Director of eCommerce

Location: Tanner

Position Overview

T-H Marine is seeking a strategic and results-driven Director of eCommerce to lead and scale our digital business across direct-to-consumer and marketplace channels. This role owns the ecommerce P&L and is responsible for driving revenue growth, improving profitability, and building a scalable infrastructure to support long-term expansion.

The Director of eCommerce will oversee all aspects of the ecommerce ecosystem-including DTC (Shopify), marketplaces (Amazon, Walmart, and others), digital merchandising, performance marketing alignment, and backend systems-while working cross-functionally with Marketing, Sales (Aftermarket), Product Development, and Operations.

This is a leadership role for someone who has successfully scaled ecommerce businesses and can balance strategy, execution, and operational complexity in a fast-paced environment.

Key Responsibilities

P&L Ownership & Growth Strategy

• Own the ecommerce P&L, including revenue, margin, and contribution profitability
• Develop and execute a multi-channel ecommerce growth strategy to scale the business toward aggressive revenue targets
• Identify and prioritize key growth levers including traffic acquisition, conversion rate optimization, AOV expansion, and product mix

Channel Leadership (DTC & Marketplaces)

• Oversee all ecommerce channels including Shopify (DTC), Amazon (Vendor & Seller Central), Walmart, and emerging marketplaces
• Define channel strategy, pricing alignment, promotional cadence, and marketplace expansion opportunities
• Ensure consistent brand positioning and pricing integrity across all digital channels

Digital Merchandising & Conversion Optimization

• Lead DTC merchandising strategy, including homepage, navigation, collections, and product page optimization
• Establish best practices for product content, SEO, and conversion optimization across all platforms
• Continuously improve the customer journey to increase conversion rates and overall user experience

Marketplace Strategy & Operations

• Own Amazon and marketplace strategy, including catalog management, advertising alignment, inventory planning, and account health
• Drive marketplace growth while balancing channel conflict with OEM, dealer, and retail partners

Technology & Systems Infrastructure

• Oversee ecommerce systems architecture, including Shopify, Net Suite, Celigo, EDI, marketplace integrations, and data flows
• Ensure accuracy and efficiency in product data, inventory syncing, order routing, and fulfillment processes
• Identify and implement technology improvements to support scalability and operational efficiency

Cross-Functional Leadership

• Partner with Marketing to align ecommerce with paid media, email/SMS, content, and campaign strategies
• Collaborate with Aftermarket/Sales to align pricing, promotions, and channel strategy
• Work with Product Development and PIM teams to ensure accurate and timely product launches
• Partner with Operations and Fulfillment to improve inventory visibility, availability, and delivery performance

Customer Experience & Retention

• Champion the end-to-end customer experience across all ecommerce touchpoints
• Improve site experience including search, navigation, checkout, and post-purchase communication
• Support lifecycle marketing efforts that drive repeat purchases and customer retention

New Revenue Streams & Expansion

• Identify and develop dropship, third-party assortment, and new digital revenue opportunities
• Evaluate new platforms, partnerships, and channels to expand ecommerce reach

Analytics, Reporting & Insights

• Establish clear KPIs and reporting cadence across all ecommerce channels
• Deliver weekly, monthly, and executive-level performance updates with actionable insights
• Use data to inform decision-making and continuously optimize performance

Team Leadership & Development

• Build and lead a high-performing ecommerce team over time (merchandising, marketplace, operations, etc.)
• Foster a culture of accountability, execution, and continuous improvement

Qualifications

• 7-10+ years of ecommerce experience, with a strong track record of scaling digital revenue
• Proven experience owning or influencing ecommerce P&L
• Deep understanding of DTC (Shopify) and marketplaces (Amazon, Walmart, etc.)
• Experience with ERP and integration systems (Net Suite, Celigo, or similar)
• Strong analytical mindset with the ability to translate data into strategy and execution
• Experience navigating inventory constraints, fulfillment challenges, and multi-channel complexity
• Excellent leadership, communication, and cross-functional collaboration skills