Vice President of E-Commerce

REP Fitness•Westminster, CO

2d•Hybrid

About The Position

The Vice President of E-Commerce will lead REP’s global digital commerce strategy and execution, overseeing all regions and channels including Shopify DTC storefronts, international e-commerce expansion, and all 3rd-party marketplaces (Amazon, Walmart, TikTok Shop, and region-specific platforms where applicable). This executive owns the digital revenue and gross margins, website experience, regional digital merchandising strategies, and the architecture of the platforms and teams that support REP’s online business. They will lead internal teams across web development, e-commerce operations, and marketplace management, while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units to build a cohesive global digital footprint.

Requirements

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations.
Ability to write reports, business correspondence, and procedure manuals.
Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public.
Ability to apply common sense of understanding to carry out instructions furnished in written, oral, or diagram form.
Ability to deal with problems involving several concrete variables in standardized situations.
Ability to add, subtract, multiply, and divide into all units of measure, using whole numbers, common fractions, and decimals.
Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.
12+ years leading digital commerce teams at consumer product or lifestyle brands, ideally with global expansion experience.
Proven track record scaling Shopify-based DTC business to 9+ figures globally.
Deep experience managing and growing channels such as Amazon and other marketplaces at scale.
Demonstrated success leading and developing web engineering and e-commerce operations teams.
Highly competent in analytics platforms (GA4, Looker, Tableau, etc.).
Experience coordinating digital operations with international supply chain and logistics solutions; and with working in a global matrixed organizational structure.
Thrives in a fast-growth, entrepreneurial, performance-driven environment.
Strategic, but highly execution-minded – Blends long-term vision with hands-on ownership to drive fast, high-quality delivery.
Systems thinker who designs for scale – Builds frameworks and processes that support seamless growth and future complexity.
Exceptional communicator and cross-functional partner – Breaks down complexity and aligns diverse teams through clear, consistent communication.
Operates with accountability, clarity, and urgency – Owns outcomes decisively and drives teams forward with focus and speed.
Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to effective customer service delivery, and the ability to work productively as a member of a team or work group are basic requirements of all positions at REP.

Nice To Haves

Passion for strength culture and the REP brand is a plus

Responsibilities

Define and drive REP’s global digital commerce strategy across all markets.
Own regional forecasting, revenue, and digital channel gross margins.
Establish channel and region-level KPIs and build performance dashboards to inform decision-making.
Design and implement scalable systems, workflows, and organizational structures that support Domestic and International/Global growth.
Lead optimization and oversight of REP’s Shopify DTC sites across all markets.
Direct UX/UI, merchandising strategy, CRO, personalization, localization, and Global navigation logic.
Oversee platform roadmap including multi-region architecture, currency, tax, and fulfillment considerations.
Guide decisions around headless commerce, tech stack integrations, and long-term platform evolution.
Own strategy and performance for Amazon, Walmart, TikTok Shop, and additional global marketplace platforms as the brand expands.
Develop region-specific assortment, pricing, promotional, and advertising strategies.
Oversee marketplace operations including catalog management, compliance, international delivery logistics, and customer satisfaction.
Lead, hire, and develop teams across web development, e-commerce operations, digital merchandising, and marketplace management globally.
Manage and evaluate external partners and vendors, including development agencies, CRO partners, marketplace agencies, and analytics providers.
Create a high-performance, data-driven culture rooted in accountability and continuous improvement.
Partner with Marketing and Customer Support to align global digital acquisition, CRM, retention programs, loyalty, and customer journey optimization.
Develop strategies to improve LTV, reduce CAC, and tailor retention approaches to major markets.
Work with Supply Chain and Operations to ensure aligned inventory planning and regional fulfillment strategies.
Collaborate with Product teams to support regional product launches and phased rollout plans.

Benefits

Medical, Dental, Vision (Competitive Benefits packages Offered)
Health Savings Account (HSA) with employer contributions
Flexible Spending Account (FSA) options
LTD/STD, Life and AD&D (100% premiums covered by REP)
401k and Roth options with employer match up to 4%
Employee Assistance Program (EAP)
5 weeks of PTO accrued during your first year
48 hours of sick leave annually
7 paid company holidays with an additional floating holiday
Paid Parental leave starting day 1
Birthday - Paid day off
Unique sales bonus structure that rewards exceptional individual performance as well as team performance
Full access to employee gym
Employee discount on REP equipment and apparel
Daily snacks and drinks provided by REP (for onsite employees)
Professional growth and development within the organization