Job Title:
Head of Digital
The Head of Digital is a senior, highly visible leadership role responsible for owning and accelerating the brand’s ecommerce and digital growth. This individual is both analytical and creative, equally comfortable setting long-term strategy and rolling up their sleeves to execute. They are intellectually curious, results-oriented, and energized by building scalable digital engines in a fast-growing, founder-led brand.
This role has end-to-end ownership of ecommerce performance, customer acquisition and retention, digital marketing, and site experience, with a particular focus on conversion optimization, paid performance marketing, and profitable growth.
Key KPIs include: site traffic, conversion rate, revenue, AOV, customer acquisition, CAC, LTV, and ROAS.
Responsibilities
Ecommerce & Digital Strategy
- Own and define the brand’s short-term and long-term ecommerce vision, strategy, and roadmap, aligned with overall business and revenue goals.
- Translate high-level business objectives into actionable digital strategies across acquisition, retention, site experience, and technology.
- Serve as the internal authority on ecommerce performance, digital best practices, and growth levers.
Performance Marketing & Growth
- Lead and oversee all performance marketing channels, including paid social, paid search, display, affiliates, influencer partnerships, and email/SMS acquisition.
- Develop and execute customer acquisition strategies that balance efficient growth with brand integrity.
- Own testing frameworks for creative, copy, audience targeting, and channel mix to continuously improve performance.
- Partner with creative and brand teams to ensure paid and lifecycle marketing reflects the brand’s voice, aesthetic, and positioning.
Retention, Lifecycle & Customer Experience
- Lead retention and lifecycle marketing strategies across email, SMS, loyalty, referrals, and remarketing.
- Optimize the full customer journey from first touch through repeat purchase and advocacy.
- Partner with Customer Experience teams to ensure insights from customers inform merchandising, site UX, and marketing strategies.
Site Experience, Merchandising & CRO
- Own site performance and conversion optimization, including UX/UI, navigation, product detail pages, merchandising, and on-site SEO.
- Oversee product setup, tagging, taxonomy, and site merchandising strategies to drive conversion and storytelling.
- Lead continuous testing and optimization initiatives to deliver a best-in-class ecommerce experience.
Analytics, Forecasting & P&L Ownership
- Develop and manage the monthly ecommerce P&L, forecasting revenue, spend, and contribution margin.
- Build and maintain a KPI-driven performance framework to measure success over time.
- Deliver clear, actionable reporting and insights to leadership and cross-functional partners, identifying risks and growth opportunities.
- Use data to inform decision-making, prioritize initiatives, and allocate budgets effectively.
Team Leadership & Cross-Functional Partnership
- Lead, mentor, and grow high-performing digital, ecommerce, and performance marketing teams.
- Create clarity, accountability, and scalable processes across teams.
- Partner closely with Merchandising, Creative, Brand, Planning, Operations, and Finance to ensure alignment on launches, campaigns, and priorities.
- Act as a collaborative, solutions-oriented leader in a fast-paced, entrepreneurial environment.
Vendors, Technology & Innovation
- Vet, onboard, and manage external agencies, vendors, and technology partners.
- Own the ecommerce tech stack and identify opportunities to enhance capabilities and efficiency.
- Stay ahead of industry trends, tools, and emerging platforms to keep the brand at the forefront of the digital landscape.
Qualifications
- 10+ years of experience in consumer ecommerce, preferably within fashion, lifestyle, or premium brands.
- Proven track record of scaling ecommerce and performance marketing while maintaining profitability.
- 5+ years of people management experience, with demonstrated ability to build, develop, and retain high-performing teams.
- Experience creating and executing a comprehensive ecommerce roadmap across channels and functions.
- Strong understanding of ecommerce funnels, CRO, UX principles, and digital merchandising.
- Deep experience with paid media forecasting, budget ownership, and performance optimization.
- Hands-on, scrappy leader who thrives in fast-paced environments and is comfortable both strategizing and executing.
- Advanced knowledge of Google Analytics, paid media platforms, email/SMS tools, affiliate programs, and ecommerce technologies.
- Exceptional communication skills with the ability to influence cross-functional stakeholders and senior leadership.
Salary $200,000
