Director of Ecommerce

Director Of Ecommerce

The Director of Ecommerce drives the vision, strategy, and growth of online sales and digital marketing across Amazon, DTC, and national and regional retailer websites. This role is responsible for developing and executing strategies to enhance GU's presence, optimize consumer digital experiences, and achieve ecommerce revenue targets.

The Director of Ecommerce owns DTC and Amazon as main drivers of our business, manages emerging sport specialty online channels such as The Feed and Fleet Feet Sports, and ensures a unified and dynamic brand experience throughout.

The ideal candidate has an entrepreneurial spirit and is a strategic thinker with strong leadership skills with a deep understanding of how to grow a sports nutrition, vitamin, or supplement brand online. This leader creatively develops solutions, including leveraging AI tools, to manage their business efficiently. This role simultaneously handles urgent challenges and long-term strategic planning with ease.

Ecommerce Strategy, Planning & Team Management:

• Develop and implement a comprehensive ecommerce strategy that aligns with overall business goals and drives online revenue growth.
• Serve as the voice of eCommerce across the organization, educating cross-functional teams on channel dynamics, retailer expectations, and digital growth drivers. Advance eCommerce priorities in leadership discussions, ensuring digital first thinking is embedded in broader business decisions and resource allocation.
• Drive cross-functional alignment across Marketing, Sales, Finance, Operations, and Quality teams, gaining buy-in for priorities that support eCommerce growth. Build consensus in a complex matrixed environment and be able to influence without direct authority.
• Translate complex data into clear, compelling narratives, tailoring the message appropriately for all audiences, whether marketing, sales or leadership.
• Lead, develop, and scale a high-performing ecommerce team, setting clear expectations, fostering accountability, and creating an environment where talent can grow and deliver measurable impact.

Amazon:

• Own day-to-day management of GU's Amazon business, including product listings, A+ content, pricing, inventory health, and promotions.
• Manage Amazon advertising strategy (Search, DSP, etc.) in partnership with internal and external media teams to drive ROAS and new customer acquisition.
• Analyze sales performance and customer behavior using Amazon Retail Analytics, Brand Analytics, and third-party tools to identify growth opportunities.
• Coordinate with supply chain and customer operations to ensure inventory availability and avoid OOS or overstock situations.
• Monitor and improve product rankings, reviews, and seller performance metrics.
• Negotiate directly with Amazon vendor managers on trade terms, co-op funding, and long-term account strategy.

DTC / Shopify:

• Own customer acquisition, website optimization, and CRO for , continuously enhancing the online consumer experience, ensuring intuitive navigation, optimized site performance, and a seamless purchasing journey.
• Oversee online merchandising, pricing strategy, product launches, offer strategy, and bundling.
• Drive subscription growth, landing page performance, checkout optimization, and overall customer experience.
• Own retention and LTV through email, SMS, loyalty, lifecycle marketing, segmentation, and win-back campaigns.
• Oversee website inventory, order management, and financial integration with Shopify. Work closely with CX and fulfilment teams.
• Launch additional marketplaces (Tik Tok Shop, Faire, etc.) as they align with company and growth objectives.

Omnichannel Strategy:

• Ensure UX/UI brand experience is aligned across DTC and all ecommerce channels, working with content and brand teams to stay consistent with brand messaging, look, feel & tone.
• Align online and offline promotions with traditional retail partners like Walmart and Target, incorporating tactics like Instacart as needed.
• Develop and lead a promotional strategy across GU's Specialty eCommerce environment (e.g., The Feed, Road Runner Sports, Fleet ).
• Monitor inventory and fulfillment to prevent stockouts or…