Director of Ecommerce & Digital Experience

INDOCHINO is looking for a Director of Ecommerce & Digital Experience to redefine our digital experience and help shape the future of how customers engage with the brand. This role owns how customers discover, understand, and choose INDOCHINO across both appointment-led and ecommerce journeys—and how we continue to engage them over time.
Digital is the front door to our business. It’s where we educate customers on why custom suiting is better than off-the-rack, why INDOCHINO is the right choice, and why now is the right time to buy. This role is responsible for deeply understanding customer needs and behaviors and turning those insights into a clear, compelling, and high-performing experience that balances education, inspiration, and conversion across multiple paths to purchase.
In this role, you will own digital performance outcomes once customers land on our site
—driving conversion across appointment bookings, ecommerce purchases, and repeat behavior. You’ll define how we achieve those goals by setting the digital roadmap, evolving key flows, and partnering cross-functionally to deliver an experience that is brand-aligned, intuitive, and built to convert.
This role sits within the Marketing team and reports to the VP of Marketing
, partnering closely with Brand, Creative, and Channel leaders, as well as Retail, Technology, and Merchandising. We’re looking for a strategic, customer-first leader who is highly collaborative, data-driven, and excited to help lead the next phase of digital innovation—raising the bar for what great digital experience looks like at INDOCHINO.
Key Responsibilities:
Revenue & Conversion Performance
• Fully accountable for digital performance against core KPIs including appointment bookings, online orders, conversion rates, and revenue contribution
• Own performance plans to deliver improvement in partnership with Channel leaders, Retail, and Technology
• Prioritize initiatives based on measurable business impact, focusing resources on the highest-return opportunities
Digital Experience & Optimization
• Own the end-to-end digital customer experience across key journeys, from first touch through post-purchase
• Lead the CRO test-and-learn roadmap to improve education, engagement, and conversion across customer segments
• Ensure brand-aligned education and inspiration are embedded in the experience to build confidence and reduce friction
Omnichannel Journeys
• Optimize the online-to-showroom journey, including booking flows, pre-appointment education, and expectation setting
• Ensure ecommerce experiences are frictionless and effective for customers who choose to purchase online, including both at-home and showroom-based measurement flows
• Deliver a cohesive experience across digital and in-store pathways in partnership with cross-functional teams
Web Analytics & Reporting
• Lead web analytics and reporting to deliver actionable insight into funnel performance and customer behavior
• Use insights to guide prioritization and conversion improvement
• Establish a regular performance review cadence to track progress and impact
Team, Partners & Roadmap
• Lead and develop a team across ecommerce and digital analytics, evolving capabilities, strategic thinking, and team structure over time

• Manage CRO, website, and ecommerce agency partners to ensure strong execution and measurable business impact

• Own the digital experience roadmap in close partnership with Technology, aligning delivery to business priorities
Qualifications

8–12 years of experience in ecommerce, digital experience, digital product, or related roles within retail or consumer brands, with demonstrated leadership responsibility

Proven success owning and optimizing omnichannel digital experiences that drive appointment bookings, ecommerce conversion, and revenue growth

Strong expertise in conversion rate optimization (CRO), experimentation, and funnel optimization across complex, high-consideration customer journeys

Deep analytical fluency, with the ability to use data and customer insight to diagnose performance issues, set priorities, and measure impact (experience working closely with analytics teams required)

Demonstrated ability…