Director of E-Commerce
UNRL, Minneapolis, MN, United States
The UNRL team consists of a small, tight-knit group of hardworking people with an entrepreneurial mindset. We’re building a brand that will stand the test of time and continue to make a positive impact in our communities. How did we get here?
- We hire great people that fit our culture and have an old-school work ethic.
- We make great products and provide our customers with an unreal experience.
- We create great processes that enable us to set goals and track our success.
Job Overview
UNRL is seeking a Director of E-Commerce to lead and scale the brand’s online business. This role will oversee both our D2C Shopify storefront and B2B wholesale portal, driving revenue growth through strong merchandising, thoughtful site experience, and continuous data‑driven optimization. The ideal candidate combines deep Shopify expertise with a strong understanding of digital merchandising, conversion strategy, and customer experience. This position will be responsible for delivering a best‑in‑class shopping experience that reflects the UNRL brand while continually improving performance across conversion rate, average order value, and overall online revenue. Working cross‑functionally with marketing, product, and operations, this role will ensure the website experience, product storytelling, and campaign execution remain tightly aligned. They will also stay on the forefront of e‑commerce innovation, identifying new tools, integrations, and capabilities that strengthen the Shopify ecosystem and elevate the customer journey.
The ideal candidate should be:
- Highly organized and attentive to details
- Agile and adaptable in a fast‑paced environment
- Excellent time manager
Responsibilities
- Own the strategy, performance, and day‑to‑day operations of UNRL’s e‑commerce business.
- Oversee both D2C and B2B Shopify environments, ensuring functionality, scalability, and consistency across platforms.
- Partner with marketing, product, and operations teams to align site strategy with broader company initiatives and launches.
Revenue & Business Growth
- Own e‑commerce revenue performance and contribute to forecasting, planning, and growth strategy.
- Identify opportunities to grow revenue through merchandising strategy, site optimization, product launches, and promotional planning.
- Partner with marketing and retention teams to align traffic acquisition and lifecycle strategies with site performance.
Shopify Platform Ownership
- Maintain deep expertise in the Shopify ecosystem, including apps, integrations, site performance, and platform capabilities.
- Continuously evaluate new tools, apps, and technologies that improve customer experience and drive efficiency.
- Manage relationships with developers, agencies, and platform partners when needed.
- Troubleshoot day‑to‑day technical challenges and website breaks, while relying on an internal tech team for more unique or significant challenges.
Conversion & Site Optimization
- Identify and implement conversion rate optimization (CRO) initiatives across product pages, collections, and checkout.
- Leverage testing frameworks (A/B testing, heatmaps, analytics insights) to improve performance.
- Ensure the site evolves alongside current e‑commerce best practices and consumer behavior trends.
- Lead the digital merchandising strategy across all storefronts.
- Ensure products are presented with strong storytelling, clear hierarchy, and optimal discoverability.
- Align product launches, drops, and promotions with marketing and inventory strategies.
Analytics & Performance
- Own reporting and insights across key metrics including conversion rate, AOV, revenue per visitor, and retention.
- Use data from tools such as Shopify, GA, Triplewhale, and other analytics platforms to guide site improvements and strategic decisions.
Customer Experience
- Ensure the online experience reflects UNRL’s brand standards while remaining intuitive, fast, and conversion focused.
- Oversee site navigation, content structure, and UX to ensure a frictionless purchase journey.
Brand & Creative Presentation
- Ensure the website presentation reflects UNRL’s brand standards across all e‑commerce environments.
- Partner with the marketing and creative teams to select the most effective product imagery, lifestyle photography, and campaign assets for product pages, collections, and landing pages.
- Maintain a consistent visual hierarchy across the site to ensure products are clearly presented and aligned with the brand aesthetic.
- Identify gaps in product imagery or content and work with the marketing team to prioritize future photography and PDP asset needs.
Requirements
- 10+ years of progressive leadership experience in e‑commerce, with a strong focus on direct‑to‑consumer (D2C) consumer brands.
- Deep, hands‑on expertise managing and optimizing Shopify or Shopify Plus environments, including platform architecture, custom development, and performance enhancements.
- Proven track record in digital merchandising, user experience (UX) design, and conversion rate optimization (CRO) to drive measurable revenue growth.
- Strong creative sensibility and understanding of visual merchandising principles, including how product imagery, storytelling, brand presentation, and content directly influence customer conversion and loyalty.
Benefits
- Health Insurance (Immediate eligibility)
- Dental Insurance (Immediate eligibility)
- Vision Insurance (Immediate eligibility)
- Annual Performance Bonus (Immediate eligibility)
- 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)