Director of Ecommerce

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$140,000 - $150,000 + bonus

Hybrid (must be based NY + have the right to work in the US)

amika is looking for a passionate and strategic Director of Ecommerce to drive growth, innovation, and performance across our DTC business. This leader will own the onsite customer experience and ecommerce operations — balancing commercial goals, site performance, and the seamless translation of brand storytelling into a best‑in‑class digital experience.

The ideal candidate is equal parts strategic thinker, operator, and collaborator — with a deep understanding of ecommerce merchandising, UX best practices, SEO, and the technical foundation of modern digital commerce. They thrive in a fast‑paced environment, embrace innovation, and take ownership of outcomes while working cross‑functionally across the organization.

This role will work closely with the Director of CRM to ensure that site strategies are optimized for the broader business ecosystem and the Associate Director of CX to ensure our consumers’ needs are prioritized.

• Lead and execute amika’s DTC ecommerce strategy, driving sales, conversion, and site performance across  and
• Partner with the AVP of Ecommerce and cross‑functional leaders in Marketing, Creative, Planning, and Ops to define priorities, site goals, and key initiatives. Maintain a DTC calendar that aligns with and supports the overall brand marketing calendar.
• Partner with the AVP of Ecommerce to manage and execute exclusivity elements, margin‑building onsite offerings, discount strategy, and promotional calendar, ensuring that all external needs are documented and tracked.
• Translate brand and promotional strategies into compelling, conversion‑oriented site experiences that drive both performance and brand equity.
• Oversee day‑to‑day operations, ensuring on‑time and high‑quality execution of site updates, product launches, and campaign activations.
• Partner with Brand and Product Marketing to maintain a best‑in‑class GWP and exclusive merchandise strategy.
• Collaborate with the Paid Media team on landing page strategies to ensure performance and storytelling are optimized across acquisition channels.
• Own site merchandising strategy — ensuring that product presentation, categorization, and navigation enhance discovery, conversion, and storytelling.
• Partner with the Site Merchandising Manager and Paid Media team to optimize PDPs, PLPs, and homepage content based on performance data and customer journey insights.
• Partner with digital marketing on SEO strategy and execution to ensure amika’s DTC experience is discoverable, competitive, and aligned with brand positioning.
• Collaborate with the Creative and Brand teams to ensure site content aligns with brand identity, seasonal priorities, and overarching marketing strategy.
• Champion customer‑first thinking — leveraging UX, design, and data insights to continually improve the online shopping experience.
• Ensure internal team alignment of promotional strategy and activations prior to the content briefing process, as well as subsequent briefings for DTC related activations.

• Oversee site operations, partnering with the Site Ops Manager and Operations team to ensure inventory availability and accuracy.
• Serve as key business stakeholder for platform enhancements, integrations, and testing — including site speed, checkout optimization, and personalization features.
• Work cross‑functionally to manage implementation of technical improvements, site tools, and backend workflows to improve efficiency and customer experience.
• Lead the development team and prioritize the pipeline in line with brand and business goals. Partner with the team on QA, releases, and troubleshooting to maintain best‑in‑class site performance.

• Partner with the Site Ops Manager, Sales, and Planning teams on monthly forecasts and revenue goals, aligning site initiatives with inventory, promotions, and marketing moments.
• Own ecommerce sales KPIs including conversion rate, AOV, and UPT, ensuring promotional and merchandising levers…