Director of Ecommerce

About SET Active

SET creates athleisure designed for what's next. Founded on the belief that style and comfort shouldn't be mutually exclusive, the brand offers versatile pieces that transition seamlessly from workout to weekend, meeting to coffee run. Blurring the line between form and function, SET designs for the everyday girl's ever-changing schedule.

The Director of Ecommerce is responsible for owning the end-to-end ecommerce P&L, setting the digital commerce strategy, and leading the team and partners that execute against it, including our internal Ecommerce Manager and external development agency partner. You will partner cross-functionally with brand marketing, operations, production, and finance to ensure that site experience, technology, and performance marketing are aligned to company goals.

• Own the ecommerce strategy and roadmap, aligning site, tech stack, and digital experience to annual revenue, margin, and growth targets.
• Lead ecommerce forecasting, budgeting, and monthly/quarterly business reviews; translate performance into clear recommendations for leadership.
• Define and track target KPIs (traffic, conversion, AOV, UPT, CAC/LTV, contribution margin) and ensure the team and partners are focused on the highest‑impact initiatives.

• Manage, coach, and develop the Ecommerce Manager (and any future coordinator/junior roles), providing clear goals, feedback, and growth paths in line with HR and leadership SOPs.
• Partner with HR to align the role and team structure to the broader org design, define interview panels, and participate as hiring manager for all ecommerce roles.
• Build a high‑performance, highly collaborative culture across internal ecommerce, marketing, CX, operations, and external agency partners.

• Provide strategic direction for the Shopify Plus site, while the Ecommerce Manager owns day to day execution (SKU setup, merchandising, content, QA, PDP hygiene).
• Set standards for onsite experience (navigation, collections, search, PDPs, size guides, content modules, upsell/cross‑sell) and approve major updates and new templates.
• Oversee the ecommerce launch calendar and ensure alignment with marketing, operations, and CX so that inventory, messaging, and site builds are coordinated.

• Serve as primary owner of the external development agency relationship: set scope, prioritize backlogs, approve SOWs, and ensure delivery against timelines and KPIs.
• Translate business goals into clear technical requirements for the dev agency and internal stakeholders (ie new features, performance optimizations, integrations).
• Own the ecommerce tech stack strategy (Shopify Plus, apps, integrations, analytics, experimentation, loyalty, subscriptions), ensuring scalability, stability, and a manageable backend for the internal team.
• Own alternative ecommerce/social commerce channels like Tik Tok Shop.
• Own major ecommerce development initiatives end-to-end, including full website rebuilds, replatforming efforts, and the development and integration of new digital experiences such as mobile apps, custom loyalty or membership programs, and third‑party platforms.

• Partner with marketing to align paid media, email/SMS, SEO/GEO, and onsite experience, ensuring cohesive campaigns and measurable impact on revenue.
• Lead experimentation and CRO strategy (A/B tests on landing pages, PDPs, checkout, merchandising, promos), with the Ecommerce Manager executing and reporting tests.
• Own ecommerce analytics: define the reporting framework, ensure accurate tracking (GA / analytics stack), and manage up and out by providing insights to leadership and cross‑functional teams.

• Partner with customer service to monitor customer feedback, identify friction points, and prioritize fixes and enhancements across the funnel.
• Stay current on competitive landscape, ecommerce best practices, and Shopify ecosystem developments; proactively identify opportunities for innovation.
• Ensure the…