Digital Product Manager

Summary

As our UX & Ecommerce Manager, you will own the day-to-day strategy, performance, design, testing, and continued improvement of Pressed Floral’s digital experiences across our ecommerce website and internal applications. This role combines digital product ownership, UX/UI design, analytics, experimentation, SEO collaboration, and emerging technology. You will proactively identify opportunities, determine priorities, develop solutions, coordinate or implement changes, test functionality, and measure results. This role reports to the Director of Product & Client Experience and will work closely with Marketing, Client Care, Operations, Development, and external partners.

Digital Product Strategy & Ownership

• Own the day-to-day strategy, optimization, and performance of Pressed Floral’s customer-facing website and internal digital applications.
• Develop and maintain a prioritized digital roadmap based on company goals, user needs, analytics, feedback, and business impact.
• Proactively identify friction points, performance opportunities, and areas for improvement rather than relying solely on requested changes.
• Translate broader Product and Client Experience goals into clear digital priorities and actionable projects.
• Own digital initiatives from initial problem identification through design, implementation, testing, measurement, and iteration.
• Regularly communicate priorities, findings, recommendations, and results to the Director of Product & Client Experience.

Website, UX & Conversion

• Own the UX/UI experience across the Pressed Floral ecommerce website, from initial discovery through purchase.
• Monitor website and search performance using GA4, Shopify Analytics, Google Search Console, heat maps, testing platforms, client feedback, and other available data.
• Identify trends, conversion opportunities, organic search opportunities, performance changes, and areas of friction within the customer journey.
• Determine testing priorities and manage an ongoing A/B and multivariate testing roadmap.
• Develop test hypotheses, design variations, coordinate implementation, monitor performance, and interpret results.
• Design and iterate on website pages, navigation, product experiences, landing pages, and features that balance brand, usability, customer experience, conversion, and organic search.
• Evaluate and improve website structure, internal linking, page hierarchy, crawlability, indexation, and other on-page or technical SEO elements that impact site performance.
• Conduct keyword and search-intent research to identify opportunities for existing pages, new landing pages, collections, and website content.
• Implement or coordinate structured data/schema and other technical SEO optimizations where appropriate.
• Identify SEO-driven content opportunities and partner with Marketing to develop briefs, priorities, and optimization recommendations for new and existing content.
• Partner closely with Marketing on campaigns, product launches, merchandising, landing pages, and other website initiatives.
• Stay informed on ecommerce, SEO, DTC, and AI-powered search best practices, including emerging search experiences such as Google AI Overviews, ChatGPT, and other generative platforms.
• Identify and implement opportunities to improve how Pressed Floral and its content are understood and surfaced across both traditional and AI-powered search.

Internal Applications & Technology

• Own the UX and continued improvement of Pressed Floral’s internal applications and digital tools.
• Work directly with internal teams to understand workflows, pain points, and opportunities for improvement.
• Translate employee and business needs into thoughtful digital workflows, features, and solutions.
• Design new application features and functionality in Figma when appropriate and gather feedback from internal users before and after launch.
• Use Claude and other AI-assisted development tools to understand, troubleshoot, prototype, and implement lower-risk changes within internal applications.
• Thoroughly test changes before release and recognize when deeper engineering support is needed.
• Stay current on emerging AI and technology tools that could improve Pressed Floral’s digital products or internal workflows.

Development Collaboration & QA

• Translate product requirements and designs into clear, actionable specifications for developers.
• Work closely with development partners throughout implementation to ensure functionality aligns with product and design intent.
• Review builds for design accuracy, responsiveness, functionality, and usability.
• Own QA testing for website and internal application updates, including common user scenarios and edge cases.
• Identify, document, prioritize, and follow through on bugs and digital experience inconsistencies.
• Determine when an issue can be resolved independently versus when developer support is required.

Minimum Qualifications

• 2+ years of experience in UX/UI, product design, ecommerce, digital product, conversion optimization, or a related field.
• Strong understanding of user experience and user-centered product design.
• Proficiency in Figma or similar design and prototyping tools.
• Experience using analytics, behavioral data, testing, or customer feedback to inform decisions.
• Demonstrated ability to independently own projects and move work from initial idea through execution.
• Strong analytical, organizational, and problem-solving skills with excellent attention to detail.
• Experience collaborating with developers, cross-functional teams, or technical partners.
• Comfortable learning new technology and using AI tools to improve workflows and solve problems.

Preferred Qualifications

• Experience with Shopify or Shopify Plus.
• Experience working within ecommerce or a DTC consumer brand.
• Experience with GA4, Shopify Analytics, heat mapping tools, A/B testing platforms, or conversion rate optimization.
• Familiarity with SEO fundamentals and collaborating with SEO specialists or agencies.
• Experience using AI development tools such as Claude, Cursor, GitHub Copilot, or similar platforms.
• Familiarity with GitHub, Vercel, APIs, or modern web application workflows.
• Experience designing or improving internal tools, operational software, or custom applications.