Director of eCommerce Growth

Responsibilities

• Own eCommerce performance: This means that you'll carry the revenue target for the direct-to-consumer channel and be accountable for it monthly, quarterly, and annually. Define the KPI sets that govern the channel (sessions, CVR, AOV, accessory attach rate, cart abandonment, account creation, email capture, bounce rate, repeat purchase rate, etc.) and set the baseline, the target, and the thresholds at which we pivot our approach as core levers of P&L. Build and defend an annual eCommerce plan that ties to the company revenue forecast and to the broader marketing plan. Forecast the channel's contribution by month, and explain variance against it proactively. Partner with the CMO to build eCommerce programs as part of the overall marketing effort. Site initiatives, campaigns, product launches, and brand direction are planned together, resourced together, and reviewed together. Own the eCommerce budget and the return case for every line in it. Make the insource vs. outsource call and defend it with numbers. Advise the CMO and the executive team on where the online business should go next, and bring a clear recommendation.
• Run a continuous testing and optimization program: Maintain a prioritized experiment backlog. Every test will need to carry a hypothesis, a primary metric, a runtime, and a decision rule agreed upon before it launches. Run the roadmap on a published delivery cadence. Whether the team works in sprints, iterations, or continuous flow, every piece of work carries a defined outcome and a committed date. Test the commercial levers alongside the layout: explore price points and price architecture, free-shipping thresholds, shipping protection, financing placement, bundles, warranty and installation add-ons, post-purchase accessory flows, and more. Test the experience: fitment and vehicle-selector flow, product detail page structure, navigation, on-site search, cart and checkout, landing pages, and content. Perform nuanced analysis of test results and propose next steps. A test that comes back flat is information, and a feature we believe in deserves a second design. Set the release calendar against the commercial and marketing calendar, coordinated with the CMO and campaign owners, and land conversion gains ahead of peak season.
• Own merchandising and offer strategy: Know the catalog at the SKU level: fitments, finishes, sizes, price points, margin, sales velocity, and inventory position. Recommend pricing, promotional, and bundling changes with the margin math attached, in partnership with finance, product, and sales. Own how the catalog is presented online (hierarchy, collections, fitment logic, imagery and content standards, cross-sell and accessory placement) so the site sells the full range. Own promotional build-up and teardown, developed with brand and performance marketing so the offer, the creative, and the media plan say the same thing. Every promotion carries a stated objective, a measurement plan, and a written read-out after it ends.
• Direct the site roadmap and technical execution: Shape a high-performing online journey across browse, product detail, cart, and checkout experiences that reflect the Apex brand and the enthusiast culture we are steeped in. Set the roadmap: what gets built, in what order, and what business result each item is expected to buy. Build it with the CMO, and sequence it against what the rest of marketing has committed to. Direct design and development agencies, the eCommerce Systems Administrator, and other resources against scope, timeline, budget, and quality. Hold partners to spec and to the number. Set standards for uptime, page speed, product data accuracy, and bug resolution. Hold the team and the vendors to them, and escalate anything that threatens revenue before customers feel it. Define the measurement requirements like site tagging, pixels, UTM structure, GA4 event and conversion tracking, attribution, and verify they are implemented correctly. You specify what must be captured and confirm the data is trustworthy; internal specialists and partners implement it. Keep eCommerce systems, procedures, and access documented and current, so the business runs smoothly through vacations, handoffs, and transitions.
• Put emerging technology to work: Track what is actually happening in AI and commerce, and bring a point of view on which capabilities are worth piloting here and what a pilot would need to prove. Evaluate and pilot AI-driven capabilities on the site where they improve product discovery, conversion, or customer service. Scope them like any other initiative: hypothesis, metric, decision rule, and a read-out. Build internal tools with AI that improve how the team works and how the business is reported: workflow automation, data pulls, analysis, and recurring reporting to leadership. You will have the latitude to build these yourself. Share what you learn with the CMO and the wider marketing team. Capability developed inside eCommerce should raise the floor for the whole function.
• Lead the team: Manage a team of eCommerce professionals - from hiring to exiting when called for. This includes establishing and prioritizing department and individual OKRs, delivering timely, frequent, and radically candid feedback, performance evaluation, performance reviews, compensation reviews, etc. Make the case for headcount with thoughtful planning and data, but not before exploring technology solutions that would enable us to remain lean. Know when to outsource, insource, or invest in technology solutions to keep margins in check. Select and oversee consultants, contractors, and agencies to supplement our internal team. Keep those outsiders in check and on budget.

Requirements

• Bachelor's degree in business, marketing, or a related field, or equivalent professional experience.
• 10+ years in eCommerce or direct-to-consumer, including at least 3 years accountable for a revenue or contribution target.
• 3+ years directly managing a team, including hiring, coaching, performance management, and termination.
• 3+ years directing outside developers, designers, and agencies against scope, budget, and deadline.
• Experience operating inside an integrated marketing organization, building eCommerce programs together with brand, performance, lifecycle, and creative.
• Demonstrated ownership of a structured experimentation program: a maintained test backlog, defined hypotheses and success metrics, and documented outcomes with the business impact quantified.
• Experience owning merchandising and offer strategy that includes pricing, promotions, bundling, shipping offers, and attach-rate programs, with the margin implications owned personally.
• Fluency with analytics and reporting: GA4, dashboard building, and the judgment to read what a number actually proves.
• Deep knowledge of the eCommerce technology landscape like commerce and CMS platforms, tag management, pixels, A/B testing tools, email platforms, heat-mapping and session replay.
• Magento experience is a plus; what matters is the ability to become fluent in our platform quickly and to direct technical work credibly.

Preferred

• Motorsports Experience: Prior experience in the aftermarket performance industry is welcome, and what we most want is genuine enthusiasm for the product and deep engagement with the community. We serve a passionate enthusiast community that rewards people who know the space. You will bring either a solid understanding of high-performance automotive, or the eagerness and ability to learn it quickly.

Benefits

• Robust health benefits that include medical insurance covering 100% of monthly premiums for employees and their dependents under the age of 14 on our base plans, and generous contributions towards premiums for dependents over 14. We have a wide variety of other medical plans, so you can contribute to a more robust plan that better suits your needs. Get access to an HSA, mental health support, and gym membership discounts! Dental and vision benefits cover 100% of the monthly premiums for employees on our base plans, plus affordable buy-up options if you need orthodontic coverage.