Director of DTC eCommerce; hybrid

** If you have already applied to this role in January, you do NOT need to re-apply**

We are seeking a highly driven and detail-oriented Director of DTC eCommerce to lead and scale our direct-to-consumer business. This role owns the full DTC eComm P&L and is responsible for delivering revenue growth, best-in-class CX, and operational excellence across our eCommerce ecosystem (Shopify).

The ideal candidate comes from the SMB market (used to working with limited resources vs everything at your fingertips) vs really large orgs SMB market (used to working with limited resources vs everything at your fingertips) vs really large orgs
, brings an entrepreneurial mindset, strong judgment, and a customer-first approach, with the ability to lead cross-functional initiatives, manage complexity, and operate with integrity and discretion.
This role serves as the eCommerce thought leader for the organization, balancing strategy with hands-on execution
.

Type:
Direct hire / full time, hybrid in CT

Schedule:
Regular day hours

• Own and lead all aspects of the DTC eCommerce P&L, ensuring delivery against revenue, margin, and growth objectives
• Drive a best-in-class customer experience through data-driven optimization of site navigation, UX/UI, content strategy, and checkout funnel performance
• Partner cross-functionally with Inventory, Marketing, Sales, Product Development, and Operations to align DTC initiatives with company-wide goals
• Plan, manage, QA, and execute all eCommerce-related projects, enhancements, and site initiatives from concept through launch
• Establish and evolve analytics processes that enable data-driven decision-making across short- and long-term DTC strategy
• Serve as the internal thought leader on eCommerce best practices, identifying new opportunities for growth, efficiency, and innovation
• Conduct ongoing audits of site performance, conversion, and customer journey to ensure competitiveness and continuous improvement
• Manage and oversee external agencies supporting site development, platform enhancements, and ongoing maintenance
• Apply strong knowledge of digital marketing and SEO best practices to support traffic growth, conversion, and retention
• Partner with licensing stakeholders to ensure the DTC site operates within brand guidelines and approval workflows
• Develop and own the short- and long-term DTC roadmap, including platform evolution, technology enhancements, UX/UI improvements, and product structure optimization

• 10+ years of proven leadership experience owning and scaling a DTC eCommerce business with full P&L responsibility at an SMB, not a large org, and ideally with experience in the children's products space (apparel, etc.)
• Strong analytical mindset with experience using data and insights to drive strategic and tactical decisions
• Demonstrated ability to lead cross-functional teams and manage multiple priorities in a fast-paced environment
• Deep understanding of eCommerce platforms, site architecture, UX/UI principles, and digital customer journeys, especially in Shopify
• Experience managing external vendors and agencies with accountability for performance and outcomes
• Knowledge of digital marketing channels and SEO best practices
• Exceptional organizational skills with strong attention to detail and the ability to meet deadlines consistently
• High level of integrity, discretion, and respect for confidentiality
• Entrepreneurial, customer-focused, and results-oriented with sound judgment and accountability
• Clear, confident communicator and role model with a strong team ethic and collaborative approach