Director of Ecommerce
Job Description
Director of eCommerce
Location: Richmond, VA — Hybrid (Tues/Weds/Thurs in office; Remote Mondays & Fridays)
About Swig Life
Swig Life is a fast-growing lifestyle brand known for its stylish, functional drinkware and accessories designed to bring joy to everyday moments. With a strong community of loyal customers and continued momentum across digital channels, Swig Life is seeking a strategic and commercially driven Director of eCommerce to lead the brand’s digital commerce strategy and accelerate online growth.
Position Overview
Swig Life is seeking a highly strategic, analytical, and hands-on Director of eCommerce to lead and evolve the brand’s eCommerce business across owned digital channels and marketplaces. Reporting directly to the VP of Revenue, this individual will play a critical leadership role in driving online revenue growth, optimizing the customer journey, and enhancing the overall digital shopping experience.
This role will oversee all aspects of the eCommerce business including site strategy, conversion rate optimization (CRO), digital merchandising, email/SMS lifecycle marketing, Amazon marketplace performance, and customer acquisition initiatives. The ideal candidate combines strong business acumen with a deep understanding of digital commerce best practices and is passionate about building seamless, high-converting customer experiences.
This is a highly collaborative position that partners closely with Creative, Marketing, Operations, and external agency partners to ensure alignment across brand storytelling, merchandising, and revenue-driving initiatives.
The Director of eCommerce will oversee the eCommerce Marketing Manager and manage relationships with key agency and platform partners.
Key Responsibilities
eCommerce Strategy & Digital Growth
- Develop and lead the overall eCommerce growth strategy across DTC channels and online marketplaces
- Own digital revenue performance, conversion optimization, and customer journey strategy
- Identify opportunities to scale traffic, improve conversion rates, increase AOV, and drive customer lifetime value
- Lead site experience enhancements, promotional strategy, and digital growth initiatives aligned with business goals
- Collaborate cross-functionally to support product launches, seasonal campaigns, and brand initiatives
Site Experience, Merchandising & CRO
- Own site merchandising strategy, navigation, product discovery, and onsite customer experience
- Partner with Creative and Marketing teams to optimize landing pages, PDPs, collections, and promotional execution
- Lead ongoing A/B testing and conversion rate optimization initiatives to improve site performance
- Analyze customer behavior and site analytics to identify friction points and optimization opportunities
- Ensure a seamless and engaging omnichannel customer experience across desktop and mobile
CRM, Retention & Lifecycle Marketing
- Oversee email marketing, SMS, and customer retention strategies to drive repeat purchase behavior and engagement
- Partner with internal teams and agency partners to build customer segmentation, lifecycle journeys, and personalization strategies
- Optimize retention marketing performance through testing, automation, and data-driven insights
- Identify opportunities to strengthen loyalty, referral, and subscription programs
Amazon Marketplace & Channel Expansion
- Lead Amazon marketplace strategy including assortment, merchandising, advertising, content optimization, and performance management
- Identify opportunities to expand marketplace presence and improve profitability across third-party channels
- Partner with internal and external teams to optimize product visibility, conversion, and operational execution within Amazon
- Monitor marketplace trends, competition, and category performance to drive growth opportunities
Digital Marketing & Acquisition
- Collaborate with the paid media agency to align acquisition strategies with broader eCommerce goals
- Oversee performance across paid social, search, affiliate, influencer, and emerging digital channels
- Evaluate channel performance, attribution, CAC, ROAS, and customer acquisition efficiency
- Manage Social Media Strategist and partner closely with Creative teams to ensure strong alignment between brand storytelling and performance marketing
Reporting, Analytics & Business Performance
- Build and maintain reporting frameworks across eCommerce, retention, marketplace, and digital acquisition channels
- Monitor KPIs including conversion rate, AOV, revenue growth, retention, ROAS, CAC, and customer lifetime value
- Translate data into actionable insights and strategic recommendations for leadership
- Leverage analytics tools to inform forecasting, merchandising decisions, and growth planning
Team Leadership & Cross-Functional Collaboration
- Manage and mentor the eCommerce Marketing Manager
- Foster strong collaboration across Marketing, Creative, Operations, Customer Experience, and Leadership teams
- Help prioritize initiatives, streamline workflows, and create organizational alignment
- Serve as a strategic thought partner to the VP of Revenue and executive leadership team
Qualifications
- 7+ years of experience in eCommerce, digital commerce, or online retail leadership roles
- Experience within DTC, lifestyle, fashion, beauty, or consumer brands strongly preferred
- Proven success driving online revenue growth and managing high-performing eCommerce businesses
- Strong experience with Shopify and modern eCommerce platforms and tools
- Hands-on experience with CRO, site merchandising, customer journey optimization, and digital analytics
- Experience leading lifecycle marketing strategies across email and SMS platforms such as Klaviyo and Attentive
- Amazon marketplace management experience strongly preferred
- Deep understanding of performance marketing, attribution, and customer acquisition strategies
- Experience managing agencies, vendors, and cross-functional teams
- Strong analytical, organizational, leadership, and project management skills
- Strategic thinker with a strong commercial mindset and customer-first approach
- Comfortable operating in a fast-paced, evolving growth environment
What Success Looks Like
- Strong growth in eCommerce revenue, conversion rate, and customer lifetime value
- A best-in-class digital shopping experience that drives engagement and repeat purchase behavior
- High-performing lifecycle marketing and retention programs
- Improved site merchandising and customer journey optimization across channels
- Scalable marketplace growth and strong Amazon performance
- Clear alignment between brand storytelling, merchandising, and revenue-driving initiatives
- A collaborative and data-driven eCommerce function that supports Swig Life’s continued growth trajectory
Meet Your Recruiter
Nicole Rossetti
Nicole’s background lies heavily in eCommerce and recruiting in various industries. She has always been drawn back to recruiting because of her natural ability to connect with others. For Nicole, finding the right match is immensely rewarding and what motivates her to continue building strong connections.
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