Director of E-Commerce & Digital Marketing

Job Summary

The Director of E-Commerce & Digital Marketing leads the company's digital revenue growth strategy and online customer experience across all digital and marketplace channels. This role serves as the bridge between strategy and execution, translating brand and business objectives into measurable digital outcomes.

This leader oversees the full digital ecosystem, including e-commerce operations, UX/UI optimization, paid and organic acquisition, and CRM automation, ensuring a seamless omnichannel experience that drives engagement, conversion, and long-term customer value. The role collaborates closely with Brand, Sales, and IT teams to deliver unified storytelling and performance excellence.

Essential Duties and Responsibilities

Strategic Leadership

• Partner with the VP of Marketing to develop and execute the company's digital commerce roadmap, aligning digital growth initiatives with overall marketing and revenue goals.
• Translate high-level marketing strategy into channel-specific plans across paid, owned, and earned media.
• Lead omnichannel initiatives to ensure cohesive brand messaging and customer experience across e-commerce, marketplaces, social media, and CRM channels.
• Collaborate with Brand and Sales teams to ensure campaigns align with product launches, storytelling, and seasonal go-to-market plans.

E-Commerce Management

• Own all online sales channels (BigCommerce/Optimizely, Amazon, Walmart, and other marketplaces), ensuring best-in-class site performance, conversion, and merchandising.
• Partner with UX/UI, IT, and Creative to optimize navigation, product presentation, checkout experience, and mobile responsiveness.
• Manage key e-commerce KPIs: conversion rate, traffic growth, AOV, cart abandonment, CLV, and revenue by channel.
• Oversee product uploads, pricing strategies, digital content, and promotional calendars to support commercial goals.
• Ensure integration and data flow between e-commerce, CRM, ERP, and analytics platforms to enable end-to-end visibility.

Digital Marketing & Customer Journey

• Lead digital campaign strategy and execution across SEO, SEM, paid social, email, and mobile channels.
• Manage performance marketing budgets and optimize spending for maximum ROAS and CAC efficiency.
• Develop automated lead-nurturing, retargeting, and retention programs to increase lifetime value.
• Oversee content creation for web and digital campaigns to strengthen SEO authority and engagement.
• Implement CRM segmentation and personalization to deliver relevant and timely customer experiences.

Data, Analytics & Optimization

• Use Google Analytics, Power BI, and related tools to analyze channel performance, customer behavior, and ROI.
• Define dashboards and reporting cadence to monitor KPIs and guide data-driven decisions.
• Drive A/B testing, landing-page optimization, and continuous funnel improvement.
• Partner with the VP of Marketing and Finance to align reporting metrics with departmental and enterprise-level KPIs.
• Ensure proper tagging, tracking, and attribution models are configured across all digital platforms.

Team Leadership & Collaboration

• Lead and mentor a cross-functional team including e-commerce specialists, digital marketers, email/CRM managers, UX/UI designers, analysts, and agency partners.
• Build strong partnerships with internal stakeholders (Brand, Product, IT, Operations, and Sales) to align digital initiatives with company priorities.
• Foster a culture of accountability, innovation, and performance optimization within the digital marketing and e-commerce teams.
• Manage external vendor and agency relationships to ensure cost-effective, high-impact execution.

Qualifications

• Bachelor's degree in Marketing, Digital Commerce, Business Administration, or related field required.
• MBA or Master's degree in Digital Strategy, Data Analytics, or E-Business preferred.
• Certifications in Google Ads, Analytics, SEO/SEM, UX, or Marketing Automation preferred.
• Demonstrated ability to translate data and technology into measurable business outcomes.
• Strong knowledge of digital commerce ecosystems, omnichannel best practices, and customer lifecycle marketing.

Skills

Strategic & Analytical

• Deep understanding of digital consumer behavior, UX/UI best practices, and conversion optimization.
• Ability to design and execute omnichannel growth strategies that integrate brand, marketing, and sales objectives.
• Strong financial acumen to manage budgets, forecasts, and ROI models.

Technical & Platform Proficiency

• Expertise with Google Ads, Meta Ads Manager, SEO/SEM tools (Ahrefs, SEMrush, Moz).
• Skilled in CRM and marketing automation systems (HubSpot, Klaviyo, Dynamics 365, Marketo).
• Proficient with data and analytics platforms (GA4, Power BI, Looker Studio).
• Familiarity with marketplace management (Amazon, Walmart) and web optimization testing (Hotjar, Optimizely, VWO).

Leadership & Communication

• Inspiring team leader with experience managing cross-functional digital teams.
• Excellent communication and collaboration skills to align stakeholders across departments.
• Capable of mentoring talent, fostering innovation, and building a high-performance digital culture.
• Agile and adaptable in fast-changing, technology-driven environments.

Education & Experience

• 8–10+ years of progressive experience in digital marketing, e-commerce, or omnichannel strategy, including at least 3–5 years in a management role.
• Proven track record of driving online revenue growth, customer acquisition, and retention across B2B and B2C channels.
• Leadership of multi-channel digital initiatives encompassing SEO, SEM, email, social, mobile, marketplaces, and CRM.
• Hands-on management of e-commerce platforms such as BigCommerce, Optimizely, or equivalent.
• Experience implementing marketing automation, personalization, and lead-nurturing workflows.
• Strong background in analytics, funnel optimization, and ROI measurement using tools such as Google Analytics, Power BI, or Looker Studio.
• Collaboration experience across creative, product development, sales, and operations to align product launches, campaigns, and digital performance.
• Exposure to AI-driven marketing tools or digital transformation initiatives is highly desirable.
• Industry experience in apparel decoration, fashion, manufacturing, promotional products, law enforcement or retail preferred.

Language Ability

Bilingual in English and Spanish is preferred but not required (reading, writing and speaking).

Supervisory Responsibilities

5–6 direct reports supported by agency partners.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate.