How did we get here? 

1. We hire great people that fit our culture and have an old-school work ethic.  

2. We make great products and provide our customers with an unreal experience.  

3. We create great processes that enable us to set goals and track our success. 

The UNRL team consists of a small, tight-knit group of hardworking people with an entrepreneurial mindset. We’re building a brand that will stand the test of time and continue to make a positive impact in our communities. What are you leaving behind? 

Job Overview

The Senior Director of E-Commerce leads and scales UNRL’s direct-to-consumer online business. This role owns e-commerce strategy, revenue performance, digital merchandising, conversion optimization, customer experience, Shopify capabilities, and the long-term digital roadmap while partnering closely with Marketing and other functions to deliver profitable growth.

Why UNRL

UNRL is redefining premium performance apparel through innovative products and an obsessive focus on the customer. This role will shape the strategy, team (3+), technology, and processes needed to deliver a best-in-class digital shopping experience and support UNRL’s next phase of growth.

Responsibilities

• Lead UNRL’s e-commerce strategy, revenue performance, forecasting, annual planning, and multi-year growth roadmap. 
• Build and develop a high-performing e-commerce team with clear goals, priorities, accountability, and performance expectations. 
• Own digital merchandising and the online customer experience across navigation, search, collections, product pages, cart, checkout, and post-purchase. 
• Lead conversion optimization and structured testing to improve conversion rate, average order value, revenue per visitor, and customer retention. 
• Own the Shopify Plus roadmap, including site functionality, integrations, performance, scalability, agencies, developers, and technology partners. 
• Partner with Marketing on campaigns, paid media, email, SMS, lifecycle programs, creative assets, product storytelling, and traffic-generation strategies. 
• Partner with Product, Planning, Supply Chain, Finance, Technology, and Operations to align launches, inventory, promotions, and customer demand.
• Establish dashboards and reporting that provide visibility into performance, identify risks and opportunities, and drive clear actions. 

What Good Looks Like

A successful leader will:

• Deliver e-commerce revenue, profitability, conversion, and customer-experience goals. 
• Establish a clear digital strategy supported by disciplined planning, forecasting, testing, and execution. 
• Improve product discovery, digital merchandising, site usability, and the overall purchase journey. 
• Build strong partnerships across the business, particularly with Marketing, Product, Planning, and Supply Chain. 
• Develop a high-performing team and create clear ownership, accountability, and continuous improvement. 

Success Measures

• E-commerce revenue growth, profitability, and gross margin 
• Conversion rate, average order value, and revenue per visitor 
• Customer retention, repeat purchase, and lifetime value 
• Full-price sell-through and promotional effectiveness 
• Site speed, stability, usability, and customer experience 
• Forecast accuracy and team engagement 

Requirements

• 5-8 years of progressive experience in e-commerce, digital commerce, digital merchandising, or related consumer-facing roles. 
• Significant experience owning and scaling a direct-to-consumer business within apparel, footwear, lifestyle, or consumer products. 
• 5+ years of experience building, developing, and leading high-performing teams.
• Demonstrated success delivering revenue growth, conversion improvements, stronger customer experiences, and increased profitability. 
• Extensive experience managing and optimizing Shopify Plus environments, digital merchandising, and conversion programs. 
• Proven ability to lead cross-functionally and balance customer needs, brand standards, inventory constraints, financial goals, and speed of execution. 

Technical Expertise

• Deep knowledge of e-commerce strategy, digital merchandising, user experience, conversion optimization, and customer journey management. 
• Strong financial and analytical skills, including forecasting, gross margin, promotions, channel economics, dashboards, and performance reporting. 
• Experience with Shopify Plus, Google Analytics, Triple Whale, testing platforms, heat-mapping tools, apps, and integrations. 
• Working knowledge of paid media, email, SMS, lifecycle marketing, attribution, acquisition, and retention metrics to effectively partner with Marketing. 
• Experience managing agencies, developers, platform partners, and technology vendors. 

Preferred Qualifications

• Experience scaling a high-growth e-commerce business or leading a major digital transformation. 
• Experience within premium apparel, activewear, golf, footwear, lifestyle, or a related consumer category. 
• Familiarity with ERP, CRM, inventory-planning, order-management, and fulfillment-system integrations. 
• Bachelor’s degree in a related field; MBA is a plus. 
• Minnesota-based, in-office presence strongly preferred. 

Our Leadership Principles

• Lead with ownership, accountability, and integrity. 
• Maintain an obsessive focus on the customer. 
• Use data, creativity, and sound judgment to make decisions. 
• Translate strategy into clear priorities and measurable results.

Benefits

• Health Insurance (Immediate Eligibility) 
• Dental Insurance (Immediate Eligibility) 
• Vision Insurance (Immediate Eligibility) 
• Annual Performance Bonus (Immediate Eligibility based on Company and Individual Performance) 
• 401(k) Profit Sharing Retirement Plan (Eligibility begins after 1 year of employment) 
• 401(k) 4% Employer match (Eligibility begins after 1 year of employment) 
• PTO (Immediate Eligibility) 
• Employee Discount on UNRL product (Immediate Eligibility)