Director of Ecommerce & Marketing

Calyan is a give-back candle company on a mission to become the top 100% soy candle brand in the United States. Known for our reliable products, “surprise and delight” customer service, and commitment to funding the fight against human trafficking, we have experienced remarkable growth since our founding in 2017.

We are seeking a strategic, data-driven Director of Ecommerce & Marketing to lead our direct-to-consumer (DTC) growth strategy while overseeing the company's marketing strategy. This leader will own the company's DTC performance through revenue growth, conversion optimization, customer retention, and channel strategy, while ensuring our marketing efforts support sustainable, profitable growth.

The ideal candidate has successfully grown a DTC ecommerce business, understands how to scale revenue without relying on constant discounts, and knows how to hold agencies accountable through data rather than assumptions. This role requires someone who can think strategically, execute with excellence, and lead a small marketing team while partnering closely with company leadership.

Core Responsibilities:

• E-Commerce Channel Management (DTC Website)

• Amazon Channel Oversight & Agency Accountability

• Marketing Strategy & Brand Management

• Paid Advertising & Media Budget Management

• Performance Measurement, Reporting & Operating Cadence

Duties:

E-Commerce Management (Website)

• Own the direct-to-consumer website sales channel end to end — revenue performance, merchandising, product assortment, pricing execution, and site experience.

• Own conversion rate optimization: monitor site conversion rate as a leading indicator, form hypotheses, run structured tests (site experience, landing pages, promo depth, checkout), and drive measurable improvement.

• Set and execute the ecommerce sales strategy and promotional calendar, including peak-season planning (Black Friday/Cyber Monday and holiday) and promo-depth decisions balanced against margin.

• Ensure the website is engaging, on-brand, accurate, fast-loading, and SEO-rich; make changes directly and manage outsourced partners on larger development work.

• Manage social commerce storefronts (Facebook, Instagram, TikTok Shop).

• Own email and SMS revenue strategy — campaign calendar, automated flows, list growth, and segmentation — executed through the Marketing Manager.

• Build the monthly ecommerce demand plan and collaborate with procurement and operations on inventory availability; communicate out-of-stocks and adjust site assortment accordingly.

• Develop the online customer experience, including an unboxing experience that tells the brand story.

Amazon Channel Oversight

• Oversee the Amazon channel, which is run day to day by an external agency partner: track performance against goals and prepare for and participate in monthly agency business reviews alongside company leadership.

• Hold the agency accountable — pressure-test performance claims, separate agency-driven results from company-driven brand demand, and push for attribution clarity before crediting results.

• Audit the Amazon storefront and product listings for brand accuracy, marketing copy, imagery, and pricing.

• Coordinate with operations on marketplace inventory health to protect listing velocity and avoid stockout-driven ranking losses.

Marketing Strategy & Brand Management

• Set marketing strategy and budgets to match overall company strategy.

• Lead, develop, and manage the marketing team — weekly 1-on-1s, priority setting, and review of all outbound email, SMS, mailer, and social content for quality, timing, and brand alignment.

• Own brand custody: protect and elevate a premium, national-caliber brand identity across every channel and touchpoint; keep the brand book current.

• Manage social media, email marketing, mailers, PR, promotions, website content, and special partnerships.

• Ensure a consistent flow of new and necessary marketing collateral for all sales channels, including the annual wholesale catalog and tradeshow assets.

• Oversee content creation (photography, video, blog) with outsourced partners and the Marketing Manager; plan and execute photoshoots to support upcoming content needs.

• Oversee strategic influencer partnerships and coordinate special partnerships with other brands to grow email lists, social following, and site traffic.

• Run public relations: consistent media outreach, press releases, and podcast placements; uphold nonprofit partners’ marketing commitments.

Paid Advertising & Media Budget Management

• Own the paid media budget across paid search, paid social, and streaming/CTV; allocate spend by performance, not habit.

• Manage external paid media and CTV agency partners: campaign strategy, creative direction, and weekly performance audits; hold partners to defined performance gates before scaling spend.

• Create and launch ad campaigns on social platforms and online sales channels; audit all active ads weekly for return, budget pacing, and alignment with current marketing strategy.

• Manage streaming/CTV advertising — creative development, campaign management, and budget — and require real measurement: performance dashboards and periodic incrementality testing rather than platform-reported claims.

Performance Measurement, Reporting & Operating Cadence

• Track department KPIs in a weekly and monthly scorecard — leading indicators first: sessions, conversion rate, average order value, channel-attributed return on ad spend, blended marketing efficiency (total ecommerce revenue against total ad spend), and email engagement.

• Treat platform-reported metrics with healthy skepticism: triangulate ad platform claims against actual store revenue before making budget decisions.

• Audit quarterly ecommerce sales goals against the demand plan and forecast; build the annual sales and marketing strategy, marketing budget, and promotional calendar in collaboration with company leadership.

• Operate within the company’s EOS (Entrepreneurial Operating System) cadence: own 90-day rocks, run the weekly department meeting, keep scorecards current, and maintain department SOPs.

Qualifications

Required:

• 5+ years of ecommerce leadership experience with ownership of a direct-to-consumer business, including P&L responsibility.
• Demonstrated success growing ecommerce revenue through improvements in conversion, retention, customer experience, and channel strategy.
• Experience managing ecommerce platforms such as Shopify, including merchandising, promotional strategy, and website optimization.
• Strong understanding of Amazon as a sales channel, with experience managing or overseeing agency partners and evaluating marketplace performance.
• Experience leading and holding external marketing agencies accountable through data-driven performance reviews.
• Proven ability to analyze business performance, interpret KPIs, and make strategic decisions based on financial and operational data.
• Experience leading, coaching, and developing marketing or ecommerce team members.
• Excellent communication, project management, and organizational skills.
• Self-starter with a high level of ownership, initiative, and accountability.

Preferred:

• Experience helping scale a consumer brand from early-stage growth (approximately $1M in revenue) to $5M+ through sustainable ecommerce strategies.
• Experience with Shopify, Klaviyo, Meta Ads, Google Ads, GA4, and other ecommerce analytics platforms.
• Strong background in conversion rate optimization (CRO), customer retention, and lifecycle marketing.
• Consumer packaged goods (CPG) experience.
• Experience operating within an EOS (Entrepreneurial Operating System) environment.

Hours:

• 40 hours/week

• Hybrid role based in DFW area. Position will begin onsite at our Arlington, TX facility to build relationships with the team and business. A hybrid schedule is available once established in the role.

Starting Salary:

• $100,000 – 135,000

• Compensation will be based on experience level

Benefits:

• Unlimited PTO

• 10 paid holidays

• 401K Plan – Available after 3 months

• Health, Dental, Vision Benefits - 60% company / 40% employee split (available on the first of the month after start date)

• Profit Sharing Plan

• Employee discount of 50% and Pay Day Breakfasts