Ecommerce Director

Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty‑free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!). What You’ll Be Doing Tower 28 is seeking a Director of E-Commerce to drive our DTC business performance. This role is accountable for results across DTC, paid media, CRM, and site optimization - blending analytical rigor with best‑in‑class digital storytelling and execution. This role will set priorities, translate data into action, and partner cross‑functionally to build and bring our digital roadmap to life. This is a full‑time role, with a hybrid work schedule based in West LA. This role will manage our Site Ops Associate Manager. Key Responsibilities Manage and drive DTC performance and growth across site, paid media, and CRM to reach customer acquisition and sales targets set by the leadership team Serve as the strategic owner of the ecommerce site, including defining digital programming priorities, testing roadmap, and performance optimization Bring sufficient experience and exposure to ecommerce platforms, tools, and technology to optimize site performance Track performance and bring strong analytical judgment to diagnose issues, identify opportunities, and drive decisions and tradeoffs through data‑driven decision making. Demonstrate initiative, problem‑solving, and a highly cross‑functional approach Campaign, Digital Programming, and Lifecycle Execution Lead digital programming for campaigns, launches, and evergreen moments across site, paid, and lifecycle Partner cross‑functionally with Brand, Creative, Product, and Ops to deliver high‑quality launches and campaigns across our site and paid Ensure cohesive digital storytelling from awareness through conversion and retention Own CRM and lifecycle strategy, including segmentation, flows, testing, and loyalty initiatives to drive repeat purchase and LTV Paid Media and Performance Marketing Own paid media strategy, budget, and performance across channels, including budget pacing, testing roadmap, and media mix Oversee creative sourcing, briefing, testing, and iteration in close partnership with Creative and Brand Use performance insights to inform content strategy, merchandising, and broader digital priorities Ensure paid efforts ladder into larger brand moments while driving efficient growth Process Leadership Manage day‑to‑day agency and vendor relationships supporting paid media, CRM, creative, and ecommerce tools Direct digital agencies with clear KPIs, briefs, and feedback to maximize output and impact Build scalable workflows, templates, and operating systems to increase speed and efficiency as the business grows Requirements 6-8+ years of experience owning ecommerce and digital growth for a consumer brand Track record of driving DTC results through paid media, digital programming, and lifecycle strategy Strong analytical judgment with the ability to translate performance insights into decisive action Deep familiarity with ecommerce platforms, tools, and agency/vendor ecosystems Fluent in both creative digital storytelling and performance‑driven execution Experienced agency leader and vendor leader who sets clear direction, expectations, and accountability Comfortable being directly accountable for DTC performance in a fast‑paced environment You Have Hustle: Resourcefulness, can‑try‑attitude, out of the box thinking. Ownership: Positive attitude when faced with obstacles and the willingness to develop alternative approaches to overcome them. Analytical Skills:As evidenced by problem‑solving capabilities and previous ownership of analytical tasks and projects. Cool: Stay calm under pressure, ability to influence, high emotional intelligence Collaborative style: able to work in a fast‑paced growth organization, lead teams and work within them in an environment of high change We Offer Salary range for this position is $145,000 - $165,000 Holidays, vacation, and sick time Summer Fridays and quiet week between Christmas and New Years #J-18808-Ljbffr