Director of Ecommerce

Bare Performance Nutrition is seeking a Director of eCommerce to own and scale our direct-to-consumer digital business as a core revenue channel. This role is the general manager of our website and digital storefront—holding full accountability for site health, revenue performance, and the end-to-end customer experience.

Reporting to the Chief Growth Officer, the Director of eCommerce will lead the strategy, roadmap, and execution of our online store—driving conversion rate optimization, merchandising excellence, and seamless integration with paid media and brand campaigns. This is a highly cross‑functional role embedded across marketing, creative, technology, and operations.

• Serve as the website owner, holding full accountability for site health, revenue targets, discount strategy, and the end‑to‑end customer experience, from landing page arrival to checkout
• Own and manage the eCommerce P&L, including revenue forecasting, margin analysis, and channel‑level budget allocation
• Set and track performance against annual and quarterly eCommerce KPIs, including revenue, conversion rate (CVR), average order value (AOV), and customer retention metrics
• Own and manage discount strategy in partnership with Finance
• Lead the site development and merchandising roadmap, prioritizing high‑impact A/B tests and UX improvements that directly lift CVR and AOV
• Partner with Creative, Brand, Product, and Paid Media teams to ensure landing pages, product pages, and promotional experiences are optimized for conversion
• Own the product assortment strategy on‑site, including sequencing, bundling, upsells, and cross‑sells to maximize revenue per visitor
• Drive seasonal and campaign‑based site updates aligned to product launches, promotions, and retail moments

• Implement rigorous monitoring of daily site KPIs including load speeds, bounce rates, add‑to‑cart rates, and funnel drop‑off, translating data into actionable insights
• Build and maintain eCommerce dashboards and reporting cadences that give leadership clear visibility into site performance and trends
• Conduct deep‑dive analyses on customer behavior, cohort performance, and site funnel data to identify growth opportunities and eliminate friction
• Ensure the digital storefront evolves in lockstep with the paid media strategy, maintaining consistent experience from ad click to purchase
• Own the eCommerce technology stack, including the Shopify platform, third‑party apps, CRO tools, and integrations ensuring reliability, scalability, and performance
• Lead and manage relationships with development partners, agencies, and platform vendors
• Evaluate and implement new tools that improve site functionality, personalization, and the customer experience
• Ensure site uptime, page speed, and technical health are consistently maintained to industry‑leading standards

• Partner closely with Paid Media, Brand, Creative, Product, and Operations teams to align the site experience with broader marketing and business objectives
• Serve as the internal subject matter expert on eCommerce best practices, emerging trends, and competitive benchmarks
• Lead and develop a high‑performing eCommerce team, fostering a culture of testing, learning, and continuous improvement

• 7–10+ years of experience in eCommerce, digital marketing, or DTC growth roles within CPG, fitness, or lifestyle brands
• Proven track record of driving measurable improvements in CVR, AOV, and eCommerce revenue
• Deep expertise with Shopify or comparable eCommerce platforms, including app ecosystems and development workflows
• Strong analytical skills with hands‑on experience in Google Analytics, Tableau, Northbeam, or comparable analytics platforms
• Demonstrated ability to lead A/B testing programs and translate results into roadmap priorities
• Solid understanding of paid media channels (Meta, Google, Tik Tok) and how they connect to on‑site performance
• Experience managing external development partners, agencies, and technology vendors
• High attention to detail with the ability to think strategically and execute operationally
• Comfortable operating…