Director, Digital and eCommerce

Director, Digital & eCommerce

Position Summary: The Director, Digital & eCommerce is a senior commercial leader responsible for shaping and scaling Lucchese's end-to-end digital commerce ecosystem. This role owns the vision, strategy, and performance of eCommerce and digital experiences, ensuring every interaction reflects Lucchese's heritage, primum luxury quality, and customer-first philosophy. This leader is accountable for driving profitable revenue growth while elevating a seamless, emotionally resonant customer journey across digital and physical channels. The Director will optimize acquisition, conversion, merchandising, and retention through a refined balance of data-driven performance and brand storytelling while positioning digital as a critical engine of omni-channel growth. Reporting to the Vice President, Retail, this role leads a multidisciplinary digital team and partners closely with Retail, Brand, Merchandising, Planning, IT, and Operations to deliver a best-in-class luxury commerce experience.

Scope: This leader sets the vision and strategy for eCommerce growth and performance, site experience, digital merchandising, and optimization, ensuring Lucchese's digital presence reflects the craftsmanship, heritage, and premium positioning of the brand, and aligns with our omni-channel strategy. This reports to our Vice President, Retail Operations, and leads multiple specialized teams including Growth and Performance Marketing, Conversion Rate Optimization (CRO), Web Administration, and Digital Merchandising, and serves as a key cross-functional partner to all respective key stakeholders.

Key Objectives

• Deliver measurable eCommerce revenue growth aligned with Lucchese's premium positioning
• Create a customer-centric omni-channel journey that seamlessly unites digital and retail
• Ensure Lucchese's digital presence honors craftsmanship, heritage, and luxury standards
• Build modern, scalable, data-informed digital capabilities to support long-term growth

Why This Role Matters at Lucchese

This role is pivotal to Lucchese's future. The Director, Digital & eCommerce ensures that our fastest-growing customer touchpoint delivers:

• Luxury-grade digital experiences worthy of the Lucchese name
• Sustained, profitable revenue growth
• A seamless bridge between flagship stores and digital commerce
• Modern, customer-centric capabilities grounded in heritage and craftsmanship

Duties and Responsibilities:

Digital Commerce & Omni-Channel Strategy

• Develop and execute a comprehensive digital and eCommerce strategy aligned with Lucchese's brand values, retail strategy, and long-term growth ambitions.
• Own the end-to-end digital customer journey, from discovery and consideration through purchase, fulfillment, and post-purchase engagement.
• Translate business and customer insights into scalable digital initiatives that enhance traffic quality, conversion, and lifetime value.

Revenue Growth & Performance Optimization

• Drive profitable eCommerce growth through performance marketing, conversion optimization, and best-in-class digital merchandising.
• Oversee forecasting, financial planning, and budget stewardship to ensure disciplined ROI and sustainable growth.
• Define and report against clear KPIs to measure eCommerce health, customer behavior, and omni-channel performance.

Site Experience & Conversion Optimization

• Lead Lucchese's on-site experience strategy with a relentless focus on usability, speed, personalization, accessibility, and conversion.
• Champion a culture of testing, experimentation, and continuous improvement (A/B and multivariate testing).
• Ensure digital experiences seamlessly balance brand storytelling with commercial performance.

Digital Merchandising & Assortment Strategy

• Own the digital merchandising vision, including assortment strategy, product presentation, navigation, storytelling, and seasonal launches.
• Partner with Merchandising, Planning, and Retail to align inventory, pricing, promotions, and channel strategy.
• Optimize product discovery and onsite architecture to enhance engagement, conversion, and cross-channel selling.

Technology & Platform Ownership

• Provide strategic oversight of the eCommerce platform, CMS, analytics, and optimization technologies.
• Partner closely with IT and external vendors to ensure platform stability, scalability, and innovation.
• Lead the digital roadmap, prioritizing enhancements that improve performance, efficiency, and customer experience.

Leadership & Team Development

• Build, lead, and inspire a high-performing digital organization with clear accountability and growth pathways.
• Foster a collaborative, customer-obsessed, data-driven culture across digital disciplines.
• Coach and develop leaders and subject-matter experts while attracting top-tier digital talent.

Direct Reports & Team Structure: The Director, Digital & eCommerce directly manages the following roles and teams:

Associate Director, Growth Marketing

• Performance media, acquisition, retention, and marketing analytics

Digital Merchandising Manager

• Assortment strategy, product storytelling, launches, and onsite merchandising

Customer Retention Optimization (CRO) Specialist

• Experimentation, funnel analysis, UX optimization, and conversion improvement

Web Operations & Platform Team

• Web administration, CMS governance, QA, and technical execution

Cross-Functional Partnerships

• Retail Operations Brand and Creative Merchandising and Planning
• Finance & Supply Chain External Technology Partners IT

Required Skills & Abilities

• Strategic digital commerce leadership in a retail or luxury brand environment
• Strong understanding of eCommerce platforms, analytics, CRO, and digital merchandising
• Proven experience scaling digital revenue and optimizing conversion; preferred in luxury retail industry
• Data-driven decision making with executive-level communication skills
• Ability to balance brand storytelling with performance outcomes
• Experience leading and developing multidisciplinary digital teams and working cross-functionally to drive revenue growth
• Strong collaboration, leadership, and team management skills
• Budget management to maximize ROI and make strategic investments in digital as seen as omni-channel revenue growth opportunity

Competencies

1. Strategic Mindset:

• Sees beyond near-term performance to shape a scalable, future-ready digital commerce vision.
• Balances heritage brand stewardship with innovation, technology modernization, and evolving customer expectations.
• Translates Lucchese's long-term growth strategy into clear omni-channel digital priorities.

2. Drives Results:

• Converts strategy into measurable revenue growth, conversion improvement, and customer lifetime value.
• Holds teams accountable for performance, timelines, and financial outcomes.
• Maintains focus amid competing priorities, complexity, and rapid change.

3. Customer Focus:

• Advocates relentlessly for the luxury customer across digital, retail, and service touchpoints.
• Uses data, insights, and qualitative feedback to refine experiences and remove friction.
• Ensures Lucchese's digital platforms reflect the craftsmanship, care, and personalization expected of a primum luxury brand.

4. Manages Complexity:

• Makes sense of ambiguity, data, and competing inputs to drive sound decisions.
• Integrates performance data, technology constraints, merchandising needs, and brand standards into clear execution plans.
• Leads confidently in a fast-paced, multi-stakeholder environment with evolving priorities.

5. Builds Effective Teams:

• Attracts and develops top digital, growth, and merchandising talent.
• Establishes clear expectations, trust, and accountability across functions.
• Builds a culture of collaboration, learning, and continuous improvement.

Education & Experience

• Bachelor's degree in Business, Marketing, Digital Commerce, or related field; MBA preferred
• Minimum of 10 years of experience in omni-channel, digital commerce, eCommerce, or digital commerce leadership
• Minimum 5 years in people leadership roles managing multi-disciplinary teams
• Experience in premium, retail, or lifestyle brands strongly preferred

• Deep expertise in eCommerce platforms, analytics, CRO, CRM, and marketing technology (e.g., Google Analytics, Tableau