Director of Ecommerce

About SET Active

SET Active brings ease and confidence to everyday movement through thoughtfully designed athleisure that transitions seamlessly from active moments to everything in between. SET creates athleisure for what's next. We exist to set the pace of culture through clothing that fits your life - designed for everyday movement, rooted in community, and made to be seen.

About the Role

The Director of Ecommerce is responsible for owning the end-to-end ecommerce P&L, setting the digital commerce strategy, and leading the team and partners that execute against it, including our internal Ecommerce Manager and external development agency partner. You will partner cross-functionally with brand marketing, operations, production, and finance to ensure that site experience, technology, and performance marketing are aligned to company goals.

Key Responsibilities

Strategy, P&L and roadmap

• Own the ecommerce strategy and roadmap, aligning site, tech stack, and digital experience to annual revenue, margin, and growth targets.
• Lead ecommerce forecasting, budgeting, and monthly/quarterly business reviews; translate performance into clear recommendations for leadership.
• Define and track target KPIs (traffic, conversion, AOV, UPT, CAC/LTV, contribution margin) and ensure the team and partners are focused on the highest impact initiatives.

Leadership, team and org structure

• Manage, coach, and develop the Ecommerce Manager (and any future coordinator/junior roles), providing clear goals, feedback, and growth paths in line with HR and leadership SOPs.
• Partner with HR to align the role and team structure to the broader org design, define interview panels, and participate as hiring manager for all ecommerce roles.
• Build a high-performance, highly collaborative culture across internal ecommerce, marketing, CX, operations, and external agency partners.

Site experience, merchandising and operations

• Provide strategic direction for the Shopify Plus site, while the Ecommerce Manager owns day-to-day execution (SKU setup, merchandising, content, QA, PDP hygiene).
• Set standards for onsite experience (navigation, collections, search, PDPs, size guides, content modules, upsell/cross sell) and approve major updates and new templates.
• Oversee the ecommerce launch calendar and ensure alignment with marketing, operations, and CX so that inventory, messaging, and site builds are coordinated.
• Identify and integrate AI-driven platforms and tools that enhance the customer shopping experience (e.g., personalization, search, product recommendations, virtual styling), driving conversion and AOV.

External dev agency and tech stack

• Serve as primary owner of the external development agency relationship: set scope, prioritize backlogs, approve SOWs, and ensure delivery against timelines and KPIs.
• Translate business goals into clear technical requirements for the dev agency and internal stakeholders (ie new features, performance optimizations, integrations).
• Own the ecommerce tech stack strategy (Shopify Plus, apps, integrations, analytics, experimentation, loyalty, subscriptions), ensuring scalability, stability, and a manageable backend for the internal team.
• Own alternative ecommerce/social commerce channels like TikTok Shop.
• Own major ecommerce development initiatives end-to-end, including full website rebuilds, replatforming efforts, and the development and integration of new digital experiences such as mobile apps, custom loyalty or membership programs, and third-party platforms.
• Ensure the site architecture, content, and metadata are optimized for LLM discovery and AI-driven search (e.g., generative search / GEO), positioning SET to capture emerging traffic channels beyond traditional SEO.

Conversion, marketing integration and analytics

• Partner with marketing to align paid media, email/SMS, SEO/GEO, and onsite experience, ensuring cohesive campaigns and measurable impact on revenue.
• Lead experimentation and CRO strategy (A/B tests on landing pages, PDPs, checkout, merchandising, promos), with the Ecommerce Manager executing and reporting tests.
• Own ecommerce analytics: define the reporting framework, ensure accurate tracking (GA / analytics stack), and manage up and out by providing insights to leadership and cross functional teams.

Customer experience and continuous improvement

• Partner with customer service to monitor customer feedback, identify friction points, and prioritize fixes and enhancements across the funnel.
• Stay current on competitive landscape, ecommerce best practices, and Shopify ecosystem developments; proactively identify opportunities for innovation.
• Ensure the site is continuously tested and optimized across devices and customer segments, with accessibility and performance standards met or exceeded.

Qualifications

• 6-8+ years in ecommerce, with meaningful experience leading DTC ecommerce for a consumer brand; prior ownership of an ecommerce P&L strongly preferred.
• Demonstrated leadership managing both internal teams (ecomm managers/coordinators) and external agencies or development partners.
• Deep experience with Shopify or Shopify Plus, ecommerce analytics, and core marketing channels (paid social/search, email/SMS, SEO, onsite merchandising).
• Highly analytical and data driven with strong commercial acumen; comfortable building forecasts, business cases, and performance readouts for executives.
• Strong cross‑functional communication skills and ability to influence at the leadership level while still rolling up sleeves in a fast‑paced, high‑growth environment.
• Experience in fashion, beauty, or lifestyle DTC is a plus.