Director of Ecommerce

Director of eCommerce

A growing beauty company with a multi-brand portfolio is doubling down on creating a highly profitable Amazon business with in-house and agency support. This leadership role will develop the strategy to continue the momentum with an Amazon-first strategy, driving the playbook with agency partners, creating KPIs to measure ROI, and partnering with the Sales leader on e-tailer opportunities. This is a key role within the organization to reshape omni-channel distribution, lead the team, and influence leadership for additional resources as this channel continues to grow.

Role Overview

The Director of eCommerce is a strategic and hands-on digital leader responsible for driving profitable growth across Amazon, DTC, and omnichannel retail partners including Walmart.com and Target.com. This role blends analytics, optimization, and operational rigor to maximize visibility, conversion, and lifetime value across the company’s beauty brand portfolio.

The ideal candidate is a modern digital operator fluent in data, automation, and AI-assisted marketing. They will build and lead high-performing teams and agencies to deliver an exceptional consumer experience and achieve aggressive revenue goals across platforms.

KEY RESPONSIBILITIES

eCommerce Strategy & Execution

• Develop and execute a comprehensive omnichannel eCommerce strategy with Amazon as the top priority, followed by e-tailers and DTC, driving brand equity, revenue, and profit growth across all platforms in complement to the brick-and-mortar business.
• Translate strategy into quarterly roadmaps with defined KPIs, milestones, and ownership.
• Identify and leverage AI tools for forecasting, A/B testing, dynamic content optimization, and personalized shopping experiences.
• Collaborate cross-functionally to ensure launch readiness for all new products, campaigns, and innovation rollouts.
• Develop and manage the Customer Experience program, ensuring all online touchpoints support brand positioning and leverage learnings.

Retail.com, Amazon & Marketplace Management

• Oversee content, ATF/BTF syndication, and paid media across major eRetailers.
• Partner with analytics and broker teams to establish retail media strategy, monitor performance, implement optimizations, and drive sustained first-page ranking, unit, and ROAS goals.
• Manage and monitor syndicated reviews programs ensuring timely, effective customer experience follow-up.
• Drive eCommerce strategy and agency management for 3P marketplace development, collaborating with Operations and Sales for product distribution and pricing strategy.
• Lead all aspects of Amazon strategy including product listings, SEO, PDP optimization, promotions, retail media, and agency management.

Direct-to-Consumer (DTC) Channel Leadership

• Own performance, merchandising, and UX across all brand sites as well as IG and TikTok Shops.
• Lead conversion rate optimization (CRO), retention strategy, SEO, and content integration to improve site performance.
• Oversee CRM and loyalty strategy, leveraging AI for customer segmentation, predictive modeling, and automated lifecycle campaigns.
• Drive A/B testing, personalization, and cart optimization to improve CVR, AOV, and LTV.
• Manage Paid Social and Web Agencies, holding each to quantifiable KPIs.
• Manage TikTok Shop agency performance and KPI growth.

Data, Insights & Reporting

• Build and maintain centralized dashboards tracking performance KPIs across DTC, Amazon, and retail.com.
• Utilize AI-powered analytics tools to synthesize insights into clear, actionable recommendations.
• Present monthly business review summaries and quarterly in-depth analysis, highlighting learnings, growth opportunities, risks, and ROI across campaigns.
• Establish a culture of data-driven sharing and decision-making throughout the eCommerce, Brand Marketing, and Creative teams.

Agency, Vendor & Tech Stack Management

• Serve as primary lead for external agencies across web, paid media, marketplace, and analytics.
• Define clear scopes, deliverables, and KPIs for all partners, ensuring quality output and accountability.
• Evaluate and implement AI- and automation-driven solutions for tasks such as dynamic pricing, PDP generation, and content scoring.
• Champion continuous improvement through testing new technologies that enhance efficiency and customer experience.

Cross-Functional & Leadership Collaboration

• Partner with Marketing, Creative, Operations, Finance, and Sales to ensure seamless planning and execution.
• Act as the voice of eCommerce in go-to-market strategies, product innovation planning, and promotional alignment.
• Lead, coach, and develop team members to achieve excellence in execution and career growth.
• Promote a culture of ownership, transparency, and high performance consistent with the company’s values.

Qualifications

• Bachelor’s degree in Business, Marketing, or related field; MBA preferred.
• CPG or beauty industry experience is required.
• 12 years of eCommerce experience leading teams and driving sales on Amazon.
• 6 years of mentoring, training, and leading team members.
• Proven track record of growing Amazon, DTC, and Retail.com channels for consumer brands.
• Solid understanding of brick-and-mortar business models; mass channel preferred.
• Expertise in Shopify, Amazon Vendor or Seller Central, Meta Ads Manager, TikTok Ads, Google Ads, and analytics dashboards.
• Demonstrated success with AI-driven marketing, automation, or personalization tools.
• Strong financial acumen with the ability to manage budgets, margins, and P&L impacts.
• Excellent communication, leadership, and cross-functional collaboration skills.
• Thrives in a continuous-learning environment, evolving skill-sets with the latest technology and trends.