Director of E-Commerce

Serve as a trusted member of the Senior Leadership Team, contributing to company strategy, organizational planning, and cross-functional initiatives.

Develop and execute the company's e-commerce strategy to drive online revenue growth, customer acquisition, conversion, retention, and profitability.

Determine and be accountable for KPIs related to ecommerce, CX (especially things like conversion rate, AOV, ROAS, etc…)

Lead, coach, and develop the E-Commerce and Customer Support teams, fostering a culture of accountability, collaboration, innovation, and continuous improvement.

Oversee the entire online customer journey, ensuring a seamless experience from website navigation and purchasing through fulfillment, shipping, delivery, and post-purchase support.

Establish departmental goals and key performance indicators (KPIs), monitor performance, and implement strategies that improve operational efficiency and customer satisfaction.

Oversee website merchandising, product launches, pricing, promotions, inventory visibility, and overall digital customer experience.

Partner closely with Marketing to optimize digital campaigns, product launches, promotions, and customer acquisition strategies.

Lead Customer Support operations, ensuring timely, empathetic, and solution-oriented service while continuously improving response times, customer satisfaction, and service quality.

Identify opportunities to improve systems, workflows, automation, and technology that enhance scalability and operational efficiency.

Analyze sales performance, website analytics, inventory trends, customer feedback, support metrics, and operational data to drive strategic business decisions.

Develop annual budgets, forecasts, and operational plans for all departments under their leadership.

Partner cross-functionally with Operations, Marketing, Finance, Creative, Fulfillment, Product, Retail, and Customer Experience teams to ensure alignment across the organization.

Build leadership capability within the organization through coaching, mentorship, succession planning, and professional development.

Present departmental performance, strategic initiatives, and recommendations to executive leadership.

Success in This Role

Success in this role means creating a seamless, exceptional experience for every customer while building scalable systems and high-performing teams behind the scenes. This leader will strengthen collaboration across E-Commerce and Customer Support, drive operational excellence, develop future leaders, and ensure Ballerina Farm continues delivering an experience that reflects the quality, authenticity, and values of our brand.

What You'll Need

Bachelor's degree in Business, Marketing, Computer Science, or a related field preferred.

7+ years of progressive leadership experience in e-commerce, retail operations, customer experience, or a related field.

Demonstrated experience leading multiple departments and developing high-performing teams.

Strong understanding of e-commerce platforms, digital merchandising, website optimization, customer experience, including Shopify, Meta, etc.

Experience leading customer support or customer experience teams with a focus on service excellence.

Strong financial and business acumen with experience managing budgets, forecasting, and analyzing operational performance.

Excellent leadership, communication, organizational, and project management skills.

Proven ability to build cross-functional partnerships and influence at all levels of an organization.

Comfortable balancing strategic planning with hands-on execution in a fast-paced, growing business.

Preferred Qualifications

Experience with e-commerce platforms such as Shopify, Amazon, TikTok Shop, Meta, Skio, NorthBeam, Luminous

Experience using Google Analytics or other business intelligence platforms.

Experience scaling e-commerce operations within a consumer products, food, retail, or lifestyle brand.

This is a full-time, exempt position