Director, E-Commerce & Retention

E-Commerce Strategy & Site Performance

Own the DTC and wholesale e-commerce P&L, including revenue targets, conversion rate, AOV, and site-driven growth KPIs.

Lead ongoing CRO strategy — prioritizing and overseeing testing, UX improvements, and merchandising optimization across the Shopify storefront.

Oversee site operations, catalog integrity, and publishing cadence in partnership with the Web Producer.

Partner with IT and development resources to manage the Shopify technology stack, app ecosystem, and platform roadmap.

Ensure the digital experience appropriately serves both consumer and professional audiences, with channel-appropriate content, pricing, and navigation.

Retention & Lifecycle Marketing

Own the full customer retention strategy across email, SMS, and loyalty — from acquisition handoff through repeat purchase and long-term LTV growth.

Lead segmentation strategy and audience architecture in Klaviyo, ensuring the right message reaches the right customer at the right stage of their journey.

Oversee automated flow strategy (welcome, post-purchase, replenishment, win-back, professional onboarding) and campaign calendar execution.

Define and track retention KPIs: repeat purchase rate, 90/180-day retention, LTV cohort performance, churn, and reactivation.

Identify opportunities to deepen loyalty through subscription, bundling, rewards, and personalization initiatives.

Analytics & Insights

Own e-commerce reporting and performance dashboards — translating data into clear recommendations for leadership and cross-functional partners.

Monitor and interpret customer behavior, funnel performance, and channel attribution to guide investment and prioritization decisions.

Develop and maintain sensitivity models and scenario planning tools to support forecasting and test prioritization.

Team & Cross-Functional Leadership

Directly manage and develop an E-Commerce Coordinator / Web Producer responsible for day-to-day site operations, catalog management, and email execution.

Own agency relationships with development and design partners — managing SOWs, project prioritization, sprint planning, and quality of output.

Serve as the internal point of escalation for site technical issues, coordinating between internal stakeholders and external development resources.

Act as the primary e-commerce voice in cross-functional planning — aligning digital execution with product launches, promotions, and seasonal campaigns.

Collaborate with the professional channel team to ensure B2B digital touchpoints are operationally sound and strategically aligned.