Job DescriptionJob Overview
The Senior Director of E-Commerce leads and scales UNRL's direct-to-consumer online business. This role owns e-commerce strategy, revenue performance, digital merchandising, conversion optimization, customer experience, Shopify capabilities, and the long-term digital roadmap while partnering closely with Marketing and other functions to deliver profitable growth.
Responsibilities
- Lead UNRL's e-commerce strategy, revenue performance, forecasting, annual planning, and multi-year growth roadmap.
- Build and develop a high-performing e-commerce team with clear goals, priorities, accountability, and performance expectations.
- Own digital merchandising and the online customer experience across navigation, search, collections, product pages, cart, checkout, and post-purchase.
- Lead conversion optimization and structured testing to improve conversion rate, average order value, revenue per visitor, and customer retention.
- Own the Shopify Plus roadmap, including site functionality, integrations, performance, scalability, agencies, developers, and technology partners.
- Partner with Marketing on campaigns, paid media, email, SMS, lifecycle programs, creative assets, product storytelling, and traffic-generation strategies.
- Partner with Product, Planning, Supply Chain, Finance, Technology, and Operations to align launches, inventory, promotions, and customer demand.
- Establish dashboards and reporting that provide visibility into performance, identify risks and opportunities, and drive clear actions.
What Good Looks Like
A successful leader will:
- Deliver e-commerce revenue, profitability, conversion, and customer-experience goals.
- Establish a clear digital strategy supported by disciplined planning, forecasting, testing, and execution.
- Improve product discovery, digital merchandising, site usability, and the overall purchase journey.
- Build strong partnerships across the business, particularly with Marketing, Product, Planning, and Supply Chain.
- Develop a high-performing team and create clear ownership, accountability, and continuous improvement.
Success Measures
- E-commerce revenue growth, profitability, and gross margin
- Conversion rate, average order value, and revenue per visitor
- Customer retention, repeat purchase, and lifetime value
- Full-price sell-through and promotional effectiveness
- Site speed, stability, usability, and customer experience
- Forecast accuracy and team engagement
Requirements- 5-8 years of progressive experience in e-commerce, digital commerce, digital merchandising, or related consumer-facing roles.
- Significant experience owning and scaling a direct-to-consumer business within apparel, footwear, lifestyle, or consumer products.
- 5+ years of experience building, developing, and leading high-performing teams.
- Demonstrated success delivering revenue growth, conversion improvements, stronger customer experiences, and increased profitability.
- Extensive experience managing and optimizing Shopify Plus environments, digital merchandising, and conversion programs.
- Proven ability to lead cross-functionally and balance customer needs, brand standards, inventory constraints, financial goals, and speed of execution.
Technical Expertise
- Deep knowledge of e-commerce strategy, digital merchandising, user experience, conversion optimization, and customer journey management.
- Strong financial and analytical skills, including forecasting, gross margin, promotions, channel economics, dashboards, and performance reporting.
- Experience with Shopify Plus, Google Analytics, Triple Whale, testing platforms, heat-mapping tools, apps, and integrations.
- Working knowledge of paid media, email, SMS, lifecycle marketing, attribution, acquisition, and retention metrics to effectively partner with Marketing.
- Experience managing agencies, developers, platform partners, and technology vendors.
Preferred Qualifications
- Experience scaling a high-growth e-commerce business or leading a major digital transformation.
- Experience within premium apparel, activewear, golf, footwear, lifestyle, or a related consumer category.
- Familiarity with ERP, CRM, inventory-planning, order-management, and fulfillment-system integrations.
- Bachelor's degree in a related field; MBA is a plus.
- Minnesota-based, in-office presence strongly preferred.
Our Leadership Principles
- Lead with ownership, accountability, and integrity.
- Maintain an obsessive focus on the customer.
- Use data, creativity, and sound judgment to make decisions.
- Translate strategy into clear priorities and measurable results.
Benefits- Health Insurance (Immediate Eligibility)
- Dental Insurance (Immediate Eligibility)
- Vision Insurance (Immediate Eligibility)
- Annual Performance Bonus (Immediate Eligibility based on Company and Individual Performance)
- 401(k) Profit Sharing Retirement Plan (Eligibility begins after 1 year of employment)
- 401(k) 4% Employer match (Eligibility begins after 1 year of employment)
- PTO (Immediate Eligibility)
- Employee Discount on UNRL product (Immediate Eligibility)
