Senior Director, E-Commerce

REP designs world-class, innovative gym equipment that is sold around the world, and we are now expanding into apparel, supplements, athletes, and events. REP was established in 2012 by two brothers who shared a deep passion for fitness. From our humble beginnings of selling bumper plates out of a small garage, REP has experienced remarkable growth, now occupying over 300,000+ square feet of office and distribution space in the USA and internationally.

With a dedicated team of over 200+ fitness enthusiasts, our vision is to be the #1 Strength Brand in the World. Our commitment to innovation, customer service, and value sets us apart.

We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment.

Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits - and the limits of our equipment .

At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state-of-the-art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains;

and a kitchen always stocked with healthy snacks, protein powder, and coffee. We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours.

Our Core Values:

• Think Like a Customer - We empathize with our customers; understand the 'why'behind every decision we make
• Progress not Perfection - We don't let perfect get in the way ofgood; we are better today than we were yesterday
• Positive Attitude - Be a glass half-fullkind of person and remember to have fun
• Teamwork without Ego - We put the teamabove ourselves; we only win together
• Take Initiative - We drive momentum; if there is an opportunity to make us better, we want to hear it

About This Role:

The Senior Director, E-Commerce will lead REP’s digital commerce strategy and execution for  webstore, overseeing all regions and channels including Shopify DTC storefronts and tools while driving strategy globally and across channels.

This E-commerce Senior Leader owns the digital revenue and gross margins, website experience, digital merchandising strategies, and the architecture of the platforms and teams that support REP’s webstore business. They will lead internal teams across web development, e-commerce operations, while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units to build a cohesive global digital footprint.

Essential Functions: include the following. Other duties may beassigned.

• Define and drive REP’s digital commerce strategy across all markets.
• Own regional forecasting, revenue, and digital channel gross margins
• Establish channel- and geo-level KPIs and build performance dashboards that support both regional and global decision-making.
• Design and implement scalable systems, workflows, and organizational structures that support global growth across all REP product divisions.
• Partner with global and regional commercial leaders to align digital commerce priorities, roadmaps, and growth targets with in-market business objectives.
• Lead optimization and oversight of REP’s Shopify DTC site.
• Direct UX/UI, merchandising strategy, CRO, personalization, localization, and Global navigation logic.
• Monitor regional consumer behavior, cultural shopping patterns, and market-specific trends to inform localization and merchandising strategy by region.
• Oversee platform roadmap including multi-region architecture, currency, tax, and fulfillment considerations.
• Guide decisions around headless commerce, tech stack integrations, and long-term platform evolution.

Team Leadership &…