Director of Ecommerce

amika means friend. we’re a fearless, Brooklyn-born, salon-raised haircare brand + a friend to all hair, hairstylists, the planet + you.

we’re rooted in clinical results. each product is infused with our intoxicating scent + powered by our superfruit soul, sea buckthorn. known as one of earth’s most omega-rich plant sources, this potent berry nourishes your skin, scalp + strands.

we’re a proud pal to the planet + certified B-Corp. from sustainably sourced ingredients + recyclable packaging to our energy-saving production processes, we pledge to reduce our greenhouse gas emissions, waste + energy to reach Net Zero by 2030.

having grown up in salons, we know better than anyone how important stylists are—they’re our confidantes + community. Think of us as your at-home hairapist, here to empower self-expression + bring joy to your haircare experience. all hair is welcome™.

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.

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

• 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,…