Director of E-Commerce

A growing, multi-location DTC apparel and retail company with both brick-and-mortar stores and a Shopify e-commerce operation is looking for a Director of E-Commerce / VP of Growth Execution to own the full e-commerce growth engine.
This is not a strategy-only role. This is a builder and integrator. The founder moves fast and generates ideas constantly: bundles, SKU changes, landing pages, offers, and new promotions. This person takes those ideas, builds them, launches them, tracks performance, and reports back with numbers. The founder should never touch execution.

We need someone who has lived inside a DTC brand, scaled revenue on Shopify, and owned the full growth stack from storefront to Klaviyo. Pure paid media buyers, creative directors, developers, and corporate marketing managers are not the right fit.

RESPONSIBILITIES
1. Idea-to-Execution Engine
2. Build landing pages and promotional pages directly in Shopify based on the founder’s direction.
3. Coordinate with the designer on creative assets needed for each initiative.
4. Set up offer logic, discount structures, pricing rules, bundle configurations, and collection architecture.
5. QA the full checkout experience across devices and browsers before anything goes live.
6. Push changes live on schedule, track performance from day one, and report back with clear data.
7. CRO Testing Velocity

This is not about testing button colors. This is about meaningful experiments that move revenue.
1. Run 2 to 4 structured CRO tests per month across the storefront.
2. Rebuild hero product PDPs to maximize conversion and average order value.
3. Execute bundle experiments and offer framing tests.
4. Optimize checkout flow to reduce abandonment.
5. Analyze heatmaps and session recordings to identify friction points and drop-off areas.
6. Maintain a testing log with hypotheses, results, and learnings.
7. SKU Rationalization & Hero Product Focus

Revenue scales when focus scales.
1. Pull 90-day velocity reports to identify top and bottom performers.
2. Kill the bottom 30% of underperforming SKUs. Push the top 10% with focused merchandising and dedicated landing pages.
3. Create hero collections and simplify navigation to reduce decision fatigue.
4. Provide regular catalog health reports with data-backed recommendations.
5. Lifecycle Profit Engine (Email & SMS)


Email and SMS are not afterthoughts. They are the margin expansion engine.
1. Rebuild and optimize Klaviyo flows: welcome series, abandoned cart, post-purchase, win-back, and VIP sequences.
2. Segment customers based on behavior, purchase history, and lifetime value.
3. Increase repeat purchase rate and raise LTV so the business can scale ad spend profitably.
4. Track and report on email/SMS revenue attribution, open rates, click rates, and conversion by flow.

REQUIREMENTS

Must-Have Qualifications
1. Experience scaling a DTC apparel or e-commerce brand, ideally from $3M–10M into $15M–30M+.
2. Deep Shopify fluency: Admin, theme customization (Liquid, HTML, CSS, JavaScript), Shopify Flow, checkout configuration, and catalog management.
3. Proven CRO experience with documented conversion improvements, A/B test outcomes, and revenue impact. Data required, not descriptions.
4. Working knowledge of Klaviyo: flow architecture, segmentation, and campaign management.
5. Strong analytics skills using Shopify Analytics, Google Analytics (GA4), and e-commerce dashboards.
6. Proficiency with Google Suite (Docs, Sheets, Drive, Gmail, Meet).
7. Experience using AI tools (ChatGPT, Claude AI) for content, research, and workflow optimization.
8. Familiarity with Basecamp or similar project management tools.
9. Ability to work independently and deliver high-quality outputs without constant supervision.
10. Reliable internet and ability to overlap with U.S. Eastern Time zone.

Preferred Qualifications
1. Experience with Shopify Plus and advanced checkout customization.
2. Knowledge of e-commerce SEO, site speed optimization, and technical SEO.
3. Background in paid advertising strategy (Google Ads, Meta Ads) with understanding of how ad traffic converts on Shopify.

KEY TRAITS
1. Calm Executor: Steady under pressure. Channels the founder’s energy into organized, executable plans.
2. Process-Oriented: Builds systems and repeatable workflows. Brings structure without slowing things down.
3. Metrics-Obsessed: Every decision backed by data. Every test has a hypothesis. Every report has numbers.
4. Low Ego: The founder is the visionary. This person is the engine. Takes direction, executes with excellence, lets results speak.
5. High Follow-Through: When they say it’s done, it’s done. No loose ends, no excuses.
6. Transparent Communicator: Flags issues early. Provides honest updates. Honesty is non-negotiable.

TOOLS & PLATFORMS
Shopify (Admin, Liquid, Flow) — E-Commerce Platform — Required
HTML / CSS / JavaScript — Development — Required
Klaviyo — Email & SMS Marketing — Required
Google Analytics (GA4) — Analytics — Required
Google Suite — Productivity & Communication — Required
ChatGPT / Claude AI — AI Tools — Required
Basecamp — Project Management — Required
Meta Ads / Google Ads — Paid Media (Oversight) — Preferred

PORTFOLIO & APPLICATION REQUIREMENTS
1. Portfolio or case study of at least one DTC/e-commerce brand you scaled, with revenue milestones, your role, and strategies implemented. Store links and screenshots expected.
2. Documented CRO results: conversion improvements, A/B test outcomes, and revenue impact with real data.
3. Examples of Klaviyo flows you built or optimized, with performance data.

HOW TO APPLY
Submit your resume, portfolio, and CRO case studies. Qualified candidates will be contacted for a pre-recorded video interview as the next step in the evaluation process.