E-Commerce Senior Digital Marketing Manager

Position Overview

American International Industries (AII) is seeking a strategic and highly collaborative Senior Digital Marketing Manager to build and lead a newly created Digital Content Organization.

This is a highly visible builder role responsible for establishing the organization's strategy, operating model, standards, workflows, and team. The Senior Digital Marketing Manager will create a scalable digital content capability supporting AII's portfolio of beauty brands across retail partner ecommerce sites, Amazon, direct-to-consumer websites, and other digital commerce channels.

This individual will serve as a central leader connecting Brand Marketing, Creative, Retail Sales, Amazon, DTC, Product Development, and other cross-functional teams to ensure AII's brands and products are consistently and effectively represented across the digital shelf.

The ideal candidate combines strong digital commerce and content expertise with creative judgment, operational discipline, and leadership ability. This person must be comfortable building a new function from the ground up and driving cross-functional alignment within a fast-paced, entrepreneurial organization.

Key Responsibilities

Digital Commerce Content Strategy

• Develop a comprehensive digital content strategy supporting retail partner ecommerce sites, Amazon, DTC, and other digital channels.
• Establish standards for product content, PDP content, imagery, video, copy, educational content, and other digital commerce assets.
• Ensure content is developed with both brand consistency and channel-specific requirements in mind.
• Identify content gaps and opportunities that can improve product discovery, customer education, conversion, and the overall digital customer experience.
• Develop scalable frameworks for adapting master brand assets into digital commerce content.

Content Creation & Production

• Partner with Marketing and Creative to translate brand strategy and master creative assets into effective digital commerce content.
• Establish a process for identifying digital content needs early in the product development and launch process.
• Define digital content requirements for photography, video, PDPs, product education, and other digital assets.
• Oversee the development and production of commerce-specific content for retail partner websites, Amazon, and DTC.
• Work with internal creative resources, offshore teams, and external partners to ensure digital content is produced efficiently and to the required standards.
• Ensure digital content requirements are considered during product photography and content production planning.

Cross-Functional Leadership

• Serve as the primary digital content partner to Marketing, Creative, Retail Sales, Amazon, and DTC teams.
• Partner with Brand Marketing and Creative to ensure digital content accurately reflects brand positioning and product messaging.
• Partner with Retail Sales to understand retailer content requirements and priorities.
• Partner with Amazon and DTC teams to establish clear standards while allowing for channel-specific optimization.
• Build strong relationships with internal and external stakeholders and drive alignment across a complex, multi-brand organization.

Digital Asset & Content Management

• Establish standards and processes for organizing, managing, and governing digital assets.
• Partner with the Digital Asset Manager to build a scalable digital asset management structure.
• Improve asset discoverability, usability, version control, and availability across teams.
• Establish standards for asset naming, organization, approvals, and lifecycle management.

Content Syndication & Customer Insights

• Oversee the organization's approach to ratings, reviews, and customer-generated content.
• Ensure review syndication and digital content distribution processes are effectively managed across retail partners.
• Partner with the Content Syndication & Insights function to identify customer feedback trends and content opportunities.
• Help establish a feedback loop that uses ratings, reviews, and customer insights to improve product content, education, and the digital customer experience.

Performance & Continuous Improvement

• Establish KPIs and reporting frameworks for digital content quality, readiness, utilization, and performance.
• Partner with Amazon, DTC, and Retail teams to understand how content impacts engagement, conversion, discoverability, and sales.
• Develop a culture of testing and continuous improvement.
• Stay current on ecommerce content trends, retailer requirements, digital merchandising practices, AI-enabled content capabilities, and evolving customer expectations.

Required Qualifications

• 8+ years of experience in digital content, ecommerce, digital merchandising, content strategy, or related disciplines.
• Experience working with consumer brands, preferably in beauty, fashion, CPG, lifestyle, or another visually driven consumer category.
• Significant experience with ecommerce and digital commerce content, including PDPs, product storytelling, imagery, video, and digital merchandising.
• Experience leading or building content teams, workflows, or scalable content operations.
• Strong understanding of the relationship between content quality, customer experience, conversion, and digital sales performance.
• Experience supporting Amazon and major retail ecommerce partners.
• Experience working across multiple digital channels and/or retail ecommerce platforms.
• Demonstrated ability to lead complex cross-functional initiatives.
• Experience managing internal teams, offshore resources, agencies, vendors, or external production partners.
• Strong organizational and project management skills.
• Excellent communication and stakeholder-management abilities.

Preferred Qualifications

• Experience in a multi-brand consumer products organization.
• Experience with Shopify and ecommerce content management systems.
• Experience with Digital Asset Management platforms.
• Experience with product information, content syndication, ratings and reviews, and Voice of Customer insights.