Sr. Director of eCommerce, Digital & Retention

Open to LA, Toronto or NYC for this hire.***

We are seeking a Sr. Director of eCommerce, Digital and Retention to lead the strategy, execution, and optimization of  — from how customers discover and shop the site to how we re-engage them post-purchase. This role owns the end-to-end digital customer journey, sitting at the intersection of site experience, digital commerce operations, and lifecycle marketing.

You will be responsible for driving online revenue, conversion, and 12‑month LTV, ensuring that every touchpoint — from landing page to repeat purchase — is personalized, performant, and brand‑right. You will partner closely with marketing, creative, brand, product development, customer experience, and operations to build a best‑in‑class digital and retention engine that delivers measurable business impact.

• Define and own the digital product roadmap with focus on improving business outcomes (revenue, conversion, AOV, retention and LTV) while ensuring the product strategy aligns with business priorities and growth objectives
• Balance customer experience, operational efficiency and long-term platform scalability in product decision making
• Lead site merchandising and UX strategy, ensuring product discovery, navigation, PDP, and checkout experiences are optimized for conversion and aligned with brand.
• Develop a rigorous test and learn roadmap to continuously improve our performance
• Champion international and global site expansion, including localization, region-specific merchandising, and supporting infrastructure to grow  across markets.

• Oversee day-to-day site operations and the eCommerce tech stack (Shopify and supporting platforms), ensuring stability, performance, and scalability.
• Manage the digital roadmap of platform enhancements, integrations, and new capabilities in partnership with engineering and external vendors.
• Evaluate and onboard tools that unlock new growth, personalization, and operational efficiency opportunities.

• Responsible for the full CRM strategy across acquisition flows, onboarding, retention, win‑back, loyalty and VIP.
• Operationalize customer segmentation and lifecycle stage insights across CRM and on site
• Oversee CRM execution across email and SMS, including cadence, content strategy and automation architecture
• Build connectivity between CRM and site to ensure a seamless experience across both tailored to where the customer is in their journey
• Manage CRM platform health
• Support NPD and evergreen product focuses through batch email, SMS, and other CRM channels.
• Own retention KPIs including 12M LTV, repeat purchase rate, purchase frequency, churn, and repeat revenue.

• Own performance reporting across eCommerce and CRM (weekly, monthly, quarterly, yearly), with a focus on revenue, conversion, LTV, and repeat rate.
• Build departmental dashboards to closely monitor site and retention performance and surface trends in real time.
• Lead a structured A/B testing and personalization program across site and CRM channels — designing tests, interpreting results, and scaling what works.
• Translate complex data sets into actionable insights and executive‑ready narratives that guide commercial decisions.

• Lead a team of CRM and Digital Product, by providing a clear strategic roadmap and coaching them through execution
• Partner with DTC Marketing, Brand, Product Development, Creative, and Customer Experience to deliver a seamless, personalized end‑to‑end customer journey.
• Act as the connective tissue between site, CRM, and broader marketing initiatives to ensure consistency in messaging and merchandising.

• Lead, mentor, and grow the Digital and Retention team, fostering both strategic thinking and flawless execution.
• Empower the team to surface insights, test new ideas, and continuously optimize.

• Build and oversee the Digital, and CRM budget

• Conduct market research, competitive analysis and customer insights to identify opportunities for product enhancements and new features

• 10+ years of professional…