Director of Ecommerce

About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. We are seeking a The Director of Ecommerce to own Lola's web experience end to end: site roadmap, onsite merchandising and product discovery, search (SEO and GEO), and conversion performance. This role sets the ecommerce roadmap, drives profitable revenue growth through data-led testing and optimization, and partners with the VP, Growth on long-term strategy, forecasting and the digital P&L.

Core Responsibilities

Site Strategy & Roadmap

• Own the end-to-end site strategy and roadmap across desktop and mobile web, with accountability for conversion rate, AOV, site revenue and page performance.
• Drive ecommerce performance through funnel optimization, UX improvements and Shopify platform management.
• Own the ecommerce side of new product launches: landing pages, pre-order flows, launch-day experience and post-launch optimization.
• Own site stability, speed and uptime, with a documented peak-readiness plan ahead of every Q4.

Conversion & Experimentation

• Own conversion rate by setting and defending the bar for site experience and funnel performance.
• Run onsite testing across desktop and mobile web, including A/B testing, personalization, navigation, landing pages and checkout, using customer insight and behavioral data.
• Establish reporting frameworks for traffic health, acquisition quality, funnel performance and conversion, and translate the analytics into recommendations that move revenue.

Merchandising & Product Discovery

• Own onsite merchandising: collection logic, search relevance, bundling, cross-sell and gifting journeys, with seasonal and drop-led moments built in.
• Build a discovery experience that scales with the assortment.
• Identify and prioritize upsell, cross-sell and revenue expansion opportunities on site.

Search: SEO & GEO

• Own organic discoverability, including technical SEO, site architecture, category and content pages, and GEO (Generative Engine Optimization) as AI-led search becomes a real traffic source.
• Defend branded search, where dupes and resellers currently harvest demand Lola has paid to create.

Cross-Functional Communication

• Partner with Paid Media, Retention, Brand and Social on traffic quality, attribution and overall digital business health
• Communicate site performance, launch results and recommendations to senior leadership.

Team & Partners

• Build, develop and manage the ecommerce team, setting a culture of accountability and continuous improvement.
• Own agency, developer and vendor relationships end to end, including selection, scoping and performance management.

This role reports to the Vice President, Growth. Preference for candidates in New York City or Salt Lake City who can be hybrid 3 days per week in either of our offices. Also open to remote candidates in select states such as California and Texas.

Qualifications

• 10+ years of ecommerce experience with deep Shopify DTC expertise.
• A real testing track record. You've moved conversion rate through disciplined testing grounded in data and customer insight.
• AI fluency. Fluent in the modern DTC stack and have used AI to materially speed up your team's output.
• Experience acting as the internal PM to engineers and designers, writing specs and scoping builds, not just managing agencies.
• Effective collaboration across marketing, growth, engineering, design and ops, especially where ownership is shared.
• Excellent prioritization instincts. Comfortable managing a broad scope with lean resources and making smart tradeoffs for maximum impact.

What We Offer

• Competitive base salary and annual bonus based on company and individual performance
• 21 days paid vacation + all federal holidays
• Full health benefits (health, dental, vision, mental)
• 16 weeks paid birth parent leave; 8 weeks non-birth parent leave
• 55% off Lola Blankets for friends and family
• Opportunities for career growth within Lola Blankets