Director of Ecommerce

Job Summary

Doc’s Diesel is looking for a Shopify-first ecommerce operator to own site performance, conversion rate optimization, and on-site campaign execution across our DTC channel.

This role sits at the intersection of strategy and execution. You will manage a small, high-output team and serve as the connective tissue between our performance team, creative team, and VP of Marketing. Your job is to ensure the site is always ready to convert: optimized, merchandised, and aligned to every campaign, launch, and seasonal push.

Shopify is our primary DTC channel. We’re growing fast and have clear opportunities in CVR performance, on-site merchandising strategy, and retention infrastructure. The right person has fixed these problems before and knows exactly where to start.

This role reports directly to the VP of Marketing and operates as the execution owner for everything that happens on-site: product page quality, checkout flow, and post-purchase experience.

Key Responsibilities

Lead, Manage, Accountability

• Lead, develop, and hold accountable a small, high-output ecommerce team, including any contractors and agencies supporting the channel
• Set clear priorities, remove blockers, and ensure deadlines and deliverables are consistently met
• Run structured weekly check-ins and maintain clarity on ownership across all ecommerce workstreams
• Cultivate a culture of ownership, urgency, and data-driven decision-making within the ecommerce pod

Shopify Performance & CRO

• Own Shopify CVR, AOV, and on-site revenue as primary KPIs
• Lead structured A/B testing across PDPs, landing pages, collections, and checkout flow
• Identify and eliminate friction points in the customer journey using analytics, session recordings, and heatmaps
• Partner with your team to implement conversion-improving design changes quickly
• Maintain and improve Shopify site health, page speed, and mobile experience
• Build and manage a testing roadmap with clear hypotheses, timelines, and reported outcomes
• Develop and lead cohort-based journey strategies that map the customer experience from first click to repeat purchase
• Design and test landing page experiences tailored to specific traffic sources, customer segments, and campaign types
• Analyze cohort performance data to identify where different customer segments drop off and build targeted interventions to improve progression through the funnel

Cross-Functional Campaign Planning + Execution

• Partner with the VP of Marketing to translate campaign goals into on-site execution plans
• Ensure the site is fully prepared for every promotion, product launch, and seasonal initiative: banners, PDPs, landing pages, bundles, and navigation all aligned
• Work directly with the performance team to ensure landing pages and site experience match ad creative and offer messaging
• Coordinate with the creative team on asset delivery timelines and on-site placement
• Own the ecommerce marketing calendar from a site-execution standpoint

Catalog Health & Merchandising Direction

• Own Shopify catalog quality, accuracy, and merchandising strategy
• Direct your team on PDP standards, cross-sell and upsell structures, and collection organization
• Drive consistent product presentation across launches, bundles, and seasonal offers
• Ensure listings are optimized for both conversion and organic search
• Maintain catalog health across Shopify with coordination touchpoints to marketplace channels as needed

Retention Programs & Ecommerce Growth Tools

• Own subscription and loyalty program performance on Shopify
• Research, evaluate, and implement apps, integrations, and tools that improve ecommerce performance and customer lifetime value
• Partner with retention marketing on lifecycle strategy that begins at the site level: post-purchase flows, thank-you pages, and upsell sequences
• Maintain a lean, high-performing Shopify tech stack and own the evaluation process for new tools

Qualifications

Required

• 5+ years of ecommerce experience with at least 3 years in a Shopify-primary DTC environment
• Proven, measurable track record improving CVR and AOV for a physical product brand
• Hands-on experience managing and developing direct reports (designers, listing managers, or similar)
• Deep Shopify expertise: theme management, app ecosystem, analytics, merchandising, and storefront optimization
• Strong command of ecommerce metrics: CVR, AOV, LTV, MER, ROAS, and contribution margin
• Proficiency with A/B testing tools, heatmaps, session recordings, and analytics platforms (GA4, Triple Whale, or equivalent)
• Ability to operate as both strategist and executor: you build the plan and you get it done

Preferred

• Experience in automotive, aftermarket, powersports, or enthusiast product categories
• High AOV product experience ($75–$200+ average order value)
• Klaviyo or similar retention/lifecycle platform experience
• Familiarity with Amazon or marketplace channels at a strategic coordination level
• Experience at a growth-stage DTC brand ($10M–$100M in revenue)
• Subscription or loyalty program ownership
• Experience managing agency relationships (paid media, creative, or development)

What We Offer / Benefits

• Competitive salary
• Health, Vision, Dental, and Life Insurance offerings (available after 60 days of employment)
• Retirement plan with Simple IRA and 3% company match (available after 60 days of employment)
• PTO (available after 60 days of employment)
• Company-sponsored employee-only YMCA membership (available after 60 days of employment)
• No Entitlement Self-Funded Quarterly Incentive Program if profit is met (available after 90 days)
• Opportunities for growth within a rapidly scaling ecommerce organization
• BRAND NEW WAREHOUSE / OFFICE BUILDING