Senior Director of Product Strategy & Ecommerce

Reports to: CFO

FLSA Status:  Exempt

Location: Hybrid Onsite

Summary/Impact: The Senior Director of Product Strategy & Ecommerce is a critical cross-functional leader responsible for defining, executing, and optimizing the company’s product and digital commerce strategy. This role owns the end-to-end product lifecycle—from concept to go-to-market—and ensures that both physical and digital experiences drive growth, profitability, and brand equity.

You will partner closely with Design, Development, Marketing, and Technology teams to build an integrated roadmap that connects product performance with ecommerce excellence. The ideal candidate combines creative vision with analytical rigor and thrives at the intersection of product, brand, and consumer experience.

Key Responsibilities

Product Strategy

• Lead development and execution of the overall product strategy, including product intent, attribution, and performance tracking.
• Build and maintain the Product Line Plan for both seasonal and core collections.
• Develop clear Product Briefs aligned with brand strategy, financial goals, and consumer needs.
• Own the Marketing Brief process—defining required levels of support, investment, and storytelling across channels.
• Establish and maintain the Product Launch Calendar & Cadence to align with business objectives.
• Set and monitor Gross Margin Targets and drive performance through pricing and assortment decisions.
• Conduct ongoing competitive landscape analysis to inform product and pricing strategies.
• Develop and execute a Pricing Strategy that maximizes profitability and market relevance.
• Partner with Design & Development on the Innovation Roadmap to bring new products to market.
• Co-lead the Inventory Investment & Buy Strategy with Planning.
• Collaborate with Brand & Design to define and refine target consumer profiles.
• Align with Marketing & Ecommerce on the Promotional Calendar to balance brand storytelling and revenue goals.
• Participate in fittings and product reviews to ensure product execution meets brief intent and KPIs.
• Oversee sample management needs for go-to-market and marketing purposes.

Ecommerce

• Lead development of the Ecommerce strategy and forecast revenue targets across channels.
• Define and optimize landing page architecture, ensuring alignment with brand and performance goals.
• Own and implement the SEO strategy to drive organic traffic and visibility.
• Build and manage an A/B testing roadmap to improve conversion and user experience.
• Develop and maintain the site roadmap across key surfaces (Upper Funnel, Home Page, Landing Pages, PDPs).
• Own content and copy needs, ensuring storytelling and product information drive engagement and sales.
• Analyze ecommerce performance metrics (Conversion, Traffic, AOV, UPO, ASP, Return Rate, Bounce Rate, etc.) and report insights to leadership.
• Conduct user research, session tracking, and journey mapping to identify friction points and opportunities.
• Lead a direct report responsible for product setup, merchandising, campaign management, and site content execution.
• Partner with Marketing to manage the Digital P&L, optimizing revenue, spend, and profitability.
• Collaborate with Technology to guide the digital product lifecycle, from ideation to launch of site features and functions.
• Align with Marketing & Merchandising on the Promotional Calendar for campaigns and activations.
• Contribute to CRM strategy, ensuring seamless landing page flow and consumer engagement.
• Inform performance marketing and influencer strategies to enhance product storytelling and conversion.

Requirements/Skills:  

• 10 years of progressive experience in product strategy, ecommerce, or merchandising within consumer goods, fashion, or lifestyle brands.
• Proven track record of driving revenue and margin growth through product and digital strategies.
• Deep understanding of ecommerce metrics, UX principles, and conversion optimization.
• Strong financial acumen, including experience managing P&Ls and gross margin targets.
• Exceptional cross-functional leadership and communication skills.
• Strategic thinker with the ability to execute tactically in a fast-paced environment.
• Experience leading and developing teams.
• Proficiency with ecommerce platforms (e.g., Shopify Plus, Salesforce Commerce Cloud) and analytics tools (e.g., Google Analytics, Looker, Tableau).

Success in This Role Looks Like

• A cohesive and data-driven product line strategy that balances creativity, performance, and profitability.
• A highly optimized ecommerce experience that converts traffic efficiently and tells the brand story effectively.
• Strong alignment between Product, Marketing, Design, and Technology teams through shared roadmaps and KPIs.
• Consistent achievement of margin and revenue targets through strategic pricing, inventory management, and digital activation.

Compensation for California applicants is $175,000 - $200,000.