Senior Director of E-Commerce

Stoney Clover Lane•New York, NY

1d•Hybrid

About The Position

The Senior Director of E-Commerce owns Stoney Clover Lane’s digital business as a revenue and profit center and leads how online and stores work together for customers. The role oversees the online sales plan, site and drop readiness, site merchandising, CRM, customer service, and omnichannel capabilities such as buy online, pick up in store (BOPIS) and ship-from-store. This is a hands-on leadership role that sets strategy while engaging with data, the website, and launch-day details. The Senior Director works closely with Retail, Marketing, Merchandising, Planning, Creative, Technology, Operations, and Finance, and builds and leads a high-performing team with clear goals and a test-and-learn culture. In the first year, success includes delivering the e-commerce demand and contribution-margin plan; running major drops and collaboration launches without downtime, with fair checkout and clean inventory allocation; launching or expanding omnichannel services with Retail and Operations; creating a single customer view across web and stores; improving repeat purchase rate and customer lifetime value based on incremental results; and establishing a weekly business review and KPI dashboard spanning online, stores, and omnichannel.

Requirements

10+ years of experience in e-commerce.
5+ years leading a DTC business with P&L accountability.
Hands-on experience with omnichannel retail, such as BOPIS, ship-from-store, unified inventory, or POS and e-commerce integration.
Deep Shopify Plus experience.
Track record running high-demand product drops or collaboration launches.
Strong CRM background with tools such as Klaviyo and Attentive, including lifecycle, segmentation, and incrementality testing.
Strong analytical skills, including fluency with GA4, Shopify analytics, and BI tools, and comfort with financial reconciliation.
Experience managing customer service teams or outsourced partners.
Proven people leadership and ability to work well with Retail, Marketing, and Finance.

Nice To Haves

NetSuite or ERP integration experience.
Background in accessories, fashion, or lifestyle brands.

Responsibilities

Own the annual, monthly, and weekly e-commerce demand plan, including forecasting and corrective actions.
Deliver sales, gross margin, and contribution-margin targets, and reconcile demand to net sales with Finance.
Grow conversion, average order value, repeat purchase, and customer lifetime value.
Own online offers and promotions within the Marketing-led promotional calendar, balancing growth and margin.
Build the omnichannel roadmap with Retail, Operations, and Technology, covering BOPIS, ship-from-store, endless aisle, and buy online/return in store.
Drive inventory visibility across web and stores, with NetSuite as the system of record.
Help select and integrate store POS systems; the company is currently evaluating Teamwork Commerce and Shopify POS.
Create a single customer profile across online and in-store purchases for clienteling, CRM, and lifetime-value reporting.
Align pricing, promotions, launches, and policies across channels, and measure cross-channel customers and omnichannel order share.
Give store teams digital tools and training to sell the full assortment, and support new store openings.
Own site performance, the site roadmap, and technology partners on Shopify.
Lead readiness for high-traffic drops and collaboration launches, including load testing, queueing, bot protection, inventory allocation, and launch-day command center operations.
Maintain site stability, speed, accessibility, and checkout, and lead QA for launches and site changes.
Own the homepage, navigation, collections, product pages, search, and recommendations in collaboration with Merchandising and Planning.
Make customization, patches, personalization, and gifting easy to find and purchase.
Run a regular testing program to improve conversion and drive evaluation and implementation of technologies, including AI optimization, to improve business performance.
Own CRM strategy and email and SMS programs, including segmentation, automation, and lifecycle journeys.
Use online and in-store purchase data to drive repeat purchase and store traffic for events, openings, and launches.
Evaluate loyalty across both channels based on incremental revenue and ensure privacy and consent compliance.
Oversee customer service for online and omnichannel orders, with clear standards for response time, resolution, and satisfaction.
Agree on handoffs with stores for BOPIS and cross-channel returns, and staff up for peak periods and drops.
Turn customer feedback into improvements across product, site, policy, and operations.
Build and lead a high-performing team with clear goals and a test-and-learn culture.
Set up a weekly business review and KPI dashboard covering online, stores, and omnichannel.