E-commerce Director

What This Person Will Own

Conversion Rate Optimization & Site Testing

• Own and manage a structured CRO roadmap, prioritizing tests across PDPs, checkout flows, bundles, offers, upsells, subscription UX, and merchandising logic.
• Research competitors and market leaders to identify high-performing funnels, landing page formats, offers, and UX patterns to adapt and test for Cheers.
• Brief designers and web dev agency on mock-ups, landing page builds, and A/B test variants.
• Analyze ad performance and translate winning creative angles into corresponding landing pages and on-site experiences.

Shopify Management & Site Operations

• Day-to-day Shopify management: product pages, templates, merchandising, app integrations, and QA.
• Own execution of site-side promotional events (sales, seasonal campaigns, offer changes).
• Coordinate with an external web dev agency for custom builds and technical projects that exceed drag-and-drop scope.
• Support the Shopify migration currently in progress, working with the migration agency through go-live.

Analytics & Reporting

• Report on conversion, AOV, bounce, checkout progression, subscription conversion, and e-commerce KPIs.
• Use tools like GA4, Triple Whale, Northbeam, PostHog, and heatmapping platforms to surface insights and prioritize tests.

Lifecycle Strategy & Agency Management (Nice to Have)

• Manage the email/SMS agency relationship: reviewing strategy, giving feedback, and ensuring performance against LTV, retention, and revenue goals.
• Understand key lifecycle metrics (CVR, LTV, AOV, retention, subscription conversion) well enough to direct and evaluate execution.
• Help scope and hire a Lifecycle Specialist (Email/SMS) to bring this function in-house over time, then manage that person directly.

Amazon (Nice to Have)

• Apply learnings from Shopify CRO to Amazon listing improvements and product page presentation.
• Amazon media buying is handled externally; this role does not own PPC.

What Success Looks Like

• A living, prioritized testing roadmap with clear revenue hypotheses.
• Faster site launches with fewer internal dependencies.
• Stronger product page and landing page conversion, informed by market research and competitor intelligence.
• Improved coordination between growth, design, and technical execution.

Must-Have Profile

• 4–7 years of experience in Shopify e-commerce for DTC brands.
• Strong, hands-on CRO experience, not just familiarity, but a clear track record of running structured tests and improving conversion.
• Deep knowledge of the DTC ecommerce ecosystem: knows which brands are doing CRO well, which Shopify apps solve specific problems (e.g., ReCharge, AfterSell, Rebuy), and can speak fluently about what’s working in the market.
• Able to brief designers and developers with clear mock-ups and specs, no coding required, but must be able to translate a vision into a build-ready brief.
• Comfortable managing agencies and holding them accountable for performance.
• Data-driven: proficient with GA4, Triple Whale, Northbeam, PostHog, heatmapping tools, and retention platforms.
• Comfortable owning both strategy and execution in a lean, fast-moving environment.
• Strong cross-functional communicator, can work fluidly with design, paid media, and ops teams.
• Fluent English (written and verbal).

Nice to Have

• Proven ability to manage email/SMS agencies proactively and drive measurable lifecycle improvements.
• Experience building and scaling a lifecycle function from agency-managed to in-house.
• Background overseeing email/SMS hire recruitment and team building within e-commerce functions.
• Experience managing or mentoring a junior hire, specialist, or agency team.
• Light no-code or front-end ability (e.g., Shopify theme edits, landing page builders like Replo or Shogun).
• Amazon listing and conversion experience.
• Subscription ecommerce experience.