Director of Ecommerce

The Hair Shop is looking for a growth-minded Director of Ecommerce to lead our online business into its next chapter. We're targeting double-digit revenue growth year over year, and we need a leader who's done it before - someone who can demonstrate how, not just say they can. This is a hands-on seat: you're setting strategy one day and reviewing a test result or a page build the next. Shopify expertise isn't optional.

What You'll Do

• Own the growth strategy and P&L for The Hair Shop's online channel, with accountability for hitting double-digit year-over-year revenue growth targets in partnership with the Marketing team.
• Lead our direct-to-consumer website — our primary online channel, serving both retail consumers and professional stylists — including merchandising, UX, conversion rate, promotions, and average order value.
• Oversee our Amazon business as a secondary online channel: listings, advertising, inventory coordination, and marketplace growth strategy, in partnership with a team member who manages this.
• Set and execute the roadmap for site growth and conversion — including UX improvements, merchandising strategy, landing page optimization, and checkout/funnel performance.
• Lead a structured CRO (conversion rate optimization) program: prioritize, run, and analyze A/B and multivariate tests across the site in partnership with design and web dev agency.
• Serve as our internal Shopify expert — owning the platform roadmap, theme/app ecosystem, and technical performance (page speed, mobile experience, uptime), and directing web dev agency on site releases and integrations.
• Own onsite merchandising and content strategy across both consumer and professional/stylist segments: category and product page structure, navigation, search/filtering, PDP optimization, and promotional/seasonal campaign execution.
• Partner closely with Marketing, Creative, and Retention/CRM teams to ensure paid, email/SMS, and organic traffic land on a site experience optimized to convert.
• Use analytics (GA4, Shopify analytics, Amazon Seller/Vendor Central reporting, heatmapping/session-recording tools, etc.) to build a regular reporting cadence and translate data into a prioritized growth plan.
• Manage a team of two direct reports plus external agency and development partners — setting priorities, coaching performance, and building team capability as the channel scales.
• Own the site's testing and QA process for new features, promotions, and campaign launches, minimizing downtime and customer-facing issues.
• Stay ahead of ecommerce, marketplace, and beauty/haircare industry trends and bring forward recommendations that keep The Hair Shop competitive.

What You Bring

• 5+ years of ecommerce experience with at least 2-3 years in a leadership role owning a website channel's growth and performance.
• A proven, specific track record of driving double-digit year-over-year growth for an online/DTC channel — we want to hear the story of how you did it, not just the title.
• Expert, hands-on Shopify experience is required (Shopify Plus strongly preferred) — you should be comfortable in the admin, with the app ecosystem, and directing theme/dev work, not just briefing someone else on it.
• Experience managing Amazon as a sales channel (Seller Central and/or Vendor Central) — listings, advertising, and marketplace growth tactics.
• Strong command of CRO methodology and tools — A/B testing platforms, heatmaps/session recordings, and analytics (GA4 required).
• Experience managing onsite merchandising, product/category page strategy, and promotional calendars in a fast-moving retail or beauty/CPG environment.
• Comfortable operating both strategically (growth roadmap, P&L, cross-functional influence) and tactically (reviewing a test result, checking a broken landing page, briefing a designer).
• Experience managing a small internal team and external agency/dev partners, with the ability to prioritize work against revenue impact.
• Excellent collaborator across Marketing, Creative, Retention, and Education with clear written and verbal communication.

Nice to Have

• Experience selling to both consumer and professional/trade (B2B) audiences through the same site.
• Experience in haircare, beauty, or a related consumer category.
• Familiarity with subscription, loyalty, or membership mechanics on an ecommerce site.
• Working knowledge of SEO fundamentals as they relate to site structure and page templates.

What we Offer

• Competitive salary and performance -based bonus