Director of Ecommerce

We're looking for a Director of Ecommerce to help Criquet build a smarter, higher-converting and more profitable ecommerce business. This is equal parts strategist, merchant, analyst and doer. You'll help lead the performance and evolution of criquetshirts.com — from digital merchandising, conversion and customer experience to analytics, SEO and emerging digital growth opportunities.

We're not looking for someone to sit on the sidelines and make decks. We want someone who likes getting into the weeds, spotting opportunities and making things happen.You'll work across Marketing, CX, Product, Wholesale and our external partners to continually improve how customers discover, shop and buy Criquet. Most importantly, we're looking for someone who takes initiative. Someone who sees opportunities, prioritizes them and makes things happen.

Full Job Description

We're looking for a Director of Ecommerce to help Criquet build a smarter, higher-converting and more profitable ecommerce business. This is equal parts strategist, merchant, analyst and doer. You'll help lead the performance and evolution of criquetshirts.com — from digital merchandising, conversion and customer experience to analytics, SEO and emerging digital growth opportunities.

We're not looking for someone to sit on the sidelines and make decks. We want someone who likes getting into the weeds, spotting opportunities and making things happen.You'll work across Marketing, CX, Product, Wholesale and our external partners to continually improve how customers discover, shop and buy Criquet. Most importantly, we're looking for someone who takes initiative. Someone who sees opportunities, prioritizes them and makes things happen.

Responsibilities

• Drive ecommerce performance. Help drive revenue, conversion, AOV, revenue per visitor, margin and profitability. Dig into what's driving the business, identify opportunities and turn insights into action.
• Lead digital merchandising. Shape how Criquet shows up across the digital storefront — from homepage and navigation to collections, PDPs, search, recommendations and cart. Connect campaigns, traffic and inventory to create a better shopping experience.
• Lead CRO and testing. Develop and manage a testing roadmap across landing pages, product discovery, PDPs, sizing, recommendations, bundles, mobile experience and checkout. Develop hypotheses, test them, learn and keep improving.
• Grow organic discovery. Lead our SEO strategy and work closely with SEO and development partners to grow qualified organic traffic and improve how Criquet and our products show up across search. Stay ahead of AI-driven product discovery and identify opportunities across AEO and other emerging search channels.
• Turn data into decisions. Build a clear picture of how the ecommerce business is performing and use those insights to determine what we should do next — not simply report what happened.
• Shape the ecommerce roadmap. Work with our development partners to prioritize site improvements, tests, integrations and new functionality based on their potential impact on the business.
• Manage the tech stack and key partners. Oversee our ecommerce technology across Shopify, personalization, CRM and Klaviyo, SEO, upselling, analytics and other tools. Understand what we're paying for, how we're using it and whether it's delivering value.
• Explore new growth opportunities. Evaluate marketplaces and other emerging commerce channels to determine where they make sense for Criquet, our customers and the bottom line.
• Work across the business. Partner closely with Marketing, CX, Product, Wholesale and outside partners to connect the customer experience with broader company priorities.

Requirements

• 7–10+ years of ecommerce experience with 2+ years in leadership position, ideally with a DTC, apparel, lifestyle or consumer brand
• Meaningful responsibility for a digital business with a track record of improving revenue, conversion or profitability
• Deep Shopify experience
• Strong ecommerce analytics and digital merchandising instincts
• Experience building and managing CRO and A/B testing programs
• Strong understanding of SEO and organic growth, with curiosity around AEO, AI search and emerging discovery channels
• Understanding of paid media, CRM and the broader customer journey
• Experience with Klaviyo or similar CRM/ESP platforms
• Comfortable managing developers, agencies and outside partners
• Experience using AI and new technology to improve how you work and how the business performs
• Strong commercial instincts and the ability to turn data into action
• Comfortable moving between big-picture strategy and hands‑on execution
• Entrepreneurial mindset with a bias toward action

Bonus Points

• Experience in men's apparel, golf, outdoor or lifestyle brands
• Experience working in a founder‑led or entrepreneurial business
• Experience identifying and launching new ecommerce channels or marketplace opportunities
• A soft spot for old‑school style done right doesn't hurt