Senior Director of Ecommerce

Senior Director of Ecommerce

We are seeking a high-impact, growth-oriented Sr. Director of eCommerce to lead the organizations next phase of digital scaling. Reporting to the VP - Marketing & Digital, this executive will serve as the business owner of eCommerce accountable for revenue growth, site experience, fulfillment performance, customer care, and long-term customer value creation.

The business is at a pivotal inflection point. While strong foundational leaders and systems are in place, the organization now requires a transformational operator with demonstrated pattern recognition experience scaling an eCommerce business within an omnichannel environment.

This leader will bring urgency, breakthrough thinking, and a willingness to challenge orthodoxies while maintaining deep respect for businesses culture, franchise relationships, and service-first brand ethos. This is not a pure-play DTC role. Success requires empathy for retail operations, fluency in omnichannel economics, and the ability to drive digital growth that strengthens local store economics and customer experience.

Accountabilities

Drive Breakthrough eCommerce Growth

• Own the eCommerce P&L, with responsibility for scaling revenue over time.
• Develop and execute a multi-year digital growth strategy aligned to company-wide objectives.
• Increase annual eCommerce growth rates from ~5% to 1520%+ through structural and revenue-driving initiatives.
• Identify and implement "big breakthrough" ideas to move beyond optimization and into transformative scale.
• Lead site strategy including architecture, UX/UI, navigation, content, and merchandising.
• Optimize the full funnel from landing through checkout to increase conversion rate and average order value.
• Enhancing merchandising strategy and execution.
• Develop and execute next-generation personalization capabilities.
• Implement advanced SEO strategies, including AI-informed and emerging search integrations.
• Position the business effectively within evolving AI-driven shopping environments.

Own the End-to-End Digital Experience

• Lead site strategy including architecture, UX/UI, navigation, content, and merchandising.
• Optimize the full funnel from landing through checkout to increase conversion rate and average order value.
• Enhancing merchandising strategy and execution.
• Develop and execute next-generation personalization capabilities.
• Implement advanced SEO strategies, including AI-informed and emerging search integrations.
• Position the business effectively within evolving AI-driven shopping environments.

Demand Generation & Customer Lifetime Value

• Partner closely with the Performance Marketing team to ensure demand generation strategies align with site conversion and merchandising plans.
• Strengthen retention and lifecycle marketing strategies, including email automation and loyalty program optimization.
• In partnership with the Loyalty team, reset and optimize the rewards program to increase online redemption and revenue lift.
• Improve LTV through merchandising strategy, customer segmentation, and repeat purchase initiatives.
• Refine affiliate strategy to ensure profitable and brand-aligned partnerships.

Fulfillment, Operations & Customer Care Excellence

• Own the eCommerce fulfillment engine, ensuring cost-effective, scalable, and customer-delighting operations.
• Further optimize standardized systemwide fulfillment procedures.
• Drive improvements in on-time delivery, order accuracy, and reduced cancellations.
• Oversee customer care as a strategic retention and brand-building function.
• Ensure "Buy Online, Pick Up In Store" and omnichannel capabilities evolve into meaningful growth drivers.

Technology Evolution

• Play a leadership role in modernizing the technology stack as the organization transitions from low-cost tools to enterprise-grade systems.
• Partner cross-functionally on CMS (Craft), Shopify backend, OMS, email platforms, and future unified marketing automation solutions.
• Evaluate, select, and integrate scalable systems that support long-term growth objectives.
• Build reporting dashboards and KPI rigor across revenue, profitability, retention, and fulfillment metrics.

Omnichannel & Franchise Integration

• Operate with a deep understanding of the businesses commission-based fulfillment model.
• Ensure digital growth enhances local store economics and strengthens franchise relationships.
• Partner closely with merchandising and purchasing teams to expand online assortment and introduce new brands effectively.
• Drive a true omnichannel strategy that balances national brand goals with local market execution.

Team Leadership & Cultural Stewardship

• Lead and elevate a distributed team (HQ and remote).
• Provide strategic direction to existing Directors and functional leaders.
• Introduce urgency, accountability, and growth orientation while respecting existing strengths.
• Develop team capabilities for next-generation scale.
• Maintain strong cultural alignment and commitment to organizations inclusive, service-oriented ethos.

Qualifications

• Bachelor's degree in Marketing, Business, Computer Science or related field
• 15+ years of progressive experience across eCommerce, digital product, retail, and growth leadership.
• Proven experience scaling an eCommerce business from under $100M in revenue to $150M+.
• Direct experience in retail-integrated or franchise-based business models (pure-play DTC experience alone is insufficient).
• Demonstrated ownership of digital P&L with measurable revenue and profit impact.
• Experience upgrading systems and infrastructure to support enterprise-level scale.
• Experience with CMS platforms (Craft or similar), Shopify backend, OMS platforms, and analytics tools.
• Strong understanding of SEO, personalization, automation, and conversion optimization.
• Familiarity with evolving AI applications within search and commerce.
• Ability to translate technical infrastructure into business impact.
• Honed relationship-building and influencing skills with an ability to collaborate cross-functionally and cross-culturally.
• Proven success at building teams and hiring talent that directly contributes to growth objectives.

Company Culture

• High energy and fun atmosphere
• Training and advancement opportunities within the organization
• Community involvement and community service activities
• Training Program, Race entries, and Product discounts
• Hardworking team members
• Rich benefits plan (medical, dental, vision, 401(k), unlimited paid time off, and more)!
• Annual bonus incentive and participation in the organizations Employee Equity Program

Relocation to Carrboro, NC (greater Raleigh area) is required. They are in office 3 days a week.