E-Commerce Director (Consumer Division)

E-Commerce Director (Consumer Division)
Fully Remote • REMOTE
Description
The E-Commerce Director will lead digital commerce across its consumer brand portfolio (6 brands within a single product category family). This position owns the overall ecommerce strategy and P&L performance across each brand's Shopify direct-to-consumer store, Amazon (FBA and FBM), and all secondary sales channels, including Walmart.com, eBay, Etsy, Google Shopping, Facebook/Instagram Shop, YouTube, and other emerging marketplaces.

This is a strategic leadership role, not a hands-on execution role. The Ecommerce Director will not, on a daily basis, personally execute campaigns, design creative, or manage listings, but must bring deep, current expertise across paid advertising, content creation, digital marketing, email/SMS campaigns, affiliate marketing, SEO/GEO, and web design/UX in order to set direction, evaluate performance, coach staff, and hold the team accountable to results.

The Ecommerce Director will partner closely with the Brand Managers to build, drive, and execute strategies that accelerate profitable growth, and will direct the shared services team to bring those strategies to life.

Essential Job Functions:

• Set the overall ecommerce vision, strategy, and annual growth plan for all six consumer brands across Shopify, Amazon, and secondary channels.
• Directly manage, coach, and develop 3 Brand Managers, setting clear goals, KPIs, and accountability standards for each brand under their purview.
• Directly manage the shared services team -- Web Developer, Ecommerce Ad Manager, Amazon Ad Manager, and SEO/GEO Specialist -- functioning as an internal agency that services all brands; set priorities, resolve resourcing conflicts, and ensure work is allocated effectively across brands based on strategic priority.
• Co-create and drive c
• hannel and brand-level strategies in close partnership with Brand Managers, translating division-wide priorities into brand-specific execution plans that the shared services team then executes against.
• Establish intake, prioritization, and workflow processes so Brand Managers can effectively request and receive support from the shared web, ad, and SEO/GEO functions without bottlenecks or conflicting priorities.
• Build a high-performing ecommerce organization across both the Brand Manager and shared services layers; identify skill gaps and advocate for additional resources, agencies, or tools as needed.
• Own the ecommerce budget and revenue targets across the division; report performance, forecasts, and strategic recommendations to senior leadership.
• Foster cross-brand collaboration to share best practices, creative learnings, and efficiencies across all six consumer brands in the portfolio.

Markeplace & Channel Strategy --

• Oversee strategy and performance across each brand's Shopify storefront, ensuring strong conversion rates, site health, and customer experience, directing the Web Developer's priorities accordingly.
• Direct Amazon strategy across both FBA and FBM models -- including account health, inventory strategy, Buy Box performance, and marketplace compliance -- in partnership with the Amazon Ad Manager and Brand Managers.
• Guide expansion and optimization of secondary channels including Walmart.com, eBay, Etsy, Google Shopping/Merchant Center, Facebook/Instagram Shop, YouTube Shopping, and other relevant marketplaces.
• Evaluate and prioritize new sales channel opportunities based on ROI, brand fit, and resourcing.

Paid Media & Ad Spend --

• Set overarching paid media strategy and budget allocation across Amazon Ads, Google Ads/Shopping, Meta Ads, and YouTube, directing the Ecommerce Ad Manager and Amazon Ad Manager on efficient allocation of spend across all brands.
• Establish and monitor KPIs such as ROAS, TACoS/ACoS, CAC, and LTV; hold the ad management team and Brand Managers accountable to targets.
• Evaluate agency and platform partners that supplement the internal ad management team; approve major shifts in ad strategy or budget.

Content, Digital Marketing & Email/Affiliate Programs --

• Direct content strategy (product photography, video, A Content/Enhanced Brand Content, lifestyle content) ensuring brand consistency and conversion-focused execution across all six brands.
• Guide digital marketing strategy including email/SMS lifecycle campaigns, promotional calendars, and customer retention programs.
• Oversee development and growth of affiliate and influencer marketing programs across brands.
• Direct the SEO/GEO Specialist's strategy and roadmap to maximize organic visibility across traditional search and AI-driven search/answer engines, ensuring consistent execution across all brand sites.

Web Design & User Experience

• Direct the Web Developer's priorities and roadmap across all Shopify storefronts, balancing competing requests from the various Brand Managers.
• Ensure a consistent, high-quality, mobile-optimized customer experience and strong CRO discipline across all brand sites and marketplace storefronts.

Analytics & Reporting

• Establish division-wide reporting standards and dashboards for sales, ad spend, marketplace, and channel performance, pulling from the Brand Managers and shared services specialists.
• Analyze performance trends across brands and channels to identify growth opportunities, risks, and areas needing intervention.
• Present regular performance updates and strategic recommendations to executive leadership.

Physical Demands:

• Must be able to sit at a desk for prolonged periods of time and work on a computer.
• Must be able to work in an office environment.
• Must be able to talk, hear and see with vision abilities including close/near, distance, color and peripheral vision, depth perception and ability to adjust focus.
• Must wear required Personal Protective Equipment (PPE) when entering manufacturing areas.

Education and Experience:

Required --

• 7 years of progressive ecommerce experience, including at least 3 years in a leadership role managing a team, a multi-brand or multi-channel portfolio, and/or a shared-services/agency-style function.
• Proven, demonstrable expertise across Shopify, Amazon Seller Central/Vendor Central (both FBA and FBM), and secondary marketplaces (Walmart.com, eBay, Etsy).
• Strong working knowledge of paid advertising across Amazon Ads, Google Ads, Meta Ads, and YouTube, including budget strategy and performance evaluation, sufficient to direct and evaluate specialist ad managers.
• Deep familiarity with digital marketing disciplines: content strategy, email/SMS marketing, affiliate/influencer marketing, SEO, and emerging GEO/AI-search optimization practices.
• Working knowledge of web design, UX principles, and conversion rate optimization best practices, sufficient to direct a web developer and evaluate their output.
• Experience managing a shared-services or "internal agency" model, balancing and prioritizing competing requests from multiple internal stakeholders.
• Track record of setting strategy and managing performance through others rather than personally executing tactical work.
• Strong analytical skills; fluency with ecommerce analytics platforms (Google Analytics, Shopify Analytics, Amazon Brand Analytics, etc.) and ability to translate data into strategy.
• Excellent leadership, communication, and cross-functional collaboration skills.

Preferred --

• Experience in building products, home improvement, industrial, or specialty/DIY consumer goods categories.
• Experience managing multiple distinct brands or business units simultaneously through a shared team structure.
• Familiarity with specialty coatings, resins, or adjacent DIY/trade product categories.
• Bachelor's degree in Marketing, Business, or related field; MBA a plus.

What Success Looks Like:

• Consistent, profitable revenue growth across all brands, channels, and marketplaces within the division.
• A well-coached, accountable team of Brand Managers executing clear, data-driven strategies, supported by a high-functioning internal shared services team.
• Efficient, optimized ad spend delivering strong ROAS across all paid channels, with ad managers who are clear on priorities and accountable to results.
• Strong, consistent brand experiences and customer satisfaction across every website and marketplace storefront.
• A shared services model (web, ad, SEO/GEO) that runs smoothly, with clear prioritization and no brand feeling under-served.
• Reliable, transparent reporting that gives executive leadership clear visibility into performance and growth opportunities.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.