Director of Ecommerce

About the Role

We’re looking for a Director of Ecommerce to lead and grow our direct-to-consumer business. This role owns the performance of our online channel end-to-end—strategy, execution, and results. You’ll be responsible for driving sustained, profitable growth while delivering seamless, customer-first digital experiences.
This is a high-visibility leadership role where you’ll work cross-functionally with Marketing, Merchandising, Supply Chain, Finance, and Technology to scale a best-in-class e-commerce operation.

What You’ll Do

• Own the full e-commerce P&L, including revenue, margin, CAC, LTV, and operating expenses
• Set and execute the annual and long-term e-commerce strategy
• Drive growth across traffic, conversion, average order value, and retention
• Lead site merchandising, product launches, promotions, and pricing strategy
• Oversee UX/UI, front-end development, and platform evolution
• Partner with Marketing to optimize paid media, SEO, affiliates, and email/SMS
• Champion the customer experience—from site speed and mobile optimization to checkout and post-purchase journeys
• Build, coach, and lead a high-performing e-commerce team
• Own analytics, insights, and experimentation through A/B and multivariate testing
• Collaborate with Operations and Supply Chain on fulfillment, shipping, and international expansion
• Evaluate and implement emerging technologies including AI personalization, composable commerce, and social commerce

What You Bring

• 10+ years of e-commerce experience, including 5+ years in a senior leadership role
• Proven success scaling a DTC business to $100M+ in annual revenue
• Experience owning and growing a full e-commerce P&L
• Deep knowledge of modern e-commerce platforms and architectures
• Strong analytical skills with experience using tools like GA4, Amplitude/Heap, Looker/Tableau, and advanced spreadsheets
• Hands-on experience with CRO, personalization, and customer data platforms
• A collaborative leadership style and passion for building high-performing teams
• Comfortable operating in fast-paced, high-growth environments
• Bachelor’s degree required

Why You’ll Love Working Here

• Opportunity to own and shape a high-growth DTC business
• High impact, high visibility role with executive partnership
• Collaborative, entrepreneurial culture
• Ability to influence strategy, technology, and customer experience at scale

Ready to lead our Ecommerce growth and make an impact? Apply today!

Fleet Farm is an Equal Employment Opportunity Employer and gives all applicants for employment equal consideration regardless of race, color, sex, gender, ethnicity, religious creed or belief, national origin, ancestry, age, physical or mental disability, sexual orientation, genetic information, citizenship status, military or veteran status, pregnancy, or any other status protected by federal, state or local law. Upon request and consistent with applicable laws, Fleet Farm will provide reasonable accommodations to individuals with disabilities who need an accommodation to fully participate in the application process.