The Role
Leads the company’s e-commerce and digital growth strategy across online channels. Oversees website operations, UX/UI improvements, merchandising, digital marketing, analytics, conversion optimization, content campaigns, and vendor relationships. Establishes KPIs, drives revenue growth, manages cross-functional initiatives, and leads teams spanning e-commerce, marketing, and creative functions. The role also directs A/B testing, customer journey improvements, marketplace activity, product launches, and promotional planning.
Summary Generated by Built In
Position Overview:
Sunny Health & Fitness is seeking a visionary and results-driven E-Commerce Director to lead and scale our digital commerce strategy across all online channels. This role is responsible for overseeing the development, execution, and continuous optimization of our e-commerce platforms to drive revenue growth, enhance user experience, and strengthen our brand’s digital footprint. The ideal candidate is a hands-on leader with a strong analytical foundation and a deep understanding of e-commerce best practices, digital marketing, and performance-driven retail environments.
Strategic Leadership & Digital Growth
Sunny Health & Fitness is seeking a visionary and results-driven E-Commerce Director to lead and scale our digital commerce strategy across all online channels. This role is responsible for overseeing the development, execution, and continuous optimization of our e-commerce platforms to drive revenue growth, enhance user experience, and strengthen our brand’s digital footprint. The ideal candidate is a hands-on leader with a strong analytical foundation and a deep understanding of e-commerce best practices, digital marketing, and performance-driven retail environments.
Strategic Leadership & Digital Growth
- Define and execute a comprehensive e-commerce strategy that aligns with company objectives and drives top-line revenue growth.
- Lead cross-functional initiatives that impact digital sales, site performance, customer experience, and overall profitability.
- Establish clear goals, KPIs, and performance benchmarks; regularly report on results and recommend strategic improvements to senior leadership.
- Oversee day-to-day website operations, including UX/UI enhancements, platform performance, and merchandising strategy.
- Identify and remove friction points in the digital customer journey to improve conversion rates and increase customer satisfaction.
- Direct the prioritization and implementation of website enhancements in collaboration with internal stakeholders and external agencies.
- Own and drive digital marketing strategies across paid media, SEO, SEM, social media, display advertising, affiliate programs, and marketplaces.
- Partner closely with the marketing team to develop integrated campaigns that maximize traffic and drive e-commerce revenue.
- Leverage analytics tools (Google Analytics, GA4, etc.) to assess performance, identify growth opportunities, and guide budget allocation.
- Continuously refine the user experience across desktop, tablet, and mobile devices.
- Lead A/B testing and CRO initiatives to improve customer engagement, reduce bounce and abandonment rates, and lift average order value.
- Ensure a consistent, on-brand, and frictionless journey from landing page to checkout.
- Lead, mentor, and develop a high-performing team across e-commerce, digital marketing, and creative functions.
- Manage relationships with third-party vendors, agencies, and technology partners to maximize output and ROI.
- Align internal teams around e-commerce goals and ensure timely and accurate execution of digital initiatives.
- Provide strategic direction on content creation, product launches, promotional calendars, and creative asset needs.
- Participate in planning and execution of photo and video shoots to support e-commerce and marketing efforts.
- Monitor emerging trends, competitive landscape, and evolving technologies to ensure continuous innovation.
- Stay current on best practices in retail e-commerce, customer acquisition, retention strategies, and analytics.
- Perform other related duties as needed in support of the department and organization.
- Bachelor’s or Master’s degree in Marketing, Business, or a related field.
- 7+ years of progressive experience in digital marketing and e-commerce, with at least 3 years in a senior leadership or director-level role.
- Proven success in scaling e-commerce operations and driving measurable revenue growth.
- Strong understanding of online retail, omnichannel strategies, and direct-to-consumer (DTC) best practices.
- Advanced knowledge of website analytics, Google Ads, SEO/SEM, conversion funnels, and marketing automation.
- Demonstrated ability to lead and mentor cross-functional teams in a fast-paced environment.
- Medical, Dental, Vision Insurance.
- Life Insurance: Fully covered by the company.
- 401k matching, 100% match up to first 3% and 50% match for the next 2%. Eligible to enroll after six months with the company. 100% fully vested.
- Paid Sick Leave
- 7 Paid Holidays
- Paid Vacation
- Company provides discounts for fitness equipment for our employees.
Skills Required
- Bachelor's or Master's degree in Marketing, Business, or a related field
- 7+ years of progressive experience in digital marketing and e-commerce
- At least 3 years of experience in a senior leadership or director-level role
- Proven success scaling e-commerce operations and driving measurable revenue growth
- Strong understanding of online retail, omnichannel strategies, and direct-to-consumer best practices
- Advanced knowledge of website analytics, Google Ads, SEO/SEM, conversion funnels, and marketing automation
- Demonstrated ability to lead and mentor cross-functional teams in a fast-paced environment
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The Company
What We Do
At Sunny Health & Fitness, we believe a quality workout experience and a healthy lifestyle should be within reach of anyone who wants it. Our mission is to make fitness accessible to everyone. Whether fit or not, young or old, busy professionals, students, and stay-at-home parents alike. Every size, budget, and ability is invited into the Sunny family. From treadmills to cycle bikes and everything in between, Sunny has a wide array of fitness products for both home users and elite fitness pros. With 21 years of fitness as a specialty, Sunny Health & Fitness is widely recognized as a premiere distributor of high quality health & fitness products.
