About the RoleThe Director of Ecommerce is responsible for owning the end-to-end ecommerce P&L, setting the digital commerce strategy, and leading the team and partners that execute against it, including our internal Ecommerce Manager and external development agency partner. You will partner cross-functionally with brand marketing, operations, production, and finance to ensure that site experience, technology, and performance marketing are aligned to company goals.
Key ResponsibilitiesStrategy, P&L and roadmap- Own the ecommerce strategy and roadmap, aligning site, tech stack, and digital experience to annual revenue, margin, and growth targets.
- Lead ecommerce forecasting, budgeting, and monthly/quarterly business reviews; translate performance into clear recommendations for leadership.
- Define and track target KPIs (traffic, conversion, AOV, UPT, CAC/LTV, contribution margin) and ensure the team and partners are focused on the highest impact initiatives.
Leadership, team and org structure- Manage, coach, and develop the Ecommerce Manager (and any future coordinator/junior roles), providing clear goals, feedback, and growth paths in line with HR and leadership SOPs.
- Partner with HR to align the role and team structure to the broader org design, define interview panels, and participate as hiring manager for all ecommerce roles.
- Build a high-performance, highly collaborative culture across internal ecommerce, marketing, CX, operations, and external agency partners.
Site experience, merchandising and operations- Provide strategic direction for the Shopify Plus site, while the Ecommerce Manager owns day-to-day execution (SKU setup, merchandising, content, QA, PDP hygiene).
- Set standards for onsite experience (navigation, collections, search, PDPs, size guides, content modules, upsell/cross sell) and approve major updates and new templates.
- Oversee the ecommerce launch calendar and ensure alignment with marketing, operations, and CX so that inventory, messaging, and site builds are coordinated.
- Identify and integrate AI-driven platforms and tools that enhance the customer shopping experience (e.g., personalization, search, product recommendations, virtual styling), driving conversion and AOV.
External dev agency and tech stack- Serve as primary owner of the external development agency relationship: set scope, prioritize backlogs, approve SOWs, and ensure delivery against timelines and KPIs.
- Translate business goals into clear technical requirements for the dev agency and internal stakeholders (ie new features, performance optimizations, integrations).
- Own the ecommerce tech stack strategy (Shopify Plus, apps, integrations, analytics, experimentation, loyalty, subscriptions), ensuring scalability, stability, and a manageable backend for the internal team.
- Own alternative ecommerce/social commerce channels like TikTok Shop.
- Own major ecommerce development initiatives end-to-end, including full website rebuilds, replatforming efforts, and the development and integration of new digital experiences such as mobile apps, custom loyalty or membership programs, and third-party platforms.
- Ensure the site architecture, content, and metadata are optimized for LLM discovery and AI-driven search (e.g., generative search / GEO), positioning SET to capture emerging traffic channels beyond traditional SEO.
Conversion, marketing integration and analytics- Partner with marketing to align paid media, email/SMS, SEO/GEO, and onsite experience, ensuring cohesive campaigns and measurable impact on revenue.
- Lead experimentation and CRO strategy (A/B tests on landing pages, PDPs, checkout, merchandising, promos), with the Ecommerce Manager executing and reporting tests.
- Own ecommerce analytics: define the reporting framework, ensure accurate tracking (GA / analytics stack), and manage up and out by providing insights to leadership and cross functional teams.
Customer experience and continuous improvement- Partner with customer service to monitor customer feedback, identify friction points, and prioritize fixes and enhancements across the funnel.
- Stay current on competitive landscape, ecommerce best practices, and Shopify ecosystem developments; proactively identify opportunities for innovation.
- Ensure the site is continuously tested and optimized across devices and customer segments, with accessibility and performance standards met or exceeded.
Qualifications- 6-8+ years in ecommerce, with meaningful experience leading DTC ecommerce for a consumer brand; prior ownership of an ecommerce P&L strongly preferred.
- Demonstrated leadership managing both internal teams (ecomm managers/coordinators) and external agencies or development partners.
- Deep experience with Shopify or Shopify Plus, ecommerce analytics, and core marketing channels (paid social/search, email/SMS, SEO, onsite merchandising).
- Highly analytical and data driven with strong commercial acumen; comfortable building forecasts, business cases, and performance readouts for executives.
- Strong cross-functional communication skills and ability to influence at the leadership level while still rolling up sleeves in a fast-paced, high-growth environment.
- Experience in fashion, beauty, or lifestyle DTC is a plus.
