Director ECommerce Digital Experience

Benefits

• 401(k)
• Dental insurance
• Employee discounts
• Health insurance
• Paid time off
• Vision insurance

Job Title:

E-Commerce & Digital Experience Director

Department: E-Commerce & Performance Marketing

Employment: W2, Full-Time, Salary, Exempt

Location:

Remote PI Assessment Required to be Completed when Applying:  to complete

The Director of E-Commerce & Digital Experience will lead the complete transformation and ongoing optimization of The Spice & Tea Exchange® digital commerce ecosystem. This role is responsible for overseeing both front-end and back-end website performance, with a primary focus on Shopify and integrated platforms, ensuring the online experience drives measurable growth while strengthening — not competing with our franchise stores.

This leader will bring E-Commerce in a Corporate environment, a customer-first mindset, strong technical fluency, a deep understanding of franchise systems, balancing corporate e-commerce growth with in-store success. The role will also own ROI accountability across paid digital channels (Google, apps, and other platforms) and lead the development of innovative omnichannel strategies that align online and in-store experiences.

• Own and execute the end-to-end e-commerce strategy for The Spice & Tea Exchange®, including B2C, franchisee ordering workflows, and future digital expansion.
• Serve as the internal subject‑matter expert on Shopify and related e‑commerce platforms, overseeing architecture, integrations, and performance.
• Establish a clear digital growth roadmap with defined KPIs, revenue targets, and ROI benchmarks.

• Show strong leadership in Shopify functionalities and plug‑in integrations, ensuring leadership in innovative platform capabilities, staying on trend with platform enhancements and user management.
• Lead enhancements to the look, feel, usability, and performance of the website to improve conversion, retention, and brand storytelling.
• Oversee back‑end functionality including:
  • Product setup and taxonomy
  • Inventory visibility (corporate vs franchise)
  • Ordering logic and fulfillment scenarios
  • Speed, security, scalability, and platform stability
• Develop and test customer journey scenarios for:
  • Online consumer ordering
  • Promotions, bundles, subscriptions, and gifting

Leverage AI tools (including ChatGPT and other LLM platforms) to analyze customer buying trends, behavioral signals, and purchase patterns across owned channels to identify, segment, and activate shoppers beyond traditional Google‑based discovery.

Develop and maintain AI‑assisted shopper personas and intent clusters using first‑party data (order history, browsing behavior, campaign engagement, loyalty signals) to inform merchandising, promotions, and content strategy.

Partner with Analytics, Marketing, and Product teams to continuously train AI models on evolving product trends, seasonality, and customer preferences to improve personalization, targeting, and conversion.

Explore and implement emerging AI‑powered discovery channels (conversational commerce, LLM search, recommendation engines, on‑site chat, and off‑site AI shopping experiences) to future‑prove the e‑commerce funnel.

• Own the setup, launch, and ongoing management of Tik Tok Shop in partnership with Marketing, including catalog integration, pricing, promotions, fulfillment alignment, creator commerce partnerships, and platform compliance.
• Develop Tik Tok‑native merchandising and promotional strategies that align with brand positioning while maximizing conversion within the Tik Tok ecosystem.
• Collaborate with Marketing and Social teams to align Tik Tok Shop launches, product drops, and promotional moments with the broader marketing cadence and campaign calendar.
• Monitor performance, trends, and platform updates within Tik Tok Shop and recommend optimizations or expansion opportunities into additional emerging social commerce platforms.

• Design and implement omnichannel strategies that eliminate…