Senior Director, Direct to Consumer

Twin-Star International Inc • Delray Beach, FL

5d

About The Position

The Senior Director of Direct-to-Consumer & eCommerce will lead the strategy, growth, and operational performance of Twin Star International’s owned digital commerce ecosystem, including Walkeredison.com, TwinStarHome.com, and ClassicAccessories.com.

This role is responsible for driving profitable revenue growth across all three sites through conversion optimization, digital merchandising, lifecycle marketing, SEO expansion, assortment strategy, and B2B development. The position requires a highly strategic leader who can also execute; someone capable of scaling the business with limited resources while building the operational foundation for long-term growth.

The Senior Director will lead a cross-functional team spanning marketing, merchandising, UX, customer experience, and development, working closely with Product, Sales, Operations, and Marketing leadership to restore consumer trust, improve conversion, and expand revenue opportunities.

The goal of this role is to scale the DTC business within the next 18–24 months through disciplined execution across several key growth pillars.

Requirements

• Bachelor’s degree in business, Marketing, Digital Commerce, or related field
• 10+ years in eCommerce or direct-to-consumer leadership
• Proven experience scaling Shopify or Shopify Plus businesses
• Experience managing multi-brand digital commerce portfolios
• Experience leading digital merchandising, lifecycle marketing, and conversion optimization
• Experience building cross-functional teams in growth-stage organizations
• Deep expertise in Shopify / Shopify Plus ecosystem
• Strong understanding of CRO, digital merchandising, and customer lifecycle marketing
• Data-driven decision maker with strong analytical capabilities
• Proven ability to scale revenue with limited resources
• Strong leadership presence with ability to influence cross-functional teams
• Entrepreneurial mindset with ability to execute quickly and iterate

Nice To Haves

• MBA preferred

Responsibilities

• Own the direct-to-consumer business strategy and P&L performance across Walkeredison.com, TwinStarHome.com, and ClassicAccessories.com.
• Develop and execute a multi-year growth roadmap to scale revenue, improve profitability, and increase customer lifetime value.
• Lead initiatives focused on conversion rate improvement, AOV growth, lifecycle marketing, and organic demand generation.
• Translate business objectives into clear digital commerce strategies that drive measurable performance.
• Lead efforts to restore and improve site conversion rates through UX optimization, testing, and customer trust rebuilding.
• Oversee site experience improvements including: Product page optimization Mobile experience enhancements Website speed improvements Merchandising and navigation improvements Trust messaging and social proof integration
• Implement data-driven testing programs including A/B testing and behavioral analytics tools.
• Lead merchandising strategy to maximize product discoverability, conversion, and average order value.
• Develop initiatives to expand AOV through: Bundling strategies Room collections Cross-sell and upsell programs Accessory attachment Promotional and financing messaging
• Oversee assortment expansion initiatives, including third-party partnerships such as Gigacloud to broaden SKU coverage without inventory risk.
• Build and scale the company’s lifecycle marketing engine to drive email and retention revenue.
• Oversee strategy and execution of: Email and SMS marketing Customer segmentation Post-purchase journeys Win back campaigns Review generation Loyalty and retention programs
• Partner with marketing teams to develop high-impact automated lifecycle programs using platforms such as Klaviyo and Yotpo.
• Lead long-term SEO strategy to increase organic sessions.
• Partner with external SEO agencies and internal teams to: Expand keyword coverage Optimize product and category pages Scale content-driven traffic Improve search rankings across key product categories.
• Lead development of a new B2B / trade revenue channel, targeting interior designers, property managers, hospitality groups, builders, and corporate buyers.
• Oversee implementation of Shopify B2B capabilities, including: Trade pricing structures Volume discounts Dedicated landing pages CRM workflows Repeat order systems
• Drive development of a scalable B2B pipeline with incremental revenue.
• Build scalable processes that allow the business to grow efficiently despite limited resources.
• Prioritize investments across tools, platforms, and personnel to maximize revenue impact.
• Oversee vendor relationships including SEO agencies, CRO platforms, and development partners.
• Act as the internal champion for the DTC business, ensuring organizational alignment around growth priorities.
• Lead a small but highly effective cross-functional team including digital merchandising, marketing, and operational partners.
• Foster a culture of data-driven decision making, experimentation, and accountability.
• Develop organizational capabilities required to support long-term eCommerce growth.

What This Job Offers

• Job Type: Full-time
• Career Level: Director