Vice President of E-Commerce
REP Fitness, Westminster, CO, United States
REP designs world‑class, innovative gym equipment that is sold worldwide, and is expanding into apparel, supplements, athletes, and events. Founded in 2012 by two brothers passionate about fitness, REP has grown from a small garage to more than 300,000 square feet of office and distribution space in the USA and internationally, with a team of over 200 fitness enthusiasts. Our vision is to be the #1 Strength Brand in the World; our commitment to innovation, customer service, and value sets us apart.
We believe in building a culture centered around fitness, outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication has earned recognition on the Inc. 5000 list and the Garage Gym Experiment award. We foster a collaborative, energetic work environment and offer a hybrid schedule with a minimum of three office days.
Our Core Values
Think Like a Customer – We empathize with our customers; understand the “why” behind every decision we make.
Progress not Perfection – We don’t let perfection get in the way of good; we are better today than we were yesterday.
Positive Attitude – Be a glass half‑full kind of person and remember to have fun.
Teamwork without Ego – We put the team above ourselves; we only win together.
Take Initiative – We drive momentum; if there is an opportunity to make us better, we want to hear it.
About This Role The Vice President of E‑Commerce will lead REP’s global digital commerce strategy and execution, overseeing all regions and channels including Shopify DTC storefronts, international e‑commerce expansion, and all third‑party marketplaces (Amazon, Walmart, TikTok Shop, and region‑specific platforms). They own digital revenue, gross margins, website experience, regional digital merchandising strategies, and platform architecture, leading internal teams across web development, e‑commerce operations, and marketplace management while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units.
Essential Functions
Global Digital Strategy & Leadership
Define and drive REP’s global digital commerce strategy across all markets.
Own regional forecasting, revenue, and digital channel gross margins.
Establish channel and region‑level KPIs and build performance dashboards to inform decision‑making.
Design and implement scalable systems, workflows, and organizational structures that support domestic and international growth.
E‑Commerce Platform Leadership (Shopify Ecosystem)
Lead optimization and oversight of REP’s Shopify DTC sites across all markets.
Direct UX/UI, merchandising strategy, CRO, personalization, localization, and global navigation logic.
Oversee platform roadmap including multi‑region architecture, currency, tax, and fulfillment considerations.
Guide decisions around headless commerce, tech stack integrations, and long‑term platform evolution.
Marketplace & Channel Expansion
Own strategy and performance for Amazon, Walmart, TikTok Shop, and additional global marketplace platforms.
Develop region‑specific assortment, pricing, promotional, and advertising strategies.
Oversee marketplace operations including catalog management, compliance, international delivery logistics, and customer satisfaction.
Team Leadership & Organizational Development
Lead, hire, and develop teams across web development, e‑commerce operations, digital merchandising, and marketplace management globally.
Manage and evaluate external partners and vendors, including development agencies, CRO partners, marketplace agencies, and analytics providers.
Create a high‑performance, data‑driven culture rooted in accountability and continuous improvement.
Customer Acquisition & Retention Partnership
Partner with Marketing and Customer Support to align global digital acquisition, CRM, retention programs, loyalty, and customer journey optimization.
Develop strategies to improve LTV, reduce CAC, and tailor retention approaches to major markets.
Cross‑Functional Global Collaboration
Work with Supply Chain and Operations to ensure aligned inventory planning and regional fulfillment strategies.
Collaborate with Product teams to support regional product launches and phased rollout plans.
What You Will Bring To perform this job successfully, the individual must be able to perform each essential duty satisfactorily.
Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public.
Ability to apply common sense of understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.
Ability to add, subtract, multiply, and divide into all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.
Education and Experience
12+ years leading digital commerce teams at consumer product or lifestyle brands, ideally with global expansion experience.
Proven track record scaling Shopify‑based DTC business to 9+ figures globally.
Deep experience managing and growing channels such as Amazon and other marketplaces at scale.
Demonstrated success leading and developing web engineering and e‑commerce operations teams.
Highly competent in analytics platforms (GA4, Looker, Tableau, etc.).
Experience coordinating digital operations with international supply chain and logistics solutions; and with working in a global matrixed organizational structure.
Thrives in a fast‑growth, entrepreneurial, performance‑driven environment.
Core Competencies
Action Oriented
– Taking on new opportunities and tough challenges with a sense of urgency, high energy and enthusiasm.
