Director, eCommerce

About the role

The Director of eCommerce is responsible for leading the growth and continuous improvement of BÉIS’s website and mobile app experiences. The role carries full ownership of onsite merchandising, app strategy, search performance across SEO and GEO, international expansion, and conversion outcomes. It also shapes the eCommerce roadmap, uses testing and optimization to improve profitable revenue, and works closely with the Vice President of eCommerce & Digital on long-range planning, forecasting, and the digital P&L.

This role reports directly to the Vice President, Digital & eCommerce.

Responsibilities

• Define and implement the eCommerce strategy across web and mobile app channels, with complete responsibility for traffic, engagement, conversion, retention, and revenue results.
• Own the mobile app roadmap and growth plan, spotting ways to improve acquisition, usage, retention, and the app’s business contribution.
• Run onsite experimentation and optimization across desktop, mobile web, and app, including A/B testing, personalization, navigation, landing pages, and checkout improvements based on customer and behavioral data.
• Lead search strategy across the eCommerce ecosystem, covering onsite search, SEO, and emerging GEO (Generative Engine Optimization) work to increase discoverability and organic traffic.
• Drive the global expansion strategy and the Global-e partnership, ensuring localization, operational quality, and profitable international growth.
• Guide short- and long-term merchandising plans using AI-driven personalization and predictive merchandising tools, including Nosto, and continuously improve Narvar for the post-purchase experience.
• Create reporting systems for traffic quality, acquisition effectiveness, funnel performance, and conversion optimization, then convert insights into practical actions that improve revenue and customer experience.
• Collaborate with Paid Media, Retention, Brand Marketing, and Social teams on traffic quality, attribution, and overall digital business performance, and work with Legal and IT on compliance, privacy, and digital accessibility requirements such as ADA/WCAG.
• Manage, coach, and develop the UX/UI Designer, eCommerce Manager, and Site Merchandiser while fostering a team culture built on accountability, innovation, and continuous improvement.
• Work with the VP of eCommerce & Digital on the long-term roadmap, budget planning, forecasting, and digital P&L management, and oversee third-party partner, agency, and vendor relationships to maintain strong operations.
• Handle additional related duties as needed.

Experience and skills

• 7+ years of direct-to-consumer eCommerce experience, including responsibility at a scope comparable to a Director-level role.
• Strong practical experience with Shopify Plus; Global-e and international eCommerce exposure are highly preferred.
• A strong history of improving conversion, revenue, and customer lifetime value through testing, personalization, and onsite optimization.
• Solid analytical ability to interpret data and turn it into clear strategic guidance and operational decisions.
• Experience working with internal and external developers, agencies, and vendor partners, along with comfort in budget and ROI discussions.
• Proven leadership capability, including team development and cross-functional influence at a senior level.
• Exposure to Visually, PDQ, and Nosto is a plus.
• Comfort with a fast-moving, test-and-learn work environment.

Compensation

The annual base salary for this position is between $160,000 and $180,000, based on experience and qualifications.

About Beach House Group

Beach House Group describes itself as an innovation-focused brand incubator in the beauty and lifestyle space. The company develops products and strategies designed around modern consumer needs, with capabilities spanning brand and product development, design, licensing, and procurement. It actively looks for unmet market opportunities and builds brands to address them.

Additional information

Beach House Group reserves the right to change or update this job description, whether communicated verbally or in writing, at any time during employment. The company may also assign duties outside the standard scope of the role as needed.

Beach House Group is an equal opportunity employer and values a diverse, inclusive workplace for all employees.

Tagline

“We all have baggage. Make your BÉIS.”