Stoney Clover Lane

Title: Senior Director of E-Commerce

Stoney Clover Lane | Full-Time

Location: NYC Headquarters (Hybrid)

The role

The Senior Director of E-Commerce owns our digital business as a revenue and profit center. They also lead how online and our stores work together for the customer. The role covers the online sales plan, site and drop readiness, site merchandising, CRM, customer service and omnichannel capabilities such as buy online, pick up in store (BOPIS) and ship-from-store.

This is a hands-on leader who sets strategy and gets into the data, the site and the details of launch days. They work closely with Retail, Marketing, Merchandising, Planning, Creative, Technology, Operations and Finance. They build and lead a high-performing team with clear goals and a test-and-learn culture.

What Success Looks Like In Year One

• Deliver the e-commerce demand and contribution-margin plan

• Run every major drop and collab launch with no downtime, a fair checkout and clean inventory allocation.

• Launch or expand omnichannel services (BOPIS, ship-from-store, endless aisle) with Retail and Operations.

• Build a single customer view across web and stores so CRM recognizes and markets to every SCL customer.

• Improve repeat purchase rate and customer lifetime value, measured on incremental results.

• Set up a weekly business review and KPI dashboard that covers online, stores and omnichannel.

Key responsibilities 1. E-commerce sales and profitability

• Own the annual, monthly and weekly e-commerce demand plan, including forecasting and corrective actions.

• Deliver sales, gross margin and contribution margin targets, and reconcile demand to net sales with Finance.

• Grow conversion, AOV, repeat purchase and customer lifetime value.

• Own online offers and promotions within the Marketing-led promo calendar, balancing growth and margin. [Confirm decision rights]

• Omnichannel and retail integration

• Build the omnichannel roadmap with Retail, Operations and Technology, covering BOPIS, ship-from-store, endless aisle and buy online / return in store.

• Drive inventory visibility across web and stores, with NetSuite as the system of record. Help select and integrate store POS (currently evaluating Teamwork Commerce and Shopify POS).

• Create a single customer profile across online and in-store purchases for clienteling, CRM and lifetime value reporting.

• Align pricing, promotions, launches and policies across channels. Measure cross-channel customers and omnichannel order share.

• Give store teams the digital tools and training to sell the full assortment, and support new store openings.

• Website and drops

• Own site performance, the site roadmap and technology partners on Shopify.

• Lead readiness for high-traffic drops and collab launches: load testing, queueing, bot protection, inventory allocation and launch-day command center.

• Maintain site stability, speed, accessibility and checkout, and lead QA for every launch and site change.

• Site merchandising

• Own the homepage, navigation, collections, product pages, search and recommendations with Merchandising and Planning.

• Make customization, patches, personalization and gifting easy to find and simple to buy.

• Run a regular testing program to improve conversion.

• Drive evaluation and implementation of new technologies to improve business performance including AI optimization.

• CRM, email and SMS

• Own CRM strategy and email and SMS programs, including segmentation, automation and lifecycle journeys.

• Use online and in-store purchase data to drive repeat purchase and store traffic for events, openings and launches.

• Evaluate loyalty across both channels on incremental revenue, and ensure privacy and consent compliance.

• Customer service

• Oversee customer service for online and omnichannel orders, with clear standards for response time, resolution and satisfaction.

• Agree hand-offs with stores for BOPIS and cross-channel returns, and staff up for peaks and drops.

• Turn customer feedback into fixes across product, site, policy and operations.

Qualifications

• 10+ years in e-commerce, including 5+ years leading a DTC business with P&L accountability.

• Hands-on experience with omnichannel retail, such as BOPIS, ship-from-store, unified inventory, or a POS and e-commerce integration.

• Deep Shopify Plus experience. NetSuite or ERP integration experience is a strong plus.

• Track record running high-demand product drops or collaboration launches.

• Strong CRM background with tools such as Klaviyo and Attentive, including lifecycle, segmentation and incrementality testing.

• Strong analytical skills, including fluency with GA4, Shopify analytics and BI tools, and comfort with financial reconciliation.

• Experience managing customer service teams or outsourced partners.

• Proven people leader who builds teams and works well with Retail, Marketing and Finance.

• Background in accessories, fashion or lifestyle brands preferred.