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About the Role
The Senior Director of E-Commerce owns the digital business as a revenue and profit center, leading the integration between online and physical stores. This role involves strategic planning, site merchandising, CRM, customer service, and omnichannel capabilities, requiring a hands-on leader who analyzes data and oversees launch details.
Responsibilities
- Own the annual, monthly, and weekly e-commerce demand plan, including forecasting and corrective actions.
- Deliver sales, gross margin, and contribution margin targets, reconciling demand to net sales with Finance.
- Grow conversion, AOV, repeat purchase, and customer lifetime value.
- Own online offers and promotions within the Marketing-led promo calendar, balancing growth and margin.
- Build the omnichannel roadmap with Retail, Operations, and Technology, covering BOPIS, ship-from-store, endless aisle, and buy online/return in store.
- Drive inventory visibility across web and stores, with NetSuite as the system of record.
- Help select and integrate store POS systems.
- Create a single customer profile across online and in-store purchases for clienteling, CRM, and lifetime value reporting.
- Align pricing, promotions, launches, and policies across channels.
- Measure cross-channel customers and omnichannel order share.
- Provide store teams with digital tools and training to sell the full assortment and support new store openings.
- Own site performance, the site roadmap, and technology partners on Shopify.
- Lead readiness for high-traffic drops and collab launches, including load testing, queueing, bot protection, inventory allocation, and launch-day command center.
- Maintain site stability, speed, accessibility, and checkout, and lead QA for every launch and site change.
- Own the homepage, navigation, collections, product pages, search, and recommendations with Merchandising and Planning.
- Make customization, patches, personalization, and gifting easy to find and simple to buy.
- Run a regular testing program to improve conversion.
- Drive evaluation and implementation of new technologies to improve business performance, including AI optimization.
- Own CRM strategy and email and SMS programs, including segmentation, automation, and lifecycle journeys.
- Use online and in-store purchase data to drive repeat purchase and store traffic for events, openings, and launches.
- Evaluate loyalty across both channels on incremental revenue, and ensure privacy and consent compliance.
- Oversee customer service for online and omnichannel orders, with clear standards for response time, resolution, and satisfaction.
- Agree hand-offs with stores for BOPIS and cross-channel returns, and staff up for peaks and drops.
- Turn customer feedback into fixes across product, site, policy, and operations.
Requirements
- 10+ years in e-commerce, including 5+ years leading a DTC business with P&L accountability.
- Hands-on experience with omnichannel retail, such as BOPIS, ship-from-store, unified inventory, or a POS and e-commerce integration.
- Deep Shopify Plus experience.
- NetSuite or ERP integration experience is a strong plus.
- Track record running high-demand product drops or collaboration launches.
- Strong CRM background with tools such as Klaviyo and Attentive, including lifecycle, segmentation, and incrementality testing.
- Strong analytical skills, including fluency with GA4, Shopify analytics, and BI tools, and comfort with financial reconciliation.
- Experience managing customer service teams or outsourced partners.
- Proven people leader who builds teams and works well with Retail, Marketing, and Finance.
- Background in accessories, fashion, or lifestyle brands preferred.
Skills
- Shopify Plus
- NetSuite
- ERP integration
- Klaviyo
- Attentive
- GA4
- Shopify analytics
- BI tools
- CRM
- Omnichannel retail
- BOPIS
- Ship-from-store
- Unified inventory
- POS integration
- E-commerce
- DTC
- P&L accountability
- Customer service management
- Team leadership
- Data analysis
- Site merchandising
- Promotions management
- Customer lifetime value optimization
- Conversion rate optimization
- Average Order Value (AOV) improvement
- Repeat purchase rate improvement
- Inventory allocation
- Load testing
- Queueing systems
- Bot protection
- Site stability
- Site speed
- Accessibility
- Checkout optimization
- Quality Assurance (QA)
- Homepage management
- Navigation optimization
- Collection management
- Product page optimization
- Search optimization
- Recommendation engine optimization
- Personalization
- Gifting solutions
- A/B testing
- AI optimization
- Email marketing
- SMS marketing
- Segmentation
- Automation
- Lifecycle marketing
- Customer feedback analysis
- Product management
- Policy development
- Operations management
Location
- NYC Headquarters
Work Type
- Hybrid
- Full-Time
Experience Level
- Senior Director
- 10+ years in e-commerce
- 5+ years leading a DTC business with P&L accountability
About the Company
- Stoney Clover Lane is a brand focused on accessories, fashion, or lifestyle.