Ecommerce Manager

Location: In-Office, Chicago

Reports to: Owners 

Brands: Alice & Wonder & Mini Wonder

About Alice & Wonder

Alice & Wonder is a Chicago-based lifestyle brand built around thoughtful design, storytelling, and a strong sense of place. What began as a small business has grown into a multi-channel retail brand with four brick-and-mortar locations, a growing ecommerce business, and a highly engaged community.

As we continue to grow, we’re looking for an Ecommerce Manager to take full ownership of the Alice & Wonder digital storefront and help us create an online shopping experience that is as engaging, thoughtful, and easy to shop as our physical stores.

The Role

The Ecommerce Manager will own the day-to-day management, merchandising, optimization, and performance of the Alice & Wonder website from A to Z.

This person will be responsible for ensuring our site is always current, beautifully merchandised, easy to navigate, and optimized to drive conversion and revenue.

You’ll work closely with our Creative, Marketing, Buying and Operations teams to bring product launches and campaigns to life online—from homepage creative and collection organization to product merchandising and promotional execution.

But this role isn’t just about keeping the site updated.

We’re looking for someone who is constantly asking: How can we make the customer experience better?

You’ll dig into site analytics, heat maps, customer behavior and conversion data to understand how customers are shopping, where we’re losing them, and what opportunities exist to improve the experience and drive incremental revenue.

What You’ll Own

Website Management & Merchandising

• Own the Alice & Wonder ecommerce site and ensure it is accurate, current and optimized at all times.
• Manage homepage updates, navigation, menus, landing pages, collection pages and overall site merchandising.
• Build, organize and regularly refresh product collections based on launches, seasonality, inventory, customer behavior and business priorities.
• Ensure new products are launched accurately and on time, including imagery, product information, pricing, categorization, tagging and merchandising.
• Regularly audit the website for outdated content, broken links, merchandising opportunities and customer experience issues.
• Optimize product sorting and placement to highlight best sellers, newness, high-inventory products and key business priorities.
• Ensure search, filters, recommendations and other onsite discovery tools make it easy for customers to find what they’re looking for.

Launch & Campaign Execution

• Own the ecommerce execution calendar for product launches, promotions and major brand moments.
• Partner closely with the Creative and Marketing teams to ensure all necessary website assets are briefed, created and delivered on schedule.
• Coordinate homepage banners, landing pages, collection imagery and other digital creative updates.
• Build and QA launches in advance to ensure every collection goes live accurately and on time.
• Translate larger brand campaigns into a thoughtful and cohesive onsite experience.
• Ensure the website reflects current marketing initiatives across email, SMS, social and other customer touchpoints.

Conversion Rate Optimization

• Continually evaluate the customer journey to identify opportunities to improve conversion.
• Analyze heat maps, click behavior, scroll depth and customer navigation patterns to understand how customers interact with the site.
• Identify points of friction throughout the shopping and checkout experience.
• Develop and execute A/B tests around merchandising, navigation, landing pages, product pages, calls-to-action and other site experiences.
• Make data-informed recommendations to improve conversion rate, average order value and overall ecommerce revenue.
• Balance analytics with strong visual merchandising instincts to create an experience that both performs and feels distinctly Alice & Wonder.

Analytics & Performance

• Own reporting around key ecommerce metrics including:
• Revenue
• Conversion rate
• Average order value
• Revenue per visitor
• Product and collection performance
• Site search behavior
• Bounce/engagement rates
• Cart and checkout abandonment
• Device performance
• Monitor ecommerce performance daily and identify meaningful changes, opportunities or areas of concern.
• Analyze performance by product, category, collection and campaign.
• Provide regular reporting and actionable insights to leadership.
• Partner with Buying and Planning to share digital selling insights that can inform inventory and assortment decisions.
• Establish benchmarks and goals for key site KPIs and measure progress over time.

Site Experience & Optimization

• Serve as the internal owner of our ecommerce platform and related website tools.
• Identify apps, integrations and functionality that could improve the customer experience or increase revenue.
• Work with outside developers and technical partners when larger site updates are required.
• Manage site QA across desktop and mobile.
• Prioritize mobile shopping experience and continually look for ways to make browsing and purchasing faster and easier.
• Monitor site speed, functionality and overall health and proactively address issues.
• Stay current on ecommerce trends, Shopify capabilities and DTC best practices.

What We’re Looking For

• 4–6+ years of ecommerce experience, ideally within a DTC, fashion, apparel, accessories, lifestyle or consumer retail brand.
• Strong Shopify experience; Shopify Plus experience is a plus.
• Experience owning or heavily managing a high-volume ecommerce website.
• Strong understanding of ecommerce merchandising and the customer shopping journey.
• Experience with Google Analytics/GA4 and ecommerce reporting tools.
• Experience with heat mapping and behavioral analytics platforms such as Hotjar, Lucky Orange or similar.
• Working knowledge of conversion rate optimization and A/B testing.
• Strong analytical skills with the ability to turn data into clear, actionable recommendations.
• Excellent project management and organizational skills.
• Extremely detail-oriented—you notice when something on the site isn’t right before anyone else does.
• Strong visual and merchandising instincts.
• Comfortable working cross-functionally with Creative, Marketing, Buying and Operations.
• Able to move quickly and manage multiple launches, campaigns and priorities simultaneously.
• A proactive mindset. You’re not waiting for someone to tell you the homepage needs to change—you already noticed and have a plan.

You’ll Thrive Here If

You love the intersection of creative, merchandising and data.

You can look at a homepage and think about how it feels visually—and then immediately pull the numbers to understand whether it’s actually working.

You get excited about finding small improvements that can have a meaningful impact on the business.

You’re highly organized, naturally curious and comfortable taking ownership. When something isn’t working on the website, your instinct is to figure out why and fix it.

Most importantly, you understand that our website isn’t simply a place where our products live. It’s one of our biggest stores—and you’re responsible for making that store perform.

What Success Looks Like

Within your first year, success in this role will mean:

• Product launches consistently go live accurately and on schedule.
• The website feels fresh, current and thoughtfully merchandised every day.
• Site updates are proactive rather than reactive.
• Ecommerce reporting becomes consistent and actionable.
• Customer behavior and site data regularly influence merchandising decisions.
• Conversion rate and revenue per visitor improve through ongoing testing and optimization.
• The Creative and Marketing teams have clear visibility into upcoming ecommerce needs and deadlines.
• Leadership has a clear understanding of what’s happening on the site, what’s working, what isn’t, and where the next growth opportunities are.