Director, Digital Marketing & E-Commerce

Position Summary

The Director, eCommerce & Digital Marketing is a senior digital commercial leader accountable for profitable digital growth across demand generation, online conversion, and customer retention. This role owns the end-to-end digital revenue engine—setting strategy across paid, organic, email, web merchandising, customer experience, and eCommerce operations to achieve revenue, margin, conversion, and customer lifetime value goals. Responsible for annual eCommerce incremental growth targets. The Director partners cross-functionally with Brand, Product, Sales, IT, Finance, Operations, and Customer Care to deliver a seamless customer journey and scalable digital commerce capability.

Role

· Accelerate profitable digital revenue growth across direct and assisted eCommerce channels and identify net new digital revenue streams.

· Integrate digital marketing, site experience, and commercial execution into one performance-driven operating model.

· Build a data-driven, test-and-learn culture that improves acquisition efficiency, conversion, retention, and customer lifetime value.

· Translate business strategy into measurable digital outcomes, roadmap priorities, and team execution.

Key Business Outcomes

· Deliver annual digital revenue targets, contribution margin, and growth targets.

· Improve conversion rate, average order value, repeat purchase rate, and customer lifetime value.

· Increase media and channel efficiency, including customer acquisition cost, return on ad spend, and payback period.

· Strengthen site performance, merchandising effectiveness, and customer experience across the digital funnel.

· Build organizational capability in digital marketing, analytics, personalization, and eCommerce operations.

Core Responsibilities

Strategy, Planning & Commercial Ownership

· Define and lead the digital marketing and eCommerce strategy aligned to enterprise growth priorities, brand strategy, and financial targets.

· Own the digital business plan, including revenue, margin, conversion, retention, and customer acquisition performance.

· Establish plans to meet annual digital revenue targets, forecasts, and operating plans; identify risks, opportunities, and scenarios to achieve business commitments.

· Represent the digital business in executive reviews, presenting performance, insights, tradeoffs, and investment recommendations.

Digital Marketing Leadership

· Lead integrated digital marketing across paid search, paid social, SEO, affiliate, display, content, email, and lifecycle marketing.

· Set channel strategy, budget allocation, audience targeting, testing plans, and attribution frameworks to maximize growth and ROI.

· Drive demand generation strategies that increase qualified traffic, improve funnel quality, and support revenue and brand objectives.

· Oversee agency and platform partners, ensuring strong performance management, innovation, and contract value realization.

eCommerce & Onsite Performance

· Own the performance of the eCommerce experience, including conversion, average order value, cart completion, site merchandising, personalization, and content effectiveness.

· Partner with Product, UX, Technology, and Operations to prioritize the site roadmap and deliver improvements in speed, navigation, search, checkout, mobile experience, and accessibility.

· Lead promotional, merchandising, and digital calendar planning to align product priorities, inventory considerations, and campaign execution.

· Identify and execute opportunities across marketplace, social commerce, and emerging digital selling channels as relevant to the business.

Analytics, Insights & Optimization

· Define a clear KPI framework and performance dashboard for traffic, conversion, AOV, revenue, marketing KPIs, retention, and contribution margin.

· Translate data into decisions by identifying growth opportunities, diagnosing performance gaps, and prioritizing actions based on business impact.

· Champion experimentation through A/B testing, incrementality, segmentation, and personalization to improve customer experience and commercial outcomes.

· Ensure reliable measurement, tagging, attribution, and reporting in collaboration with analytics, data, and technology teams.

Technology, Operations & Process Excellence

· Partner on the eCommerce and marketing technology stack roadmap, including platform enhancements, automation, analytics, CDP, feed management, and personalization tools.

· Evaluate and prioritize digital capabilities, vendors, and integration needs based on strategic fit, scalability, security, and ROI.

· Build disciplined processes for campaign planning, site changes, launch readiness, QA, and post-launch performance review.

· Support continuous improvement across fulfillment, customer service handoffs, returns experience, and operational issue resolution that affects customer satisfaction and conversion.

Leadership & Cross-Functional Partnership

· Lead, coach, and develop a high-performing team across digital marketing, eCommerce, lifecycle, analytics, and/or agency resources.

· Create clear goals, accountabilities, and development plans for team members, fostering a culture of ownership, collaboration, and continuous improvement.

· Influence cross-functional stakeholders across Brand, Finance, Sales, IT, Product, and Operations to align priorities and deliver results.

· Model strategic thinking, customer-centricity, operational rigor, and strong executive communication.

Qualifications

Required

· Bachelor’s degree in Marketing, Business, Communications, or a related field.

· 10+ years of progressive experience in digital marketing, eCommerce, growth, or related commercial leadership roles.

· 5+ years of people leadership experience, including leading managers, specialists, cross-functional teams, and/or agency partners.

· Demonstrated success owning measurable business outcomes such as digital revenue growth, conversion improvement, customer acquisition efficiency, and retention.

· Strong working knowledge of performance marketing, SEO, lifecycle marketing, web analytics, on-site merchandising, and conversion optimization.

· Experience managing significant budgets, forecasts, vendor contracts, and business cases for digital investment.

· Excellent analytical, problem-solving, communication, and stakeholder management skills.

Preferred

· MBA or advanced degree in a relevant field.

· Experience in a multi-brand, multi-channel, retail, B2B commerce, or consumer-led environment.

· Hands-on experience with platforms/tools such as Shopify, SAP C4E, Adobe Commerce/Magento, GA4, Looker/Tableau/Power BI, Salesforce, CDP and personalization platforms.

· Familiarity with marketplace commerce, feed optimization, loyalty programs, and advanced attribution/incrementality approaches.

· Experience leading digital transformation, re-platforming, or major martech/eCommerce capability upgrades.

Leadership Competencies

· Commercial Acumen – understands how digital investments translate to revenue, margin, and enterprise value.

· Customer Obsession – makes decisions with a deep understanding of customer behavior, friction points, and experience quality.

· Data-Driven Decision Making – balances analytical rigor with judgment and speed.

· Strategic Agility – connects long-term roadmap choices with near-term performance needs.

· Execution Excellence – drives disciplined planning, prioritization, and follow-through.

· Influence & Collaboration – aligns diverse stakeholders and builds trust across functions.

· Talent Development – builds strong teams, develops leaders, and creates accountability.

Success Measures (Illustrative)

· Annual Digital revenue growth of 20% and achievement of annual operating plan

· Contribution margin / profitability of digital channels

· Traffic growth by qualified source and share of high-intent traffic

· Conversion rate, cart completion rate, checkout completion rate, and AOV

· Marketing KPIs

· Repeat purchase rate, retention rate, and loyalty/customer engagement metrics

· On-time delivery of roadmap initiatives and quality of executive reporting / business reviews

· Team engagement, capability development, and retention

Travel

· Ability to operate effectively in a fast-paced, matrixed environment with multiple priorities and deadlines.

· May require travel for team meetings, vendor reviews, field visits, or business planning sessions.