Director of E-Commerce

Company Description

Sea to Summit is an award-winning Australian brand in the outdoor industry. We design, manufacture, and distribute innovative, meticulously engineered outdoor equipment for adventures at every altitude.

Sea to Summit was established in 1990. As an expanding global brand, we currently have offices in Sydney, Perth, North America, Germany, and China.

We are a motivated group of experienced, creative, and forward-thinking professionals. We are connected by our shared passion to create frictionless gear so you can enjoy limitless adventures.

Job Description

The Director of E-Commerce owns Sea to Summit’s direct revenue channels — DTC (seatosummit.com) and Amazon North America — and is accountable for how the STS brand comes to life online. This role combines P&L ownership, site product management, digital merchandising, and customer experience into one focused mandate.
STS.com is Sea to Summit’s primary global digital home. The North America site sets the template and direction that AU and EMEA regions follow, making this role’s influence global in scope. The Director treats the website as a living product — owning the roadmap, commercial architecture, and digital shelf — ensuring outdoor enthusiasts can easily find, understand, and choose the right STS gear. Critically, the site is not simply a shopping destination: it is the brand’s most powerful expression, responsible for inspiring confidence, communicating expertise, and guiding consumers to the right product for their adventure.
This role partners closely with the Global Digital Marketing Sr. Manager, who owns traffic and acquisition. The Director of E-Commerce owns what happens after the click. They are supported by the E-Commerce Coordinator, who handles day-to-day site execution and Amazon product setup.
This role reports to the GM, Global E-Commerce & NA Marketing Director.

Key Responsibilities

E-Commerce Revenue & P&L Ownership

• Own DTC and Amazon NA P&L with full accountability for revenue, margin, and profitability, reporting performance to the GM.
• Build and manage the trading calendar: product launches, brand campaigns, promotions, and seasonal onsite moments.
• Own DTC inventory forecasting — build and maintain demand forecasts, partner with supply planning to ensure product availability supports commercial goals.
• Own e-commerce KPIs including CVR, AOV, RPV, and funnel performance; establish a CRO capability from the ground up with a structured test-and-learn roadmap.
• Translate data into action: category trends, inventory constraints, cohort performance, and product-level insights.

Amazon Channel Management

• Own Amazon NA channel strategy and P&L, with agency support for day-to-day execution.
• Manage the Amazon agency relationship — ensuring they are equipped with product content, creative assets, and commercial direction to deliver against targets.
• Ensure the STS brand is represented consistently on Amazon: PDPs, A+ content, storefront, and advertising strategy.
• Identify and pursue growth opportunities: new categories, promotional strategies, and advertising efficiency improvements.

Website as a Product

• Own the STS.com website product roadmap — prioritizing initiatives that improve how consumers find, understand, and select gear. Projects range from systems and platform work to brand storytelling and UX enhancements, informed by data, customer insights, and cross-functional input.
• Define what gets built, why, and when — in partnership with Global IT (Perth-based), who own backend development and execution.
• Own the onsite merchandising strategy: taxonomy, navigation, collection structure, product ranking, and cross-sells.
• Set standards for PDPs and PLPs — copy hierarchy, imagery, technical content, and fit guidance — ensuring STS expertise and category leadership show through at every touchpoint.
• Partner with Global Marketing and Creative on campaign landing pages, homepage updates, and brand storytelling initiatives.
• Provide strategic direction for the AI-powered ChatBot and onsite search experience; day-to-day management sits with the E-Commerce Coordinator.
• Note: STS.com is Sea to Summit’s primary global site. The North America site sets the template AU and EMEA regions follow.

SEO & Organic Visibility

• Own the SEO strategy for STS.com — setting direction for technical SEO, on-page optimization, and content architecture to improve organic search visibility and drive qualified traffic.
• Partner with Global IT to ensure the site is technically sound for search: site speed, crawlability, structured data, and indexation health.
• Lead keyword strategy and content opt