Dir, Digital Revenue

About the role

The Director of eCommerce Revenue reports to the VP of Revenue & eCommerce and leads the strategy, performance, and operational execution of Allegiant’s digital commerce experience, with primary focus on improving website and app conversion outcomes, strengthening digital merchandising, and enabling customer experiences that support total revenue growth. This role oversees key website and martech capabilities, including content management systems, website A/B and multivariate testing tools, personalization strategies, customer data platform, Google Analytics, and similar tools used to monitor website health, customer behavior, and conversion performance.

Responsibilities

• Works with VP Revenue & eCommerce and executive leadership team to establish overall e-commerce and digital strategies for the company.
• Leads Allegiant’s ecommerce strategy for digital experience, website/app conversion, digital merchandising, content execution, personalization, and martech-enabled customer experiences, ensuring digital commerce initiatives support customer usability, brand integrity, and total revenue growth.
• Owns the performance framework for ecommerce conversion, including establishing clear baselines, tracking funnel and booking path metrics, monitoring website health, interpreting customer behavior, and using analytics to identify revenue, conversion, and experience improvement opportunities.
• Manages and optimizes website and martech capabilities, including content management systems, website A/B and multivariate testing tools, personalization platforms, customer data platforms, Google Analytics, and related tools used to support digital experimentation, customer insight, content delivery, and performance measurement.
• Partners closely with Revenue, Pricing, Ancillary, Marketing, Product, Loyalty, Data, and related commercial teams to ensure product offerings, ancillary placements, bundles, merchandising logic, and booking path experiences are presented in ways that improve conversion, take rates, and total revenue outcomes.
• Collaborates with the Digital Experience Director, UI/UX teams, Product, and IT to improve website and app performance, customer journey design, usability, page flow, content clarity, and issue resolution across digital shopping and booking experiences.
• Leads website testing and optimization strategy by developing test hypotheses, prioritizing opportunities, coordinating execution with cross-functional teams, evaluating results, and translating learnings into scalable digital experience improvements.
• Serves as a strategic thought partner on offer management principles by helping align product display, personalization, testing, customer data, and digital experience capabilities with Allegiant’s evolving commercial and merchandising strategies.
• Partners with IT, Product, and operational teams to troubleshoot website and app issues, assess customer and commercial impact, support prioritization, and ensure digital commerce functionality is scalable, reliable, and aligned with business needs.
• Maintains strong knowledge of Allegiant’s business model, customer behavior, product offerings, ancillary revenue opportunities, and digital industry best practices to identify new initiatives that improve revenue, conversion, and customer experience.
• Builds, manages, and maintains effective relationships with vendors, third-party platforms, technology partners, and internal stakeholders to ensure ecommerce tools and digital capabilities continue to support Allegiant’s commercial strategy.
• Leads and develops team members, ensuring the team applies strong analytical discipline, customer focus, digital best practices, and Allegiant’s customer service standards in daily responsibilities.
• Maintains a solid understanding of business implications of decisions, balancing the drive for profitability with quality customer experience and brand integrity.
• Performs other duties as assigned.

Requirements

• Bachelor’s degree in Marketing, Business, Finance, Economics or related field required.
• Must be authorized to work in the US as defined by the Immigration Act of 1986.
• Must pass a Criminal Background Check.
• Minimum seven (7) years of eCommerce experience.
• Combination of Education and Experience will be considered.

Qualifications

• Demonstrated experience leading ecommerce, digital experience, website optimization, conversion rate optimization, personalization, or digital merchandising strategies in a complex B2C environment.
• Previous airline, travel, hospitality, marketplace, retail, subscription, or high-volume digital commerce experience preferred.
• Strong working knowledge of A/B and multivariate testing platforms, including tools such as Optimizely, as well as testing design, prioritization, interpretation, and performance readouts.
• Experience with Google Analytics or similar digital analytics platforms used to monitor customer behavior, conversion trends, funnel health, website performance, and campaign or merchandising impact.
• Experience working with customer data platforms, personalization tools, segmentation logic, or other martech capabilities that support relevant and commercially effective customer experiences.
• Strong understanding of ecommerce technologies, website and mobile app development processes, digital product roadmaps, technical troubleshooting, and cross-functional delivery with IT and product teams.
• Demonstrated ability to partner with Revenue, Pricing, Ancillary, Marketing, Digital Experience, Product, UI/UX, Data, and IT teams to improve total revenue outcomes through better digital experiences.
• Ability to establish conversion baselines, define measurement expectations, interpret digital performance trends, and convert insights into prioritized actions.
• Strong understanding of ancillary revenue, booking behavior, product presentation, merchandising, and offer management principles.
• Strong analytical, communication, prioritization, presentation, problem‑solving, vendor management, and stakeholder leadership skills.
• Creative, commercially minded, detail‑oriented, and highly accurate, with the ability to balance customer experience, brand integrity, technical feasibility, and revenue impact.
• Excellent communication skills to include the ability to write clearly and informatively and present numerical data effectively.

Skills

• Strong analytical, communication, prioritization, presentation, problem‑solving, vendor management, and stakeholder leadership skills.
• Creative, commercially minded, detail‑oriented, and highly accurate.
• Ability to balance customer experience, brand integrity, technical feasibility, and revenue impact.
• Excellent communication skills – writing clearly and informatively, presenting numerical data effectively.
• Strong working knowledge of A/B and multivariate testing platforms (e.g., Optimizely) and testing design, prioritization, interpretation, and performance readouts.
• Experience with Google Analytics or similar digital analytics platforms.
• Experience with customer data platforms, personalization tools, segmentation logic, and other martech capabilities.
• Strong understanding of ecommerce technologies, website and mobile app development processes, digital product roadmaps, technical troubleshooting, and cross‑functional delivery with IT and product teams.
• Ability to establish conversion baselines, define measurement expectations, interpret digital performance trends, and convert insights into prioritized actions.
• Strong understanding of ancillary revenue, booking behavior, product presentation, merchandising, and offer management principles.

Pay

$150,000 - $175,000 a year