Director of Ecommerce

amika means friend. we’re a fearless, Brooklyn-born, salon-raised haircare brand + a friend to all hair, hairstylists, the planet + you. we’re rooted in clinical results. each product is infused with our intoxicating scent + powered by our superfruit soul, sea buckthorn. known as one of earth’s most omega-rich plant sources, this potent berry nourishes your skin, scalp + strands. we’re a proud pal to the planet + certified B-Corp. from sustainably sourced ingredients + recyclable packaging to our energy-saving production processes, we pledge to reduce our greenhouse gas emissions, waste + energy to reach Net Zero by 2030. having grown up in salons, we know better than anyone how important stylists are—they’re our confidantes + community. Think of us as your at-home hairapist, here to empower self-expression + bring joy to your haircare experience. all hair is welcome™. the job: amika is looking for a passionate and strategic Director of Ecommerce to drive growth, innovation, and performance across our DTC business. This leader will own the onsite customer experience and ecommerce operations — balancing commercial goals, site performance, and the seamless translation of brand storytelling into a best-in-class digital experience. The ideal candidate is equal parts strategic thinker, operator, and collaborator — with a deep understanding of ecommerce merchandising, UX best practices, SEO, and the technical foundation of modern digital commerce. They thrive in a fast-paced environment, embrace innovation, and take ownership of outcomes while working cross-functionally across the organization. This role will work closely with the Director of CRM to ensure that site strategies are optimized for the broader business ecosystem and the Associate Director of CX to ensure our consumers’ needs are prioritized. location: hybrid (must be based NY + have the right to work in the US) what you'll do: Lead and execute amika’s DTC ecommerce strategy, driving sales, conversion, and site performance across loveamika.com and loveamika.ca. Partner with the AVP of Ecommerce and cross-functional leaders in Marketing, Creative, Planning, and Ops to define priorities, site goals, and key initiatives. Maintain a DTC calendar that aligns with and supports the overall brand marketing calendar. Partner with the AVP of Ecommerce to manage and execute exclusivity elements, margin-building onsite offerings, discount strategy, and promotional calendar, ensuring that all external needs are documented and tracked. Translate brand and promotional strategies into compelling, conversion-oriented site experiences that drive both performance and brand equity. Oversee day-to-day operations, ensuring on-time and high-quality execution of site updates, product launches, and campaign activations. Partner with Brand and Product Marketing to maintain a best-in-class GWP and exclusive merchandise strategy. Collaborate with the Paid Media team on landing page strategies to ensure performance and storytelling are optimized across acquisition channels. Own site merchandising strategy — ensuring that product presentation, categorization, and navigation enhance discovery, conversion, and storytelling. Partner with the Site Merchandising Manager and Paid Media team to optimize PDPs, PLPs, and homepage content based on performance data and customer journey insights. Partner with digital marketing on SEO strategy and execution to ensure amika’s DTC experience is discoverable, competitive, and aligned with brand positioning. Collaborate with the Creative and Brand teams to ensure site content aligns with brand identity, seasonal priorities, and overarching marketing strategy. Champion customer-first thinking — leveraging UX, design, and data insights to continually improve the online shopping experience. Ensure internal team alignment of promotional strategy and activations prior to the content briefing process, as well as subsequent briefings for DTC related activations. Site Operations & Technical Enablement Oversee site operations, partnering with the Site Ops Manager and Operations team to ensure inventory availability and accuracy. Serve as key business stakeholder for platform enhancements, integrations, and testing — including site speed, checkout optimization, and personalization features. Work cross-functionally to manage implementation of technical improvements, site tools, and backend workflows to improve efficiency and customer experience. Lead the development team and prioritize the pipeline in line with brand and business goals. Partner with the team on QA, releases, and troubleshooting to maintain best-in-class site performance. Planning & Commercial Ownership Partner with the Site Ops Manager, Sales, and Planning teams on monthly forecasts and revenue goals, aligning site initiatives with inventory, promotions, and marketing moments. Own ecommerce sales KPIs including conversion rate, AOV, and UPT, ensuring promotional and merchandising levers are optimized to achieve sales and margin targets. Drive onsite execution of commercial strategy — including promotional cadence, evergreen programs, exclusives, GWPs, merchandising, and seasonal events. Contribute to annual planning and budgeting processes for ecommerce channel performance and operations. Cross-Functional Collaboration Partner with Marketing, CRM, and Retention teams to align site experience with campaign calendars and lifecycle marketing strategies. Collaborate with Creative, Product Development, and Brand teams to ensure new product launches and core franchises are merchandised strategically and supported online. Act as a connective thread across Ecommerce, Marketing, and Operations teams — fostering transparency, communication, and joint problem solving. Leadership & Team Development Manage and mentor two direct reports: Site Operations Manager and Site Merchandising Manager. Provide coaching, professional development, and clarity of expectations to drive high performance and engagement. Foster a culture of accountability, collaboration, and continuous improvement within the Ecommerce function. must haves: 8–10 years of experience in ecommerce within beauty, fashion, or lifestyle brands; beauty and prestige highly preferred. DTC experience required; Shopify headless experience preferred. Proven expertise in ecommerce site management, digital merchandising, UX optimization, and SEO best practices. Strong understanding of ecommerce platforms and related tech stack tools (CMS, DAM, PIM, merchandising tools). Comfortable managing multiple projects within Asana or other project management tools (Monday, Wrike, etc.). Demonstrated experience driving sales growth through site experience, conversion optimization, and operational excellence. Possesses robust analytical and project management capabilities, with the skill to manage multiple priorities effectively. Excellent collaboration and communication skills, with the ability to influence across teams and present in large groups with leadership stakeholders. Strategic thinker with a bias for action and a passion for innovation, problem-solving, and creating joyful customer experiences. ready to apply? please click the link below that will bring you to our careers page where you can submit your application + resume (cover letter optional). a member of our team will be in touch soon! #J-18808-Ljbffr