Director of Ecommerce

Consumer Performance Lead, US DTC

Help Shape the Future of Modern Mobility

This role sits at the center of Travelpro's transformation—from a trusted legacy brand into a design-led, consumer-obsessed modern mobility company.

The Consumer Performance Lead, US DTC is responsible for owning the end-to-end performance and execution of Travelpro's US ecommerce business. This role serves as the operational leader of the ecommerce channel, translating company strategy into actionable initiatives that drive conversion, revenue growth, and customer engagement across Travelpro's digital storefronts — including the primary US website, Shop app, and emerging agentic commerce surfaces. AI is a force multiplier in this role: success depends on being able to understand the intersection of AI across merchandising, personalization, creative production, paid media, lifecycle, analytics, and customer-facing surfaces (search, chat, agentic commerce.

Reporting directly to the Head of Global DTC, this leader manages day-to-day site performance and collaborates cross-functionally with marketing, creative, analytics, UX, and operations teams to ensure the ecommerce business executes at the highest level.

Ecommerce Revenue Ownership

• Own overall site revenue, conversion rate, and AOV performance, including Shop app and agentic commerce channels
• Identify and execute growth initiatives across merchandising, marketing, and user experience
• Monitor weekly performance metrics and adjust strategy accordingly to meet and exceed revenue targets

Site Experience & Merchandising Strategy

• Oversee site merchandising strategy, category structure, and product placement to maximize discoverability and sales
• Ensure optimal product discovery, category organization, and promotional visibility across all digital touchpoints
• Improve customer journeys and conversion paths through data-informed decision-making
• Optimize product detail pages (PDPs) and content experiences to drive purchase intent along with the Consumer Experience Partner

Content & Digital Experience

• Lead homepage, landing page, and category content strategy in alignment with brand and commercial priorities
• Partner with creative and marketing teams to ensure consistent brand storytelling across all digital surfaces
• Develop content strategies that drive product education, brand affinity, and conversion

Marketing & Traffic Alignment

• Serve as the primary ecommerce partner for the performance marketing agency, retention agency, and social teams
• Ensure paid media and traffic campaigns are aligned with site merchandising priorities and promotional calendars
• Own landing page strategy and optimization for paid campaigns, affiliate programs, and promotional events
• Lead performance, retention and affiliate marketing strategy in close collaboration with agency and internal partners for execution

AI & Emerging Surfaces

• Lead DTC AI roadmap, agentic commerce + AEO/GEO (ChatGPT, Perplexity, Gemini, Claude), AI direction across the agency teams, AI/eCom tool evaluation (REbuy, Nosto AI, Klaviyo AI), AI-native internal workflows.

Analytics & Testing

• Partner closely with the data analyst/scientist to build a robust reporting and insights practice
• Identify and prioritize testing opportunities across merchandising, promotions, product pages, and UX
• Implement and manage A/B testing frameworks to drive measurable improvements in conversion and revenue

Cross-Functional Leadership

• Ensure ecommerce priorities are communicated clearly and executed consistently across all functions
• Represent US ecommerce interests in cross-functional planning processes, including seasonal and promotional planning

What It Takes (Experience)

• 10+ years of experience in ecommerce, digital marketing, or DTC roles within the CPG industry
• Proven track record of owning and growing ecommerce revenue at scale in a DTC environment
• Deep, hands-on Shopify expertise
• Demonstrated experience managing performance marketing channels or agencies (Meta, Google, Programmatic) — either directly or in close partnership with agency teams
• Experience with affiliate marketing programs and platforms
• Strong background in customer acquisition strategy and paid media planning
• Experience with email marketing platforms and lifecycle/retention programs
• Experience leading A/B testing and CRO programs with demonstrated results
• Demonstrated AI deployment in DTC + familiarity with agentic commerce and AI answer engines.

Capabilities

• Strategy and execution mindset — equally comfortable setting vision and rolling up sleeves to execute
• Strong analytical capability with proficiency in ecommerce analytics tools (Google Analytics / GA4, Shopify Analytics, Looker, or similar)
• Excellent cross-functional collaboration and stakeholder management skills
• Strong project management skills with the ability to manage multiple priorities in a fast-paced environment
• Clear and compelling communicator — both written and verbal — with the ability to present to senior leadership
• AI-fluent operator with daily LLM use, prompt design, agent workflows, vendor evaluation.

Qualifications

• 10+ years in ecommerce, digital marketing, or DTC; CPG industry experience required
• Deep hands-on Shopify expertise; proficiency in GA4, Looker, or comparable analytics tools
• Preferred: experience in travel goods, luggage, accessories, or adjacent lifestyle CPG
• Preferred: familiarity with agentic commerce, conversational commerce, or emerging shopping surfaces
• Preferred: experience working within a global DTC structure and navigating regional/global alignment

Working Environment

• Hybrid office environment with hands-on interaction with physical products

What We Offer

A Culture Built for Growth:

We believe in collaboration, accountability, innovation, and continuous improvement. We move fast, support one another, and challenge ourselves to keep evolving.

Flexibility & Wellbeing:

Flexible Time Away, company-paid holidays, and hybrid work flexibility.

Comprehensive Benefits:

Medical, Dental, Vision, Health Savings Accounts, and wellness programs.

Invest in Your Future:

401(k) company match.

Community & Connection:

Employee-led engagement initiatives focused on wellbeing, collaboration, and creating a workplace where everyone belongs.

About Travelpro®

Travelpro® was founded by airline pilot Bob Plath, whose firsthand travel experience inspired the invention of the original Rollaboard® suitcase — changing modern travel forever. Today, we are building on that legacy as we evolve into a modern mobility and travel lifestyle brand designed for today's global traveler. Our products combine aviation-level performance with elevated design, helping ambitious people move confidently through every journey.

Travelpro®

Tested by the Best. Designed for What's Next.

Travelpro® is an equal opportunity employer committed to building a diverse and inclusive workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other protected characteristic under applicable law.

Travelpro® is a drug-free workplace