Senior Director, eCommerce

About the Company

AS Beauty is one of the fastest-growing cosmetic companies in the market today. We are a family-run business based in New York, NY, focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. AS Beauty’s portfolio includes renowned brands Laura Geller Beauty, Bliss, Cover FX, Julep Beauty, and Mally Beauty. We are continually developing products that are innovative, effective, and ensure that our customers feel beautiful inside and out.

Role Summary

The Sr. Director, eCommerce North America own the commercial performance and strategic direction of the North American eCommerce business across all AS Beauty brands. This is the highest-level eCommerce role in North America below the VP, Head of DTC, responsible for revenue, conversion, AOV, and customer experience outcomes delivered through a team of Directors, Senior Managers, and Managers. The role sets the eCommerce roadmap and commercial priorities across brands, builds scalable capabilities and processes, and connects eCommerce execution to CRO, CRM, Planning, and Creative. It operates with significant autonomy, exercising judgment on where to focus investment and attention across a multi-brand portfolio, while remaining accountable to the VP, Head of DTC for overall NA eCommerce results.

Key Responsibilities

NA eCommerce Strategy & Business Performance

• Owns revenue, conversion, AOV, and overall commercial performance for the North American eCommerce business across Laura Geller, Bliss, and Julep.
• Sets the eCommerce roadmap and quarterly/annual priorities across brand teams, balancing brand-specific needs with shared commercial goals.
• Reviews site and business performance across brands, identifying trends, risks, and growth opportunities and directing action through Directors and Senior Managers.
• Determines where to concentrate resources and attention across brands based on commercial opportunity and business priority.
• Represents North American eCommerce performance and plans to the VP, Head of DTC.

Team Leadership & Development

• Leads and develops the North America eCommerce team, including Directors, Senior Managers, Managers, and the Manager for Julep & GMA Live.
• Builds team structure and role clarity as the NA eCommerce organization scales across brands and initiatives.
• Coaches Directors and Senior Managers to move from tactical execution toward independent business ownership.
• Oversees Site Operations / eCommerce Support capacity and ensures the team has the operational foundation to execute reliably.

Cross-Functional Integration

• Partners with the Director, International eCommerce to keep NA and international eCommerce strategies coordinated where relevant, including shared platforms, learnings, and launches.
• Partners with the Sr. Director, CRO & Digital Site Experience to align site experience and experimentation priorities with the commercial roadmap.
• Partners with the Sr. Director, CRM & Lifecycle to connect acquisition, retention, and lifecycle strategy to eCommerce merchandising and campaign calendars.
• Partners with Planning to align inventory, product launch timing, and promotional calendars with eCommerce commercial plans.
• Partners with Creative to prioritize asset needs across brands and campaigns.

Commercial Execution & Scalable Capabilities

• Builds scalable eCommerce processes and playbooks that can be applied consistently across brands as the portfolio grows.
• Oversees execution quality across major launches, campaigns, and promotional moments across all NA brands.
• Sr. Director, eCommerce North America Page 2AS Beauty DTC CONFIDENTIAL
• Ensures customer experience considerations, such as site usability, merchandising clarity, and navigation, are addressed consistently across brand sites.
• Evaluates and prioritizes investment in eCommerce capabilities, such as merchandising tools, reporting, and site functionality, in partnership with Digital Technology & Operations.

Experience & Qualifications

Required

• 12-15+ years of eCommerce/DTC experience, including leadership of eCommerce teams across multiple brands or businesses.
• Demonstrated ownership of eCommerce commercial performance metrics (revenue, conversion, AOV) at scale.
• Experience managing and developing Directors and Senior Managers.
• Experience coordinating eCommerce priorities with CRM, CRO, Creative, and Planning functions.
• Experience building scalable processes and playbooks across a multi-brand portfolio.
• Strong track record of translating executive strategy into an actionable eCommerce roadmap.

Strongly Preferred

• Experience in beauty, cosmetics, or multi-brand consumer portfolios.
• Experience supporting or coordinating with international eCommerce markets.
• Experience with live-shopping, event-driven commerce, or media-driven retail moments.

Core Competencies & The ASB Way

This role is a direct expression of The ASB Way. The competencies below describe how success looks in this seat as the senior-most eCommerce leader in North America.

• Commercial Acumen — Reads business performance across multiple brands and directs the team's attention to the highest-value opportunities.
• Cross-Functional Influence — Aligns CRO, CRM, Creative, and Planning leaders around a shared NA eCommerce roadmap.
• Developing Others — Builds Directors and Senior Managers into independent business owners capable of running their own brand or portfolio.
• Delivery Discipline — Ensures major launches, campaigns, and promotional moments execute cleanly across every NA brand.
• Strategic Thinking — Sets a multi-brand eCommerce roadmap that balances brand-specific priorities with shared commercial goals.
• Operational Excellence — Builds scalable playbooks and processes that hold up as the brand portfolio and team grow.
• Entrepreneurial Ownership — Takes full accountability for NA eCommerce commercial results rather than deferring to individual brand teams.
• Customer Obsession — Champions consistent, high-quality customer site experience across every brand under NA eCommerce.
• Executive Communication — Represents NA eCommerce performance and priorities clearly to the VP, Head of DTC and cross-functional partners.