JOB OVERVIEW

The Director of ECommerce will drive growth, innovation and performance across our online business. This position is responsible for the end-to-end performance of the channel, including: revenue and P&L ownership, site experience, conversion and product strategy. Acting as a central point of coordination across teams, this leader will help balance commercial goals, site performance, and the seamless conversion of brand storytelling into a best-in-class digital experience. This role will work closely with the VP of Marketing on growth and acquisition strategy and the CX Manager to ensure our customers' experience is prioritized.

JOB RESPONSIBILITIES

Ecommerce P&L Ownership

• Build and maintain bottoms-up annual budgets, ecommerce forecasts, and tracking tools, including daily business and omnichannel metrics, to maximize ROI and drive growth initiatives aligned with EBITDA goals.
  • Inclusive of 3rd party online retailers (like Amazon & Goldbelly) as well as Corporate and Bulk Orders.
• Identify growth opportunities and risks within the channel.
• Drive improvements in conversion rate, AOV, and customer experience.
• Manage weekly revenue reporting and planning against budget: pacing to budget, discounts, refunds (recognized vs. ordered). Recommend pivots to ad spend, email cadence and promotions.
• Partner with Marketing to optimize digital advertising performance & retention marketing efforts —driving efficient customer acquisition and repeat, improving CAC/LTV, and delivering profitable, scalable growth.
• Drive a performance-first operating model—using data and rapid testing to identify, scale, and iterate on the highest-impact growth levers across the business
• Partner with supply chain and operations teams to ensure operating costs are properly controlled and managed to reach the EBITDA goals on an order and channel basis.

Site Experience and Optimization

• Lead website strategy including SEO, GEO/AEO and CRO, to enhance site visibility, improve search performance, and optimize the overall customer experience across the digital platform.
• Own the day to day management of the site alongside developers; ensuring PDPs and offerings are updated timely and all UX/UI is addressed. 
• Own tech stack decision making, working closely with IT Director and developers.
• Monitor site health: daily and weekly review of key metrics (CVR, checkout flow, date picker, shipping), accessibility issues, cookie compliance, catch and escalate broken experiences, track CX data to signal for site issues.
• Lead testing and implementation of new initiatives and collaborate with developers to QA all site changes. Lead weekly sprint planning, briefing, prioritizing, and queuing development projects.
• Translate customer behavior and channel insights into action—optimizing site experience, merchandising, campaigns, subscriptions and loyalty/rewards to improve conversion, AOV, and revenue. 
• Ensure the site is up to date with all privacy and compliance requirements.

Product and Category Strategy 

• Own digital merchandising including product assortment, bundling, and online pricing strategy, partnering with the Supply & Demand team on product forecasting and performance & with Finance on optimizing profitability. 
• Develop seasonal strategies and optimize product launches, aligning with marketing campaigns and brand messaging.
• Build and manage campaign calendar across eComm business. Own product launch timing, audience strategy, early access, and channel mix decisions for key seasonal moments: Mother's Day, Summer, Fall, Thanksgiving, Holiday.
• Work crossfunctionally in supporting the innovation pipeline and go to market strategies. 

Elevate the Brand 

• Collaborate with the Marketing team  to conceptualize and deliver campaign strategies that resonate with customers and align with Milk Bar’s unique voice.

Leadership & Collaboration

• Partner cross-functionally with R&D, Marketing and Operations teams to align growth initiatives with business objectives.
• Oversee and manage all external contractors engaged to support the ecommerce channel. 
• Partner cross-functionally with CX, fielding CX escalations related to site, shipping, and product issues, bridging CX complaint signals to site, ops, and development for resolution, monitoring CX trends to identify recurring problems affecting the customer experience.
• Ensure tight alignment across marketing, site, and operations—connecting strategy to execution and driving measurable impact on traffic, conversion, and profitability
• Manage the relationship with third-party sellers (Goldbelly, Amazon).
• Embody Milk Bar Values: Represent the Milk Bar ethos by embodying core values, fostering celebration, and creating meaningful brand experiences. Act as a brand ambassador both internally and externally.

Please note that duties are subject to change at the Company’s discretion.

•  7+ years of professional experience in a DTC ecommerce performance-based role.
• Proven expertise in ecommerce site management, digital merchandising, UX optimization, and SEO best practices.
• Demonstrated experience driving sales growth through site experience, conversion optimization, and operational excellence.
• Experience working in a fast paced, high-growth startup environment; must be comfortable navigating multiple priorities and building processes from scratch. 
• A quantitative thinker who makes decisions based on hard data and merges it with qualitative consumer insights to develop compelling campaigns.
• Expertise in manipulating large datasets in Excel, SQL or other tools, and translating into actionable insights. 
• Expertise in a forward-thinking marketing tech stack, including analytics, attribution and conversion-optimization platforms.
• Excellent project and process management and organizational skills, with outstanding attention to detail.
• Collaboration and communication skills, with the ability to influence across teams.
• Experience with the following platforms a plus: Shopify, Zest, GA4, Triple Whale, and Looker.
• Bachelor’s Degree preferred.

The pay range for this role is $145,000 - $155,000 annually. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill set, depth of experience and certifications. In addition to those factors, we consider the relative pay of our current employees in similar positions when making a final offer.