Director of eCommerce Growth

Apex Wheels

15h•$120,000 - $180,000•Remote

About The Position

Apex Wheels is seeking a Director of eCommerce to own the customer journey and commercial performance of its digital storefront. This marketing-led business leadership role is accountable for online revenue, conversion, margin, and customer experience, and for making the website a profitable growth engine for a product catalog that involves extensive research and long consideration periods. The Director will develop the site strategy and roadmap, testing and optimization plans, merchandising decisions, and commercial calendar in alignment with the CMO’s marketing plan and Operations’ sales plans. The role owns the digital P&L and eCommerce budget, forecasts channel performance, defines KPIs, and advises executives on growth opportunities. The Director will lead a structured experimentation program, own merchandising and offer strategy, and direct site roadmap priorities and execution in partnership with the dedicated development team, eCommerce Systems Administrator, agencies, and other resources. The Director defines business requirements and measurement needs, while technical partners handle platform development, integrations, and production code. This is not a hands-on coding or development-management role. The position also evaluates and pilots customer-facing and internal AI capabilities, manages and develops eCommerce professionals, and considers technology and process improvements before requesting additional headcount. Apex is a California-founded provider of high-performance automotive wheels and accessories. Founded in 2007, the company has a team of more than 45 professionals and engineers working remotely across the country. The role reports to the Chief Marketing Officer and is remote from U.S. states other than Montana, Hawaii, and Alaska. Quarterly domestic travel for team-building events and annual or semi-annual travel for leadership summits are expected.

Requirements

Bachelor’s degree in business, marketing, or a related field, or equivalent professional experience.
10 or more years of experience in eCommerce or direct-to-consumer, including at least 3 years accountable for a revenue or contribution target.
At least 3 years directly managing a team, including hiring, coaching, performance management, and termination.
At least 3 years directing outside developers, designers, and agencies against scope, budget, and deadlines.
Experience operating within an integrated marketing organization and building eCommerce programs with brand, performance, lifecycle, and creative teams.
Demonstrated ownership of a structured experimentation program with a maintained test backlog, defined hypotheses and success metrics, documented outcomes, and quantified business impact; candidates should be prepared to discuss three tests and their results and value.
Experience owning merchandising and offer strategy, including pricing, promotions, bundles, shipping offers, and attach-rate programs, with personal accountability for margin implications.
Fluency with analytics and reporting, including GA4, dashboard building, and interpreting what data demonstrates.
Deep knowledge of the eCommerce technology landscape, including commerce and CMS platforms, tag management, pixels, A/B testing tools, email platforms, heat mapping, and session replay.
Active engagement with emerging AI technology, including an informed perspective on AI in commerce and hands-on experience building working tools for reporting, analysis, or workflow; candidates should be prepared to demonstrate a tool and explain its value.
Ability to direct technical execution credibly while platform development, integrations, and production code are handled by the eCommerce Systems Administrator and development partners.
Business judgment, including comfort with margin calculations, forecasting, and defending recommendations.
Tenacity and accountability for moving business results through the website.
Collaborative working style, building in partnership with the CMO and wider marketing team and involving stakeholders early.
Clear writing and communication skills, including presenting to executives and translating business goals into technical scope.
Curiosity about new technology, willingness to try it, and judgment to distinguish useful capabilities from demonstrations.
Ability to make decisions with incomplete data, state assumptions, and adjust as information becomes available.
Organized, independent self-starter able to prioritize competing work and run projects.
Ability to read, write, speak, and understand English.
Genuine enthusiasm for the product and deep engagement with the enthusiast community, with either a solid understanding of high-performance automotive or the eagerness and ability to learn it quickly.

Nice To Haves

Magento experience.
Prior experience in the aftermarket performance industry or motorsports enthusiasm.

Responsibilities

Own the direct-to-consumer eCommerce channel’s revenue target and performance, including revenue, conversion, margin, and customer experience.
Define channel KPIs, baselines, targets, and decision thresholds; build and defend an annual eCommerce plan tied to company forecasts and marketing plans; forecast monthly contribution and explain variances.
Own the eCommerce budget and business cases, and recommend whether to insource, outsource, or invest in technology based on business and margin impact.
Build eCommerce programs with the CMO and wider marketing organization, coordinating site initiatives, campaigns, product launches, brand direction, and the commercial calendar.
Maintain and run a prioritized experimentation backlog with hypotheses, primary metrics, runtimes, decision rules, delivery dates, analysis, and documented outcomes.
Test commercial levers such as pricing, shipping thresholds, financing, bundles, warranties, installation add-ons, and post-purchase accessory flows, as well as site experience elements such as fitment, product pages, navigation, search, cart, checkout, landing pages, and content.
Own catalog merchandising and offer strategy, including SKU-level understanding, online presentation, pricing, promotions, bundling, cross-sells, accessory placement, and margin implications.
Coordinate promotional planning, execution, measurement, and post-promotion read-outs with brand and performance marketing.
Set and prioritize the site roadmap, define expected business results, and direct designers, developers, agencies, the eCommerce Systems Administrator, and other resources against scope, schedule, budget, and quality.
Define and uphold standards for uptime, page speed, product data accuracy, and bug resolution; escalate risks that could affect revenue or customers.
Specify measurement requirements—including tagging, pixels, UTM structure, GA4 events and conversion tracking, and attribution—and verify that data is implemented correctly and trustworthy.
Maintain current eCommerce systems, procedures, and access documentation.
Evaluate and pilot AI capabilities for product discovery, conversion, customer service, reporting, analysis, and workflow automation; define success measures and share learnings with the CMO and marketing team.
Manage eCommerce professionals, including hiring, coaching, performance management, compensation reviews, and termination when needed; establish and prioritize department and individual OKRs.
Select and oversee consultants, contractors, and agencies, keeping their work aligned with scope, budget, and business outcomes.
Travel for quarterly domestic team-building events and annual or semi-annual leadership summits.
Complete required background check if offered the position as a final candidate.

Benefits

Medical insurance, with 100% of monthly premiums covered for employees and dependents under age 14 on base plans, plus contributions toward premiums for older dependents and additional plan options.
Health savings account access.
Mental health support.
Gym membership discounts.
Dental and vision benefits, with 100% of monthly premiums covered for employees on base plans and affordable buy-up options.
401(k) retirement savings with company contributions.
Paid sick leave, vacation time, and 11 paid company holidays, including Juneteenth and Indigenous Peoples’ Day.
Motorsports lifestyle reimbursements for event spectator tickets, karting and karting school, sim-racing gear, track-day insurance, SCCA-compliant gear, and events such as DirtFish and Skip Barber.
Employee discounts on company products and free merchandise.
Eligibility to apply for the SEMA college grant and loan forgiveness program.
Remote work in almost any contiguous U.S. state, except Montana, Hawaii, and Alaska.
Short-term incentive plan eligibility in addition to annual compensation.