The Opportunity:
The Senior Manager, E-commerce is a strategic and analytical digital leader responsible for driving revenue growth, conversion, and profit performance for American Girl鈥檚 E-commerce business.
This role serves as the central business owner for AG.com, ensuring that all cross-functional partners including Digital Product, UX/UI, Merchandising, Marketing, and IT are aligned to deliver exceptional online experiences and commercial outcomes.
While the role does not directly manage these functions or have direct reports, it requires strong influence, data-driven decision-making, and a deep understanding of the levers that impact online performance.
What Your Impact Will Be:
E-commerce Business Ownership
- Serve as the day-to-day business lead for AG.com performance, accountable for revenue, conversion rate, average order value (AOV), traffic, and customer engagement.
- Develop and execute strategies to improve site conversion and retention in partnership with Marketing, Product, and Merchandising.
- Partner cross-functionally to align promotional calendars, inventory priorities, and digital experience updates to financial goals.
- Use data and insights to identify trends, risks, and opportunities and recommend actions to improve results.
Performance & Analytics
- Own E-commerce KPI tracking and reporting, including traffic, conversion rate, AOV, ROAS, CAC, repeat purchase rate, and bounce rate.
- Translate analytics into actionable insights that drive incremental revenue and customer engagement.
- Collaborate with Analytics, Finance, and Commercial teams to measure SKU productivity, promotional impact, and profitability.
- Develop regular reporting for leadership that summarizes digital performance against plan.
Cross-Functional Leadership & Collaboration
- Partner closely with Merchandising to ensure online assortments, pricing, and availability align with category strategies.
- Collaborate with Digital Product and UX/UI to prioritize site enhancements and A/B testing based on business needs.
- Work with Marketing and CRM teams to improve acquisition, retention, and conversion through campaigns, content, and personalization.
- Coordinate with IT and Operations on site stability, launches, and digital enablement.
Execution & Continuous Improvement
- Lead weekly business reviews focused on site performance, key metrics, and upcoming initiatives.
- Partner with internal stakeholders and external vendors to ensure campaigns and site updates execute flawlessly.
- Identify process improvements that enhance agility, reporting, and collaboration between cross-functional teams.