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Miranda W

@mirandaw

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Senior DTC operations lead building profitable Shopify brands across US and EU.

China

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What I'm looking for

I’m looking to lead cross-border Shopify/DTC growth with real ownership of P&L, traffic mix, and customer lifecycle. I thrive on data-driven iteration, tight-budget discipline, and building teams that move fast with transparency.

I’m a cross-border DTC operations leader with 13+ years of experience owning end-to-end Shopify operations—zero-to-one launches through profitability—especially for $200+ premium home categories. I’m fluent in full-funnel execution across selection, pricing, SEO/SEM, traffic mix, and user growth, with a strong systems mindset for tight budgets.

In my current role, I lead North America DTC operations for EMOJO: strategy, P&L, and day-to-day execution. I’ve transformed the traffic mix away from a paid-ad-dependent funnel—paid share down (80% → 65%), CAC down, while organic + brand improved—built KPI dashboards to diagnose bottlenecks, and created a brand community from empty to hundreds of daily-active users.

I’ve also built and managed a 12-person distributed team and run paid + social/influencer + EDM + private-domain execution across channels to hit revenue targets. Earlier, as an Amazon Operations Specialist and DTC Operations Manager, I owned hero SKU plans, ad architecture, and marketplace growth—translating customer and market signals into product and marketing improvements that drive durable performance.

Experience

Work history, roles, and key accomplishments

Current

DTC Site Lead

Current

Emojo e-Bikes

Jan 2024 - Present (2 years 5 months)

Owned EMOJO’s North America DTC business, leading strategy, P&L, and day-to-day operations while building a durable, profitable brand engine. Transformed the traffic mix (paid share 80%→65%), improved CAC, built KPI dashboards, and grew a 0→1 community with hundreds of daily-active users.

Shopify P L Ownership KPIs Traffic Mix Optimization SEO SEM Community Management Remote Team Leadership

DTC Site Lead

Jardina

May 2022 - Dec 2023 (1 year 7 months)

Built and led a 12-person team covering DTC operations and TikTok promotion, owning end-to-end sales planning and growth execution. Managed paid media across Google, affiliate, social influencers, EDM and private-domain, using analytics and market research to refine channel strategy and hit revenue targets.

DTC Operations Growth Marketing Paid Media Marketing Affiliate Marketing Influencer Partnerships SEO SEM Team Leadership

Amazon Operations Specialist

FlexiSpot

Jul 2020 - May 2022 (1 year 10 months)

Owned annual sales targets for hero SKUs on Amazon, translating revenue/margin/inventory goals into actionable plans and ongoing performance reviews. Led Amazon ad architecture and campaigns, coordinated off-Amazon traffic via influencer marketing, and turned customer complaints into product optimization proposals with R&D.

Marketplace Operations Inventory Planning Market Research Competitive Analysis Supply Chain Coordination Customer Insights

Shopify DTC Site Manager

Erommy

Oct 2019 - Jun 2020 (8 months)

Owned daily operations for a Shopify sub-brand DTC site, driving page design, product UX, conversion improvements, and user retention. Built and executed traffic and promotion strategies using SEM and EDM, lifting site traffic +120% within three months and revenue YoY +110%.

Shopify Conversion Rate Optimization SEM Acquisition Strategy Web Analytics Performance Tuning

DTC Operations Manager

VidaXL

Jun 2013 - Sep 2019 (6 years 3 months)

Managed AU/EU/US DTC operations across a portfolio of 31 in-house sites and 20+ third-party marketplaces, owning brand-level marketing programs and risk/forecast reporting. Drove SEM/EDM/affiliate/display growth, set quarterly promotional themes, and translated market research into storefront and campaign strategy, improving sales YoY +24% and profit YoY +17%.

DTC Operations SEM Affiliate Marketing Display Advertising Marketplace Growth Market Research Marketing Analytics