Director of Ecommerce, Product Development & Operations

Starfire Direct, a subsidiary of Outova, is seeking a Director of Ecommerce, Product Development & Operations. This role serves as the operational and strategic backbone of the company, replacing a General Manager–level leader and overseeing ecommerce infrastructure, merchandising, shipping logistics, product development, customer experience, marketing presentation, and cross-functional coordination. The Director will build and manage an internal team, create job descriptions, establish departmental KPIs, and design a scalable organizational structure that supports long-term growth.

Outova is the ultimate destination for transforming outdoor spaces. As a collective of eight industry-leading companies, we offer exclusive products, including furniture, turf, fire pits, outdoor kitchens, grills, and heaters. Our mission is to provide cutting-edge, high-quality solutions that redefine outdoor living. Headquartered in Fort Worth, Texas, with operations in California and New York, we serve customers nationwide, helping them bring their dream outdoor spaces to life. From humble beginnings, we've grown into a premier distributor of hearth and outdoor living products, setting the industry standard for quality, innovation, and design. To learn more about us and the products we offer, visit www.outova.com.

Join Outova – Shaping the Future of Outdoor Living

One of our key businesses, Starfire Direct, is seeking a talented Director of Ecommerce, Product Development & Operations join our team in Temecula/San Diego, California.

Position Overview:

The Director of Ecommerce, Product Development & Operations, serves as the operational and strategic backbone of the company. Replacing a General Manager–level leader, this role oversees ecommerce infrastructure, merchandising, shipping logistics, product development, customer experience, marketing presentation, and cross-functional leadership. Additionally, this position will be responsible for building and managing an internal team, creating job descriptions, setting departmental KPIs, and developing a sustainable organizational structure that drives long-term growth.

Key Responsibilities:

Ecommerce Operations & Shopify Management

• Own all aspects of the Shopify environment with intermediate-to-master-level proficiency.
• Oversee product uploads, metafields, templates, collection logic, variant rules, and technical troubleshooting.
• Audit AI-generated content for accuracy, brand consistency, SEO optimization, and alt-text quality.
• Ensure every product page is clear, educational, conversion-optimized, and visually cohesive.
• Continuously improve site UX/UI, navigation, mobile responsiveness, and speed performance.

Marketing Presentation & Brand Experience

• Maintain premium-quality brand presentations across all channels: Website (Product pages, landing pages, collections), YouTube (install videos, tutorials, product showcases), Social Media (TikTok, Instagram, Facebook, Pinterest, LinkedIn), Email Marketing (promotions, flows, automations, newsletters), Print (manuals, brochures, spec sheets, packaging inserts).
• Guide photography and videography needs to ensure consistent styling and messaging.
• Work closely with marketing to develop high-performing launch strategies and campaigns.

Product Development & Fire Feature Engineering

• Serve as the senior subject-matter expert for gas fire features, ignition systems, heating solutions, and outdoor products.
• Provide advanced technical support for complex customer needs, builders, architects, and trade professionals.
• Oversee development of new SKUs, accessories, Bundles, and expansions to the Beton Series and other proprietary lines.
• Collaborate with manufacturers and engineers to ensure product feasibility, quality, compliance, and customer satisfaction.

Merchandising & Catalog Management

• Lead the digital merchandising strategy to support retail, trade, and commercial customer segments.
• Manage product mix, categorization, bundling, and upsell/cross-sell strategies.
• Ensure all images, specs, manuals, and documentation are complete and accurate.
• Curate a clean, intuitive, and high-converting shopping environment.
• Vendor Relations, Procurement & Supply Chain
• Negotiate pricing, freight, exclusivities, and partnership terms with vendors and manufacturers.
• Manage international procurement from production to delivery: Container freight, LCL/FCL management, Customs and duty clearance, Production forecasting
• Oversee domestic shipping operations including LTL, parcel, packaging requirements, warehousing, receiving, and order accuracy.
• Develop inventory strategies to reach and efficiency across multiple distribution hubs.

Business Operations Mastery

• Oversee the full ecommerce ecosystem from customer acquisition → purchase → fulfillment → delivery → post-purchase care.
• Ensure operational excellence in logistics, workflow design, communication, and cross-functional execution.
• Identify bottlenecks and implement long-term solutions improving margin, speed, and accuracy.

Team Building, Leadership & Organizational Development

• Build the foundational internal team required to scale the business: Ecommerce assistants, Customer experience specialists, Product data coordinators, Marketing support roles, Operational/logistics support
• Create detailed job descriptions for each new role, ensuring clarity in responsibilities, skill level, and department alignment.
• Develop KPI frameworks that support accountability and measurable success across: Ecommerce performance, Merchandising accuracy, Customer service excellence, Inventory management, Fulfillment operations, Marketing output
• Implement internal operating procedures that sustain high efficiency as the business expands.
• Mentor and develop team members, offering ongoing training, clear expectations, and career growth pathways.
• Foster a high-performance culture that supports collaboration, innovation, and operational excellence.

Customer Experience Leadership

• Oversee high-level engagement for complex customer cases, guiding both the team and customers through technical or engineering requirements.
• Maintain top-tier professionalism across email, live chat, phone, SMS, and CRM communications.
• Reduce escalations by improving product education, documentation clarity, and proactive communication systems.

Qualifications:

• 5 - 10 years in ecommerce leadership or GM-level role, ideally in hearth, patio, outdoor living, or similar technical product categories.
• Advanced expertise in Shopify, Shopify 2.0, metafields, templates, and custom page designs.
• Strong understanding of gas appliances, fire pits, ignition systems, and code-compliant installations.
• Proven experience in international procurement, customs, freight, and warehouse coordination.
• Strong vendor negotiation skills with domestic and overseas partners.
• Demonstrated ability to build and lead teams with measurable success.
• Outstanding communication skills and exceptional organization.
• Ability to operate in a fast-moving environment while maintaining impeccable accuracy.

Preferred Skills

• NFI Certification (or willingness to pursue).
• Familiarity with LTL/FTL networks, Amazon logistics, 3PL structures, and multi-warehouse operations.
• Experience with video direction, product photography, or branding initiatives.
• Ability to build SOPs, operational diagrams, and role scorecards.

Key Competencies:

• Strong communication skills
• Computer literacy, including proficiency in Microsoft Office Suite
• Excellent customer service skills
• Ability to multitask and prioritize tasks effectively
• Strong organizational skills

Physical Activities:

Daily activity includes but is not limited to:

• Lifting, carrying, sitting, grasping, reaching, standing, kneeling, walking, bending, twisting.
• Prolonged periods sitting at a desk and working on a computer.
• Reading, communication, math.
• Be able to occasionally lift/move up to 25lbs.
• Frequent use of standard office equipment such as computers, headsets, phones
• Ability to speak clearly and actively listen during extended phone and video calls.
• Reliable internet and workspace for remote and field-based work.

Compensation and Benefits:

• Hourly: Competitive hourly pay (non-exempt) commensurate with experience.
• Incentives: Performance-based bonus structure.
• Benefits: Comprehensive benefits package, including health insurance, retirement savings plans, and paid time off.
• Work Environment: Hybrid (combination of remote & onsite)

Outova and its affiliates are equal opportunity employers and maintain affirmative action plans to recruit, retain, develop, and promote qualified individuals without unlawful consideration of race, gender, gender identity, color, religion, sexual orientation, national origin, age, disability, citizenship status, veteran status, or any other characteristic protected by federal, state or local law. The company strives to maintain a work environment free from unlawful discrimination and harassment, where associates are treated with respect and dignity.