Director of E-commerce Marketing

Director of E-Commerce

About NIRA

NIRA is revolutionizing the skincare industry by pioneering professional-grade, at-home devices that deliver clinically proven results with zero or minimal side effects, exceptional value, and an effortless user experience. We're not just building products—we're creating a new category in beauty and wellness, empowering people to achieve transformative skin health from the comfort of home. NIRA builds the most advanced handheld Class II medical lasers in the world and performs its own clinical studies to optimize the product performance and the customer experience. Backed by a commitment to efficacy, transparency, and innovation, we've earned the trust of over 100,000 customers and are poised for explosive growth in the e-commerce space. Our mission is clear: to make advanced professional-grade skincare accessible, effective, and enjoyable for everyone.

About the Director of E-Commerce

In this pivotal role, you'll be the driving force behind NIRA's digital revenue engine, owning the entire e-commerce ecosystem from strategy to execution. You'll collaborate closely with the CEO, Board of Directors and leadership team to scale our online presence, optimize the customer journey, and build a world-class e-commerce marketing team that propels us to category leadership.

You'll dive deep into our brand's digital landscape, diagnosing growth opportunities, crafting data-driven strategies, and implementing scalable systems that drive acquisition, retention, and lifetime value. This position combines high-level strategic vision with hands-on operational expertise—you'll act as both architect and builder, ensuring every touchpoint from site UX to paid campaigns delivers exceptional results.

Beyond day-to-day leadership, you'll shape NIRA's future by building a marketing team, mentoring emerging talent, refining our marketing playbooks, and spearheading innovative initiatives that keep us ahead in the competitive beauty and wellness market. This is a role for a proven leader who thrives on impact, innovation, and results—someone ready to turn ambitious goals into reality.

If you're driven by the thrill of building something extraordinary, mastering complex challenges, and creating wealth through equity in a high-growth company, this is your opportunity to lead NIRA's next chapter and do the most meaningful work of your career.

Responsibilities

• Own and scale NIRA's e-commerce operations, including UX/UI optimization, A/B testing, merchandising, and site performance to create a seamless, high-converting customer experience
• Partner with the CEO to define and execute brand growth strategies, leveraging market insights, competitive benchmarking, and best practices to drive digital revenue
• Lead product marketing efforts, shaping positioning, messaging, and launches across digital channels, while overseeing social media, PR, content creation, and customer insights
• Build and manage CRM and retention programs, including email, SMS, loyalty initiatives, and personalized engagement strategies to maximize customer lifetime value
• Drive customer acquisition through paid media, affiliates, influencers, SEO, AI optimization, display ads, and remarketing, focusing on ROI-positive, scalable campaigns
• Champion data analytics and funnel optimization, using tools like Google Analytics, Shopify dashboards, and heatmapping to inform decisions and boost conversion rates
• Oversee creative teams—designers, copywriters, photographers, and videographers—ensuring all assets align with NIRA's premium brand standards
• Manage e-commerce platform oversight, including daily performance, speed enhancements, stability, and integrations with inventory and fulfillment systems
• Foster cross-functional collaboration with product, design, tech, operations, and external partners to execute campaigns, site updates, and new product rollouts
• Stay ahead of e-commerce trends, beauty industry shifts, and emerging technologies to innovate and maintain NIRA's competitive edge
• Build and mentor a high-performing e-commerce team, determining resource needs (internal vs. external) and developing talent for long-term success
• Model NIRA's core values in every interaction, fostering a culture of integrity, innovation, and excellence

