Director of Digital Experience

Job Description

Job Description

ORLANDO – With more than 100 ecommerce searches each year, EcommerceRecruiter.com is the leading contingency-based recruiting firm serving the NRF, IR-1000, and B2B communities. To opt-in to our popular “Ecommerce Job of the Day” email, click here.

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HARRY’S COMMENTS: Our client is on a mission to make the world safer, healthier, and more productive by providing quality air filters for homes and community spaces. The client’s team is comprised of a passionate workforce that is driven to help families everywhere breathe better. You can find the firm’s quality filters on several ecommerce platforms, available directly to consumers under its own brand.

About the Market

The DTC and B2B SMB consumer markets for air filters operate within a highly regulated, moderately consolidated HVAC equipment industry that is currently undergoing technological and structural shifts.

DTC Market Summary:

The direct-to-consumer market for air filters is driven by health-conscious consumers focused on indoor air quality, particularly in homes with children, seniors, or individuals with respiratory issues. The COVID-19 pandemic amplified awareness, and the trend has persisted due to rising allergy sensitivity and pollution concerns. DTC growth is buoyed by:

• Ecommerce expansion (e.g., Amazon, DTC Shopify stores),
• Government efficiency rebates and tax credits, and
• Increased smart home integration (e.g., IoT-enabled purifiers).

Consumers are increasingly upgrading filters proactively to improve health and comfort, aided by EPA data showing indoor air can be 2–10× more polluted than outdoor air.

B2B Market Summary:

Small and mid-sized businesses (e.g., clinics, schools, warehouses, retail, light industrial) demand reliable, compliant air filtration systems, often with seasonal purchasing behavior (heating in winter, cooling in summer). Their top concerns include:

• Energy efficiency to reduce utility costs,
• Compliance with OSHA and EPA regulations,
• Ease of maintenance and filter replacement.

This segment is growing as retrofits increase due to regulatory mandates, aging infrastructure, and tax incentives. Adoption of smart sensors and HVAC additives (like nanofluids) is rising to reduce costs and improve performance.

About the Role

Reporting to the firm’s VP of Ecommerce, the Director, Digital Experience will be will support the client’s DTC business unit. This role will be responsible for driving the company’s revenue growth for owned and operated websites through innovative and strategic marketing initiatives.

This role requires a dynamic and results-oriented leader who can develop and execute comprehensive growth strategies across multiple channels. The ideal candidate will possess a deep understanding of conversion optimization, media buying, user experience, paid media and site operations, and will have a proven track record in driving significant revenue growth.

RESPONSIBILITIES

• Be a cultural champion demonstrating trust, a bias for action, and entrepreneurship.
• Create and implement an annual promotional calendar based on deal moments, seasonality, and new launches to increase topline revenue for the company.
• Develop and execute the overall email marketing strategy in alignment with business goals. This includes segmenting audiences, implementing lead nurturing sequences, managing automated email flows, and tracking metrics in conjunction with internal stakeholders and external agencies.
• Design and schedule newsletters and promotional emails while continuously monitoring performance through A/B testing and personalization to optimize conversion, ensure list hygiene, and maintain compliance.
• Analyze market trends and position the assortment appropriately across owned and operated sites. This includes curating the onsite experience, managing sort and filter functionalities, and leveraging cross-selling and upselling tactics in coordination with the UX team.
• Develop a pricing strategy based on margin profiles, conversion rate, average order value, and promotional activity to ensure items are competitively priced within the landscape.
• Ensure SEO best practices are implemented in conjunction with an agency to increase organic traffic and site rankings.
• Allocate budgets and implement paid media strategies to grow overall market share for the company. Leverage ad platforms to launch and manage campaigns with defined KPIs for new customer acquisition and existing retention, while optimizing for conversion.
• Negotiate and lead affiliate marketing efforts in conjunction with an agency, allocating budget for maximum return based on target audience and platform fit.
• Create and implement a content calendar aligned with product launches, promotions, and seasonal moments to enhance brand visibility, increase engagement, request user-generated content, and build relationships to foster loyalty.
• Post product spotlights and set up social campaigns to retarget site visitors and drive traffic back to product pages.
• Create dedicated reports to track metrics for all site activities to ensure the business has line-of-sight into overall performance.

Minimum Qualifications

• Proven experience in a growth marketing role with a strong track record of driving revenue growth.
• Expertise in conversion optimization, media buying, UX, and site operations.
• Strong understanding of funnel creation, affiliate marketing, CRM, social media, and retention marketing.
• Proficiency in email marketing, retargeting, customer decision journeys, customer segmentation, and audience building.
• Experience in influencer marketing, project management, team development, pricing, and MARTECH.
• Ability to develop and manage strategic partnerships and loyalty programs.
• Excellent project management and leadership skills.
• Strong analytical and problem-solving abilities.

Preferred Platforms

• Shopify
• YOTPO
• KLAVIYO
• GA4 (Google Analytics 4)
• Google Ads
• Meta Ads

Applications for this ecommerce job are being coordinated by Harry Joiner. To apply, CLICK HERE. Candidates, please be sure to email Harry for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

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