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Digital Commerce Specialist
About Lavi Industries
Lavi Industries is a leading manufacturer of architectural metal products, public queuing solutions, and software. With facilities in Valencia, CA and San Antonio, TX, we’ve been growing for over 45 years thanks to the dedication of our people.
Position Summary
The Digital Commerce Specialist owns the day-to-day performance and revenue growth of lavi.com. Develops site optimization strategies, manages product merchandising, directs content development, and oversees Google Shopping campaigns to maximize online sales, improve search and LLM visibility, and convert visitors into customers and leads. Reports to the Marketing Director.
Duties & Responsibilities
E-Commerce Revenue Growth & Site Optimization
- Own and execute strategies to grow online revenue and lead generation on lavi.com
- Optimize landing pages, product detail pages (PDPs), category pages, and on-site search to increase conversion rate and average order value
- Manage site updates, including navigation, page layouts, and product content, to improve user experience and drive conversions
- Conduct usability reviews and competitive analysis to identify optimization opportunities and make data-driven recommendations
- Track and report key e-commerce metrics (traffic, conversion rate, AOV, revenue, ROAS) and design A/B tests to improve performance
- Create and optimize campaign and promotion landing pages with a focus on conversion
- Define the strategy and requirements for site enhancements, coordinate with the Developer on technical implementation
- Collaborate with the Marketing team to align site strategy with broader marketing initiatives
Content Strategy & Direction
- Manage the day-to-day content strategy for lavi.com to ensure all content is accurate, search-optimized, on-brand, and conversion-focused
- Provide clear direction and requirements to internal teams, external writers, and designers for content creation
- Review website content to ensure it meets SEO best practices, brand standards, and conversion goals
- Ensure product content and descriptions are optimized for search engines, LLMs, and customer decision-making
- Present major content strategy changes to the Marketing Director for approval
Google Shopping & Paid Search Management
- Own and manage Google Shopping campaigns and budgets to drive profitable e-commerce traffic
- Optimize product feeds, bidding strategies, and campaign structure to maximize ROAS
- Monitor campaign performance in Google Ads and make data-driven adjustments to improve results
- Coordinate product feed updates with the Developer to ensure accuracy and completeness
SEO & LLM Visibility
- Develop and execute SEO strategies to improve organic rankings, traffic quality, and on-site engagement
- Perform keyword research, on-page optimization, and technical SEO monitoring
- Learn and adapt to how large language models and AI search tools (ChatGPT, Perplexity, Google AI Overviews, etc.) discover and prioritize content
- Apply SEO and content strategies to enhance visibility in AI-powered and LLM-driven search experiences
- Implement recommendations from the wider Marketing team and external SEO/SEM consultants, and track results
Analytics & Reporting
- Use GA4, SEMrush, and Google Ads daily to monitor performance, diagnose issues, and identify opportunities
- Provide regular reports on website traffic, conversion rates, revenue, campaign performance, and SEO metrics
- Translate data insights into clear, actionable recommendations for the Marketing Director and cross-functional partners
Core Competencies
- Customer-Focused: Designs digital experiences that solve real customer problems and drive engagement
- Action-Oriented: Manages multiple projects with urgency and follow-through, consistently meeting deadlines
- Plans and Aligns: Prioritizes work by business impact and adapts quickly to shifting priorities
- Collaborates: Works effectively with cross-functional partners, including developers, designers, writers, and external vendors
- Communicates Effectively: Presents ideas clearly and explains the rationale for recommendations and strategies
- Instills Trust: Operates with integrity, transparency, and accountability
- Self-Development: Proactively builds knowledge in e-commerce, analytics, LLMs, and emerging search technologies
- Manages Ambiguity: Stays productive and focused when requirements evolve or priorities shift
Required Skills
- Experience managing Google Shopping or product listing ad (PLA) campaigns with proven ROAS improvements
- Google Analytics (GA4) certification
- Experience with e-commerce platforms and online merchandising
- Familiarity with conversion rate optimization (CRO) principles and A/B testing
- Experience coordinating with external agencies or consultants
- Familiarity with AI-powered search tools (ChatGPT, Perplexity, Google AI Overviews, etc.) and an interest in optimizing content for LLM visibility
- Experience managing Google Shopping or product listing ad (PLA) campaigns with proven ROAS improvements
- Google Analytics (GA4) certification
- Experience with e-commerce platforms and online merchandising
- Familiarity with conversion rate optimization (CRO) principles and A/B testing
- Experience coordinating with external agencies or consultants
- Familiarity with AI-powered search tools (ChatGPT, Perplexity, Google AI Overviews, etc.) and an interest in optimizing content for LLM visibility
Education & Experience
- Bachelor's degree in Marketing, Digital Marketing, Business, or a related field
- 1–3 years of experience in e-commerce, digital marketing, or website management
- Experience with Google Ads, Google Shopping, or product listing ads
- Hands-on experience with website content management systems (CMS)
- Working knowledge of SEO fundamentals and best practices
- Experience with Google Analytics (GA4) for reporting and analysis
- Strong analytical skills and the ability to translate data into actionable insights
- Excellent written and verbal communication skills
- Ability to provide clear direction to writers, designers, and developers
Why Join Us
- Competitive wage based on qualifications
- Comprehensive benefits package (health coverage, paid time off, and more).
- Professional Development: Budget for certifications, training, and conferences to build your expertise
- Clear Growth Path: Opportunity to advance as you demonstrate results and expand your skill set
- Collaborative Environment: Work closely with a supportive Marketing team
- Flexible Work Arrangement: Remote, hybrid, or on-site options available
- Learning Culture: We're committed to providing training and mentorship as you grow into this role; curiosity and a drive to learn are more important than knowing everything on day one.
Equal Opportunity Employer (EOE)
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