Director of Ecommerce

Overview

The Ecommerce Director will lead and scale the company's digital sales channels, serving as the primary architect of our online customer experience and the day-to-day operational owner of our ecommerce platforms. This role blends strategic vision with hands-on execution — you will set the roadmap, manage the technology stack, and roll up your sleeves to ensure the platform performs flawlessly for our wholesale floral customer base.

The ideal candidate is equally comfortable presenting a multi-year digital growth strategy to leadership and troubleshooting a checkout bug on a Tuesday morning. Experience in perishable goods, agriculture, or wholesale distribution is a strong plus.

• Strategic Leadership & Vision
  • Develop and execute the ecommerce program, aligning digital goals with overall company operational and revenue targets and brand positioning.
  • Build and communicate a phased product roadmap covering platform enhancements, new customer segments, and emerging digital channels.
  • Identify market opportunities — including B2B portals, subscription programs, and digital-first experiences — and champion investment decisions with data-backed business cases.
  • Partner with Sales, Marketing, Operations, and Central Purchasing to ensure the digital channel reflects real-time inventory, seasonal promotions, and pricing strategy.
  • Stay current on industry trends in wholesale floral, agricultural ecommerce, and B2B digital commerce to maintain competitive advantage.

• Technical Project Management
  • Own the end-to-end project lifecycle for all platform initiatives — from requirements gathering and vendor onboarding through QA, launch, and post-launch optimization.
  • Manage relationships with platform vendors, development agencies, and SaaS partners (e.g., Shopify Plus, Net Suite, AWS, etc.).
  • Lead technical discovery sessions and translate business requirements into clear specifications for internal developers or external partners.
  • Oversee integrations between the ecommerce platform and back-office systems, including:
    • ERP / inventory management (e.g., Net Suite, SAP, Sage)
    • Order management and fulfillment workflows
    • Payment gateways and trade credit / net-terms solutions
    • CRM and marketing automation platforms
  • Maintain a prioritized backlog, manage sprints or release cycles, and hold stakeholders accountable to timelines and budgets.
  • Define and enforce technical standards for site performance, security (PCI-DSS compliance), and accessibility (WCAG 2.1).

• Daily Execution & Platform Operations
  • Serve as the first-line escalation point for platform issues, coordinating rapid resolution with Ecommerce & Development teams to minimize customer-facing downtime.
  • Monitor platform health daily — including integrations — and proactively address anomalies.
  • Own product catalog management: taxonomy, imagery standards, pricing accuracy, product descriptions, and seasonal inventory updates.
  • Oversee Customer Support to resolve order discrepancies, shipping exceptions, and account access issues rooted in platform behavior.
  • Manage ecommerce promotional calendar execution — discount codes, tiered pricing for wholesale tiers, location-specific promos, and site merchandising.
  • Ensure order data flows accurately from the ecommerce platform into ERP (Net Suite) with minimal manual intervention.

• Analytics, Optimization & Growth
  • Define and own ecommerce KPIs.
  • Manage and use reporting dashboards daily (GA4, platform-native analytics, Power BI) and deliver executive-level insights monthly.
  • Lead continuous testing and experimentation to improve overall site UX and business needs.
  • Drive SEO strategy in collaboration with the marketing team, including technical SEO health, content architecture, and structured data.
  • Identify and develop new wholesale customer acquisition channels — paid search, email nurture, trade show digital integration, and referral programs.

• Team Leadership & Cross-Functional Collaboration
  • Develop and manage internal ecommerce team, customer support, contractors and external vendor partners.
  • Set clear goals, provide regular coaching, and foster a culture of ownership and continuous improvement.
  • Act as the internal subject matter expert…