Director of Ecommerce, eyebobs & AO Eyewear

Europa Eyewear•Minneapolis, MN

About The Position

The Director of Ecommerce will develop and execute ecommerce strategy for Europa Eyewear’s consumer brands, eyebobs and AO Eyewear, with the goals of driving sales growth, enhancing the customer experience, strengthening each brand’s digital presence, and increasing customer lifetime value. The role leads a team and collaborates across departments to optimize revenue, online merchandising, performance marketing, and technology initiatives for both distinct brands. In partnership with the VP of Marketing, this position owns sales forecasts for both brands’ direct-to-consumer and Amazon channels, develops user experience and technology roadmaps, and leads CRM. The Director also directs external partners handling paid media, AEO/SEO, website development, CRM, and Amazon third-party management. The role balances shared operational efficiencies with each brand’s individual identity and growth needs. Responsibilities span ecommerce strategy and execution, website and digital experience, Amazon Marketplace performance, CRM and retention, metrics and financial analysis, and cross-functional collaboration. The Director leads, coaches, and develops direct reports; manages agency relationships; oversees budgets and reporting; and identifies opportunities to improve customer experience, performance, and operational efficiency.

Requirements

Bachelor’s degree in Marketing, Advertising, Digital Business, or a related field.
At least 7 years of ecommerce experience.
At least 3 years of leadership or management experience.
Experience managing ecommerce for multiple brands or storefronts.

Nice To Haves

Advanced competency in Shopify Plus, Google Analytics 4, Amazon Marketplace (Seller Central / Vendor Central), NetSuite, Claude, and Microsoft Office.
Experience in eyewear, accessories, or adjacent consumer categories.
Proven ability to make presentations to leadership and stakeholders.

Responsibilities

Lead ecommerce strategy, platforms, partners, and execution for eyebobs and AO Eyewear, creating a distinct plan for each brand.
Identify shared efficiencies across technology, agencies, tools, processes, and reporting while maintaining each brand’s identity.
Develop onsite experiences that engage customers and improve conversion on both brand websites.
Own revenue performance and business forecasting for each brand’s DTC and Amazon channels, including marketing events and product launches.
Build an ecommerce funnel and brand experience informed by analysis and best practices across the customer lifecycle.
Partner with the VP of Marketing on ecommerce inputs to each brand’s marketing calendar and lead execution of ecommerce tactics.
Manage external agency partners and assess when to bring capabilities in-house as the DTC business grows.
Lead, coach, upskill, review, and mentor direct reports.
Drive customer loyalty and retention across both customer bases.
Monitor industry trends, ecommerce best practices, and emerging technologies.
Enhance and optimize both websites, including existing features, new functionality, and alignment with industry standards.
Own website functionality, navigation, taxonomy, search, and product merchandising for both brands.
Develop and maintain user experience and technology roadmaps, prioritizing initiatives by revenue impact and resources.
Manage website platform, add-on, feature, maintenance, upgrade, and legal-requirement initiatives.
Identify website improvement and optimization opportunities and develop implementation plans.
Oversee direct reports and agencies responsible for site monitoring, category navigation, content accuracy, customer reviews, product launches and updates, competitive analysis, and site refreshes.
Own Amazon strategy and performance for both brands, including catalog and listing quality, content, advertising, pricing, and inventory coordination.
Ensure Amazon brand presentation is consistent with each brand’s DTC experience and protects pricing integrity across channels.
Lead CRM for both brands, including email, SMS, and loyalty programs, with a focus on retention and lifetime value.
Analyze each brand’s customer lifecycle and develop strategies to increase repeat purchases and customer lifetime value.
Evaluate cross-brand opportunities when they benefit customers while respecting each brand’s distinct audience.
Grow the business sustainably within budget and optimize spend while testing new initiatives.
Manage analytics and reporting by brand and channel on weekly, monthly, quarterly, and annual cadences.
Deliver reports and scorecards that inform leadership about KPIs, investment effectiveness, and ecommerce revenue performance.
Make data-driven budget decisions based on performance and contribution to business and brand goals.
Forecast and track expenditures in alignment with KPI targets.
Collaborate with teams to ensure appropriate assortment and inventory for each brand’s DTC and Amazon channels.
Partner with Product on demand forecasting and ecommerce pricing strategy.
Partner with brand marketing and creative teams to deliver campaigns and content across channels.
Identify opportunities to optimize and automate cross-functional tasks using AI-based internal and external tools.