Pendleton has been woven in the West since 1863. Built on a legacy of craft, quality, and authenticity, our products are known for their timeless design and enduring stories. The GM of Ecommerce role is a rare opportunity to shape the online strategy for an iconic American brand, leveraging your vision to define the future of the digital experience and capabilities, and sharp business acumen to maximize business results throughout the P&L.

The ideal candidate is a hands-on digital leader who thrives in a lean, entrepreneurial environment and knows how to balance big-picture strategy with in-the-weeds execution. You will report directly to the GM of DTC and serve as the company's senior ecommerce expert.

This role is critical to leading cross-functional ecommerce operations and partnering closely with teams across Merchandising, Planning, Marketing, Creative Services, Operations, Analytics, Technology, and Customer Experience. The GM of Ecommerce will actively oversee the go-to-market calendar, key digital initiatives, and major site activations.

What You’ll Do:

Strategy & Vision

• Develop and own the ecommerce strategy, roadmap, and annual business plan aligned with overall company growth objectives.


• Define the brand’s digital identity and translate Pendleton’s heritage story into compelling online experiences.

Budget, Business, and Financial Leadership

• Full ownership of the P&L, from marketing, customer acquisition, and demand creation through efficient scaling of operational expenses and net income contribution to the brand’s bottom line. You will actively manage the dynamics between gross margin and controllable expenses.


• Establish KPIs, reporting cadences, and dashboards necessary to track performance and guide decision-making.


• Lead annual budgeting and monthly forecasting processes, taking into account geo and marketplace trends, product and merchandising strategies, customer acquisition investments, and current and future platform capabilities and performance expectations.

Site Operations & Merchandising

• Lead the team responsible for day-to-day management of the ecommerce website, including product and pricing, content publishing, customer experience, site performance, and merchandising.


• Oversee site search, navigation, and on-site personalization to improve conversion and average order value.


• Manage platform and technology development partners to ensure capability development and optimization initiatives are properly prioritized against business value, delivered on time, on budget, and with measurable impact.


• Partner with Merchandising and Buying teams to align online assortment with inventory availability and margin goals.

Marketing & Customer Acquisition

• Partner closely with the Head of DTC Marketing to define digital marketing strategies across paid search (SEM), paid social, SEO, email/SMS, and affiliate programs.


• Develop lifecycle marketing programs to grow the customer file, improve retention, and reduce churn.


• Oversee the promotional calendar and ensure alignment between digital marketing, in-store, and wholesale marketplace activity.


• Manage agency and vendor relationships to continuously optimize digital marketing execution and measurable return on marketing investment.


• Work closely with the Data & Analytics team to ensure accuracy, consistency, alignment, and accessibility of ecommerce data across platforms (GA4, Snowflake, ERP, marketing analytics, etc.)

Technology & Platform

• Influence and advise the evaluation, selection, and integration of a modernized e-commerce technology stack (platform, customer data platform, analytics, etc.).


• Partner with Technology and Operations to ensure seamless integrations between ecommerce, ERP, OMS, and fulfillment systems.


• Champion a test-and-learn culture, including A/B testing, conversion rate optimization, and data-driven iteration.

Team & Process Leadership

• Build and lead a high-performing ecommerce team; define organizational structure and hire foundational roles.


• Foster cross-functional collaboration with Merchandising, Marketing, Operations, and Customer Service, establishing clear roles and responsibilities and actively managing partner relationships.

Core Expectations

• Ecommerce strategy, digital experience, and commercial growth plans are clearly defined, consistently executed, and aligned to overall company revenue, profitability, acquisition, and retention objectives.


• Business performance is actively managed through disciplined ownership of the ecommerce P&L, balancing revenue growth, gross margin, operational expenses, and profitability contribution.


• Site experience, merchandising execution, and customer journey optimization are consistently maintained to support conversion, average order value, retention, and long-term customer growth.


• Integrated go-to-market campaigns and promotional strategies are delivered in strong partnership with Marketing, Merchandising, Creative Services, Planning, Operations, Analytics, and external partners.


• Technology investments, platform capabilities, and data infrastructure are effectively prioritized and leveraged to improve operational efficiency, customer experience, measurement accuracy, and scalability.


• Internal teams, agency partners, and external vendors are effectively led, with clear accountability, strong operational discipline, and scalable ecommerce capabilities.

What You Bring

• 7–10+ years of progressive ecommerce experience, including 3+ years in a senior leadership role.


• Proven track record of growing ecommerce revenue in a consumer brand or specialty retail environment.


• Direct experience managing ecommerce P&Ls, digital customer acquisition investments, and operational expense structures.


• Experience leading and developing teams, including hiring, coaching, and performance management.


• Demonstrated ability to build structure, process, and operational discipline within an entrepreneurial, resource-constrained environment.


• Apparel, fashion, lifestyle, or consumer goods experience strongly preferred.


• Experience working within a heritage, founder-led, or family-owned brand environment is a meaningful plus.


• Bachelor’s degree in Business Administration, Marketing, Communications, or a related discipline required.