Director, Digital Growth & Commerce

Responsibilities

• Digital Growth Strategy & P&L - Manage to digital revenue and margin targets across DTC, professional / wholesale e-commerce, and marketplaces — including revenue, contribution margin, and growth targets - Partner with leadership to build and execute a digital roadmap that prioritizes highest-impact opportunities across acquisition, conversion, and retention - Manage digital marketing and platform budgets, allocating spend across channels based on performance, payback, and customer quality - Bring forward new growth opportunities (e.g., new channels, offers, partnerships, or international expansion) with clear business cases Customer Acquisition & Traffic - Set strategy for and oversee performance marketing across paid social, paid search, and shopping, working with agency partners on execution - Own organic growth levers, including SEO, organic search, site content strategy, and affiliate programs - Partner with Brand Marketing on influencer, social, and campaign activity to ensure it converts into measurable traffic and revenue - Optimize for efficient, high-quality customer acquisition — managing CAC, ROAS, new customer payback and LTV rather than top-line traffic alone E-Commerce & Site Performance - Lead the Shopify storefront strategy and roadmap, partnering with IT and development resources on the tech stack and app ecosystem - Run an ongoing conversion rate optimization (CRO) program — testing, prioritizing funnel-specific optimization framework, improving UX, merchandising to lift conversion and AOV - Oversee site operations, catalog integrity, and publishing cadence in partnership with Web Producer - Ensure the digital experience serves both consumer and professional audiences, with channel-appropriate content, pricing, and functionality - Evolve professional / wholesale website to enable lead capture, account-specific self-service, and automation of key ordering workflows Marketplaces - Own strategy and performance for Amazon and other third-party marketplaces, including listing quality, advertising, pricing integrity, brand protection, and inventory - Align marketplace activity with DTC and professional channels to protect brand positioning and minimize channel conflict Retention & Lifecycle Marketing - Own the customer retention strategy across email, SMS, loyalty, and subscription — from first purchase through repeat purchase and long-term LTV growth - Lead segmentation and audience architecture in Klaviyo, ensuring the right message reaches the right customer at the right stage - Oversee automated flow strategy (welcome, post-purchase, replenishment, win-back, professional onboarding) and campaign calendar execution - Identify opportunities to deepen loyalty through subscription, bundling, rewards, and personalization Analytics & Insights - Own digital reporting and dashboards across acquisition, conversion, and retention — translating data into clear recommendations for leadership, cross-functional partners, and team - Establish a reliable approach to attribution and channel measurement to guide budget and prioritization decisions - Build forecasting and scenario-planning tools to support target setting, budget allocation, and test prioritization Team & Cross-Functional Leadership - Lead, coach, and develop a team of 3 - 4 direct reports spanning site operations, lifecycle / CRM, performance marketing, and marketplaces — setting clear goals and building team capability - Own agency and technology partner relationships (development, design, performance media, marketplace) — managing SOWs, priorities, and quality of output - Align digital execution with product launches, promotions, and seasonal campaigns - Collaborate with the professional channel and sales teams to ensure B2B digital touchpoints are operationally sound and strategically aligned Salary Description $135,000 - $140,000