Senior Director of Product Strategy & Ecommerce

Reports to : CFO

FLSA Status : Exempt

Location : Hybrid Onsite

Summary / Impact :

The Senior Director of Product Strategy & Ecommerce is a critical cross-functional leader responsible for defining, executing, and optimizing the company's product and digital commerce strategy. This role owns the end-to-end product lifecycle—from concept to go-to-market—and ensures that both physical and digital experiences drive growth, profitability, and brand equity.

You will partner closely with Design, Development, Marketing, and Technology teams to build an integrated roadmap that connects product performance with ecommerce excellence. The ideal candidate combines creative vision with analytical rigor and thrives at the intersection of product, brand, and consumer experience.

Key Responsibilities

Product Strategy

Lead development and execution of the overall product strategy, including product intent, attribution, and performance tracking.

Build and maintain the

Product Line Plan

for both seasonal and core collections.

Develop clear

Product Briefs

aligned with brand strategy, financial goals, and consumer needs.

Own the

Marketing Brief

process—defining required levels of support, investment, and storytelling across channels.

Establish and maintain the

Product Launch Calendar & Cadence

to align with business objectives.

Set and monitor

Gross Margin Targets

and drive performance through pricing and assortment decisions.

Conduct ongoing

competitive landscape analysis

to inform product and pricing strategies.

Develop and execute a

Pricing Strategy

that maximizes profitability and market relevance.

Partner with Design & Development on the

Innovation Roadmap

to bring new products to market.

Co-lead the

Inventory Investment & Buy Strategy

with Planning.

Collaborate with Brand & Design to define and refine

target consumer profiles

Align with Marketing & Ecommerce on the

Promotional Calendar

to balance brand storytelling and revenue goals.

Participate in fittings and product reviews to ensure product execution meets brief intent and KPIs.

Oversee

sample management

needs for go-to-market and marketing purposes.

Ecommerce

Lead development of the

Ecommerce strategy

and forecast revenue targets across channels.

Define and optimize

landing page architecture

, ensuring alignment with brand and performance goals.

Own and implement the

SEO strategy

to drive organic traffic and visibility.

Build and manage an

A / B testing roadmap

to improve conversion and user experience.

Develop and maintain the

site roadmap

across key surfaces (Upper Funnel, Home Page, Landing Pages, PDPs).

Own

content and copy needs

, ensuring storytelling and product information drive engagement and sales.

Analyze ecommerce performance metrics (Conversion, Traffic, AOV, UPO, ASP, Return Rate, Bounce Rate, etc.) and report insights to leadership.

Conduct user research, session tracking, and journey mapping to identify friction points and opportunities.

Lead a direct report responsible for product setup, merchandising, campaign management, and site content execution.

Partner with Marketing to manage the

Digital P&L

, optimizing revenue, spend, and profitability.

Collaborate with Technology to guide the

digital product lifecycle

, from ideation to launch of site features and functions.

Align with Marketing & Merchandising on the

Promotional Calendar

for campaigns and activations.

Contribute to

CRM strategy

, ensuring seamless landing page flow and consumer engagement.

Inform

performance marketing

and influencer strategies to enhance product storytelling and conversion.

Requirements / Skills :

10+ years of progressive experience in product strategy, ecommerce, or merchandising within consumer goods, fashion, or lifestyle brands.

Proven track record of driving revenue and margin growth through product and digital strategies.

Deep understanding of ecommerce metrics, UX principles, and conversion optimization.

Strong financial acumen, including experience managing P&Ls and gross margin targets.

Exceptional cross-functional leadership and communication skills.

Strategic thinker with the ability to execute tactically in a fast-paced environment.

Experience leading and developing teams.

Proficiency with ecommerce platforms (e.g., Shopify Plus, Salesforce Commerce Cloud) and analytics tools (e.g., Google Analytics, Looker, Tableau).

Success in This Role Looks Like

A cohesive and data-driven product line strategy that balances creativity, performance, and profitability.

A highly optimized ecommerce experience that converts traffic efficiently and tells the brand story effectively.

Strong alignment between Product, Marketing, Design, and Technology teams through shared roadmaps and KPIs.

Consistent achievement of margin and revenue targets through strategic pricing, inventory management, and digital activation.

Compensation for California applicants is $175,000 - $200,000.