Director of E-Commerce

Sea To Summit Pty•Broomfield, CO

23h•Onsite

About The Position

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.

Requirements

Bachelor’s degree in Business, Marketing, E-Commerce, or equivalent work experience.
5–8+ years in e-commerce, DTC leadership, or digital merchandising roles.
Proven P&L ownership with direct accountability for revenue, margin, and channel performance.
Hands-on Shopify experience at a product-owner level (required).
Experience building a CRO capability or structured test-and-learn program.
Background in inventory forecasting and demand planning for DTC.
Comfortable working cross-functionally with marketing, creative, supply chain, and global teams in a lean environment.

Nice To Haves

Amazon channel management experience (preferred).

Responsibilities

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.
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.
Own the STS.com website product roadmap — prioritizing initiatives that improve how consumers find, understand, and select gear.
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.
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 optimization across PDPs, PLPs, and category pages — ensuring STS ranks for the terms outdoor consumers use to discover gear.
Monitor organic performance using tools such as Google Search Console and SEMrush; set targets, track progress, and report on SEO contribution to revenue.
Collaborate with Global Digital Marketing on a link-building and content strategy that strengthens domain authority and supports long-term organic growth.
Ensure STS’s category leadership and expertise are communicated clearly at every stage of the onsite customer journey.
Own the product storytelling layer — how product is presented, sequenced, and explained — so consumers can confidently choose the right gear for their adventure.
Lead seasonal transitions and campaign execution to keep the site commercially current and on-brand.
Continuously audit and improve PDP content quality in partnership with the E-Commerce Coordinator and Global Marketing.
Own e-commerce performance dashboards and establish a clear reporting cadence for the GM and leadership: what moved, why, and what’s next.
Monitor funnel performance, identify drop-off, and drive targeted improvements.
Share insights cross-functionally with Sales, Marketing, and Product to inform broader commercial planning.
Partner with the Global Digital Marketing Sr. Manager to keep traffic and conversion tightly aligned — sharing what’s converting and where leakage exists.
Collaborate with Sales and Retail Marketing to ensure DTC and retail are commercially aligned.
Work with Global IT on development priorities, release planning, and technical execution.
Support AU and EMEA alignment, providing direction and standards where STS.com leads the way.