ABOUT THE ROLE The Director of Ecommerce is responsible for leading Shinola's direct-to-consumer digital business and driving the strategy, execution, and commercial performance of Shinola.com. Reporting to the Chief Marketing Officer, this role owns the ecommerce P&L while shaping the customer experience, digital merchandising strategy, and initiatives that accelerate online growth.
This is an exciting opportunity for a hands-on ecommerce leader who enjoys building businesses. You'll lead a talented team, collaborate across Marketing, Merchandising, Retail, Planning, Operations, Customer Experience, and Technology, and play a key role in advancing Shinola's Shopify ecosystem to deliver exceptional customer experiences and profitable growth.
KEY RESPONSIBILITIES- Own the overall strategy, financial performance, and profitability of Shinola.com, including the ecommerce P&L, annual planning, forecasting, and business performance metrics.
- Lead the continued evolution of Shinola's Shopify platform by developing and prioritizing the ecommerce roadmap in partnership with internal stakeholders and external development partners.
- Drive continuous improvements to site performance, customer experience, checkout optimization, and platform capabilities that support business growth.
- Oversee digital merchandising, promotions, seasonal launches, content strategy, personalization, A/B testing, and conversion rate optimization.
- Monitor and optimize key ecommerce metrics including revenue, traffic, conversion rate, average order value (AOV), customer acquisition, customer retention, gross margin, and overall site performance.
- Build a culture of testing, measurement, and continuous improvement through data-driven decision making.
- Partner cross-functionally with Marketing, Merchandising, Retail, Planning, Customer Experience, Operations, Finance, and Technology to deliver a seamless omnichannel customer experience.
- Lead, coach, and develop a high-performing ecommerce team by establishing clear priorities, accountability, and strong operating rhythms.
- Identify new opportunities to improve the customer journey, increase online sales, and strengthen Shinola's digital presence.
QUALIFICATIONS - Bachelor's degree in Business, Marketing, Ecommerce, or a related field; equivalent professional experience will also be considered.
- 7+ years of progressive ecommerce or digital commerce leadership experience for a consumer brand.
- Deep experience managing and growing a Shopify or Shopify Plus ecommerce business is required.
- Proven experience owning an ecommerce P&L and driving profitable revenue growth.
- Strong understanding of digital merchandising, ecommerce operations, customer acquisition, conversion rate optimization (CRO), analytics, and customer lifecycle management.
- Demonstrated success managing Shopify enhancements and collaborating with internal technology teams and external development partners.
- Strong analytical skills with the ability to translate data and customer insights into actionable business strategies.
- Excellent cross-functional leadership, communication, and stakeholder management skills.
- Experience building, leading, coaching, and developing high-performing teams.
- Comfortable operating in a fast-paced, entrepreneurial, and collaborative environment with a hands-on leadership style.
- Experience leading ecommerce for a premium, luxury, lifestyle, fashion, or consumer products brand with a strong emphasis on brand storytelling and customer experience.
- Advanced knowledge of Shopify Plus, GA4, Google Tag Manager, ecommerce analytics platforms, and customer engagement tools such as Klaviyo or similar CRM/marketing automation platforms.
Note: This job description is not meant to be all-inclusive. Employee may be required to perform other duties to meet the ongoing needs of the organization.