Requirements

• Bachelor's degree in Business, Marketing, or a related field; advanced degree a plus
• 8+ years in e-commerce or digital marketing, with a proven track record of scaling online revenue, ideally in beauty, skincare, wellness, or consumer tech
• Experience leading or building high-performing teams through rapid growth phases, including hiring, mentoring, and performance management
• Deep expertise across key e-commerce disciplines, including:
• Platform analytical tool mastery (e.g., Shopify, Meta, Google ads, Klaviyo, Grin, Impact, Attentive)
• Managing paid acquisition campaigns on platforms like Meta, Google, TikTok, and Pinterest (with budgets of $100K+ monthly)
• Optimizing funnels, conversion rates, and key metrics such as CAC, LTV, ROAS, and AOV
• SEO, content strategy, affiliate programs, and influencer partnerships for sustainable growth
• CRM and retention tactics, including segmentation, automation, and personalization
• Exceptional leadership and communication skills, with the ability to present strategies to executives, inspire teams, and build trust with stakeholders
• Strong analytical mindset, with proficiency in data-driven decision-making, A/B testing, and performance forecasting
• Entrepreneurial spirit: creative problem-solver who thrives in fast-paced environments, executes with precision, and adapts to evolving priorities
• High emotional intelligence, with a collaborative approach to cross-functional work and vendor management

Results

• Achieve explosive e-commerce growth, targeting 1.5-3x annual revenue increases through optimized strategies and team execution
• Maintain exceptional customer metrics, including NPS of 85%+ and repeat purchase rates exceeding industry benchmarks
• Build scalable systems that generate predictable acquisition and retention, delivering an average 30%+ improvement in key KPIs like conversion and LTV
• Launch innovative campaigns and features that position NIRA as a leader in at-home skincare, driving viral word-of-mouth and referrals
• Develop internal playbooks and frameworks that elevate the team's capabilities and support long-term company success
• Mentor talent to create a pipeline of future leaders, strengthening NIRA's culture of high performance and innovation
• Uphold and embody NIRA's core values, contributing to a workplace where integrity, teamwork, and excellence thrive

Location

• Derry, NH on-site or hybrid or remote
• Preference is onsite 3+ days per week

Work Schedule Expectations

• Our team operates in a dynamic, high-growth environment where innovation and execution drive results. Expect a collaborative in-office presence to foster creativity and rapid decision-making, with core hours aligned to support cross-functional alignment.
• This rhythm is designed for those who excel in high-impact settings—we're transparent about it so only passionate, results-oriented individuals join us.
• In exchange, you'll accelerate your career, work with top talent, and contribute to a brand that's transforming lives through skincare innovation.

Compensation

• $150,000 - $300,000 base salary + performance-based bonus
• Out-sized equity package: A significant stake in NIRA that positions you for substantial wealth creation as we scale and succeed
• The salary range accounts for experience levels; final offer based on skills, expertise, and fit. This is base salary only—total compensation includes equity and benefits.

Relocation Assistance

We attract top talent from everywhere and support your transition:

• Relocation stipend
• Up to 3 months of temporary housing assistance (capped at $10,000)

Benefits

Our comprehensive benefits package supports your health, growth, and work-life balance:

• PTO and company holidays for flexibility and recharge
• Employer-sponsored medical, dental, and vision plans
• 401(k) with employer match for long-term security
• Access to professional development resources, including conferences and training
• Free NIRA products

NIRA Core Values

Our values define who we are and guide every decision. The ideal candidate will embody them personally and professionally, recognizing their role in building an exceptional company.

• Integrity: We operate with the highest ethical standards in all we do.
• Teamwork: Collaboration is essential to achieving breakthrough success.
• Individual: We value, trust, and respect every team member.
• Performance: We demand and deliver high achievement from everyone.
• Quality: We commit to excellence, doing it right the first time.
• Innovation: We pioneer better ways to transform skincare every day.
• Community: We give back to the communities we serve.

Job Type: Full-time

Pay: $150,000.00 - $300,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discount
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Professional development assistance
• Relocation assistance
• Vision insurance

Education:

• Bachelor's (Required)

Experience:

• E-commerce : 8 years (Required)

Ability to Relocate:

• Derry, NH 03038: Relocate with an employer provided relocation package (Preferred)

Work Location: Hybrid remote in Derry, NH 03038