Resourcefulness
– Securing and deploying resources effectively and efficiently.
Collaborates
– Building partnerships and working collaboratively with others to meet shared objectives.
Self‑Development
– Actively seeking new ways to grow and be challenged using both formal and informal development channels.
Strategic, but highly execution‑minded
– Blends long‑term vision with hands‑on ownership to drive fast, high‑quality delivery.
Systems thinker who designs for scale
– Builds frameworks and processes that support seamless growth and future complexity.
Exceptional communicator and cross‑functional partner
– Breaks down complexity and aligns diverse teams through clear, consistent communication.
Operates with accountability, clarity, and urgency
– Owns outcomes decisively and drives teams forward with focus and speed.
Passion for strength culture and the REP brand is a plus
– Brings energy and connection to REP’s mission, products, and community.
What's In It For You Our commitment to quality and transparency applies not only to our products, but to our people. We focus on a fun, exciting, collaborative space centered around health and well‑being. We empower everyone on our team to take control of their careers and balance work and life in a modern, fast‑paced environment.
Compensation Base Range and Benefits Compensation base range:
$200,000 – $248,000;
Bonus:
25% of base salary. Ownership stake through equity in a fast‑growing brand.
Day One Benefits
Medical, Dental, Vision (Competitive Benefits packages Offered)
Health Savings Account (HSA) with employer contributions
Flexible Spending Account (FSA) options
LTD/STD, Life and AD&D (100% premiums covered by REP)
401(k) and Roth options with employer match up to 4%
Employee Assistance Program (EAP)
Recharge Yourself!
5 weeks of PTO accrued during your first year
48 hours of sick leave annually
7 paid company holidays with an additional floating holiday
Paid Parental leave starting day 1
Birthday – Paid day off
Pumped-Up Perks!
Unique sales bonus structure that rewards exceptional individual performance as well as team performance
Full access to employee gym
Employee discount on REP equipment and apparel
Daily snacks and drinks provided by REP (for onsite employees)
‘Fitness’ casual attire
Company and team building events
Professional growth and development within the organization
LIFE‑WORK balance
Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is constantly required to sit and use hands to operate the telephone, type and operate the computer and mouse. Physical effort may include stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing, and repetitive motions. The employee may occasionally lift and/or move up to 25 pounds and rarely lift and/or move up to 100 pounds assisted. Specific vision abilities required include close vision and distance vision.
REP provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, REP complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.
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We believe in building a culture centered around fitness, outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication has earned recognition on the Inc. 5000 list and the Garage Gym Experiment award. We foster a collaborative, energetic work environment and offer a hybrid schedule with a minimum of three office days.
Our Core Values
Think Like a Customer – We empathize with our customers; understand the “why” behind every decision we make.
Progress not Perfection – We don’t let perfection get in the way of good; we are better today than we were yesterday.
Positive Attitude – Be a glass half‑full kind of person and remember to have fun.
Teamwork without Ego – We put the team above ourselves; we only win together.
Take Initiative – We drive momentum; if there is an opportunity to make us better, we want to hear it.
About This Role The Vice President of E‑Commerce will lead REP’s global digital commerce strategy and execution, overseeing all regions and channels including Shopify DTC storefronts, international e‑commerce expansion, and all third‑party marketplaces (Amazon, Walmart, TikTok Shop, and region‑specific platforms). They own digital revenue, gross margins, website experience, regional digital merchandising strategies, and platform architecture, leading internal teams across web development, e‑commerce operations, and marketplace management while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units.
Essential Functions
Global Digital Strategy & Leadership
Define and drive REP’s global digital commerce strategy across all markets.
Own regional forecasting, revenue, and digital channel gross margins.
Establish channel and region‑level KPIs and build performance dashboards to inform decision‑making.
Design and implement scalable systems, workflows, and organizational structures that support domestic and international growth.
E‑Commerce Platform Leadership (Shopify Ecosystem)
Lead optimization and oversight of REP’s Shopify DTC sites across all markets.
Direct UX/UI, merchandising strategy, CRO, personalization, localization, and global navigation logic.
Oversee platform roadmap including multi‑region architecture, currency, tax, and fulfillment considerations.
Guide decisions around headless commerce, tech stack integrations, and long‑term platform evolution.
Marketplace & Channel Expansion
Own strategy and performance for Amazon, Walmart, TikTok Shop, and additional global marketplace platforms.
