The Role
Lead DNAM Brands' direct-to-consumer e-commerce business, owning strategy, P&L, Shopify Plus ecosystem, team leadership, tech roadmap, digital innovation, and cross-functional execution to drive profitable online growth.
Summary Generated by Built In
DNAM Brands is a family-owned and operated company that owns and licenses a portfolio of globally recognized fashion and lifestyle brands, including Von Dutch, Ed Hardy, Valentino Orlandi, Allbirds, Badgley Mischka, and more. As our direct-to-consumer business continues to expand, we are seeking a strategic, data-driven Director of E-Commerce to lead our digital commerce organization and drive profitable online growth across our portfolio.
This is a senior leadership role responsible for owning the end-to-end e-commerce business, including strategy, P&L performance, customer experience, digital innovation, and team leadership. You will oversee our Shopify Plus ecosystem, lead our internal e-commerce team, manage external development partners, and collaborate closely with Marketing, Operations, Finance, Creative, and Customer Experience to deliver exceptional digital shopping experiences.
The ideal candidate combines strategic vision with hands-on execution and thrives in a fast-paced, entrepreneurial environment.
Responsibilities
- Own the overall e-commerce strategy, roadmap, and annual business plan across all direct-to-consumer channels
- Manage the end-to-end e-commerce P&L, including revenue, margin, forecasting, budgeting, and profitability
- Define and monitor key performance indicators including traffic, conversion rate, average order value (AOV), units per transaction (UPT), customer acquisition cost (CAC), lifetime value (LTV), contribution margin, and retention
- Present monthly and quarterly business reviews with actionable insights and growth recommendations to executive leadership
- Develop long-term digital growth initiatives aligned with company objectives
- Lead, mentor, and develop the E-Commerce Manager and future members of the digital commerce team
- Foster a high-performance, collaborative culture focused on accountability, innovation, and continuous improvement
- Partner with Human Resources on organizational planning, hiring, interviewing, onboarding, and performance development
- Serve as the hiring manager for all e-commerce-related positions
- Provide strategic oversight of the Shopify Plus platform while guiding day-to-day execution through the E-Commerce Manager
- Establish best practices for merchandising, navigation, collections, search functionality, PDP optimization, content management, promotions, checkout experience, and overall site usability
- Oversee product launches, promotional calendars, and merchandising strategies across all brands
- Ensure seamless coordination between Marketing, Operations, Inventory, and Customer Service
- Continuously optimize customer journeys across desktop, mobile, and emerging commerce channels
- Own the Shopify Plus technology roadmap and overall e-commerce tech stack
- Manage relationships with external development agencies, setting priorities, approving scopes of work, and ensuring timely execution
- Translate business initiatives into technical requirements for developers and technology partners
- Lead major digital initiatives including:
- Website redesigns and platform enhancements
- Shopify Plus optimization
- Mobile applications
- Loyalty and membership programs
- Subscription platforms
- Third-party integrations
- Evaluate and implement AI-powered technologies that improve personalization, search, product recommendations, merchandising, customer service, and overall conversion
- Ensure the website architecture and content are optimized for AI-powered search, generative search experiences (GEO), and emerging discovery platforms
- Own alternative commerce channels including TikTok Shop and future social commerce initiatives
- Partner closely with Marketing to align paid media, SEO, GEO, email, SMS, influencer campaigns, affiliate marketing, and onsite merchandising
- Lead conversion rate optimization initiatives through testing and experimentation across landing pages, product pages, merchandising, promotions, and checkout.
- Ensure accurate analytics implementation and reporting across GA4 and other business intelligence platforms
- Build executive dashboards and reporting frameworks that provide visibility into business performance
- Utilize analytics to identify growth opportunities and improve customer acquisition, retention, and profitability
- Monitor competitive activity, industry trends, and emerging technologies to keep DNAM Brands at the forefront of digital commerce Cross-Functional Leadership
- Partner with Operations, Production, Inventory Planning, Finance, Marketing, and Customer Experience teams to ensure operational excellence
- Collaborate with Customer Service to identify customer pain points and improve the post-purchase experience
- Drive continuous process improvement across all digital commerce functions
Digital Commerce & Omnichannel GrowthAnalytics & Performance
E-Commerce Strategy & Business Leadership
Team Leadership
Shopify & Customer Experience
Technology & Digital Innovation
Qualifications
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Commerce, or a related field
- 8+ years of progressive e-commerce leadership experience, preferably within fashion, lifestyle, beauty, or consumer products
- Proven ownership of a direct-to-consumer e-commerce P&L
- Extensive experience leading Shopify or Shopify Plus environments
- Experience managing internal e-commerce teams and external development agencies
- Strong understanding of:
- Shopify Plus
- Google Analytics 4
- Paid Digital Marketing
- Email & SMS Marketing
- SEO & Generative Engine Optimization (GEO)
- Conversion Rate Optimization (CRO)
- Customer Lifecycle Marketing
- Experience managing social commerce platforms including TikTok Shop, Shopify, & WhatNot
- Strong analytical skills with experience forecasting, budgeting, and executive reporting
- Experience leading website redesigns, digital transformation projects, and technology implementations
- Familiarity with AI-powered commerce tools, personalization platforms, and modern e-commerce technologies
- Excellent leadership, communication, and cross-functional collaboration skills
- Comfortable working in a fast-paced, high-growth entrepreneurial environment
Skills Required
- Bachelor's degree in Business, Marketing, E-Commerce, Digital Commerce, or related field
- 8+ years of progressive e-commerce leadership experience, preferably in fashion, lifestyle, beauty, or consumer products
- Proven ownership of a direct-to-consumer e-commerce P&L
- Extensive experience leading Shopify or Shopify Plus environments
- Experience managing internal e-commerce teams and external development agencies
- Strong understanding of Google Analytics 4
- Strong understanding of paid digital marketing, email & SMS marketing, SEO & GEO, and CRO
- Experience with social commerce platforms including TikTok Shop, Shopify, and WhatNot
- Strong analytical skills with experience forecasting, budgeting, and executive reporting
- Experience leading website redesigns, digital transformation projects, and technology implementations
- Familiarity with AI-powered commerce tools, personalization platforms, and modern e-commerce technologies
- Excellent leadership, communication, and cross-functional collaboration skills
- Comfortable working in a fast-paced, high-growth entrepreneurial environment
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The Company
What We Do
Silhouette America is a leading manufacturer of arts and crafts products, focusing primarily on personal desktop cutting systems. The company empowers creativity for crafters and makers through the production of electronic cutting machines, such as the Cameo and Portrait series, and accompanying intuitive design software, providing precision and control for a wide variety of creative projects.
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