Director of Ecommerce; Shopify

Director of Ecommerce (Shopify)

Availability:
Hybrid/Remote - Full-time 8:30 am - 4:30 pm EST | Department:
Marketing / Ecommerce |

Reports To:

VP of Marketing

Doc's Diesel is hiring a Shopify operator, not a general ecommerce manager. You'll own our Shopify storefront end-to-end: conversion rate performance, merchandising, site health, and on-site execution for every campaign we run.

This role sits at the intersection of strategy and execution. You'll manage a small, high-output team and act as the connective tissue between our performance team, creative team, and VP of Marketing. Your job is to keep the site ready to convert: optimized, merchandised, and aligned to every campaign, launch, and seasonal push.

Shopify is our primary DTC channel, and we're growing fast. There's real room in CVR, on-site merchandising, and retention infrastructure, and we want someone who has fixed these problems on Shopify before and knows where to start.

One note on the bar, so nobody wastes their time: this job lives in the Shopify admin and the theme every day. If your Shopify exposure has mostly been directing an agency, approving mockups, or running another platform, this won't be a fit.

Doc’s is in a true scaling phase. We are building an omnichannel auto parts brand with ambition, speed, and high standards. That means we need builders - people who take ownership, move fast, solve problems, and want to help shape where the company goes next.

This is a strong fit for someone who wants responsibility, visible impact, and the chance to grow inside a business that is aiming much bigger.

• Own the Shopify storefront day to day: themes, templates, sections, navigation, and publishing
• Read Liquid well enough to spec a change, QA a developer's work, and catch what a theme or app update breaks
• Build PDP and collection content on metafields and metaobjects rather than hard-coded one-offs
• Own the app stack: audit what's installed, cut what isn't earning its keep, and evaluate new apps on performance impact and script weight
• Own theme performance and Core Web Vitals, including the app scripts and third-party tags slowing pages down
• Run discounts, bundles, and promotional mechanics in-platform, including checkout configuration and any Shopify Functions or checkout extensions we deploy
• Use Shopify Analytics and ShopifyQL to answer your own questions instead of waiting on someone else's report
• Own the theme release process: staging, QA, and rollback when something ships wrong

• Lead, develop, and hold accountable a small, high-output ecommerce team, including any contractors and agencies supporting the channel
• Set clear priorities, remove blockers, and ensure deadlines and deliverables are consistently met
• Run structured weekly check-ins and maintain clarity on ownership across all ecommerce work streams
• Cultivate a culture of ownership, urgency, and data-driven decision-making within the ecommerce pod

• Own Shopify CVR, AOV, and on-site revenue as primary KPIs
• Lead structured A/B testing across PDPs, landing pages, collections, and checkout flow
• Identify and eliminate friction points in the customer journey using analytics, session recordings, and heatmaps
• Partner with your team to implement conversion-improving design changes quickly
• Build and manage a testing roadmap with clear hypotheses, timelines, and reported outcomes
• Develop cohort-based journey strategies from first click to repeat purchase, using cohort data to find where each segment drops off and building targeted fixes
• Design and test landing page experiences tailored to specific traffic sources, customer segments, and campaign types

• Partner with the VP of Marketing to translate campaign goals into on-site execution plans
• Ensure the site is fully prepared for every promotion, product launch, and seasonal initiative: banners, PDPs, landing pages, bundles, and navigation all aligned
• Work directly with the performance team to ensure landing pages and site experience match ad creative and offer messaging
• Coordinate with the creative team on asset delivery timelines and on-site placement
• Own the ecommerce marketing calendar from a site-execution standpoint
• Build campaign landing pages and promotional templates in the theme with your team, so launch day never waits on a dev queue

• Own Shopify catalog quality, accuracy, and…