Director of E-Commerce

Director of E-Commerce

Ballerina Farm

Springville, UT

Full-time

A family-run enterprise based in the high mountain valley of Kamas Utah, Ballerina Farm aims to make the world a more wholesome place starting with the soil beneath our feet. What began as a family sharing their farm life and a love for the food raised and grown, has become a worldwide community with aspirations to guide anyone who wants to live a more rooted and intentional life in harmony with nature.

Today, initiatives span, content, agriculture, food production, retail, e-commerce, hospitality, and a growing collection of products and experiences inspired by creation, nature, the farm, the growing team, and our friends around the world. We take pride in creating things with intention, quality, and care—from the food we produce to the products we offer and the experiences we create for our customers.

At the heart of Ballerina Farm is a desire to share the beauty, simplicity, and richness of farm life with people everywhere.

Ballerina Farm is seeking a strategic, collaborative, and results-driven Director of E-Commerce to lead one of the company's most critical business functions. As a member of the Senior Leadership Team, this individual will be responsible for overseeing the complete online customer journey - from the moment a customer visits our website to the support they receive after purchase.

This leader will oversee core functions E-Commerce and Customer Support, ensuring each team works together to deliver an exceptional customer experience while driving operational excellence and sustainable business growth.

The ideal candidate is both strategic and hands‑on, with a strong background in digital commerce, customer experience, and team leadership. They thrive in fast-paced environments, make data-driven decisions, and know how to build high-performing teams that are aligned around a common goal.

• Serve as a trusted member of the Senior Leadership Team, contributing to company strategy, organizational planning, and cross-functional initiatives.
• Develop and execute the company's e-commerce strategy to drive online revenue growth, customer acquisition, conversion, retention, and profitability.
• Determine and be accountable for KPIs related to ecommerce, CX (especially things like conversion rate, AOV, ROAS, etc…)
• Lead, coach, and develop the E-Commerce and Customer Support teams, fostering a culture of accountability, collaboration, innovation, and continuous improvement.
• Oversee the entire online customer journey, ensuring a seamless experience from website navigation and purchasing through fulfillment, shipping, delivery, and post-purchase support.
• Establish departmental goals and key performance indicators (KPIs), monitor performance, and implement strategies that improve operational efficiency and customer satisfaction.
• Oversee website merchandising, product launches, pricing, promotions, inventory visibility, and overall digital customer experience.
• Partner closely with Marketing to optimize digital campaigns, product launches, promotions, and customer acquisition strategies.
• Lead Customer Support operations, ensuring timely, empathetic, and solution-oriented service while continuously improving response times, customer satisfaction, and service quality.
• Identify opportunities to improve systems, workflows, automation, and technology that enhance scalability and operational efficiency.
• Analyze sales performance, website analytics, inventory trends, customer feedback, support metrics, and operational data to drive strategic business decisions.
• Develop annual budgets, forecasts, and operational plans for all departments under their leadership.
• Partner cross-functionally with Operations, Marketing, Finance, Creative, Fulfillment, Product, Retail, and Customer Experience teams to ensure alignment across the organization.
• Build leadership capability within the organization through coaching, mentorship, succession planning, and professional development.
• Present departmental performance, strategic initiatives, and recommendations to executive leadership.

Success in this role means…