Develop region‑specific assortment, pricing, promotional, and advertising strategies.
Oversee marketplace operations including catalog management, compliance, international delivery logistics, and customer satisfaction.
Team Leadership & Organizational Development
Lead, hire, and develop teams across web development, e‑commerce operations, digital merchandising, and marketplace management globally.
Manage and evaluate external partners and vendors, including development agencies, CRO partners, marketplace agencies, and analytics providers.
Create a high‑performance, data‑driven culture rooted in accountability and continuous improvement.
Customer Acquisition & Retention Partnership
Partner with Marketing and Customer Support to align global digital acquisition, CRM, retention programs, loyalty, and customer journey optimization.
Develop strategies to improve LTV, reduce CAC, and tailor retention approaches to major markets.
Cross‑Functional Global Collaboration
Work with Supply Chain and Operations to ensure aligned inventory planning and regional fulfillment strategies.
Collaborate with Product teams to support regional product launches and phased rollout plans.
What You Will Bring To perform this job successfully, the individual must be able to perform each essential duty satisfactorily.
Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public.
Ability to apply common sense of understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.
Ability to add, subtract, multiply, and divide into all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.
Education and Experience
12+ years leading digital commerce teams at consumer product or lifestyle brands, ideally with global expansion experience.
Proven track record scaling Shopify‑based DTC business to 9+ figures globally.
Deep experience managing and growing channels such as Amazon and other marketplaces at scale.
Demonstrated success leading and developing web engineering and e‑commerce operations teams.
Highly competent in analytics platforms (GA4, Looker, Tableau, etc.).
Experience coordinating digital operations with international supply chain and logistics solutions; and with working in a global matrixed organizational structure.
Thrives in a fast‑growth, entrepreneurial, performance‑driven environment.
Core Competencies
Action Oriented
– Taking on new opportunities and tough challenges with a sense of urgency, high energy and enthusiasm.
Resourcefulness
– Securing and deploying resources effectively and efficiently.
Collaborates
– Building partnerships and working collaboratively with others to meet shared objectives.
Self‑Development
– Actively seeking new ways to grow and be challenged using both formal and informal development channels.
Strategic, but highly execution‑minded
– Blends long‑term vision with hands‑on ownership to drive fast, high‑quality delivery.
Systems thinker who designs for scale
– Builds frameworks and processes that support seamless growth and future complexity.
Exceptional communicator and cross‑functional partner
– Breaks down complexity and aligns diverse teams through clear, consistent communication.
Operates with accountability, clarity, and urgency
– Owns outcomes decisively and drives teams forward with focus and speed.
Passion for strength culture and the REP brand is a plus
– Brings energy and connection to REP’s mission, products, and community.
What's In It For You Our commitment to quality and transparency applies not only to our products, but to our people. We focus on a fun, exciting, collaborative space centered around health and well‑being. We empower everyone on our team to take control of their careers and balance work and life in a modern, fast‑paced environment.
Compensation Base Range and Benefits Compensation base range:
$200,000 – $248,000;
Bonus:
25% of base salary. Ownership stake through equity in a fast‑growing brand.
Day One Benefits
Medical, Dental, Vision (Competitive Benefits packages Offered)
Health Savings Account (HSA) with employer contributions
Flexible Spending Account (FSA) options
LTD/STD, Life and AD&D (100% premiums covered by REP)
401(k) and Roth options with employer match up to 4%
Employee Assistance Program (EAP)
Recharge Yourself!
5 weeks of PTO accrued during your first year
48 hours of sick leave annually
7 paid company holidays with an additional floating holiday
Paid Parental leave starting day 1
Birthday – Paid day off
Pumped-Up Perks!
Unique sales bonus structure that rewards exceptional individual performance as well as team performance
Full access to employee gym
Employee discount on REP equipment and apparel
Daily snacks and drinks provided by REP (for onsite employees)
‘Fitness’ casual attire
Company and team building events
Professional growth and development within the organization
LIFE‑WORK balance
Physical Requirements The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is constantly required to sit and use hands to operate the telephone, type and operate the computer and mouse. Physical effort may include stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing, and repetitive motions. The employee may occasionally lift and/or move up to 25 pounds and rarely lift and/or move up to 100 pounds assisted. Specific vision abilities required include close vision and distance vision.
REP provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, REP complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.
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