About Us
At Wella and Thunderbird, we are obsessed with creating delicious, energy-stoking snacks and breakfast foods that bridge the gap between better-for-you and convenience. Our products are crafted with carefully chosen ingredients celebrated for their nutritional value-nothing more, nothing less.
We develop and produce everything in-house, including roasting and grinding our nuts. Rooted in Lockhart, Texas, we grow in a way that supports the people and community that make our work possible.
Role Overview
As the E-Commerce & Amazon Growth Manager, you will own and scale both Wella and Thunderbird Bar’s E-Commerce performance: driving customer acquisition, retention, and revenue growth across our Shopify site and Amazon storefront. This role blends analytical rigor with creative strategy and hands-on execution, ideal for an entrepreneurial individual who thrives in a scrappy, data-driven environment.
Responsibilities
Direct-to-Consumer (DTC)
- Drive annual revenue and expense budget and own P&L for DTC channel
- Drive online sales growth through paid media (Meta, Google, TikTok) and owned channels (email, SMS, affiliate, loyalty)
- Manage the digital agency to achieve agreed upon KPIs
- Optimize the customer funnel: landing pages, CRO testing, onsite merchandising, checkout flow, and post-purchase retention
- Collaborate with the Creative and Operations teams to align promotions, content, and product launches
- Collaborate with Operations on sales projections and inventory management
- Collaborate with the Creative and Operations teams to maximize our customer’s order experience
- Manage analytics dashboards (GA4, Shopify, Klaviyo, Triple Whale, etc.) and report on performance KPIs and ROAS
- Co-manage the website refresh (with Brand team) and fulfillment center upgrade to create a frictionless experience from product search to order receipt for Wella and Thunderbird consumers
Amazon
- Own P&L and growth strategy for Amazon Seller Central
- Optimize listings, A+ content, SEO, and advertising campaigns (PPC and DSP)
- Manage the digital agency to achieve agreed upon KPIs
- Manage reviews, pricing integrity, and in-stock performance
- Collaborate with operations to forecast demand and maintain profitability
- Collaborate with the fulfillment team to provide an outstanding receipt and unboxing experience
- Collaborate with the CEO, Operations, and Innovation to create products and formats that surprise and delight our consumers
Cross-Channel and Inter-Departmental Responsibilities
- Develop an integrated growth roadmap linking DTC, E-Commerce, and Amazon insights
- Work closely with the retail sales team to exchange brand, competitive, and industry insights
- Monitor competitive landscape and emerging trends to identify new opportunities for innovation, new target customers, and promotional campaigns
- Manage current E-Commerce platforms and partner with leadership on channel expansion (e.g. Walmart.com, Thrive Market, Instacart)
Qualifications
- 4+ years of hands-on E-Commerce growth experience, ideally in food/beverage CPG
- Proven success scaling revenue through both DTC and Amazon channels
- Strong command of performance marketing, attribution, and merchandising
- Analytical mindset with comfort using data to inform decisions
- Excellent project management skills and a “roll-up-your-sleeves” attitude
- Experience with Shopify, Amazon Seller Central, Klaviyo, Google Ads, and Meta Ads
- Experience with Amazon FBM is a plus
- Bachelor degree in a related field
What Else Do I Need to Know?
This position is remote within the United States and reports directly to the CEO. What we offer:
- Competitive salary and performance-based bonus
- Flexible work environment (remote or hybrid)
- Chance to meaningfully shape the growth story of an emerging food brand
- Fast-paced, low-bureaucracy, roll up your sleeve culture