E-Commerce Director

About the role

Monrovia is seeking a Director of E-Commerce to lead and scale our direct-to-consumer and digital commerce business with retailers. This is a hands-on, operational leadership role based at our Dayton, Oregon nursery, requiring on-site presence to partner closely with shipping and nursery operations.

Business Ownership & Strategy

• Own the e-commerce P&L, including revenue growth, margin optimization, and cost control
• Develop and execute a scalable DTC growth strategy, aligned with company and marketing objectives
• Define success metrics and lead a test-and-learn culture in e-commerce to continuously improve performance
• Forecast revenue, demand, and operational needs; align inventory, pricing, and promotions accordingly
• Identify friction points and implement improvements across the experience, collaborating with Digital Marketing Director and IT teams to solve problems

Fulfillment, Shipping & Operations

• Lead all aspects of order fulfillment, shipping, and delivery experience for live plants
• Work with nursery and shipping teams at all 3 nurseries to ensure operational excellence
• Optimize shipping rates, packaging, transit times, and plant quality upon arrival
• Investigate returns, credits, and operational issues with a focus on root cause and continuous improvement
• Own and continuously improve the e-commerce shipping process, including training and supporting teams as needed
• Track inventory of all materials needed in shipping process, and identify new vendors, box types, and other materials needed

Drop-Ship & Omnichannel Expansion

• Build and scale drop-ship programs with retail partners
• Collaborate with IT and Finance teams to set up links to internal systems from partner POS platforms
• Assist retail partners in setting up Monrovia systems
• Ensure seamless integration with retailer systems and evolving channel requirements
• Collaborate with sales reps to support initiatives and maximize selling opportunities with retail partners
• Balance DTC growth with a strong commitment to supporting retail partners

Merchandising and Product Management

• Analyze sales, margin, and inventory turn by product and channel to optimize assortment and merchandising strategy
• Oversee product catalog, item setup, and maintenance across systems and channel platforms including drop ship, directing IT resources on development needs as needed
• Stay ahead of market trends to maintain a relevant and competitive assortment
• Advocate for plant assortments, bundles, plant types for e-commerce sales opportunity

Customer Experience & Conversion Optimization

• Collaborate with Director of Digital Marketing to create the best customer journey in the industry, from product discovery through delivery
• Lead testing and optimization of conversion rate, AOV, and merchandising performance, working with Digital Marketing Director as needed on email campaigns and digital marketing to test ideas and build on success
• Improve abandoned cart rates and decrease refunds and returns
• Identify friction points and implement improvements across the experience, collaborating with Digital Marketing Director and IT teams to solve problems

Data, Reporting & Insights

• Develop reports on e-commerce conversion, revenue, margin, and marketing channel performance on weekly, monthly and ad hoc basis
• Translate data into clear insights and actionable recommendations
• Monitor promotion effectiveness and refine strategy based on performance
• Communicate performance clearly to leadership and cross-functional partners

Cross-Functional Leadership

• Lead through influence across Operations, Production, Sales, and IT
• Partner closely with Digital Marketing Director to align traffic generation (email, social, paid) with conversion and merchandising strategy
• Collaborate with sales reps to identify potential drop ship partners and manage drop ship to national big box
• Work across teams to define priorities, align execution, and remove barriers
• Act as the central owner of e-commerce performance, ensuring accountability across all contributing functions