Director of E-Commerce & Digital Marketing
No description available for this Company.
Reports To: VP of Marketing
Located: NYC HQ (Flatiron) - Office-based
Status: Exempt - Full Time
About the Role
Rafar Brands is seeking a strategic, results-driven Director of E-commerce & Digital Marketing to lead digital growth, online sales, and performance marketing for two iconic intimates brands: Hanky Panky and Cosabella.
This is an exciting opportunity to shape the digital future of two established brands within a growing organization. With ownership of the Direct-to-Consumer e-commerce business and Amazon marketplace performance, this leader will play a critical role in accelerating revenue growth, expanding customer acquisition, strengthening customer retention, and driving profitability.
Reporting to the VP of Marketing, the Director will develop and execute comprehensive e-commerce and digital marketing strategies across both brands, leveraging data-driven insights, performance marketing, digital merchandising, and customer experience optimization.
The ideal candidate combines strategic thinking with hands-on execution, thrives in an entrepreneurial environment, and is energized by the opportunity to build, optimize, and scale digital businesses. This role works closely with internal marketing, merchandising, creative, and operations teams, as well as external agency partners, to deliver measurable business results.
Key Responsibilities
Manage Direct-to-Consumer (DTC) E-Commerce (hankypanky.com and cosabella.com)
- Manage the DTC P&L, driving revenue growth and profitability.
- Develop and execute DTC e-commerce strategies, budgets, promotional calendars, and roadmaps aligned to brand objectives and growth targets.
- Oversee the end-to-end site experience including functionality, digital merchandising, checkout, delivery and customer service.
- Provide guidance to customer service representative and escalate operational issues as needed.
- Partner with third-party-logistics (3PL) and operations teams to ensure that packages are delivered as promised.
Oversee Performance Marketing Initiatives
- Create and execute a full-funnel digital marketing strategy that drives profitable customer acquisition and retention.
- Partner with agencies to execute a coordinated marketing plan, including paid media, affiliate marketing, email marketing, and loyalty programs.
- Track key performance indicators (KPIs) and generate data-driven reports to analyze and improve performance metrics.
- Partner with creative, marketing, and merchandising teams to ensure that brand and product stories are communicated seamlessly across consumer touchpoints and optimized for performance.
Manage Amazon Storefront
- Ensure brand identity and product messaging are accurately represented across Amazon storefronts and A+ Content detail pages.
- Partner with merchandising to ensure DTC and Amazon have complementary growth strategies and product offerings.
- Manage marketing agency partners and promotional calendars to drive profitable sales.
- Oversee affiliate marketing initiatives for both DTC and Amazon.
- Partner with operations teams to ensure appropriate inventory levels, particularly during high-traffic sales periods.
Data & Reporting
- Analyze e-commerce and digital marketing performance data to identify trends, insights, and growth opportunities.
- Review and leverage technology platforms and reporting tools to improve efficiency, speed and accuracy
- Ensure data accuracy and prepare weekly and monthly performance reports for executive leadership.
Qualifications
- 8+ years of experience in digital marketing, paid media and Direct-to-Consumer e-commerce, preferably within the intimates, apparel, or fashion industry.
- Retail e-commerce and Amazon marketplace experience preferred.
- Positive attitude with a proactive, solutions-oriented approach.
- Strong analytical skills with a passion for data, performance metrics, and business insights.
- Entrepreneurial mindset with a drive to innovate, challenge the status quo, and identify new growth opportunities.
About the Company
Rafar Brands, the brand division of Rafar Group, operates Hanky Panky and Cosabella, two iconic intimates brands recently acquired by Crown Brands Group. Hanky Panky, home of the iconic World’s Most Comfortable Thong®, and Cosabella, an Italian luxury lingerie brand, give the portfolio a clear leadership position in premium intimates.
Backed by Rafar Group’s more than 70 years of experience in the intimate apparel industry, Rafar Brands is focused on growing and developing these iconic brands across DTC, wholesale, and international markets.
The Rafar Group is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, disability, genetic information, marital status, citizenship, veteran status, or any other characteristic protected by federal, state, or local law.
We are not accepting inquiries or candidate submissions from recruiting agencies.
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