Director of E-commerce

Parachute Home • Los Angeles, CA

2d • Hybrid

About The Position

Summary: The Director of Ecommerce is responsible for the performance, functionality, and overall experience of Parachute’s digital storefront. This role owns the ecommerce channel end to end, ensuring the site operates as Parachute’s primary digital storefront and converts traffic efficiently while delivering a thoughtful customer journey.
Reporting directly to the CEO, this role serves as the internal owner of Parachute’s Shopify platform and the broader technology ecosystem that supports the ecommerce experience. The Director of Ecommerce sets the strategy for this channel; oversees onsite merchandising, ecommerce operations, and site performance while managing the roadmap, vendors, and development resources required to continuously improve the storefront.
This role works closely with Growth, Marketing, Creative, Operations, and Finance to ensure the site supports company initiatives, product launches, and customer acquisition efforts. Success in this role is measured through improvements in key site performance metrics including conversion rate, add to cart rate, average order value, site speed, bounce rate, cart abandonment, and search performance.

Requirements

• 8+ years of experience in Ecommerce, Digital Commerce, or Site Merchandising roles within a multi SKU DTC or omnichannel retail environment.
• Proven ability to own and operate an ecommerce storefront end to end while balancing strategic thinking with hands on execution.
• Deep familiarity with Shopify and the broader ecommerce technology ecosystem.
• Experience managing development partners, agencies, and external technology vendors.
• Highly analytical and comfortable using data to guide site improvements and performance optimization.
• Curious by nature and motivated to understand how systems, customer behavior, and site experiences interact.
• Comfortable navigating ambiguity and able to operate effectively in environments where not every answer is immediately clear.
• Positive and solution oriented when approaching complex problems or operational challenges.
• Able to ruthlessly prioritize the highest impact opportunities and avoid getting bogged down in low value details.
• Strong cross functional communicator capable of working across Growth, Marketing, Creative, Operations, and Finance teams.
• Confident self starter who thrives in roles with high ownership and accountability.
• Tools you know include Shopify, analytics platforms such as GA4 and Looker, session insight tools such as Clarity or ContentSquare, ERP and integration tools such as NetSuite and Celigo, and project management tools such as Asana or Jira.
• You Own the Outcome and show up with rigor, accountability and a bias for action.
• You Spring Forward and embrace everything with energy, adaptability, positivity and maturity.
• You Build the Best and are committed to growth, dreaming big, and sharing and receiving feedback in the spirit of always improving.

Responsibilities

• Own the performance and experience of Parachute’s digital storefront, ensuring the site delivers a seamless and high performing journey from landing through checkout and post purchase.
• Lead onsite merchandising strategy including homepage structure, navigation, category and collection placement, product page experience, and cross sell opportunities.
• Manage onsite search and product discovery logic to ensure customers can easily find relevant products.
• Continuously evaluate the customer journey to identify friction points and implement improvements that increase conversion, product discovery, and engagement.
• Define homepage and landing page requirements for campaigns and launches while ensuring the final site experience supports both brand storytelling and conversion, in collaboration with Brand and Creative.
• Monitor and improve key ecommerce performance metrics including Conversion Rate, Add to Cart Rate, Average Order Value, Bounce Rate, Cart Abandonment, Search Performance, and Site Speed.
• Ensure the ecommerce platform operates reliably and supports a high performing digital retail channel.
• Serve as the internal owner of Parachute’s Shopify ecosystem with accountability for the configuration, performance, and ongoing evolution of the platform and its integrations.
• Establish governance for product catalog setup, ensuring accuracy across product data, pricing, promotions, tagging, and merchandising structure.
• Maintain accountability for the end to end ecommerce funnel including cart and checkout experiences.
• Oversee integrations between Shopify and supporting systems including NetSuite, Celigo, and other platforms within the ecommerce stack.
• Manage the ecommerce technology roadmap and broader technology budget, prioritizing platform improvements, integrations, and site performance initiatives.
• Ensure the digital storefront supports company initiatives and continuously improves over time.
• Translate marketing and product launch plans into a clear onsite execution roadmap, ensuring the site is prepared for campaigns and launches.
• Partner closely with Growth and Lifecycle teams to ensure incoming traffic is supported by conversion optimized landing pages and clear customer pathways.
• Analyze site performance metrics and page level insights to identify opportunities for improved merchandising, engagement, and conversion.
• Prioritize site improvements informed by analytics, customer behavior, and business priorities, leveraging testing and experimentation where appropriate.
• Manage external development resources including Parachute’s development agency and contract developers to execute prioritized initiatives.
• Act as the internal authority on ecommerce site performance and digital storefront strategy.

Benefits

• Work that fits your life
• Hybrid schedule with Fridays work-from-home
• Beautiful HQ in the heart of Culver City, steps from the light rail
• Take care of you (and your people)
• Comprehensive medical, dental, vision, and disability coverage
• One Medical (full health) , Kindbody (fertility health), and Talkspace (mental health) memberships for modern, easy access to care
• Up to 10 weeks of paid parental leave for growing families
• Time to truly unplug
• Open & flexible PTO - take the time you need, when you need it
• Support beyond your paycheck
• 401(k) through Empower
• Monthly work-from-home stipend
• Monthly cell phone reimbursement
• Daily delights
• Free snacks to keep you fueled
• Weekly catered lunch to bring everyone together
• Employee Discount
• Free bedding for a great night’s sleep, an incredible employee discount, and $300 in free product every year

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed