Director, Digital Product

As the Director of Digital Product, you will play a pivotal role in driving our online shopping experience and ensuring seamless integration with our brand's vision. Your responsibilities will encompass owning the ecommerce experience, including headless architecture, international operations, website performance, conversion rate optimization, site merchandising, subscription management, loyalty program management, and web analytics.

This role is hybrid and open to candidates based in Los Angeles, CA or Orange County, CA. This role will report into our VP of Digital & eCommerce.

Key Responsibilities

• DTC E-commerce Strategy & Channel Ownership: Develop and execute a comprehensive e-commerce roadmap aligned with the company's business objectives, subscription models, loyalty programs, web analytics, and feature buildouts including full P&L ownership

• DTC Sales & Budget Ownership: Own the full direct-to-consumer P&L, ensuring revenue, OPEX, and EBITDA targets are set and hit. 

• Sales Forecasting: Forecast the DTC channel by market and by product, partnering with Director of Global Advertising, demand planning, and operations teams to validate assumptions and achieve EBITDA targets

• Conversion Rate Optimization: Build and manage a prioritized testing roadmap, design and run tests on a clearly-defined testing cycle, and implement winning tests.

• Website Merchandising: Own website merchandising strategy that marries optimal user flow with product revenue targets, continually optimizing the merchandising strategy to maximize user value.

• Seamless User Experience Management: Execute and contribute to defining the vision for a seamless user experience that drives conversion and brand love.

• Performance Monitoring: Monitor key performance metrics (CR%, AOV, website revenue, revenue per user, time on site, site speed) for each international store, analyze data, and generate reports to track the success of e-commerce initiatives in a headless architecture across multiple markets.

• Project Management: Collecting business requirements from cross-functional stakeholders and translating into fully built out briefs for development

• International Capabilities: Manage and coordinate the setup and operation of multiple Shopify stores tailored to different countries, ensuring localized content, currencies, and payment options.

• Ecommerce Tech Ownership: Leverage your expertise in ecommerce tech and data instrumentation to drive the development and implementation of new features for enhanced flexibility and performance.

• Performance Reporting: Report on the DTC channel in cross-functional and leadership forums, synthesizing why core KPIs were achieved or missed. 

• Web Analytics: Lead the integration and implementation of web analytics with GA4 to gather valuable insights and optimize the user experience and marketing strategies with an A/B testing roadmap.

• Shopify Ownership: Oversee and optimize the Shopify platform for each international store, including product listings, inventory management, and site performance optimization within a headless ecosystem. Strong experience in the Shopify App Ecosystem required.

• Experience and Tech Enhancements: Identify opportunities to enhance the Shopify experience for each market, such as introducing new features, integrations, and payment options.

• Data Analysis: Utilize data analytics and user insights to make informed decisions and recommendations for improvements in the headless architecture for international markets.

• SEO Optimization: Implement SEO best practices tailored to each international store to improve search engine rankings and drive organic traffic within a headless commerce context.

• Testing and QA: Conduct regular usability testing, quality assurance, and bug tracking to maintain a smooth and error-free shopping experience in a headless environment for international cust