Director of Digital Commerce Experience

The Director of Digital Commerce Experience is responsible for leading the functionality, flow, and optimization of our eCommerce site to deliver a best-in-class customer experience. This role owns site merchandising, promotional strategy, and conversion optimization, while partnering closely with our UI designer to ensure a seamless and visually compelling customer journey. This position will also oversee our Ecommerce Specialist and App Developer and manage the relationship with our external development agency. The ideal candidate is both strategic and hands on, with deep experience in Shopify based DTC commerce, an analytical mindset, and a strong track record of improving conversion rate and overall site performance. This position reports to the Sr. Director of Digital Sales.

Key Responsibilities

Site Strategy & Experience

• Own the end-to-end functionality and flow of the ecommerce site, ensuring an intuitive, frictionless shopping experience.
• Partner with the UI Designer to translate brand storytelling into seamless user journeys and optimized page layouts.
• Lead CRO initiatives including A/B testing, heatmapping, and funnel analysis to improve CVR, AOV, and revenue.
• Collaborate with marketing to align digital experience with campaigns, launches, and business objectives.

Merchandising & Promotions:

• Manage merchandising strategy, including product hierarchy, collections, cross-sells, and on-site search.
• Partner cross-functionally with design, marketing, product, and operations to execute promotions.
• Monitor product detail page performance and collaborate on content optimization to improve add-to-cart and checkout rates.

Site Operations & Development:

• Serve as the internal Shopify expert, overseeing day-to-day site operations and functionality.
• Manage relationship with external development agency to prioritize and implement new features, site fixes, and technical improvements.
• Partner with Analytics to ensure accurate tagging, tracking, and reporting for all site experiences.
• Drive innovation through new tools that enhance site experience and scalability.

Team Leadership & Collaboration:

• Manage and mentor a team of two: the Ecommerce Specialist and App Developer.
• Share site performance insights and opportunities with leadership.

Qualifications & Skills

• 5+ years of experience managing eCommerce site performance, merchandising, or UX within a DTC or eCommerce environment.
• Strong knowledge of Shopify Plus and related integrations; experience with apps like Attentive, Recharge a plus.
• Hands-on experience with CRO tools, heatmapping, and A/B testing platforms.
• Proven track record of improving conversion rate, AOV, and retention through site strategy and optimization.
• Experience managing agencies and internal teams.
• Strong analytical and problem-solving skills; able to translate data into actionable site improvements.
• Excellent communication skills with ability to collaborate across functions and present insights to leadership.

Salary: $80,000-100,000 annually

Location: Remote or Hybrid, Utah preferred

Position Type: Full-time

Benefits: 

• Paid time off (flexible)
• Paid holidays
• Insurance: Health, dental & vision
• 401(k) + Company match
• Eligible for company bonus plan
• Free product allowance