ECommerce Digital Product Associate

About Beauty Industry Group Founded in 2004, Beauty Industry Group (BIG) is both a pioneer and leader in the hair solutions industry. As a category creator in the hair extension space, BIG continues to set the standard of excellence with its innovative portfolio of brands, rapidly expanding global footprint and award-winning company culture.

About the Position

The eCommerce Associate, Digital Product will support the near and long term, profitable growth of our Direct-to-Stylist and Direct-to-Consumer business across a portfolio of three brands. This role will bridge the communication from brand/marketing teams to development teams in prioritization of sprints based on business needs. To be successful in this role you will need to balance a data-driven approach with high EQ, taking an entrepreneurial approach to defining eCommerce strategy.

You will have a strong understanding of both the art and science of eCommerce, collaborating closely with cross-functional teams to ensure that products are customer-centric, data-driven, and aligned with our strategic pillars and business goals. You stay current with emerging AI and automation tools and actively apply them to scale your impact across research, documentation, and execution. You are humble, inclusive, courageous, growth-minded and passionate about the consumer journey.

This role is hybrid to our Los Angeles office. Responsibilities eCommerce Strategy and Growth Planning Drive the eCommerce Roadmap across three brands, in partnership with the eCommerce Senior Manager, Digital Product, proactively identifying growth opportunities to convert qualified traffic volume, optimize new and returning consumer journeys to ultimately increase eCommerce revenue and profitability, balancing short-term tactical goals with long-term strategic initiatives.

Own the KPIs of your backlog and be comfortable defending the ROI of every decision you make. This person will support eCommerce revenue, CRO, SEO, UX, Consumer Journey planning, website merchandising, promotional execution & reporting in-conjunction with Brand, IT and other cross-functional teams, across both B2B (Direct-to-Stylist) and B2C (Direct-to-Consumer) storefronts. Drive the eCommerce planning across various teams [brand/marketing, eCommerce and IT/Dev, building project plans, drafting user stories, reviewing deliverables, managing and owning sprint priorities and escalate appropriate risks and issues to streamline business needs to the development teams.

Direct and manage the daily workflow of all eCommerce campaigns, including proposal development, campaign activation & maintenance, and post-launch recaps alongside Site Merchandising. Support project management processes and practices and ensure that they are followed by cross functional teams. Evaluate and pilot AI-powered commerce capabilities (e.g., personalization, intelligent on-site search, conversational shopping, generative content, AI-assisted product discovery) to drive incremental conversion, AOV, and customer engagement.

Consumer Journey Planning Alongside Brands, influence and provide insights for customer content planning, development, and analysis by sourcing existing or creating new content, exploring levers/opportunities by audience segment, gathering, and publishing learnings, recommending next steps, and identifying opportunities for scalability. Builds and maintains deep understanding of customer journey, ensuring we have seamless experiences across owned properties, inclusive of mobile and desktop, and across B2B and B2C touchpoints.

Explores and defines eCommerce tactics to influence customer behavior and build brand advocacy through our website. Partner with personalization, search, and merchandising platforms (e.g., Nosto, Shopify Markets) to deliver segment-specific content, product recommendations, and localized experiences. eCommerce Testing & Reporting Drive and own a hypothesis- and data-driven A|B testing methodology that can scale across digital properties.

Gather, analyze, and apply insights from cross-functional feedback, test & learn performance, and industry trends to inform overall strategy and plans, leveraging AI tools to accelerate hypothesis generation, competitive scans, and post-test analysis. Responsible for the implementation and management of 3rd party website optimization tools like heatmaps, landing page testing, CRO and SEO. Build and maintain use cases, roadmaps and product feature documentation relating to acquisition needs; share vision and plans with stakeholders, resolve dependencies, and make prioritization decisions.

Develop and manage a holistic eCommerce KPI dashboard relating to eCommerce performance, new & returning customer KPIs and analytics to generate actionable insights on an ongoing basis. Monitor site performance, Core Web Vitals, and mobile experience metrics, partnering with engineering to prioritize remediation and maintain a high-performing storefront. Develop and manage bottom’s up eCommerce forecasting by channel to identify risks and opportunities in sales and revenue.

Stakeholder Management Collaborate with BIG business and functional partners and technology leadership in specifying requirements and create continuous feedback loops., using AI tools where appropriate to accelerate ticket writing, requirement drafting, and stakeholder communication. Indirectly lead by influence with cross-functional teams including product managers, engineers, brand marketing, creative, site merchandising, and data analysts to ensure seamless execution of product initiatives.

Foster a culture of innovation, collaboration, and continuous improvement. Partner with the in-house Product and Software Engineering teams to drive feature enhancements, user experience (UX) optimization, and connectivity with internal and external Mar-Tech solutions. Streamline and prioritize all needs and brand/marketing front development tasks and code release sprints to the engineering team.