SerlinoLab
Head of eCommerce & Retention
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Location: Remote (European time zone preferred)
Role Type: Full Time
Role: Head of eCommerce & Retention
Team: eCommerce & Retention
Reports to: Co-Founders
About SerlinoLab
We're SerlinoLab — a fast-growing Italian skincare brand for men, formulated in an Italian lab and sold DTC online across Italy and the US.
That combination is rare: Italian brand craft and real product heritage, paired with US-scale DTC growth. We're a startup in every sense - we move fast, we stay flexible, and we're growing 700% year over year.
- 200,000+ satisfied customers
- Best seller on Amazon Italy in our category
- 4.5 average on Trustpilot with 1,000+ reviews
- 30%+ of customers come back and buy again
- On track to reach €30M this year
- Bootstrapped and profitable - no investors, no board. Decisions are made by two founders, fast.
About the Role
Traffic is Performance's job. What happens to it once it lands is this role's job.
We're looking for a Head of eCommerce & Retention to own everything that happens after the ad click - conversion, repeat purchase, and lifetime value, across Shopify and Amazon, in both Italy and the US. If a customer clicks through and doesn't convert, that's on you to fix. If they buy once and never come back, that's on you too.
This is a senior, head of department, but every much hands-on ownership role. You’ll have a CRO, design & dev team, an Amazon specialist and an external email & SMS agency.
You'll set the promo calendar per market and decide how deep discounts go. You'll design the bundles and the subscription offer. You'll own the entire Shopify stack - storefront, subscription app, every app that touches conversion or retention. You'll lead Amazon, what products we list, what price point, how much we spend on PPC. You'll manage our email & SMS agency, and any other agencies we need - you set the priorities and approve the sends, they execute. Same with our CRO, you won't be building landing pages or running the test roadmap yourself - your job is to clear the path for them, make sure their tests are prioritised against what actually moves the business, and make sure the work ships. Same again with the website designer and developer - you brief them, they build.
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We move at startup speed and we're not interested in someone who needs a committee to approve a discount code. You'll have real authority here - use it.
Accountable For
- Conversion rate
- AOV
- Repeat purchase rate
- 90-day LTV
- Subscription retention
- Amazon revenue and BSR
Core Responsibilities
You will be responsible for:
- Setting the promo calendar per market and deciding discount depth - Italy and the US don't run on the same clock, and they shouldn't run on the same promo either.
- Designing bundles and the subscription offer - what's in them, how they're priced, and why someone would pick a subscription over a one-off.
- Planning cross-sell and upsell across the customer journey.
- Managing our email & SMS agency - reviewing their flows, setting priorities, approving every send before it goes out. They execute, you decide.
- Owning the Shopify storefront and the full app stack - any change needed for a promo, a bundle, or a test runs through you.
- Running Amazon Italy and US - our Amazon Manager reports into you. You coordinate promos, listing images, product page content, and keep the Amazon calendar aligned with DTC.
- Working with our CRO - they bring the weekly test roadmap (which offer, which landing page, which A/B test), you agree priorities against what the business needs most and make sure it actually ships.
- Briefing the website designer and developer on custom landing pages and bundle pages.
- Briefing our Graphic Designer on PDP imagery, promo assets, and Amazon listing graphics.
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What This Role Does Not Own
- Paid media
- Creative strategy
- Ad production
Traffic is Performance's job. What happens to it is yours.
Who You Are
- You've owned conversion, retention, or lifecycle for a DTC brand before - ideally beauty, supplements, or another fast-moving eCommerce vertical where the P&L actually moved because of what you did.
- You know Shopify inside out - storefront, apps, subscriptions - and you're not scared to get into the backend yourself when something needs to move fast.
- You understand promo mechanics and discount economics - you know the difference between a promo that drives revenue and one that just trains customers to wait for the next sale.
- You've run or managed Amazon as a channel, not just watched a dashboard.
- You can direct an agency or an external partner without babysitting them - you set the brief and the priorities, they do the work, you catch problems before they become expensive.
- You think in numbers - conversion rate, AOV, LTV, retention curves - not vibes.
- Comfortable taking full ownership of a process, a channel, or an outcome, and you don't let things fall through the cracks.
- Fast decision maker.
Nice To Haves
- Italian language skills (not a requirement)
- Experience running a subscription or membership program
Work Eligibility & Location
This role is a remote role and the appointment will be made on an independent contractor basis.
What We Offer
- Competitive compensation
- Fully remote role with flexible working hours
- Work with a fast-growing, international DTC brand
- Collaborative, supportive team culture
- Real ownership - this isn't a role where you run tests someone else designed, you decide what gets tested and why
Application Process
- Interview with Co-Founder(s)
- Interview with COO
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