Marketing Lead – eCommerce Growth & Brand (Full-Time, McKinney Texas – DFW Area)

Marketing Lead eCommerce Growth & Brand (Full-Time Hybrid DFW Area)**
Location: DallasFort Worth / McKinney TX (Remote/Hybrid MUST be local to the McKinney area of DFW)
Department: Marketing & Growth
Reports To: CMO

Herbal Goodness is a fast-growing natural wellness and herbal supplements brand serving customers across multiple channels including Shopify Amazon Walmart GNC wholesale partners and retail. We are expanding our leadership team and seeking a superb highly experienced Marketing Lead who can own our digital growth brand excellence and multi-channel content strategy end-to-end.

This role requires a strategic hands-on marketer with deep experience in consumer eCommerce (CPG wellness beauty food/beverage preferred). You must bring a strong combination of creative vision analytical thinking operational discipline and brand leadership.

ROLE SUMMARY

The Senior Marketing Lead owns the entire eCommerce growth engine and the Herbal Goodness brand presence across all channels. This includes Shopify revenue email marketing SEO organic social brand voice content PR and cross-functional campaign execution.

You will act as the hub of the marketing teamworking closely with paid media agencies the social media team content creators and freelance designers.

This is a high-impact leadership position with full responsibility for revenue-driving marketing initiatives.

KEY RESPONSIBILITIES

1. eCommerce Growth Marketing Lead (Shopify Marketplaces)

• Own Shopify P&L revenue targets growth KPIs and funnel performance.
• Analyze data on marketing channel performance.
• Manage the full marketing funnel from awareness acquisition conversion retention.
• Drive organic traffic growth across all channels (SEO blog social email).
• Oversee on-site merchandising collections upsells cross-sells bundles and AOV strategies.
• Analyze conversion rate landing pages product pages site UX and run CRO experiments.
• Own the marketplace strategy for Amazon Walmart Marketplace (in collaboration with channel managers).
  

2. SEO & Website Performance (Technical Strategic)

• Serve as the Technical SEO Owner for Herbal Goodness.
• Resolve:
  • slow site speed
  • broken links
  • indexing issues
  • redirects
  • 404 issues
  • app conflicts
• Lead keyword strategy structured data product listing optimization and link-building initiatives.
• Own Google Search Console SEMRush/Ahrefs and site health score improvement.
  
  

3. Email Marketing (Klaviyo Expert Preferred)

• Create and optimize email flows campaigns automations and segmentation.
• Build high-performing winback welcome upsell and loyalty flows.
• Make data-driven decisions using open rates flows revenue benchmarks and A/B tests.
• Work with social and creative teams to ensure cohesive messaging and brand voice.
  
  

4. Social Media Strategy & Leadership

• Build and own the social strategy across Instagram TikTok and LinkedIn.
• Partner with the Social Media & PR Intern to execute campaigns launches and storytelling.
• Maintain tight brand voice and narrative consistency across all channels.
  
  

5. Brand & Creative Leadership

• Own the Herbal Goodness brand guidelines end-to-end voice tone visual identity messaging narrative packaging consistency.
• Lead the creation of all content across the website social email and PR.
• Guide the creative direction of product photography videos design assets and storytelling.
• Ensure our brand shows up as premium yet approachable consistent across every channel.
  
  

6. Graphics & Creative Production

• Create high-quality graphics using Canva or similar tools (banners ads web creatives email graphics).
• Manage freelance graphic designers for larger or more complex design projects.
• Serve as internal creative reviewer ensuring design excellence and brand cohesion.
  
  

7. Cross-Functional Leadership

Work closely with:

• Paid media agencies (Meta/Google) to provide creatives and funnel alignment.
• Social Media Manager & Community Manager to deliver consistent content and messaging.
• Freelance designers for big projects and high-skill design.
• Sales operations and product development for launches promotions bundles and brand initiatives.
  
  

QUALIFICATIONS

Required:

• 510 years of experience inB2C eCommerce marketing ideally in CPG beauty supplements or wellness.
• Proven track record in managing and scaling a Shopify brand.
• Deep experience with technical SEO site performance CRO and funnel analytics.
• Expert-level skill in email marketing (Klaviyo Mailchimp or similar).
• Strong ability to create graphics banners and marketing assets (Canva or Adobe Suite).
• Experience managing freelancers or agencies.
• Excellent writing skills with mastery of brand voice and storytelling.
• Strong project management and organizational skills.
• Must be local to DFW (Dallas / McKinney area).
  
  

Preferred:

• Experience in supplements wellness herbal products or nutraceuticals.
• Understanding of Amazon Walmart Marketplace and multi-channel brand consistency.
• Data-driven mindset with strong analytical skills.
  
  

KEY COMPETENCIES

• Strategic thinker with hands-on execution ability
• Excellent design eye and taste level
• Strong communicator with leadership presence
• Creative innovative and solutions-oriented
• Highly organized and reliable
• Capable of managing multiple workstreams at once
• Passionate about health wellness and consumer brands
  
  

WHAT WE OFFER

• Opportunity to lead marketing for a rapidly growing national wellness brand
• Full creative ownership and brand-building authority
• Collaborative mission-driven team culture
• Competitive compensation and performance-based opportunities

Required Experience:

Senior IC