Ecommerce & Digital Marketing Director

About PlantBest

At PlantBest, we're changing the way the world grows.

For over 20 years, we have transformed discarded coconut husks into innovative, high-performance growing solutions that deliver superior results while reducing environmental impact. Guided by our purpose, Better for your garden. Better for our planet., we are challenging conventional growing practices and creating a more sustainable way to grow.

We are a growing Canadian company with a global presence and an entrepreneurial spirit. Our culture is built on innovation, accountability, collaboration and continuous improvement. We are looking for people who want to build something meaningful and make a visible impact.

The Opportunity

PlantBest is seeking an E-Commerce & Digital Marketing Director to lead our digital growth strategy across North America.

This is a highly visible, strategic and hands-on role responsible for driving our e-commerce, marketplace and digital marketing growth across North America. The successful candidate will own both strategy and day-to-day execution, developing and implementing initiatives that increase brand awareness, traffic, conversion, customer loyalty and profitable revenue growth.

The ideal candidate is equally comfortable developing strategy, analyzing business performance and rolling up their sleeves to execute. They bring deep expertise in Amazon, Shopify, digital advertising, content marketing and customer acquisition, with a proven track record of delivering measurable results in consumer products, retail or e-commerce environments.

Key Responsibilities

E-Commerce Leadership

• Own PlantBest's e-commerce and marketplace business across Amazon, Shopify, retailer websites and future platforms.
• Develop and execute annual growth strategies and revenue plans.
• Manage pricing, assortment, merchandising, promotions and product launches.
• Improve conversion rates, average order value and customer lifetime value.
• Monitor competitive activity, marketplace trends and emerging technologies.

Amazon & Marketplace Management

• Lead PlantBest's Amazon strategy across North America.
• Manage listing optimization, SEO, content, advertising and marketplace performance.
• Identify and launch new marketplace opportunities.
• Manage agency and partner relationships where required.
• Develop plans to internalize key marketplace capabilities.

Digital Marketing

• Develop and execute annual digital marketing plans aligned to business objectives.
• Manage paid media activities including Google, Amazon, Meta and other digital channels.
• Build customer acquisition and retention programs that generate profitable growth.
• Oversee email marketing, marketing automation and CRM initiatives.
• Manage marketing budgets and maximize ROI.

Content & Brand Development

• Lead content strategy across all digital channels.
• Oversee creation of website content, photography, video, blogs, newsletters and product content.
• Develop and manage the social media strategy and content calendar.
• Build influencer and creator partnerships that strengthen the PlantBest brand.
• Ensure consistent execution of brand standards across all customer touchpoints.

Website & Customer Experience

• Own the PlantBest website experience.
• Improve site usability, navigation and customer journeys.
• Optimize product pages and content to improve conversion.
• Develop customer engagement and loyalty initiatives.
• Lead ratings and reviews programs.

Analytics & Performance

• Establish dashboards, KPIs and performance reporting.
• Monitor revenue, traffic, conversion, acquisition costs, ROAS and profitability.
• Translate data into actionable recommendations.
• Present regular business reviews and strategic recommendations to senior leadership.

Cross Functional Leadership

• Partner with Sales, Operations, Supply Chain and Finance to support business goals.
• Support demand forecasting and inventory planning.
• Coordinate digital product launches and promotions.
• Build scalable processes and documentation to support future growth.

What You Bring

Experience

• 7-10+ years of progressive experience in e-commerce, digital marketing or omnichannel retail.
• Demonstrated success growing DTC and marketplace businesses.
• Experience managing Amazon Seller Central and other major online marketplaces.
• Proven track record in customer acquisition, conversion optimization and digital marketing.
• Experience with consumer products, gardening, home improvement, retail or lifestyle brands is preferred.

Technical Knowledge

• Strong knowledge of Amazon, Shopify, Google Analytics and digital commerce platforms.
• Experience with Google Ads, Meta Ads and marketing automation platforms.
• Familiarity with CRM systems such as HubSpot.
• Strong understanding of SEO, content marketing and digital merchandising.
• Experience with Canva, video production, content creation and photo/video editing tools.

Leadership Competencies

• Commercially minded with strong financial acumen.
• Excellent analytical and problem-solving skills.
• Able to balance strategy and hands on execution.
• Strong project management and organizational capabilities.
• Exceptional communication and collaboration skills.
• Entrepreneurial mindset with a bias for action.