Director of Ecommerce
Halfdays, Denver, CO, United States
Halfdays is hiring an e-commerce leader to own the performance and day-to-day revenue engine of our DTC site—driving conversion rate, AOV, onsite experience, and digital merchandising strategy. This role is accountable for how product shows up online: assortment presentation, category strategy, product storytelling on-site, and promotional architecture. Marketing is owned separately; you’ll partner closely to ensure traffic converts and product launches land.
What you’ll do: E-commerce Performance Ownership
Own e-comm KPIs including CVR, AOV, revenue, RPVs, funnel performance, and key customer journeys.
Build and manage a CRO roadmap: testing strategy, hypotheses, experiment design, learnings, and rollout.
Identify and prioritize site improvements that increase conversion (navigation, search, PDP/PLP, checkout, speed, mobile UX).
Own the onsite merchandising strategy: category structure, collection strategy, product ranking, bundling, cross-sells/upsells.
Lead the weekly/monthly trade calendar: launches, promos, onsite moments, pricing/markdown presentation (in partnership with Finance/Product as needed).
Set standards for PDPs/PLPs: product copy hierarchy, imagery needs, fit/technical content, reviews strategy, size guidance.
Site Experience & Execution
Own the onsite roadmap with internal teams/agency: new features, integrations, QA, release planning.
Partner with Creative to ensure assets are performant and on brand (home page, landing pages, PDP modules).
Partner with CX to reduce friction and improve conversion (returns messaging, shipping thresholds, FAQs, self-serve flows).
Analytics & Forecasting
Create a clear reporting cadence for leadership: what moved, why, and what’s next.
Translate data into action: cohort performance, category insights, inventory constraints, product performance.
Partner with inventory planning/ops to align product availability with onsite strategy (back-in-stock, pre-orders, low stock messaging).
Cross-Functional Collaboration (non-marketing ownership)
Work tightly with Paid/Retention/Brand Marketing to:
Build high-converting landing page flows for campaigns
Ensure launch timing and onsite storytelling are conversion-ready
Share insights (what’s converting, what content is working on PDPs)
You do not own spend, but you own what happens after the click.
Success Metrics
Conversion rate and revenue growth (overall + by device)
AOV and units/order, attachment rate (bundles, cross-sells)
Organic onsite engagement: search usage/success, bounce rate, time to purchase
Testing velocity + win rate; measurable uplift from CRO roadmap
Launch performance (sell-through vs expectations; reduced “misses”)
Who you are:
5–8+ years in e-commerce / digital merchandising, ideally in apparel/consumer
Proven ownership of CRO and onsite performance levers (Shopify or similar)
Strong merchandising instincts + comfort making tradeoffs (product, storytelling, pricing/promo)
Analytical fluency: can diagnose issues quickly and prioritize based on impact
Strong operator: can run a calendar, coordinate teams, and ship improvements fast
Experience scaling DTC in a multi-channel brand (wholesale/retail alongside e-comm)
Familiarity with testing tools (e.g., Convert, Optimizely, Intellimize) and personalization
Experience with onsite search/merch tools (Nosto, Klevu, Algolia, Searchspring, etc.)
How we work:
In-office in Denver with flexibility to work from home periodically.
Collaborative, fast-paced, and deeply cross-functional.
Covered Medical, Dental and Vision for employees
Free Halfdays products for each season
Team:
Other
Reports to:
Chief of Staff
At Halfdays, we know that outdoor enthusiasts come from all different backgrounds, and we are here to support them by having a diverse team. We provide equal employment opportunities to all employees and applicants for employment and prohibit discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
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What you’ll do: E-commerce Performance Ownership
Own e-comm KPIs including CVR, AOV, revenue, RPVs, funnel performance, and key customer journeys.
Build and manage a CRO roadmap: testing strategy, hypotheses, experiment design, learnings, and rollout.
Identify and prioritize site improvements that increase conversion (navigation, search, PDP/PLP, checkout, speed, mobile UX).
Own the onsite merchandising strategy: category structure, collection strategy, product ranking, bundling, cross-sells/upsells.
Lead the weekly/monthly trade calendar: launches, promos, onsite moments, pricing/markdown presentation (in partnership with Finance/Product as needed).
Set standards for PDPs/PLPs: product copy hierarchy, imagery needs, fit/technical content, reviews strategy, size guidance.
Site Experience & Execution
Own the onsite roadmap with internal teams/agency: new features, integrations, QA, release planning.
Partner with Creative to ensure assets are performant and on brand (home page, landing pages, PDP modules).
Partner with CX to reduce friction and improve conversion (returns messaging, shipping thresholds, FAQs, self-serve flows).
Analytics & Forecasting
Create a clear reporting cadence for leadership: what moved, why, and what’s next.
Translate data into action: cohort performance, category insights, inventory constraints, product performance.
Partner with inventory planning/ops to align product availability with onsite strategy (back-in-stock, pre-orders, low stock messaging).
Cross-Functional Collaboration (non-marketing ownership)
Work tightly with Paid/Retention/Brand Marketing to:
Build high-converting landing page flows for campaigns
Ensure launch timing and onsite storytelling are conversion-ready
Share insights (what’s converting, what content is working on PDPs)
You do not own spend, but you own what happens after the click.
Success Metrics
Conversion rate and revenue growth (overall + by device)
AOV and units/order, attachment rate (bundles, cross-sells)
Organic onsite engagement: search usage/success, bounce rate, time to purchase
Testing velocity + win rate; measurable uplift from CRO roadmap
Launch performance (sell-through vs expectations; reduced “misses”)
Who you are:
5–8+ years in e-commerce / digital merchandising, ideally in apparel/consumer
Proven ownership of CRO and onsite performance levers (Shopify or similar)
Strong merchandising instincts + comfort making tradeoffs (product, storytelling, pricing/promo)
Analytical fluency: can diagnose issues quickly and prioritize based on impact
Strong operator: can run a calendar, coordinate teams, and ship improvements fast
Experience scaling DTC in a multi-channel brand (wholesale/retail alongside e-comm)
Familiarity with testing tools (e.g., Convert, Optimizely, Intellimize) and personalization
Experience with onsite search/merch tools (Nosto, Klevu, Algolia, Searchspring, etc.)
How we work:
In-office in Denver with flexibility to work from home periodically.
Collaborative, fast-paced, and deeply cross-functional.
Covered Medical, Dental and Vision for employees
Free Halfdays products for each season
Team:
Other
Reports to:
Chief of Staff
At Halfdays, we know that outdoor enthusiasts come from all different backgrounds, and we are here to support them by having a diverse team. We provide equal employment opportunities to all employees and applicants for employment and prohibit discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
#J-18808-Ljbffr