Director, Digital Commercial Merchandising

Our fast paced and casual work environment is highly focused on "Working to Wow" our customers and our community. SuperATV is a premier provider of ATV and UTV accessories, dedicated to enhancing off-road experiences for enthusiasts worldwide. In 2022, SuperATV joined the Dorman team which is publicly traded under the stock ticker DORM. With more than 3,800 employees across 29 different locations and a family of brands that also includes Dorman, Dayton Parts and Eagle Suspension, Dorman reached a revenue of $2.13 billion in 2025.

Everyone who works at Dorman contributes to our success. That means everyone has a unique ability to make an impact on the business, regardless of role and experience. We encourage everyone to bring their authentic selves to work. The freedom to pursue new ideas, offer different perspectives, and grow in your career is fundamental to working at Dorman.

Job Summary

Who We Are

SuperATV is one of the most exciting growth companies in powersports. We design, manufacture, and distribute industry-leading aftermarket parts and accessories for UTV, ATV, and off-road enthusiasts worldwide through brands including SuperATV, Highlifter, Assault, HCR, Keller, GBoost, and Side by Side Stuff. Our growth is fueled by innovation, customer obsession, disciplined execution, and a team that moves fast to solve real customer needs.

We are looking for a Director of Commercial Merchandising to lead the integrated commercial strategy across SuperATV's digital and marketplace businesses, connecting merchandising, pricing, promotions, marketplace growth, customer experience, and commercialization into one clear plan for profitable growth.

Position Summary

In this role, you will own revenue, margin, conversion, AOV, retention, and category growth outcomes across SuperATV's direct-to-consumer and marketplace channels.

You will translate market opportunities, customer demand, inventory positions, and business objectives into commercial priorities while leading merchandising, marketplace management, platform operations, and catalog governance in partnership with Product Development, Marketing, Pricing, Supply Chain, and Finance.

The right candidate brings strategic thinking, strong commercial judgment, and hands-on operating discipline, with deep experience in ecommerce merchandising, digital customer journeys, category management, pricing strategy, and marketplace growth.

Primary Duties

Commercial Strategy & Business Leadership

• Build commercial plans that support growth objectives across our portfolio of Brands.
• Define category growth strategies using customer demand, competitive activity, vehicle platform trends, market intelligence, and customer insights.
• Set priorities across DTC and Marketplace channels while protecting dealer network integrity.
• Partner with NPD on roadmaps, go-to-market strategies, and category expansion.
• Foster a culture of testing, learning, accountability, and continuous optimization.

Financial Performance Ownership

• Own category-level revenue, gross margin, AOV, conversion, profitability, and growth performance.
• Drive acquisition, retention, and customer lifetime value through disciplined commercial programs.
• Partner with Finance and Pricing on pricing strategy, MAP compliance, promotional governance, and discount structures.
• Evaluate promotional effectiveness, campaign ROI, and forecast performance against targets.
• Lead weekly business reviews and create clear accountability for commercial outcomes.

Merchandising & Customer Experience

• Shape assortment strategies and category architecture across digital channels.
• Guide onsite merchandising, promotional placements, PDP standards, and customer journey optimization.
• Improve attachment rate through bundles, accessories, cross-sell, and upsell strategies.
• Lead CRO, A/B testing, navigation, search, fitment, and personalization initiatives.
• Guide merchandising technology initiatives, including Dynamic Yield, Algolia, and future customer experience tools.

Marketplace Commercial Leadership

• Build marketplace growth strategies, define performance objectives, and evaluate emerging channel opportunities.
• Lead marketplace execution, listing health, discoverability, account performance, and profitability.
• Oversee buy-box, pricing, repricing, promotional, and advertising strategies while protecting dealer relationships.
• Ensure catalog, fitment, product data accuracy, ratings, reviews, and account health across marketplaces.

Platform & Ecommerce Operations Leadership

• Prioritize platform enhancements, roadmap investments, tools, technologies, and partners based on commercial impact.
• Partner with Technology and Web Operations on site reliability, speed, integrations, customer experience performance, and key ERP, PIM, search, fitment, analytics, checkout, payments, shipping, and order experience priorities.
• Establish operating processes for release management, quality assurance, and issue prioritization.

Product Information & Fitment Governance

• Provide leadership oversight for PIM governance, product data standards, taxonomy, category structures, and product hierarchies.
• Drive fitment accuracy across supported makes, models, and years.
• Ensure attributes, imagery, specifications, and supporting content meet standards.
• Partner cross-functionally to accelerate new SKU onboarding and channel readiness.

Education / Experience

Required

• Bachelor's degree in Business, Marketing, Ecommerce, Merchandising, or a related field.
• 8+ years of ecommerce, merchandising, category management, marketplace, or commercial leadership experience, including 5+ years leading teams with revenue and margin ownership.
• Strong understanding of pricing, promotions, merchandising, digital marketing, marketplace ecosystems, analytics, PIM, and ecommerce technologies.
• Strong financial acumen, data-driven decision-making, communication, and stakeholder management skills.

Preferred

• Experience in powersports, automotive aftermarket, outdoor recreation, or another enthusiast-driven industry.
• Marketplace leadership experience across Amazon, Walmart, and eBay.
• Experience in a vertically integrated manufacturer-to-consumer model and/or fitment-driven product catalog.

Qualifications

Success in This Role Looks Like:

• Revenue, margin, AOV, conversion, retention, and category growth targets met or exceeded.
• Clear commercial priorities built from customer demand, market trends, inventory, pricing, and product roadmap inputs that support growth
• Disciplined merchandising, pricing, promotional, marketplace, and weekly business review rhythms in place.
• Measurable improvements in PDP performance, fitment accuracy, search, navigation, conversion, and attachment rate.
• Fast, aligned execution across Product Development, Marketing, Pricing, Supply Chain, Finance, Technology, and Operations.
• A high-accountability team with clear priorities, decision rights, ownership, and follow-through.

The actual base pay offered to the successful candidate will depend on multiple factors, including but not limited to job-related knowledge and skills, experience, business needs, geographical location, and internal pay equity. Compensation decisions are made based on the specific facts and circumstances of each role and candidate. This role is also eligible for a bonus.

As a Dorman US contributor, you (and eligible dependents, as applicable) will have access to medical, dental, vision, basic life insurance, paid time off (sick/vacation), and Paid Parental Leave. U.S. employees are entitled to paid holidays, floating holidays, and paid time off starting in their first year of employment depending on hire date. You are also able to participate in our 401k retirement plan (with company match and profit-sharing) and Discounted Employee Stock Purchase Plan.

Dorman Products is an equal opportunity employer; we value a combination of ideas, perspectives, and cultures at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sex, gender identity, sexual orientation, age, marital status, veteran status, or disability status. EEO/AA Employer M/F/D/V. www.DormanProducts.com