Open to LA, Toronto or NYC for this hire.***

We are seeking a Sr. Director of eCommerce, Digital and Retention to lead the strategy, execution, and optimization of MeritBeauty.com — from how customers discover and shop the site to how we re-engage them post-purchase. This role owns the end-to-end digital customer journey, sitting at the intersection of site experience, digital commerce operations, and lifecycle marketing.

You will be responsible for driving online revenue, conversion, and 12-month LTV, ensuring that every touchpoint — from landing page to repeat purchase — is personalized, performant, and brand-right. You will partner closely with marketing, creative, brand, product development, customer experience, and operations to build a best-in-class digital and retention engine that delivers measurable business impact.

Key Responsibilities

Digital Product Strategy and Roadmap

• Define and own the digital product roadmap with focus on improving business outcomes (revenue, conversion, AOV, retention and LTV) while ensuring the product strategy aligns with business priorities and growth objectives
• Balance customer experience, operational efficiency and long-term platform scalability in product decision making
• Lead site merchandising and UX strategy, ensuring product discovery, navigation, PDP, and checkout experiences are optimized for conversion and aligned with brand.
• Develop a rigorous test and learn roadmap to continuously improve our performance
• Champion international and global site expansion, including localization, region-specific merchandising, and supporting infrastructure to grow MeritBeauty.com across markets.

Site Experience and Optimization

• Oversee day-to-day site operations and the eCommerce tech stack (Shopify and supporting platforms), ensuring stability, performance, and scalability.
• Manage the digital roadmap of platform enhancements, integrations, and new capabilities in partnership with engineering and external vendors.
• Evaluate and onboard tools that unlock new growth, personalization, and operational efficiency opportunities.

CRM Strategy and Roadmap

• Responsible for the full CRM strategy across acquisition flows, onboarding, retention, win-back, loyalty and VIP .
• Operationalize customer segmentation and lifecycle stage insights across CRM and on site
• Oversee CRM execution across email and SMS, including cadence, content strategy and automation architecture
• Build connectivity between CRM and site to ensure a seamless experience across both tailored to where the customer is in their journey
• Manage CRM platform health
• Support NPD and evergreen product focuses through batch email, SMS, and other CRM channels.
• Own retention KPIs including 12M LTV, repeat purchase rate, purchase frequency, churn, and repeat revenue.

Analytics, Testing & Reporting

• Own performance reporting across eCommerce and CRM (weekly, monthly, quarterly, yearly), with a focus on revenue, conversion, LTV, and repeat rate.
• Build departmental dashboards to closely monitor site and retention performance and surface trends in real time.
• Lead a structured A/B testing and personalization program across site and CRM channels — designing tests, interpreting results, and scaling what works.
• Translate complex data sets into actionable insights and executive-ready narratives that guide commercial decisions.

Cross-Functional Leadership

• Lead a team of CRM and Digital Product, by providing a clear strategic roadmap and coaching them through execution
• Partner with DTC Marketing, Brand, Product Development, Creative, and Customer Experience to deliver a seamless, personalized end-to-end customer journey.
• Act as the connective tissue between site, CRM, and broader marketing initiatives to ensure consistency in messaging and merchandising.

Team Management

• Lead, mentor, and grow the Digital and Retention team, fostering both strategic thinking and flawless execution.
• Empower the team to surface insights, test new ideas, and continuously optimize.

Budget

• Build and oversee the Digital, and CRM budget

Market Insights

• Conduct market research, competitive analysis and customer insights to identify opportunities for product enhancements and new features

Qualifications

• 10+ years of professional experience, with at least 5 years leading eCommerce and/or digital businesses (global experience required).
• Proven track record managing a DTC site P&L and delivering against revenue, conversion, and retention targets in a retail, consumer, or digital-first environment.
• Deep expertise in site merchandising, UX, CRO, and the digital commerce tech stack (Shopify experience strongly preferred).
• Hands-on experience leading CRM and lifecycle programs across email, SMS, and emerging channels.
• Strong analytical skills and comfort working with large, complex datasets to track site performance, engagement, and retention; SQL fluency a plus.
• Experience designing, running, and interpreting A/B tests across site and CRM.
• Experience scaling international or multi-market digital experiences.
• Exceptional communication and data storytelling skills; able to translate performance insights into executive-ready narratives.
• Experience working effectively in a dynamic, cross-functional team.
• Passion for customer-centric innovation and a track record of delivering measurable business impact.

MERIT is an equal opportunity employer committed to building a diverse and inclusive team. We welcome candidates of all backgrounds and experiences and believe different perspectives make us stronger. If you’re excited about the role but don’t meet every qualification, we still encourage you to apply.