Overview
We are seeking a Head of E-Commerce to own and grow our direct-to-consumer digital business. This role is responsible for performance, strategy, and execution across the e-commerce channel, with clear accountability for revenue, conversion, customer experience, and operational excellence.
This is a hands-on leadership role for a strong operator who can set direction, manage cross-functional partners, and ensure that strategy translates into results. The Head of E-Commerce will bring structure, rigor, and commercial discipline to a highly creative, brand-driven environment.
Key Responsibilities
E-Commerce Strategy & Performance
- Own the full e-commerce P&L with a primary mandate to drive aggressive year-over-year revenue growth while maintaining healthy margins and profitability.
- Continuously analyze sales data to identify underperforming SKUs and categories, deploying targeted pricing, bundling, or merchandising strategies to maximize Sell-Through and GMV.
- Lead a rigorous testing culture (A/B testing) to systematically improve conversion funnels, aiming to increase Revenue Per Visitor (RPV) and Average Order Value (AOV).
- Develop strategies specifically designed to increase repeat purchase rates and LTV, transforming one-time buyers into high-value loyalists.
- Identify and execute on opportunities for international growth, new channel acquisition, or marketplace expansion to diversify revenue streams.
- Partner with Finance to build accurate revenue forecasts and demand plans, ensuring inventory investments directly support aggressive sales targets.
Site Experience & Merchandising
- Own the end-to-end site experience, ensuring it reflects the brand and drives performance
- Lead digital merchandising, product launches, and storytelling across the site
- Optimize site architecture, navigation, and content to improve usability and conversion
- Partner closely with Creative and Brand to balance aesthetics with commercial outcomes
Marketing, Growth & Customer Acquisition
- Partner with Marketing to drive qualified traffic through paid, organic, email, and CRM channels
- Collaborate on acquisition, retention, and lifecycle strategies
- Ensure promotional and launch strategies are executed flawlessly on-site
Operations, Technology & Execution
- Manage the ecosystem of tools and platforms (Shopify Plus, ERP integrations, CRM, Returns, and 3rd party apps), ensuring seamless data flow and system stability.
- Define and prioritize the technical roadmap, balancing immediate fixes with long-term feature development to support scale.
- Serve as the primary lead for external development agencies and tech vendors; manage contracts, sprint planning, QA, and budget allocation for technical projects.
- Oversee day-to-day site operations, including release management, bug tracking, and site speed optimization.
- Partner deeply with Operations and Supply Chain to ensure inventory data integrity between the ERP and storefront, minimizing oversells and optimizing the post-purchase fulfillment experience.
- Identify friction points in the customer journey or internal workflows and implement technical solutions to resolve them.
Team & Cross-Functional Leadership
- Lead and develop the e-commerce team and external partners (agencies, developers, platforms)
- Work cross-functionally with Creative, Marketing, Product, Operations, and Finance
- Bring clarity to ownership, timelines, and decision-making across initiatives
Ideal Candidate Profile
Experience
- 8–12+ years of experience in e-commerce or digital commerce leadership
- Proven track record of growing a DTC e-commerce business with full revenue accountability
- Experience in luxury, fashion, beauty, or consumer brands strongly preferred
- Deep understanding of e-commerce platforms, analytics, and performance optimization
Attributes
- Commercially minded with strong analytical and problem-solving skills
- Highly execution-oriented; able to turn strategy into results
- Comfortable operating in a founder-led, creative environment
- Strong judgment and ability to balance brand integrity with performance goals
- Clear communicator who can align cross-functional teams around priorities
What Success Looks Like
Within the first 6–12 months, this leader will have:
- Delivered measurable growth in e-commerce revenue and conversion
- Improved site performance, usability, and customer experience
- Established clear ownership and operating rhythms across the e-commerce function
- Strengthened cross-functional execution and reduced friction between teams
- Built a scalable foundation for long-term digital growth
