Marketing Lead – eCommerce Growth & Brand (Full-Time, Hybrid – DFW Area)**
Location: Dallas–Fort 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 team—working 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:

5–10 years of experience in B2C 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

Herbal Goodness jobs

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