Director of E-Commerce

About Ballerina Farm

A family-run enterprise based in the high mountain valley of Kamas, Utah, Ballerina Farm aims to make the world a more wholesome place starting with the soil beneath our feet. What began as a family sharing their farm life and a love for the food raised and grown has become a worldwide community with aspirations to guide anyone who wants to live a more rooted and intentional life in harmony with nature. Today, initiatives span content, agriculture, food production, retail, e-commerce, hospitality, and a growing collection of products and experiences inspired by creation, nature, the farm, the growing team, and friends around the world. We take pride in creating things with intention, quality, and care—from the food we produce to the products we offer and the experiences we create for our customers. At the heart of Ballerina Farm is a desire to share the beauty, simplicity, and richness of farm life with people everywhere.

About the role

Ballerina Farm is seeking a strategic, collaborative, and results-driven Director of E-Commerce to lead one of the company’s most critical business functions. As a member of the Senior Leadership Team, this individual will be responsible for overseeing the complete online customer journey—from the moment a customer visits our website to the support they receive after purchase. This leader will oversee core functions E-Commerce and Customer Support, ensuring each team works together to deliver an exceptional customer experience while driving operational excellence and sustainable business growth.

The ideal candidate is both strategic and hands-on, with a strong background in digital commerce, customer experience, and team leadership. They thrive in fast-paced environments, make data-driven decisions, and know how to build high-performing teams that are aligned around a common goal.

Responsibilities

• Serve as a trusted member of the Senior Leadership Team, contributing to company strategy, organizational planning, and cross-functional initiatives.
• Develop and execute the company’s e-commerce strategy to drive online revenue growth, customer acquisition, conversion, retention, and profitability.
• Determine and be accountable for KPIs related to e-commerce and CX (especially conversion rate, AOV, ROAS, etc.).
• Lead, coach, and develop the E-Commerce and Customer Support teams, fostering a culture of accountability, collaboration, innovation, and continuous improvement.
• Oversee the entire online customer journey, ensuring a seamless experience from website navigation and purchasing through fulfillment, shipping, delivery, and post-purchase support.
• Establish departmental goals and key performance indicators (KPIs), monitor performance, and implement strategies that improve operational efficiency and customer satisfaction.
• Oversee website merchandising, product launches, pricing, promotions, inventory visibility, and overall digital customer experience.
• Partner closely with Marketing to optimize digital campaigns, product launches, promotions, and customer acquisition strategies.
• Lead Customer Support operations, ensuring timely, empathetic, and solution-oriented service while continuously improving response times, customer satisfaction, and service quality.
• Identify opportunities to improve systems, workflows, automation, and technology that enhance scalability and operational efficiency.
• Analyze sales performance, website analytics, inventory trends, customer feedback, support metrics, and operational data to drive strategic business decisions.
• Develop annual budgets, forecasts, and operational plans for all departments under their leadership.
• Partner cross-functionally with Operations, Marketing, Finance, Creative, Fulfillment, Product, Retail, and Customer Experience teams to ensure alignment across the organization.
• Build leadership capability within the organization through coaching, mentorship, succession planning, and professional development.
• Present departmental performance, strategic initiatives, and recommendations to executive leadership.

Qualifications

• Bachelor’s degree in Business, Marketing, Computer Science, or a related field preferred.
• 7+ years of progressive leadership experience in e-commerce, retail operations, customer experience, or a related field.
• Demonstrated experience leading multiple departments and developing high-performing teams.
• Strong understanding of e-commerce platforms, digital merchandising, website optimization, and customer experience, including Shopify and Meta.
• Experience leading customer support or customer experience teams with a focus on service excellence.
• Strong financial and business acumen with experience managing budgets, forecasting, and analyzing operational performance.
• Excellent leadership, communication, organizational, and project management skills.
• Proven ability to build cross-functional partnerships and influence at all levels of an organization.
• Comfortable balancing strategic planning with hands-on execution in a fast-paced, growing business.

Preferred Qualifications

• Experience with e-commerce platforms such as Shopify, Amazon, TikTok Shop, Meta, Skio, NorthBeam, Luminous.
• Experience using Google Analytics or other business intelligence platforms.
• Experience scaling e-commerce operations within a consumer products, food, retail, or lifestyle brand.

Benefits

• Health benefits including medical, dental, vision, and life insurance.