About the Role
We are seeking a strategic and highly execution-oriented Director, eMerchandising to lead the onsite commercial experience across a fast-growing DTC beauty business. This confidential search is a key leadership hire responsible for driving product storytelling, conversion, and revenue performance through best-in-class digital merchandising.
This role will own the end-to-end eMerchandising strategy across homepage, collection pages, PDPs, navigation, bundling, promotional campaigns, and onsite product discovery. The ideal candidate combines strong commercial instincts, analytical rigor, and customer-centric merchandising expertise within a high-growth DTC environment.
The Director, eMerchandising will partner closely with CRO, CRM, Creative, Planning, Analytics, and Digital Operations teams to optimize the customer shopping journey and maximize conversion, AOV, and product performance.
Key Responsibilities
eMerchandising Strategy & Execution
- Own the eMerchandising strategy across homepage, collection pages, PDPs, navigation, search, and onsite storytelling
- Develop and execute merchandising calendars aligned with product launches, seasonal campaigns, hero SKU priorities, and promotional moments
- Drive onsite product discovery and conversion through optimized product placement, taxonomy, sorting logic, cross-sell/upsell strategies, and bundling
- Oversee homepage refreshes, campaign launches, assortment curation, and onsite promotional execution
- Partner with Creative to ensure best-in-class product storytelling, imagery, swatches, before/after content, and educational merchandising experiences
- Ensure a seamless and high-performing customer shopping journey across desktop and mobile
Commercial Performance & Optimization
- Analyze category, collection, and SKU-level performance to identify opportunities to improve conversion, engagement, AOV, and sell-through
- Partner closely with CRO and Analytics teams to identify merchandising optimization opportunities and support test-and-learn initiatives
- Monitor onsite customer behavior, engagement metrics, and product performance to continuously refine the digital shopping experience
- Support pricing, promotional, and bundling strategies in partnership with Planning and Commercial leadership
- Lead merchandising recaps and performance reviews with actionable insights and optimization recommendations
Cross-Functional Leadership
- Collaborate closely with CRM, CRO, Creative, Planning, Digital Operations, and Product teams to align onsite merchandising with broader business priorities
- Partner with Inventory Planning on stock allocation, launch readiness, sell-through pacing, and replenishment opportunities
- Coordinate with Development and UX teams to support new merchandising capabilities, landing pages, and site enhancements
- Manage and optimize relationships with merchandising and onsite experience vendors/tools
Team Leadership
- Lead and develop the Site Merchandising team, ensuring strong execution, prioritization, and accountability
- Establish scalable merchandising workflows, QA processes, and operational best practices
- Foster a test-and-learn culture focused on continuous optimization and business impact
Qualifications
- 7–10+ years of experience in eCommerce merchandising, digital merchandising, or DTC eCommerce, preferably within beauty, fashion, lifestyle, or prestige consumer brands
- Strong Shopify / Shopify Plus merchandising experience
- Deep understanding of onsite customer behavior, conversion optimization, and digital product storytelling
- Strong analytical mindset with experience using GA4, Shopify reporting, heatmaps, and merchandising analytics tools
- Proven ability to drive conversion, AOV, and engagement improvements through onsite merchandising strategies
- Experience managing promotional merchandising, bundles, category strategy, and launch execution
- Strong cross-functional leadership and communication skills
- Highly organized with the ability to manage multiple priorities in a fast-paced DTC environment
- Experience managing and developing teams preferred
Success Metrics
- Improve onsite conversion rate through merchandising optimization and product discovery enhancements
- Increase AOV through bundling, cross-sell, upsell, and assortment strategies
- Improve engagement across homepage, collection pages, and PDPs
- Drive successful product launches with strong onsite sell-through performance
- Ensure merchandising calendars and campaign execution are delivered accurately and on time
- Deliver actionable merchandising insights and optimization recommendations on a recurring basis
Ideal Candidate Profile
The ideal candidate is equal parts:
- Commercial strategist
- Digital merchant
- Customer experience thinker
- Data-driven operator
They thrive in highly collaborative DTC environments, move quickly, and understand how to translate product assortment and storytelling into measurable business impact.
