The Role

The Head of Ecommerce is responsible for the ecommerce experience for Frank & Eileen and Reloved.  Reporting directly to the Chief Revenue Officer, this role owns the end-to-end site experience from homepage through checkout, drives conversion rate optimization, and leads the brand’s SEO and content strategy. You will manage a team of two direct reports and collaborate cross-functionally with Marketing, Merchandising, Customer, and Creative teams to grow digital revenue profitably.

Responsibilities

Site Experience & CRO

• Define and execute the UX strategy from homepage through checkout, ensuring a seamless, brand-right shopping experience across all devices.
• Build and run a rigorous A/B testing program to continuously improve conversion rate, bounce rate, cart abandonment, revenue per visitor, and pages per session
• Develop and advance the personalization roadmap—leveraging customer data to deliver relevant experiences that increase engagement and AOV
• Own conversion rate optimization across the full funnel, identifying friction points and prioritizing high-impact improvements
• Optimize landing pages for campaigns, product launches, and evergreen traffic to maximize acquisition efficiency

Ecommerce Operations & Shopify Management

• Own day-to-day ecommerce operations to ensure site stability, accuracy, and performance
• Serve as the primary owner of the Shopify ecosystem, including backend management, product setup, collections, and merchandising logic
• Triage and prioritize site issues (bugs, checkout errors, tracking gaps) and partner with Development/IT teams to resolve efficiently
• Manage and optimize Shopify apps and integrations (e.g., search, personalization, reviews, loyalty), including evaluation, implementation, and ongoing performance
• Partner with developers to scope, QA, and launch new features, enhancements, and site improvements

SEO

• Lead technical SEO and site architecture initiatives to ensure the site is fast, crawlable, and optimized for search performance
• Design and maintain an effective internal linking structure that supports both user navigation and search equity distribution
• Oversee metadata optimization across all pages, ensuring title tags, descriptions, and structured data align with keyword strategy
• Monitor and improve Core Web Vitals scores, partnering with engineering to maintain best-in-class page speed and interactivity
• Drive keyword research and content gap analysis to uncover high-value organic growth opportunities
• Brief new page creation in collaboration with Marketing and Creative

Team Leadership & Cross-Functional Partnership

• Manage and develop two direct reports
• Set clear goals, provide regular coaching, and build a high-performing ecommerce team culture
• Serve as the primary ecommerce partner to Marketing, Merchandising, Customer, and Creative teams
• Present performance insights and strategic recommendations to the CRO and broader leadership team on a regular cadence

Who You Are

• 7+ years of progressive ecommerce experience, with at least 3 years in a leadership role owning site experience and/or digital revenue for a DTC or premium retail brand
• Deep expertise in conversion rate optimization, A/B testing frameworks, and UX best practices for ecommerce
• Strong command of technical and on-page SEO, including site architecture, metadata strategy, Core Web Vitals, and keyword research
• Proven ability to build, coach, and retain small high-output teams
• Analytical mindset with fluency in web analytics platforms (Google Analytics 4, Shopify Analytics, or similar) and the ability to translate data into strategic action
• Experience with Shopify Plus
• Excellent cross-functional communication skills; comfortable presenting to senior leadership and collaborating with creative and marketing partners
• Familiarity with personalization tools, CDP/CRM platforms, and emerging ecommerce technologies is a plus
• This role is currently hybrid based in downtown LA and will transition to in-office at our new campus in Playa Vista, opening in January 2027

Compensation

Salary Range of $160,000-$185,000 annually

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the contractor. Duties, responsibilities and activities may change, or new ones may be assigned at any time with or without notice. 

*Frank & Eileen is an equal opportunity employer, celebrating diversity and creating an inclusive environment for our employees and customers. We are committed to comply with all Federal, State and local laws providing EEO and all other employment laws and regulations.