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Title: Ecommerce Lead, Hanky Panky

Reports To: Director of Ecommerce & Digital Marketing

Located: NYC HQ (Flatiron)

About the Role

As Ecommerce Lead, you’ll own day-to-day Shopify site operations, from homepage flips and app management to seasonal uploads and promotions, working cross-functionally and with external vendors. This hands-on, detail-oriented role is central to delivering a seamless digital experience and gives you the chance to shape the Hanky Panky storefront and drive meaningful growth.

Key Responsibilities

Lead a site re-theme project, quickly learning current and planned sites to manage the transition.
Curate on-site content, seasonal uploads, and merchandising—selecting the strongest imagery and flipping homepage and navigation/banner updates aligned to campaigns/promotions.
Initiate and regularly optimize pages, including researching/pitching new opportunities, collection page merchandising based on CVR, wire framing in Figma, and translating to Shopify.
Set up promotions including discounts, markdowns, and exclusion pages, coordinating with merchandising and creative teams, and manage ongoing promo codes for internal/external use.
Manage external web development vendor, ensuring active sprints align with DTC goals, tracking time against retainer hours, and resolving site bugs in a timely manner.
Manage SEO/GEO partners on copy, titles, content planning, and backend architecture.
Manage the international storefront partner to optimize the experience abroad and ensure accurate currency conversion.
Maintain third-party integrations, such as ADA compliance, Combined Listings, Search & Discovery, data tracking, reporting, and customer journey tools like Yotpo, Rise.ai, and Loop.
Partner with finance and CX on workflows for chargebacks, returns, financial reporting, and tax.
Support marketing, retention, and CX teams with website and site updates that keep linked UX optimal and address customer challenges.
Track and report weekly DTC performance for key stakeholders, benchmarking against leading brands on CVR, AOV, and other KPIs.
Collaborate with operations on fulfillment and reporting through NetSuite (Celigo), ensuring orders are tracked accurately and updates reflect oversold items, shipping delays, and other warehouse issues.
Create and maintain ecommerce SOPs for seasonal updates, error-free processes, and checks that prevent failures across tech workflows.

Skills & Experience Required

4–6 years of experience in DTC e-commerce.
A minimum of 2-3 years’ hands-on experience with Shopify Plus (required).
Knowledge of basic wire framing in Figma.
Experience managing and tasking external vendor partners.

Strong problem-solving skills and a proven track record of resolving complex issues.
Ability to learn the brand and its customer quickly, with the instinct to translate that understanding into merchandising, content selection, and UX decisions.
Excellent written and verbal communication skills.
Ability to multitask and stay composed under pressure.
Comfortable working with various departments and aligning goals and actions for the month and quarter ahead.

Great to Haves

Experience with CX platforms like Gorgias.
Experience with reviews & loyalty tools like Yotpo.
Experience with customer wallet and credit tools like Rise.ai.
Experience in fashion, with knowledge of the intimates industry a plus.

About Us

The Rafar Group, the parent company of Gelmart International, has been a trusted partner in the intimate apparel industry for over 70 years. It works with the world’s largest retailers designing, building, and manufacturing private label and exclusive brands. The company operates three manufacturing facilities in the Philippines under Rafar Manufacturing.

In 2016, Rafar Group / Gelmart International co-founded and incubated LIVELY, a direct-to-consumer leisurée brand that was acquired by Wacoal International. Rafar Group also operates FullStride Ventures, an innovation arm focused on sustainable materials including the sugarcup™, the world's first plant-based bra cup made from sugarcane.

Rafar Brands represents the group’s brand division, focused on operating and growing lifestyle brands, including Hanky Panky, an iconic, category-defining brand known for the “The World’s Most Comfortable Thong™.” As a heritage brand with over four decades of history, Hanky Panky represents an exciting opportunity for continued growth and investment within the Rafar portfolio.

The Rafar Group is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, sexual orientation, gender identity or expression, age, national origin, disability, genetic information, marital status, citizenship, veteran status, or any other characteristic protected by federal, state, or local law.

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