eCommerce Manager OR Director - Boulder - Creative Alignments

Description

American Outdoor Products is hiring an eCommerce Sales Manager OR Director to lead digital growth for our two iconic heritage brands: Backpacker's Pantry & Astronaut Foods. You will have the autonomy to drive revenue and own the technical roadmap, from optimizing Amazon Seller Central to scaling our Direct-to-Consumer (DTC) channels on Shopify. If you are a data-driven leader who values ownership and precision, join our Boulder-based team and help us scale two of the most iconic brands in the outdoor and specialty food space.
American Outdoor Products - Astronaut Foods & Backpacker's Pantry
Backpacker's Pantry, founded in 1951, creates gourmet freeze-dried meals that fuel unforgettable outdoor adventures. Astronaut Foods, established in 1974, brings the thrill of space exploration to life with fun, freeze-dried snacks.
Based in Boulder, Colorado, both brands are united by a passion for innovation, adventure, and exceptional food. We are committed to delivering high-quality, sustainable products that inspire curiosity, exploration, and discovery. Together, we are building a legacy of creativity and excellence in the specialty food space.
What You Will Do
As the eCommerce Sales Manager or Director, you are the ultimate stakeholder for our digital revenue. While you will oversee our Amazon presence, your primary mandate is the strategic evolution and aggressive scaling of our Direct-to-Consumer (DTC) channels. You will treat our digital ecosystem as a product to be optimized, ensuring our technical infrastructure and marketing funnels are world-class.
While this role oversees total digital growth, including our Amazon presence, the primary strategic focus is the aggressive growth and technical optimization of our Direct-to-Consumer (DTC) channels for 2 brands: Backpacker's Pantry and Astronaut Foods. We are looking for a Shopify & Klaviyo expert who views our owned websites as the heartbeat of the brands.
Direct-to-Consumer (DTC):

• Define and execute the overarching eCommerce roadmap & strategy, aligning digital initiatives with global brand goals and bottom-line profitability.
• Own the Shopify ecosystem for both brands, serving as the technical lead for site architecture, UI/UX enhancements, and conversion rate optimization (CRO).
• Architect the email/SMS strategy (Klaviyo), transforming one-time buyers into lifelong brand advocates through sophisticated segmentation and automation.
• Oversee performance marketing - paid media (Google, Meta) and SEO initiatives in collaboration with external partners, ensuring every dollar spent is optimized for ROAS and CAC.
• Analyze and optimize website performance, including traffic, conversion rates, and customer behavior, using tools like Google Analytics.
• Develop seasonal and annual online marketing calendars in collaboration with Sales and Marketing teams.
• Build and maintain eCommerce technology infrastructure to support specific initiatives.
• Monitor customer reviews, ratings, and post-purchase feedback to identify opportunities for improvement in the customer journey.
• Identify and launch high-impact programs, including subscription models, loyalty ecosystems, and strategic product bundling.

Amazon Channel Management:

• Own all Amazon Seller Central operations, driving growth through data-driven strategies and execution.
• Develop and achieve Amazon-specific revenue goals, leveraging sales forecasts and key performance metrics.
• Monitor market share, competitor performance, and shopper trends to identify opportunities for differentiation and growth.
• Optimize Amazon product listings, storefront pages, and A+ Content to maximize conversions, collaborating with Marketing to create creative assets.
• Implement keyword strategies, SEO optimizations, and content updates to boost organic rankings.
• Manage Amazon Paid Media campaigns in collaboration with third-party partners, ensuring ROI and brand visibility.
• Monitor and enforce MAP compliance, addressing unauthorized sellers and minimizing violations.
• Execute Amazon-specific experiments such as A/B testing to optimize content, listings, and advertising strategies.

General eCommerce Oversight:

• Develop systems and processes for efficient order fulfillment and customer service.
• Track and report on eCommerce performance, sharing insights with leadership and collaborating on actionable strategies.
• Stay informed about emerging eCommerce trends and technologies to keep both brands competitive and innovative.

Who You Are
You are a strategist with a builder's mindset. You don't wait for a playbook; you write it. You value precision and high-level accountability, preferring to dive into the data to find the "why" behind the "what." You are comfortable operating as a "department of one" when necessary, but you have the professional maturity to lead external partners and influence internal stakeholders.
Qualifications:

• A minimum of 5 years of experience in eCommerce, ideally in the specialty food or outdoor industry.
• High school diploma required; college degree preferred.
• Deep understanding of Amazon Seller Central, Shopify, Klaviyo, and other eCommerce applications, software, and platforms.
• Understanding of computer languages (Liquid, HTML/CSS, JavaScript, SQL) not required but a plus
• Strong analytical and problem-solving skills, with a proven ability to leverage data to inform decisions.
• Knowledge of online advertising platforms, including Google Ads, Meta, and Amazon Ads.
• Competitive drive to meet and exceed revenue goals.
• Ability to work from our Boulder office four days per week (Tues-Fri)

Benefits
The total compensation for this position, including base salary and target variable compensation, is $120,000 - $160,000 annually.

• Medical, dental, and vision insurance.
• Unlimited paid time off.
• Paid holidays.
• 401(K) retirement plan.
• Employee profit-sharing program.
• Product stipend and access to industry deals.