What are the responsibilities and job description for the Director of eCommerce- Omnichannel & DTC position at Lasko Products?
Lasko Products, an industry leader in providing and manufacturing home environment products for over 100 years, is seeking a Director of eCommerce. This position can be fully remote within the United States; however, candidates must be able to work East Coast business hours.
The Director of eCommerce will lead the acceleration of our omnichannel and direct-to-consumer (DTC) businesses. This role will own the vision, strategy, and execution across key digital commerce channels—including major retail partners and owned platforms—while connecting the dots between marketplace dynamics, retail media, content optimization, and promotional effectiveness.
This leader will play a critical role in scaling our presence across top omnichannel retailers (e.g., Walmart, Target, Best Buy, Costco) while also defining and expanding our DTC strategy. The ideal candidate blends strategic thinking with operational excellence and thrives in a fast-paced, cross-functional environment.
Key Responsibilities
Omnichannel eCommerce Leadership – Drive digital penetration improvements
Better Air Starts Here.
Lasko Products is the leading air solutions brand with a reputation for reliable products, peak performance, and perpetual innovation – our commitment to our customers for over a century. Founded in 1906 by Henry Lasko in Philadelphia, Lasko has evolved for over a century to become the global leader in air solution products. From our roots in small appliances, fans, and portable heaters, we’ve grown to become the leading home comfort company while maintaining our unwavering commitment to quality and value. Today, Lasko stands as a symbol of innovation, offering consumers around the world high-performance products; portable fans, heaters, air purifiers, humidifiers, and home ventilation solutions. Our well-known brands, such as B-Air, Air King, and Guardian Technologies, serve both consumer and commercial markets across North America and internationally. As an American company, we take pride in upholding the spirit of hard work, trust and accessibility, ensuring that Lasko remains available to all, for generations to come. Headquartered in West Chester, Pennsylvania, with manufacturing and distribution facilities nationwide, Lasko continues to set the standard in the air solutions category for another 100 years.
Lasko’s mission is to enhance lives by creating comfortable environments with innovative products you can trust.
The company’s success is based on Five Core Values:
Be Bold
At Lasko, we believe people do their best work when they’re supported ---- personally and professionally. That’s why we offer flexible hours and a hybrid work schedule for our corporate team, promoting employees to balance life and work in a way that fits their lifestyle. Our dog-friendly corporate headquarters adds a fun, welcoming atmosphere, while our competitive salaries with bonus potential recognize and reward your contributions. We also offer a comprehensive benefits package that includes a strong 401(k) match, wellness incentives, and robust health coverage. Join Lasko and be part of a legacy of innovation – at a company that values flexibility, growth, and a culture where you can thrive.
The Director of eCommerce will lead the acceleration of our omnichannel and direct-to-consumer (DTC) businesses. This role will own the vision, strategy, and execution across key digital commerce channels—including major retail partners and owned platforms—while connecting the dots between marketplace dynamics, retail media, content optimization, and promotional effectiveness.
This leader will play a critical role in scaling our presence across top omnichannel retailers (e.g., Walmart, Target, Best Buy, Costco) while also defining and expanding our DTC strategy. The ideal candidate blends strategic thinking with operational excellence and thrives in a fast-paced, cross-functional environment.
Key Responsibilities
Omnichannel eCommerce Leadership – Drive digital penetration improvements
- Own and drive eCommerce growth across key retail partners, optimizing both 1P (first-party) and 3P (third-party marketplace) channels
- Develop and execute integrated strategies that align assortment, pricing, promotions, and content to maximize digital shelf performance
- Identify and unlock growth opportunities across retailer ecosystems, leveraging insights from data, trends, and competitive benchmarking
- Lead the integration of retail media, SEO, content strategy, and digital merchandising to improve conversion and share of search
- Partner cross-functionally to ensure best-in-class product content, PDP optimization, and brand storytelling across all platforms
- Optimize promotional planning and site placement strategies to drive visibility, traffic, and revenue
- Serve as the lead operator for the DTC business, defining long-term vision, growth roadmap, and success metrics
- Own site strategy, including user experience, assortment planning, and merchandising to drive conversion and customer lifetime value
- Collaborate with marketing, product, and operations teams to ensure seamless execution across the full customer journey
- Act as the connective tissue across sales, marketing, supply chain, and analytics to ensure alignment and execution excellence
- Translate insights into actionable strategies that drive measurable business impact
- Influence senior stakeholders and align teams around a unified eCommerce growth agenda
- Lead, mentor, and inspire a high-performing team, fostering a culture of innovation, accountability, and continuous improvement
- Encourage bold thinking and experimentation to unlock breakthrough growth opportunities
- Build capabilities and processes that enable scalable, repeatable success
- 8–12 years of experience in eCommerce, digital commerce, or omnichannel retail, preferably within CPG or consumer products
- Proven track record of driving growth across major retail eCommerce platforms (including Amazon).
- Deep understanding of retail media, digital shelf optimization, and retail online merchandising best practices
- Experience building and scaling DTC businesses, including site strategy and performance optimization
- Strong analytical mindset with the ability to translate data into strategic insights
- Demonstrated ability to lead cross-functional teams and influence at senior levels
- Experience managing and developing high-performing teams
- Accelerated growth across key retail eCommerce partners
- Measurable improvements in digital shelf performance, conversion, and share of search
- A clearly defined and scalable DTC strategy delivering strong revenue and customer engagement
- A high-performing, forward-thinking team that consistently delivers innovative, impactful results
Better Air Starts Here.
Lasko Products is the leading air solutions brand with a reputation for reliable products, peak performance, and perpetual innovation – our commitment to our customers for over a century. Founded in 1906 by Henry Lasko in Philadelphia, Lasko has evolved for over a century to become the global leader in air solution products. From our roots in small appliances, fans, and portable heaters, we’ve grown to become the leading home comfort company while maintaining our unwavering commitment to quality and value. Today, Lasko stands as a symbol of innovation, offering consumers around the world high-performance products; portable fans, heaters, air purifiers, humidifiers, and home ventilation solutions. Our well-known brands, such as B-Air, Air King, and Guardian Technologies, serve both consumer and commercial markets across North America and internationally. As an American company, we take pride in upholding the spirit of hard work, trust and accessibility, ensuring that Lasko remains available to all, for generations to come. Headquartered in West Chester, Pennsylvania, with manufacturing and distribution facilities nationwide, Lasko continues to set the standard in the air solutions category for another 100 years.
Lasko’s mission is to enhance lives by creating comfortable environments with innovative products you can trust.
The company’s success is based on Five Core Values:
Be Bold
- Challenge the status quo
- Courageously pursue the impossible
- Reject mediocrity
- Work together for success
- Drive trust and candor with each other
- Prioritize "We" before "I"
- Lead with personal conviction
- Inspire each other to deliver high- quality results
- Leverage resilience and agility to drive excellence
- Consistently deliver to our customers
- Embrace commitments as a contract
- Take pride in our actions
- Demonstrate a passion to win
- Make a difference at work in our communities
- Step forward and take initiative
At Lasko, we believe people do their best work when they’re supported ---- personally and professionally. That’s why we offer flexible hours and a hybrid work schedule for our corporate team, promoting employees to balance life and work in a way that fits their lifestyle. Our dog-friendly corporate headquarters adds a fun, welcoming atmosphere, while our competitive salaries with bonus potential recognize and reward your contributions. We also offer a comprehensive benefits package that includes a strong 401(k) match, wellness incentives, and robust health coverage. Join Lasko and be part of a legacy of innovation – at a company that values flexibility, growth, and a culture where you can thrive.