Director of Ecommerce

The Director of Ecommerce will own the end-to-end ecommerce P&L, define the digital commerce strategy, and lead the internal team and external partners responsible for execution. This role will oversee our Ecommerce Manager and manage the external development agency relationship to ensure best-in-class site experience, technology performance, and revenue growth. The ideal candidate is both strategic and hands-on capable of setting the roadmap while driving execution in partnership with marketing, operations, production, and finance. Key Responsibilities Strategy, P&L & Roadmap Own the ecommerce strategy and roadmap, aligning site, tech stack, and digital experience to annual revenue, margin, and growth targets. Lead forecasting, budgeting, and monthly/quarterly business reviews; translate performance insights into clear recommendations for leadership. Define and track core KPIs (traffic, conversion, AOV, UPT, CAC/LTV, contribution margin) and prioritize highest-impact initiatives. Leadership & Team Management Manage, coach, and develop the Ecommerce Manager and any future hires. Partner with HR and leadership on org design, hiring strategy, and interview processes for ecommerce roles. Build a high-performance, collaborative culture across ecommerce, marketing, CX, operations, and agency partners. Site Experience, Merchandising & Operations Provide strategic direction for the Shopify Plus site while the Ecommerce Manager oversees day-to-day execution (SKU setup, merchandising, QA, PDP optimization). Establish standards for onsite experience including navigation, search, collections, PDPs, upsell/cross-sell, and content modules. Oversee the ecommerce launch calendar to ensure alignment across marketing, inventory, and CX. External Agency & Technology Ownership Own the external development agency relationship, including scope prioritization, backlog management, SOW approval, and timeline accountability. Translate business objectives into technical requirements for new features, integrations, and performance optimizations. Define and manage the ecommerce tech stack strategy (Shopify Plus, apps, analytics, experimentation tools, loyalty, subscriptions). Oversee alternative ecommerce channels including social commerce (e.g., TikTok Shop). Lead major ecommerce initiatives such as website rebuilds, replatforming efforts, and new digital experience launches (mobile apps, loyalty programs, third-party integrations). Conversion, Marketing Integration & Analytics Partner closely with marketing to align paid media, email/SMS, SEO, and onsite experience to drive measurable revenue growth. Lead CRO strategy and experimentation across landing pages, PDPs, checkout, and promotions. Own ecommerce analytics and reporting frameworks; ensure accurate tracking and provide executive-level performance insights. Customer Experience & Continuous Optimization Collaborate with customer service to identify friction points and prioritize enhancements across the funnel. Monitor competitive landscape and ecommerce best practices to proactively identify innovation opportunities. Ensure the site is continuously optimized across devices and customer segments, maintaining high accessibility and performance standards. Qualifications 68+ years of ecommerce experience, including leadership of a DTC ecommerce business. Prior ownership of ecommerce P&L strongly preferred. Experience managing internal teams and external development/agency partners. Deep expertise in Shopify or Shopify Plus, ecommerce analytics, and core digital marketing channels. Highly analytical with strong commercial acumen; comfortable building forecasts and executive readouts. Strong cross-functional communicator who can influence leadership while remaining hands-on in a fast-paced environment. Experience in fashion, lifestyle, DTC, or beauty strongly preferred.