· Excellent communication (oral and written) and interpersonal skills with the ability to convey information and ideas in a variety of media, tactful, confident, at all levels, internal and external. Must have strong interpersonal skills and ability to manage multiple projects in a rapidly changing environment.

OTHER

· US Persons Only (US citizens, lawful permanent residents, refugee or asylee – all require proper identification and documentation).

· Up to 10% local travel.

· Physical and Environmental Requirements: While performing the duties of this Job, the employee is regularly required to talk or hear. The employee is frequently required to stand and sit. The employee is occasionally required to walk and reach with hands and arms. The employee must occasionally lift and/or move up to 40 pounds. Specific vision abilities required by this job include close vision and color vision.

· Work environment includes front-office and manufacturing. The noise level in the work environment is usually moderate.

· Pre-Employment Verifications: Must pass background and reference checks, drug screen, and physical examination prior to employment.