ABOUT SHINOLA
At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well-loved. Our thoughtful craftsmanship, timeless design, and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own! Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand.
ABOUT THE ROLE
The Director of Ecommerce is responsible for leading Shinola's direct-to-consumer digital business and driving the strategy, execution, and commercial performance of Shinola.com. Reporting to the Chief Marketing Officer, this role owns the ecommerce P&L while shaping the customer experience, digital merchandising strategy, and initiatives that accelerate online growth.
This is an exciting opportunity for a hands-on ecommerce leader who enjoys building businesses. You'll lead a talented team, collaborate across Marketing, Merchandising, Retail, Planning, Operations, Customer Experience, and Technology, and play a key role in advancing Shinola's Shopify ecosystem to deliver exceptional customer experiences and profitable growth.
KEY RESPONSIBILITIES
- Own the overall strategy, financial performance, and profitability of Shinola.com, including the ecommerce P&L, annual planning, forecasting, and business performance metrics.
- Lead the continued evolution of Shinola's Shopify platform by developing and prioritizing the ecommerce roadmap in partnership with internal stakeholders and external development partners.
- Drive continuous improvements to site performance, customer experience, checkout optimization, and platform capabilities that support business growth.
- Oversee digital merchandising, promotions, seasonal launches, content strategy, personalization, A/B testing, and conversion rate optimization.
- Monitor and optimize key ecommerce metrics including revenue, traffic, conversion rate, average order value (AOV), customer acquisition, customer retention, gross margin, and overall site performance.
- Build a culture of testing, measurement, and continuous improvement through data-driven decision making.
- Partner cross-functionally with Marketing, Merchandising, Retail, Planning, Customer Experience, Operations, Finance, and Technology to deliver a seamless omnichannel customer experience.
- Lead, coach, and develop a high-performing ecommerce team by establishing clear priorities, accountability, and strong operating rhythms.
- Identify new opportunities to improve the customer journey, increase online sales, and strengthen Shinola's digital presence.
QUALIFICATIONS
- Bachelor's degree in Business, Marketing, Ecommerce, or a related field; equivalent professional experience will also be considered.
- 7+ years of progressive ecommerce or digital commerce leadership experience for a consumer brand.
- Deep experience managing and growing a Shopify or Shopify Plus ecommerce business is required.
- Proven experience owning an ecommerce P&L and driving profitable revenue growth.
- Strong understanding of digital merchandising, ecommerce operations, customer acquisition, conversion rate optimization (CRO), analytics, and customer lifecycle management.
- Demonstrated success managing Shopify enhancements and collaborating with internal technology teams and external development partners.
- Strong analytical skills with the ability to translate data and customer insights into actionable business strategies.
- Excellent cross-functional leadership, communication, and stakeholder management skills.
- Experience building, leading, coaching, and developing high-performing teams.
- Comfortable operating in a fast-paced, entrepreneurial, and collaborative environment with a hands-on leadership style.
- Experience leading ecommerce for a premium, luxury, lifestyle, fashion, or consumer products brand with a strong emphasis on brand storytelling and customer experience.
- Advanced knowledge of Shopify Plus, GA4, Google Tag Manager, ecommerce analytics platforms, and customer engagement tools such as Klaviyo or similar CRM/marketing automation platforms.
Note: This job description is not meant to be all-inclusive. Employee may be required to perform other duties to meet the ongoing needs of the organization.
Filson and Shinola are equal opportunity employers. We believe that every employee has the right to work in surroundings which are free from all forms of unlawful discrimination. It is our policy that all decisions involving any aspect of the employment relationship will be made without regard to race, color, sex, religion, age, national origin, marital status, sexual orientation, gender identity, the presence of any sensory, mental, or physical disability, veteran and military status, genetic information, political ideology or any other status or characteristic protected by local, state or federal law. Discrimination and/or harassment based on any of those factors are totally inconsistent with our philosophy of doing business and will not be tolerated.
With regard to applicants or employees with disabilities, the company offers what the law refers to as "reasonable accommodation" to enable a person to perform his or her job.