Director of Ecommerce

Fleet Farm Careers • Appleton, WI

16d

About The Position

We’re looking for a Director of Ecommerce to lead and grow our direct-to-consumer business. This role owns the performance of our online channel end-to-end—strategy, execution, and results. You’ll be responsible for driving sustained, profitable growth while delivering seamless, customer-first digital experiences. This is a high-visibility leadership role where you’ll work cross-functionally with Marketing, Merchandising, Supply Chain, Finance, and Technology to scale a best-in-class e-commerce operation.

Requirements

• 10+ years of e-commerce experience, including 5+ years in a senior leadership role
• Proven success scaling a DTC business to $100M+ in annual revenue
• Experience owning and growing a full e-commerce P&L
• Deep knowledge of modern e-commerce platforms and architectures
• Strong analytical skills with experience using tools like GA4, Amplitude/Heap, Looker/Tableau, and advanced spreadsheets
• Hands-on experience with CRO, personalization, and customer data platforms
• A collaborative leadership style and passion for building high-performing teams
• Comfortable operating in fast-paced, high-growth environments
• Bachelor’s degree required

Responsibilities

• Own the full e-commerce P&L, including revenue, margin, CAC, LTV, and operating expenses
• Set and execute the annual and long-term e-commerce strategy
• Drive growth across traffic, conversion, average order value, and retention
• Lead site merchandising, product launches, promotions, and pricing strategy
• Oversee UX/UI, front-end development, and platform evolution
• Partner with Marketing to optimize paid media, SEO, affiliates, and email/SMS
• Champion the customer experience—from site speed and mobile optimization to checkout and post-purchase journeys
• Build, coach, and lead a high-performing e-commerce team
• Own analytics, insights, and experimentation through A/B and multivariate testing
• Collaborate with Operations and Supply Chain on fulfillment, shipping, and international expansion
• Evaluate and implement emerging technologies including AI personalization, composable commerce, and social commerce

Benefits

• Opportunity to own and shape a high-growth DTC business
• High impact, high visibility role with executive partnership
• Collaborative, entrepreneurial culture
• Ability to influence strategy, technology, and customer experience at scale

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 5,001-10,000 employees