Director of Ecommerce

Overview
We are seeking a Head of E-Commerce to own and grow our direct-to-consumer digital business. This role is responsible for performance, strategy, and execution across the e-commerce channel, with clear accountability for revenue, conversion, customer experience, and operational excellence.

This is a hands‑on leadership role for a strong operator who can set direction, manage cross‑functional partners, and ensure that strategy translates into results. The Head of E-Commerce will bring structure, rigor, and commercial discipline to a highly creative, brand‑driven environment.

Key Responsibilities
E-Commerce Strategy & Performance

Own the full e-commerce P&L with a primary mandate to drive aggressive year‑over‑year revenue growth while maintaining healthy margins and profitability.

Continuously analyze sales data to identify underperforming SKUs and categories, deploying targeted pricing, bundling, or merchandising strategies to maximize Sell‑Through and GMV.

Lead a rigorous testing culture (A/B testing) to systematically improve conversion funnels, aiming to increase Revenue Per Visitor (RPV) and Average Order Value (AOV).

Develop strategies specifically designed to increase repeat purchase rates and LTV, transforming one‑time buyers into high‑value loyalists.

Identify and execute on opportunities for international growth, new channel acquisition, or marketplace expansion to diversify revenue streams.

Partner with Finance to build accurate revenue forecasts and demand plans, ensuring inventory investments directly support aggressive sales targets.

Site Experience & Merchandising

Own the end‑to‑end site experience, ensuring it reflects the brand and drives performance

Lead digital merchandising, product launches, and storytelling across the site

Optimize site architecture, navigation, and content to improve usability and conversion

Partner closely with Creative and Brand to balance aesthetics with commercial outcomes

Marketing, Growth & Customer Acquisition

Partner with Marketing to drive qualified traffic through paid, organic, email, and CRM channels

Collaborate on acquisition, retention, and lifecycle strategies

Ensure promotional and launch strategies are executed flawlessly on‑site

Operations, Technology & Execution

Manage the ecosystem of tools and platforms (Shopify Plus, ERP integrations, CRM, Returns, and 3rd party apps), ensuring seamless data flow and system stability.

Define and prioritize the technical roadmap, balancing immediate fixes with long‑term feature development to support scale.

Serve as the primary lead for external development agencies and tech vendors; manage contracts, sprint planning, QA, and budget allocation for technical projects.

Oversee day‑to‑day site operations, including release management, bug tracking, and site speed optimization.
Partner deeply with Operations and Supply Chain to ensure inventory data integrity between the ERP and storefront, minimizing oversells and optimizing the post‑purchase fulfillment experience.

Identify friction points in the customer journey or internal workflows and implement technical solutions to resolve them.

Team & Cross‑Functional Leadership

Lead and develop the e‑commerce team and external partners (agencies, developers, platforms).

Work cross‑functionally with Creative, Marketing, Product, Operations, and Finance.

Bring clarity to ownership, timelines, and decision‑making across initiatives.

Ideal Candidate Profile
Experience

8–12+ years of experience in e‑commerce or digital commerce leadership.

Proven track record of growing a DTC e‑commerce business with full revenue accountability.

Experience in luxury, fashion, beauty, or consumer brands strongly preferred.

Deep understanding of e‑commerce platforms, analytics, and performance optimization.

Attributes

Commercially minded with strong analytical and problem‑solving skills.

Highly execution‑oriented; able to turn strategy into results.

Comfortable operating in a founder‑led, creative environment.

Strong judgment and ability to balance brand integrity with performance goals.

Clear communicator who can align cross‑functional teams around priorities.

What Success Looks Like
Within the first 6–12 months, this leader will have:

Delivered measurable growth in e‑commerce revenue and conversion.

Improved site performance, usability, and customer experience.

Established clear ownership and operating rhythms across the e‑commerce function.

Strengthened cross‑functional execution and reduced friction between teams.

Built a scalable foundation for long‑term digital growth.

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