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One of the coolest ecommerce jobs around!

ALLAN’S COMMENTS: We are working with an Irive, CA-based client in their search for a world-class Director Ecommerce & Digital (North America).

NOTE: This role is based at the firm’s global headquarters in Irvine and is expected to be onsite four days per week (Monday through Thursday). Relo assistance is available for the right candidate. The role offers a competitive salary, bonus potential, full benefits, and a chance to make a major impact on a fast-moving business.

About the Company

The company operates a family of well-known brands in the action sports and outdoor gear space. These brands are trusted by millions of customers and include helmets, hydration systems, cycling gear, electric bikes, and other products for people who ride, race, or spend time outside. Some of the brands have been around for more than 50 years and have loyal followings. Many are considered leaders in their categories.

My guess is you’ve owned some of their products.

Although the parent company name may be new, it was recently formed by combining multiple strong brands into one group. These companies were previously part of a larger public business, but now they operate as a private company owned by a global investment firm. This new structure gives them the ability to move quickly and invest in growth, especially in digital and ecommerce.

The client has about 30 brands in total, but this role focuses on six brands that sell directly to consumers through their own ecommerce sites. Those include some of the best-known names in action sports and performance gear.

The firm’s direct-to-consumer (DTC) channel is growing quickly and becoming a much more important part of the business. To support that, the leadership team is investing in better websites, stronger marketing, improved tools, and people who can build and lead high-performing teams.

This role reports to the Global Vice President of Digital & Ecommerce, who is responsible for global digital strategy and ecommerce growth across the portfolio of brands.

About the Industry

The outdoor and action sports industry has grown a lot in recent years. More people are riding bikes, exploring trails, and participating in sports like motocross and mountain biking. These customers often care deeply about the gear they use. They want high-performance equipment that fits their needs, and they’re willing to pay for quality. The brands in this company’s portfolio have earned that trust by building gear that performs well and lasts.

Today, more customers are buying products directly from brands online, instead of going through third-party retailers or big-box stores. This shift is creating new opportunities for companies to own the customer relationship, collect valuable data, and build more personalized marketing and retention programs. At the same time, it also creates new challenges—like higher expectations around site speed, mobile performance, shipping times, and customer service.

In addition, new laws and policies related to online privacy have made it harder to track behavior and measure marketing results using older tools like cookies. This makes first-party data more valuable, and it’s why loyalty programs, email and SMS campaigns, and strong site analytics are now essential.

Companies that want to grow in this industry need to do more than just make great products. They must also build great digital experiences—especially in ecommerce. That includes building ecommerce sites that convert, marketing programs that reach the right audience, and technology platforms that help teams work smarter. The Director of Ecommerce & Digital will lead that effort for six brands in this growing part of the market.

About the Role

The Director of Ecommerce & Digital will lead the North American direct-to-consumer (DTC) business across six well-established outdoor and action sports brands. This person will manage a 10-person team, oversee a $5 million paid media budget, and be directly responsible for growing online revenue and improving digital performance across multiple ecommerce sites.

This role owns the full ecommerce and digital marketing operation, including paid search, paid social, email, SMS, site merchandising, UX, A/B testing, analytics, and loyalty programs. The Director will work closely with other departments like brand marketing, product, IT, finance, and customer service to make sure ecommerce goals align with overall business objectives.

The team is currently completing a major technology consolidation, bringing several brand sites into one shared Salesforce Commerce Cloud platform. Once that’s done, the focus will shift to improving conversion rates, building more personalized customer journeys, and using better reporting to guide strategic decisions.

The right person for this role is an experienced ecommerce operator who understands how to lead a cross-functional team, manage agency relationships, and work inside a matrixed organization. They must be able to think strategically but also get into the details when needed. Experience with enterprise ecommerce platforms (like Salesforce), customer data tools (like Klaviyo), and campaign analytics is important.

You won’t believe how much we know about this search …

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …

1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
3. What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Allan Seibert, at (706) 318-1196 for this info. Or simply use the email link when you apply for the role below.

Strategic Leadership & Vision

• Develop and execute a comprehensive North American ecommerce strategy aligned with broader business goals and digital objectives.
• Own the direct-to-consumer digital footprint across multiple brands, ensuring consistent growth in awareness, engagement, and revenue.
• Lead initiatives that improve the customer journey from discovery through conversion and retention, with a focus on loyalty, personalization, and content relevance.
• Manage and inspire a high-performing cross-functional team, including ecommerce, performance marketing, content, merchandising, and analytics.
• Build strong partnerships with internal stakeholders (Finance, Marketing, Sales, Product, Customer Service) to ensure regional strategies ladder up to global priorities.

Digital Execution & Channel Optimization

• Implement and evolve a data-driven ecommerce roadmap to drive revenue, profitability, and customer satisfaction across a multi-brand portfolio.
• Oversee core ecommerce operations, including merchandising, inventory planning, paid media, retention programs, content, and analytics.
• Champion the customer experience across all digital touchpoints by improving UX, streamlining journeys, and scaling personalized content delivery.
• Identify and integrate emerging digital capabilities—including interactive content and community-building initiatives—to drive differentiation and engagement.

Data Strategy & Analytics

• Build a unified analytics framework with defined KPIs, integrated traffic sources, and qualitative inputs (e.g., social listening, sentiment analysis).
• Leverage behavioral data to develop accurate forecasts, actionable segmentation models, and targeted media plans.
• Conduct lifetime value analysis and optimize marketing spend to focus on high-value customers and long-term profitability.
• Surface actionable insights using customer surveys, digital analytics, and cross-channel attribution.
• Test and refine messaging, campaign elements, and site experiences to improve conversion and retention rates.
• Lead personalization initiatives across web and email, including dynamic content, product recommendations, and segmented lifecycle campaigns.
• Track and communicate the ROI of digital investments with clear reporting on customer growth, engagement, and ecommerce performance.
• Translate data insights into business strategies that influence decisions at the leadership level.

Performance Optimization

• Develop and deploy digital marketing strategies across paid search, social, display, and retargeting to drive qualified traffic and conversions.
• Monitor key performance indicators including revenue, traffic, conversion rates, CAC, retention, and engagement metrics.
• Own lifecycle marketing strategies (email, SMS, loyalty) with a focus on retention, reactivation, and increased purchase frequency.
• Use data and testing to identify friction points in the customer journey and prioritize improvements.
• Collaborate with Finance and Sales to develop budget scenarios tied to sales goals and marketing investments.
• Work closely with Planning teams to align inventory with demand, optimize assortments, and ensure product availability.
• Provide regular reporting to senior leadership on DTC performance, customer behavior trends, and marketing effectiveness.

Team Leadership & Vendor Management

• Lead and grow a cross-functional team of digital specialists, fostering a performance culture focused on customer-centric execution.
• Establish clear roles, expectations, and KPIs for team members; conduct regular reviews and provide coaching and mentorship.
• Build a talent roadmap including training, professional development, and succession planning.
• Encourage innovation, accountability, and continuous improvement across all areas of the ecommerce operation.
• Oversee relationships with external agencies, platforms, and service providers to ensure alignment with strategic goals and performance expectations.
• Coordinate with channel leads to align digital efforts with broader sales planning, ensuring balance between commercial outcomes and customer loyalty.

Applications for this ecommerce job are being coordinated by Allan Seibert. To apply, CLICK HERE. Candidates, please be sure to email Allan for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.