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 #J-18808-Ljbffr