What are the responsibilities and job description for the Director of Ecommerce position at SBH Fashion?
Title: Director of Ecommerce
Position Summary
The Director of E-Commerce is responsible for owning and driving the performance of the brands digital business. This role is accountable for conversion rate, AOV, revenue per session, and overall site performance.
This leader will set the strategy across site merchandising, CRO, and user experience, while managing development priorities and ensuring the site evolves to meet both customer expectations and commercial goals.
The ideal candidate is both strategic and hands-on, with a deep understanding of DTC growth levers, and the ability to translate data into action quickly. This role will work cross-functionally with Marketing, Product, Planning, and Operations to ensure alignment between traffic, inventory, and conversion.
Responsibilities
Position Summary
The Director of E-Commerce is responsible for owning and driving the performance of the brands digital business. This role is accountable for conversion rate, AOV, revenue per session, and overall site performance.
This leader will set the strategy across site merchandising, CRO, and user experience, while managing development priorities and ensuring the site evolves to meet both customer expectations and commercial goals.
The ideal candidate is both strategic and hands-on, with a deep understanding of DTC growth levers, and the ability to translate data into action quickly. This role will work cross-functionally with Marketing, Product, Planning, and Operations to ensure alignment between traffic, inventory, and conversion.
Responsibilities
- Own overall DTC site performance including conversion rate, AOV, and revenue per session
- Develop and execute a comprehensive CRO roadmap across PDPs, PLPs, navigation, and checkout
- Lead site merchandising strategy including product ranking, category structure, and onsite storytelling
- Partner closely with Marketing to align traffic strategy with site experience and conversion goals
- Own and prioritize the eCommerce development roadmap, managing external development agency
- Translate analytics and customer behavior data into actionable insights and testing plans
- Oversee A/B testing strategy, ensuring consistent velocity and measurable impact
- Partner with Planning and Product teams to ensure optimal inventory exposure and sell-through
- Collaborate with Creative and Brand teams to ensure site assets support both brand and performance goals
- Drive continuous optimization of the customer journey across desktop and mobile
- Manage and develop Sr. Manager Digital, ensuring strong execution and cross-functional alignment
- Clear ownership of digital revenue and site performance
- Increased conversion rate and AOV through structured testing and merchandising strategy
- Faster execution across site changes and development priorities
- Strong alignment between Marketing, Merchandising, and Digital
- Data-driven decision making embedded into daily operations
- Bachelor’s degree and 7 years of experience in eCommerce, DTC, or digital growth roles
- Proven track record of driving CRO and site performance in a DTC environment
- Deep understanding of UI/UX, and customer journey optimization
- Strong analytical skills with experience in tools such as GA4, Shopify analytics, Data Tool
- Experience managing development teams and external agencies
- Ability to operate both strategically and tactically in a fast-paced environment
- Strong leadership and communication skills
Salary : $150,000 - $175,000