POSITION SUMMARY:The Director, E-Commerce - Business Performance leads the digital business strategy and commercial performance for a portfolio of brands, driving revenue growth, profitability, customer acquisition, retention, and overall e-commerce success. This role partners cross-functionally to optimize the online customer experience through data-driven decision-making, digital merchandising, personalization, and go-to-market execution while leading high-performing teams and delivering sustainable business growth.
PRIMARY RESPONSIBILITIES:Business PerformanceLead the e-commerce business for a portfolio of brands with accountability for achieving revenue, conversion, profitability and customer growth objectives.
- Own the commercial performance of assigned brands across revenue, conversion, average order value, customer acquisition, retention and lifetime value.
- Monitor business performance daily, identifying opportunities, risks and corrective actions to deliver financial commitments.
- Develop annual business plans, seasonal strategies and quarterly growth initiatives in partnership with Merchandising, Planning and Finance.
- Lead weekly business reviews, using data and customer insights to drive decision making and prioritize investments.
- Balance short-term performance with long-term brand health and customer value.
Brand Strategy & Go-to-Market LeadershipTranslate each brand's positioning and product strategy into compelling digital experiences that drive both relevance and commercial success.
- Develop digital go-to-market strategies supporting seasonal launches, promotional events and key business initiatives.
- Partner with Merchandising, Marketing, Creative and Planning to deliver coordinated product launches and promotional strategies.
- Ensure digital experiences consistently reflect each brand's identity while maximizing customer engagement and business performance.
- Identify emerging consumer, competitive and marketplace trends to inform future strategies.
Customer Growth, Personalization & LoyaltyLead initiatives that strengthen customer relationships and improve long-term business performance.
- Develop strategies that accelerate customer acquisition, repeat purchasing and lifetime value.
- Partner with CRM, Loyalty, and Paid Media teams to optimize customer growth across the full customer lifecycle.
- Lead the implementation of advanced personalization capabilities across onsite experiences, merchandising, offers and customer journeys.
- Champion data-driven segmentation strategies that improve engagement, retention and customer satisfaction.
- Establish measurement frameworks to evaluate the impact of personalization and customer experience initiatives.
Digital Experience & Commercial OptimizationContinuously improve the online shopping experience to increase conversion and customer satisfaction.
- Drive optimization of site navigation, merchandising, content presentation and promotional execution.
- Prioritize enhancements that simplify the customer journey and reduce friction.
- Partner with Technology and UX teams to define business requirements for new capabilities and platform enhancements.
- Ensure rigorous testing, measurement and continuous optimization across digital experiences.
Analytics & Business InsightsUse data to guide strategic decisions and improve business outcomes.
- Translate customer behavior, performance metrics and market trends into actionable recommendations.
- Establish clear success metrics for business initiatives and communicate results to executive leadership.
- Identify emerging risks and opportunities before they impact performance.
- Foster a culture of experimentation, measurement and continuous improvement.
Leadership & Talent DevelopmentLead and develop a high-performing organization that combines strong execution with commercial thinking.
- Lead, coach and develop cross-functional ecommerce teams supporting assigned brands.
- Build organizational capability through mentoring, succession planning and performance management.
- Create a culture of accountability, collaboration and continuous learning.
- Partner closely with the Vice President of E-Commerce to strengthen the leadership bench and prepare future leaders.
- Serve as the primary ecommerce leader for assigned brands across Merchandising, Planning, Marketing, Finance, Technology, Creative and Customer Analytics.
MINIMUM QUALIFICATIONS:- Bachelor's degree required; MBA preferred.
- 10+ years of progressive ecommerce leadership within retail, apparel or consumer brands.
- Demonstrated ownership of meaningful digital businesses with responsibility for revenue and commercial performance.
- Experience leading multiple brands, categories or business units within a complex retail organization.
- Proven success developing digital go-to-market strategies that deliver measurable business growth.
- Strong understanding of customer acquisition, CRM, loyalty, retention and customer lifetime value strategies.
- Experience leading personalization initiatives using customer data, behavioral insights and modern ecommerce technologies.
- Knowledge of Salesforce Commerce Cloud and modern ecommerce ecosystems.
- Strong analytical and financial acumen with the ability to translate data into business decisions.
- Experience leading managers and developing future leaders.
- Exceptional communication, executive presence and cross-functional influencing skills.
- Passion for building customer-centric brands and high-performing teams.
WHY JOIN FULLBEAUTY?- Competitive Health Benefits (Medical, Dental & Vision)
- Employer HSA Contribution
- 401K Match
- Employee Assistance Program
- Hybrid Work Schedule (Corporate)
- Business Casual Attire
- Wellness Initiatives
- 30% Associate Merchandise Discount Across our Family of Brands
- Employee Discount on Travel, Cell Phone Plans and More
- Generous Paid Time Off Program
- Promote From Within Culture
- Life Insurance Benefits
- Internal charity that supports FULLBEAUTY Brands' associates and their immediate family members during times of extreme hardship
