Americas - Director, Ecommerce

Director, Ecommerce, Americas

The Director of Ecommerce, Americas is responsible for driving the commercial performance, customer experience, and day-to-day execution of the ecommerce business across the Americas.

Reporting to the VP of Ecommerce, this role leads ecommerce trading, site merchandising, content, campaigns and promotions, and onsite optimization. The Director will have direct accountability for key ecommerce performance metrics including sales, conversion, Average Order Value (AOV), and gross margin.

This role will lead the Site Merchandising team and partner closely with Performance Marketing, IT, Merchandising, Planning, Global Brand, Creative, and Finance to ensure the digital business delivers against both commercial objectives and customer expectations.

The ideal candidate is a highly commercial ecommerce leader who combines strong trading instincts with deep digital expertise, analytical thinking, and a track record of translating customer and performance insights into measurable growth.

What You’ll Do:

• Own the day-to-day trading performance of the ecommerce business across the Americas.
• Drive achievement of sales, conversion, AOV, and gross margin targets.
• Lead weekly and seasonal trading reviews, identifying performance trends, opportunities, and risks and translating them into clear actions.
• Develop strategies to improve conversion, basket size, product discovery, and overall site productivity.
• Use site, customer, product, and channel data to identify opportunities for incremental growth.
• Partner with Merchandising and Planning to align digital execution with product availability, inventory priorities, and commercial opportunities.

• Lead and develop the Site Merchandising team, establishing clear priorities, KPIs, and accountability.
• Own the onsite merchandising strategy across navigation, search, PLPs, PDPs, landing pages, recommendations, and key customer journeys.
• Oversee ecommerce content planning and execution, ensuring the site effectively balances brand storytelling with commercial objectives.
• Optimize product placement, navigation, search, content, filters and customer journeys based on customer behavior and commercial performance.
• Ensure new products, seasonal assortments, campaigns, and key commercial priorities are represented effectively across the site.

• Lead ecommerce execution of seasonal campaigns, product launches, promotional events, and key trading periods.
• Develop and manage the ecommerce promotional calendar in partnership with Marketing, Merchandising, Planning, and Finance.
• Ensure promotions and campaigns are executed accurately, consistently, and on schedule.
• Evaluate promotional effectiveness across sales, conversion, AOV, and margin.
• Identify opportunities to strengthen full-price selling and improve promotional productivity.

• Partner closely with the Performance Marketing team to maximize the productivity and conversion of traffic coming to the site.
• Connect acquisition strategies with onsite merchandising, landing experiences, product availability, and promotional messaging.
• Optimize key landing experiences based on channel and customer behavior.
• Support delivery of marketing efficiency and ROAS objectives by improving onsite conversion and revenue per session

• Partner with IT and technology teams to define and prioritize commercially impactful enhancements to the website and ecommerce platform.
• Build strong commercial business cases and requirements for new features, functionality, and customer experience improvements.
• Maintain a prioritized ecommerce roadmap focused on revenue growth, conversion, customer experience, and operational efficiency.
• Champion a test-and-learn culture, using analytics, A/B testing, and customer insights to continually optimize the…