Director of Ecommerce

Job Summary

Doc's Diesel is looking for a Shopify-first ecommerce operator to own site performance, conversion rate optimization, and on-site campaign execution across our DTC channel.

This role sits at the intersection of strategy and execution. You will manage a small, high-output team and serve as the connective tissue between our performance team, creative team, and VP of Marketing. Your job is to ensure the site is always ready to convert: optimized, merchandised, and aligned to every campaign, launch, and seasonal push.

Shopify is our primary DTC channel. We're growing fast and have clear opportunities in CVR performance, on-site merchandising strategy, and retention infrastructure. The right person has fixed these problems before and knows exactly where to start.

This role reports directly to the VP of Marketing and operates as the execution owner for everything that happens on-site: product page quality, checkout flow, and post-purchase experience.

Key Responsibilities

Lead, Manage, Accountability

Lead, develop, and hold accountable a small, high-output ecommerce team, including any contractors and agencies supporting the channel
Set clear priorities, remove blockers, and ensure deadlines and deliverables are consistently met
Run structured weekly check-ins and maintain clarity on ownership across all ecommerce workstreams
Cultivate a culture of ownership, urgency, and data-driven decision-making within the ecommerce pod
Shopify Performance & CRO

Own Shopify CVR, AOV, and on-site revenue as primary KPIs
Lead structured A/B testing across PDPs, landing pages, collections, and checkout flow
Identify and eliminate friction points in the customer journey using analytics, session recordings, and heatmaps
Partner with your team to implement conversion-improving design changes quickly
Maintain and improve Shopify site health, page speed, and mobile experience
Build and manage a testing roadmap with clear hypotheses, timelines, and reported outcomes
Develop and lead cohort-based journey strategies that map the customer experience from first click to repeat purchase
Design and test landing page experiences tailored to specific traffic sources, customer segments, and campaign types
Analyze cohort performance data to identify where different customer segments drop off and build targeted interventions to improve progression through the funnel
Cross-Functional Campaign Planning + Execution

Partner with the VP of Marketing to translate campaign goals into on-site execution plans
Ensure the site is fully prepared for every promotion, product launch, and seasonal initiative: banners, PDPs, landing pages, bundles, and navigation all aligned
Work directly with the performance team to ensure landing pages and site experience match ad creative and offer messaging
Coordinate with the creative team on asset delivery timelines and on-site placement
Own the ecommerce marketing calendar from a site-execution standpoint
Catalog Health & Merchandising Direction

Own Shopify catalog quality, accuracy, and merchandising strategy
Direct your team on PDP standards, cross-sell and upsell structures, and collection organization
Drive consistent product presentation across launches, bundles, and seasonal offers
Ensure listings are optimized for both conversion and organic search
Maintain catalog health across Shopify with coordination touchpoints to marketplace channels as needed
Retention Programs & Ecommerce Growth Tools

Own subscription and loyalty program performance on Shopify
Research, evaluate, and implement apps, integrations, and tools that improve ecommerce performance and customer lifetime value
Partner with retention marketing on lifecycle strategy that begins at the site level: post-purchase flows, thank-you pages, and upsell sequences
Maintain a lean, high-performing Shopify tech stack and own the evaluation process for new tools
Qualifications

Required

5+ years of ecommerce experience with at least 3 years in a Shopify-primary DTC environment
Proven, measurable track record improving CVR and AOV for a physical product brand
Hands-on experience managing and developing direct reports (designers, listing managers, or similar)
Deep Shopify expertise: theme management, app ecosystem, analytics, merchandising, and storefront optimization
Strong command of ecommerce metrics: CVR, AOV, LTV, MER, ROAS, and contribution margin
Proficiency with A/B testing tools, heatmaps, session recordings, and analytics platforms (GA4, Triple Whale, or equivalent)
Ability to operate as both strategist and executor: you build the plan and you get it done
Preferred

Experience in automotive, aftermarket, powersports, or enthusiast product categories
High AOV product experience ($75-$200+ average order value)
Klaviyo or similar retention/lifecycle platform experience
Familiarity with Amazon or marketplace channels at a strategic coordination level
Experience at a growth-stage DTC brand ($10M-$100M in revenue)
Subscription or loyalty program ownership
Experience managing agency relationships (paid media, creative, or development)
What We Offer / Benefits

Competitive salary
Health, Vision, Dental, and Life Insurance offerings (available after 60 days of employment)
Retirement plan with Simple IRA and 3% company match (available after 60 days of employment)
PTO (available after 60 days of employment)
Company-sponsored employee-only YMCA membership (available after 60 days of employment)
No Entitlement Self-Funded Quarterly Incentive Program if profit is met (available after 90 days)
Opportunities for growth within a rapidly scaling ecommerce organization
BRAND NEW WAREHOUSE / OFFICE BUILDING