Director of Ecommerce

Lola Blankets • New York, UT

2d • Hybrid

About The Position

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. We are seeking a The Director of Ecommerce to own Lola's web experience end to end: site roadmap, onsite merchandising and product discovery, search (SEO and GEO), and conversion performance. This role sets the ecommerce roadmap, drives profitable revenue growth through data-led testing and optimization, and partners with the VP, Growth on long-term strategy, forecasting and the digital P&L.

Requirements

• 10+ years of ecommerce experience with deep Shopify DTC expertise.
• A real testing track record. You've moved conversion rate through disciplined testing grounded in data and customer insight.
• AI fluency. Fluent in the modern DTC stack and have used AI to materially speed up your team's output.
• Experience acting as the internal PM to engineers and designers, writing specs and scoping builds, not just managing agencies.
• Effective collaboration across marketing, growth, engineering, design and ops, especially where ownership is shared.
• Excellent prioritization instincts. Comfortable managing a broad scope with lean resources and making smart tradeoffs for maximum impact.

Responsibilities

• Own the end-to-end site strategy and roadmap across desktop and mobile web, with accountability for conversion rate, AOV, site revenue and page performance.
• Drive ecommerce performance through funnel optimization, UX improvements and Shopify platform management.
• Own the ecommerce side of new product launches: landing pages, pre-order flows, launch-day experience and post-launch optimization.
• Own site stability, speed and uptime, with a documented peak-readiness plan ahead of every Q4.
• Own conversion rate by setting and defending the bar for site experience and funnel performance.
• Run onsite testing across desktop and mobile web, including A/B testing, personalization, navigation, landing pages and checkout, using customer insight and behavioral data.
• Establish reporting frameworks for traffic health, acquisition quality, funnel performance and conversion, and translate the analytics into recommendations that move revenue.
• Own onsite merchandising: collection logic, search relevance, bundling, cross-sell and gifting journeys, with seasonal and drop-led moments built in.
• Build a discovery experience that scales with the assortment.
• Identify and prioritize upsell, cross-sell and revenue expansion opportunities on site.
• Own organic discoverability, including technical SEO, site architecture, category and content pages, and GEO (Generative Engine Optimization) as AI-led search becomes a real traffic source.
• Defend branded search, where dupes and resellers currently harvest demand Lola has paid to create.
• Partner with Paid Media, Retention, Brand and Social on traffic quality, attribution and overall digital business health.
• Communicate site performance, launch results and recommendations to senior leadership.
• Build, develop and manage the ecommerce team, setting a culture of accountability and continuous improvement.
• Own agency, developer and vendor relationships end to end, including selection, scoping and performance management.

Benefits

• Competitive base salary and annual bonus based on company and individual performance
• 21 days paid vacation + all federal holidays
• Full health benefits (health, dental, vision, mental)
• 16 weeks paid birth parent leave
• 8 weeks non-birth parent leave
• 55% off Lola Blankets for friends and family
• Opportunities for career growth within Lola Blankets

What This Job Offers

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