Key Responsibilities and Required Skills for E-Tailing Director

🎯 Role Definition

This role requires a dynamic and results-oriented E-Tailing Director to assume full ownership of our direct-to-consumer digital ecosystem. This strategic leader will be responsible for developing and executing a comprehensive e-commerce vision that drives revenue, enhances brand presence, and delivers a best-in-class online customer experience. The ideal candidate is a seasoned expert in digital commerce, possessing a potent blend of strategic foresight, financial acumen, and hands-on leadership. You will be the central pillar of our digital growth, collaborating across functions to create a seamless, engaging, and profitable online business.

📈 Career Progression

Typical Career Path

Entry Point From:

E-commerce Manager / Senior E-commerce Manager
Senior Digital Marketing Director
Head of Digital Strategy

Advancement To:

Vice President (VP) of E-commerce
Chief Digital Officer (CDO)
VP of Marketing

Lateral Moves:

Director of Digital Marketing
Director of Customer Experience (CX)

Core Responsibilities

Primary Functions

Develop and execute the comprehensive e-commerce strategy, aligning with overall business objectives to drive significant revenue growth and market share expansion.
Own the full Profit & Loss (P&L) for the e-tailing channel, including detailed forecasting, rigorous budget management, and regular performance reporting to senior leadership.
Spearhead the optimization of the end-to-end digital customer journey, focusing on user experience (UX), conversion rate optimization (CRO), and maximizing customer lifetime value (CLV).
Lead, mentor, and develop a high-performing e-commerce team, fostering a culture of data-driven decision-making, innovation, and continuous improvement.
Direct all performance marketing initiatives, including SEO, SEM, PPC, email marketing, affiliate programs, and social commerce, to effectively acquire and retain high-value customers.
Oversee the management and strategic enhancement of the e-commerce platform (e.g., Shopify Plus, Magento, Salesforce Commerce Cloud), ensuring optimal site performance, security, and scalability.
Establish, track, and analyze key performance indicators (KPIs), utilizing web analytics and business intelligence tools to generate actionable insights and inform strategic pivots.
Collaborate closely with Marketing and Brand teams to ensure a cohesive and compelling brand message, consistent visual identity, and integrated promotional calendar across all digital channels.
Partner with Supply Chain, Operations, and Logistics to manage online inventory, improve demand forecasting, and refine fulfillment strategies for a seamless customer delivery experience.
Manage relationships and contract negotiations with third-party vendors, digital agencies, and technology partners, holding them accountable to performance metrics and budgetary targets.
Drive the strategic roadmap for website development and technology innovation, including A/B testing, personalization initiatives, and the implementation of new customer-facing features.
Formulate and execute a robust strategy for third-party marketplaces (e.g., Amazon, Walmart.com), optimizing product listings, advertising spend, and operational excellence.
Champion a deeply customer-centric approach, leveraging customer feedback, user testing, reviews, and behavioral data to continuously refine the online shopping experience.
Stay at the forefront of emerging e-commerce trends, competitive activities, and disruptive technologies to identify and capitalize on new opportunities for growth.
Ensure all e-commerce operations and marketing activities are in full compliance with data privacy regulations (e.g., GDPR, CCPA) and payment card industry (PCI) standards.
Lead the digital go-to-market strategy for new product launches, coordinating with product development, marketing, and sales teams to ensure maximum impact and commercial success.
Direct the online content and merchandising strategy, including product descriptions, high-quality imagery, video assets, and buying guides to enhance customer engagement and conversion.
Oversee the customer relationship management (CRM) and loyalty strategy for the e-commerce channel, focusing on sophisticated segmentation, personalization, and retention campaigns.
Analyze and report on channel profitability, campaign ROI, and customer behavior, presenting clear, compelling findings and strategic recommendations to the executive team.
Work in tandem with the IT department to define the e-commerce technology stack, architecture, and integration requirements with other enterprise systems like ERP, CRM, and WMS.
Cultivate a "test and learn" culture within the team, consistently experimenting with new approaches to merchandising, promotions, and the digital path-to-purchase to unlock incremental gains.
Define and direct the online visual merchandising to ensure it aligns with brand standards and effectively showcases the product assortment to inspire discovery and drive sales.

Secondary Functions

Represent the e-commerce division in cross-functional strategic planning sessions and executive-level business reviews.
Mentor junior and mid-level talent across the broader marketing and digital organization, fostering skill development.
Serve as the internal subject matter expert and thought leader on all things related to e-tailing, digital commerce, and the online consumer landscape.
Support international market expansion initiatives by evaluating the feasibility and strategy for launching e-commerce in new geographical regions.

Required Skills & Competencies

Hard Skills (Technical)

E-commerce P&L Management: Deep experience owning and managing a multi-million dollar P&L, including budgeting, forecasting, and reporting.
Digital Marketing Strategy: Expertise in developing and executing integrated strategies across SEO, SEM, PPC, programmatic display, and affiliate marketing.
Conversion Rate Optimization (CRO): Proven ability to use A/B testing, multivariate testing, and user journey analysis to improve site conversion.
E-commerce Platform Expertise: Hands-on experience with major platforms such as Salesforce Commerce Cloud (SFCC), Shopify Plus, Magento, or BigCommerce.
Web Analytics & BI Tools: Advanced proficiency in Google Analytics 4, Adobe Analytics, and data visualization tools like Tableau or Power BI.
Marketplace Management: In-depth knowledge of selling and advertising on major marketplaces, particularly Amazon Seller/Vendor Central.
CRM & Email Marketing Platforms: Experience with sophisticated platforms like Klaviyo, Salesforce Marketing Cloud, or similar for segmentation and automation.
Financial Acumen: Strong ability in financial modeling, forecasting, and ROI analysis specific to digital channels.
User Experience (UX) Principles: A strong understanding of UX design principles, information architecture, and mobile-first design.
Vendor & Agency Management: Skilled in negotiating contracts, setting SLAs, and managing performance of external partners.
SEO/SEM Tools: Familiarity with industry-standard tools like SEMrush, Ahrefs, Moz, and Google Ads.

Soft Skills

Strategic Leadership & Vision: Ability to define a clear vision and inspire a team to execute against it.
Data-Driven Decision Making: A strong analytical mindset with the ability to translate data into actionable business strategy.
Cross-Functional Collaboration: Proven success in working effectively with teams across Marketing, IT, Operations, and Finance.
Exceptional Communication: The ability to articulate complex concepts and performance results clearly to both technical teams and executive leadership.
Team Building & Mentorship: A passion for coaching, developing, and empowering team members to achieve their full potential.
Negotiation & Influence: Adept at influencing stakeholders at all levels and negotiating favorable terms with partners.
Commercial Acumen: A strong sense of business drivers, market dynamics, and what creates a profitable enterprise.
Adaptability & Resilience: Thrives in a fast-paced, dynamic environment and can navigate ambiguity with a problem-solving mindset.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree

Preferred Education:

Master of Business Administration (MBA) or a Master's degree in a relevant field.

Relevant Fields of Study:

Marketing
Business Administration
E-commerce
Information Systems

Experience Requirements

Typical Experience Range:

10-15 years of progressive experience in e-commerce and digital marketing, with a minimum of 5-7 years in a significant leadership capacity.

Preferred:

A demonstrable track record of successfully scaling a direct-to-consumer (DTC) e-commerce business and managing a P&L of significant size.
Experience within a relevant consumer industry (e.g., CPG, Fashion & Apparel, Beauty, Consumer Electronics).