eCommerce & Lifecycle Marketing Manager

Description

Who we are 

Founded in 2014 and based in Asheville, North Carolina, Poppy Handcrafted Popcorn Inc is a leading gourmet popcorn company in the U.S. We sell direct-to-consumer, wholesale and Grocery retail throughout the U.S. Poppy is the fastest-growing small to mid-sized CPG company in its category and boldly pursues ambitious goals that outperform the industry. 

We believe in using only the best ingredients. We believe in spending way too much time thinking up flavor combinations and making way too many batches of popcorn to get those recipes just right. We believe in savory. And sweet. And we especially believe in savory and sweet. Simply, Poppy makes the best popcorn you will ever eat. 

We are a people first organization and offer a professionally challenging and rewarding work environment. We are looking for innovative, creative, high energy, and talented professionals that have a passion for growing strong brands and products, thriving in an entrepreneurial environment, and building and leading fun, high-performing teams. 

Location 

Asheville, NC – Hybrid Role. A balance of in-person and virtual work. Hybrid employees work from our Asheville headquarters at least 3 days a week. 

Position Description 

The E-Commerce & Lifecycle Marketing Manager will drive the performance of Poppy’s digital storefronts (Shopify, Amazon, and others) while also owning the customer lifecycle strategy across email, SMS, and loyalty. This role will be responsible for managing the daily operations of the site, including lifecycle marketing, delivering and leading technical product roadmap, and merchandising enhancements to drive conversion, retention and revenue growth. We are seeking someone who is detail-oriented and consumer journey obsessed. 

This role blends strategic thinking with hands-on execution across e-commerce management, website optimization, customer segmentation, email flows, promotional planning, and analytics. You will work cross-functionally with Marketing, Creative, Customer Service and Operations teams to deliver a seamless, high-performing digital experience that reflects the Company’s brand values and business goals. 

Responsibilities 

Ecommerce Strategy & Website Management 

· Oversee and execute a holistic sales strategy across Shopify and Amazon. 

· Manage and update Shopify+, optimizing for conversion rates, AOV, and customer acquisition costs while also ensuring a premium, consistent brand experience across devices. 

· Oversee content updates, seasonal merchandising, promotions and cross-sell, and product launches within Shopify’s CMS and app ecosystem. 

· Implement promotions, landing pages, and site navigation updates in collaboration with internal and external teams. 

Conversion Rate Optimization (CRO) 

· Lead A/B testing initiatives and implement data-driven improvements to enhance the customer journey to improve funnel metrics, AOV and LTV. 

· Identify and resolve UX friction points to boost site performance and conversions. 

· Apply rigorous QA practices to ensure visual and functional consistency across platforms. 

· Collaborate with external partners for paid media, SEO, SMS and tech stack management as needed. 

Lifecycle Marketing & Retention 

· Own strategy and execution of email and SMS marketing via Klaviyo. 

· Optimize automated flows (welcome, cart abandonment, post-purchase, winback, etc.). 

· Develop segmentation strategies to increase personalization and engagement. 

· A/B test subject lines, creative, send times, and CTAs to improve performance.

· Manage customer retention initiatives, including loyalty programs, subscription models, and opportunities for surprise & delight. 

· Collaborate with creative to produce high-performing campaign content and promotions. 

Technical & Analytical Execution 

· Light touch HTML, CSS, and Liquid coding experience to make front-end updates and resolve site issues quickly. 

· Manage and oversee developers and vendors on new integrations, apps, and optimizations. 

· Track key performance metrics, prepare site reports, and analyze conversion, cohort and basket trends to inform strategy. 

Customer Experience & Copywriting 

· Obsess over the customer journey, striving to reduce friction and deliver 

value at every touchpoint. 

· Craft concise, persuasive, on-brand copy for product descriptions, promotions, and landing pages in partnership with the Marketing / Creative team. 

· Own site QA—ensuring content accuracy, pricing integrity, and a polished user experience. 

Key Metrics: 

· Revenue per session 

· Conversion rate and funnel metrics 

· Repeat Rate 

· Average order value (AOV) 

· Lifetime value (CLV), including Subscription revenue 

· LTV 

· Email performance metrics 

Requirements

Qualifications 

· 3–6 years of hands-on experience managing Shopify / Shopify Plus sites, including Klaviyo and Recharge, with preference for CPG experience in food or natural products

· High attention to detail and strong organizational skills - fully aware that every typo or misrepresentation can hurt our brand reputation and sales funnel 

· Proficient in Shopify CMS, with working knowledge of Liquid, HTML, and CSS 

· Demonstrated track record of driving CRO strategies and improving conversion metrics 

· Strong understanding of customer journeys, segmentation and retention strategy 

· Strong analytical and reporting skills—comfortable with Shopify Analytics, GA4, and Excel/Sheets 

· Excellent copywriting and marketing judgment—able to produce short clean, brand-aligned copy that converts, in conjunction with the creative team 

· Understanding of SEO or UX best practices 

What We Offer 

· Competitive hourly pay or salary, depending on experience 

· Employer Subsidized Health Insurance Plans 

· Voluntary Supplemental Coverage Options 

· PTO and paid holidays 

· Fun, collaborative and values-driven work environment 

· Fabulous popcorn perks! 

Reports To 

Fractional CMO 

Collaborates With 

Marketing, Sales, Ops, Customer Service 

Direct Reports 

None 

Classification 

This position is full-time, exempt 

Estimated Weekly Hours 

40+ hrs, Monday - Friday 

Physical Requirements

Must be able to sit for extended periods, use standard office equipment and occasionally stand, walk or lift up to 20 lbs when handling product samples or light shipping materials.