About Boba

Over 2.5 million babies have been worn in our carriers. The original design of the wrap has not changed in 15 years— proof of a great concept. When we see a parent wearing their babe in one of our carriers, we know that Boba has helped forge a little link that brings two hearts together. Today, Boba has grown from a small, family-run, shoestring operation to a global team dedicated to bringing that magical bond from our families to yours.

About the role

We are seeking a results-oriented e-commerce professional to take ownership of Boba’s DTC channel performance. Operating within a defined budget framework and against clearly established revenue targets, this role is responsible for the end-to-end execution of all digital marketing levers: on-site conversion optimisation, email lifecycle marketing, paid media management, and cross-functional alignment with the Social Media team.

The successful candidate will demonstrate strong commercial acumen, analytical rigour, and the ability to operate autonomously in a dynamic environment. This role sits at the intersection of data, digital marketing, and commercial execution, offering direct visibility into business performance and meaningful contribution to monthly revenue outcomes.

Responsibilities

Revenue & Performance Ownership

• Maintain full accountability for Boba.com’s monthly and weekly DTC revenue targets, tracking performance against plan on an ongoing basis.

• Proactively identify risks to budget attainment and escalate findings to Senior Management in a timely manner.

• Collaborate with the Planning Team to ensure alignment between revenue forecasts, promotional activity and inventory availability.

• Deliver structured end-of-month performance reporting covering channel results, key drivers, underperformance root causes and proposed corrective actions for the following period.

Email Marketing (Klaviyo)

• Own the email marketing strategy for Boba.com as a primary revenue lever, ensuring full alignment with the broader marketing calendar and key commercial campaigns.

• Manage and continuously optimise the full lifecycle flow architecture: welcome series, abandoned cart, post-purchase, win-back and seasonal campaigns, with a focus on maximising revenue contribution at every stage.

• Execute the monthly email campaign calendar end-to-end, from strategic brief through deployment and post-send analysis.

• Monitor and report on deliverability, list health and key engagement metrics: open rate, click rate, conversion rate and email-attributed revenue.

• Leverage CRM segmentation and behavioural data to inform product prioritisation and promotional timing decisions

Paid Media Management

• Take active ownership of paid media performance across Meta and Google as a core driver of monthly revenue targets, working in close collaboration with the external agency.

• Define and communicate channel objectives, audience priorities and promotional focus to the agency, ensuring campaigns are consistently aligned with the commercial calendar.

• Monitor performance on a regular cadence against agreed ROAS and CPA targets; identify optimisation opportunities and drive corrective actions in a timely manner.

• Ensure continuity between ad creative and on-site landing page experience, flagging misalignments that may negatively impact conversion rates.

• Escalate material budget or performance concerns to Senior Management with clear data-backed context.

Website Performance & Conversion Optimisation (Shopify)

• Monitor key website metrics and traffic funnel performance, identifying opportunities to improve conversion rate and directly support revenue targets.

• Maintain product listings, promotional configurations and campaign landing pages to the highest operational standard.

• Collaborate with the Creative team to ensure on-site content and assets are optimised for conversion performance.

• Ensure a consistent and high-quality experience across all on-site touchpoints, with particular attention to mobile.

Cross-functional Collaboration

• Partner closely with the Social Media Lead to ensure full commercial alignment between DTC and organic social, coordinating on campaign timing, product focus and promotional messaging.

• Work in conjunction with the Creative team to ensure on-site content and campaign assets are optimised for conversion performance.

• Liaise with the Planning Team on inventory visibility, replenishment risk and demand forecasting to mitigate stockout impact on revenue

About you

Must have

• 3+ years in e-commerce or performance-driven digital marketing, with demonstrable ownership of revenue or conversion targets.

• Hands-on proficiency with Shopify, including listings management and promotional configuration.

• Solid understanding of email marketing best practices, preferably with hands-on experience in Klaviyo or a comparable automation platform.

• Working knowledge of paid media performance metrics: ROAS, CPA, CTR and campaign structure across Meta and Google.

• Strong analytical capability, proficient in GA4 or equivalent web analytics platforms, with the ability to translate data into clear commercial recommendations.

• Structured communication skills, with experience producing performance reports for senior stakeholders.

• High degree of autonomy and problem-solving orientation: able to identify issues, assess impact and propose solutions independently.

Nice to have

• Prior experience managing or collaborating with an external paid media agency.

• Exposure to A/B testing methodologies and CRO tooling.

• Familiarity with BI or reporting tools such as Looker, Power BI or Tableau.

• Background in consumer goods, baby or lifestyle categories.

• Spanish or Catalan language proficiency.

Please note: We require the successful candidate to be working at our Barcelona office at least twice per week.

What Success Looks Like

Within 90 days: the candidate has assumed full ownership of the weekly DTC performance report, completed a structured audit of the Boba.com conversion funnel with prioritised findings, reviewed and optimised all live Klaviyo flows, and established effective working relationships with both the paid media agency and the Planning Team.

Ongoing KPIs:

• DTC revenue vs. monthly and weekly target

• Shopify conversion rate (session to purchase)

• Average order value

• Email channel metrics: revenue contribution, open rate, click rate, unsubscribe rate

• Paid media efficiency: ROAS and CPA (in collaboration with agency)

Our benefits

• Hybrid working

• 25 days holiday

• Public holidays

• Friday afternoons off in August

• Health Insurance

• Enhanced parental leave

• Social events