Director, Digital Strategy & eCommerce
Position Summary
The Director, Digital Strategy & eCommerce is a commercial leader responsible for the revenue performance of the organization's digital ecosystem, including consumer-facing websites, partner portals, and mobile applications. This role owns the strategy that drives customer acquisition, digital engagement, conversion, and revenue growth across all digital channels.
This is a growth and revenue leadership position—not a technology roadmap role. The successful candidate will combine brand strategy, performance marketing, conversion optimization, and digital commerce expertise to create seamless customer journeys from discovery through booking, engagement, and post-purchase interactions.
The role requires a commercially focused, creatively ambitious, and analytically driven leader who can define success across digital touchpoints, deliver measurable business outcomes, and lead cross-functional teams to achieve revenue targets.
Key Responsibilities
Digital Channel Ownership & Revenue Growth
- Own the commercial performance of all digital channels, including websites, partner platforms, and mobile applications.
- Drive revenue growth, customer acquisition, conversion, and digital engagement.
- Develop and execute end-to-end digital channel strategies across acquisition, conversion, retention, and ancillary revenue generation.
- Partner with Finance and Revenue Management to forecast revenue, evaluate ROI, and report performance to executive leadership.
- Manage digital channels with a P&L mindset, prioritizing investments based on business impact and growth opportunities.
Customer Acquisition & Demand Generation
- Develop innovative, insight-driven acquisition strategies across paid, organic, content, SEO, CRM, partnerships, and emerging channels.
- Collaborate with Brand, Content, CRM, Media, and Communications teams to create integrated customer acquisition programs.
- Identify new audience segments and growth opportunities through data, market insights, and business case development.
- Ensure digital experiences are both high-performing and aligned with brand standards.
Conversion Optimization & Digital Commerce
- Own the end-to-end conversion funnel with a focus on reducing friction and increasing bookings and transactions.
- Lead testing and optimization programs, including A/B and multivariate testing.
- Partner with analytics teams to identify customer behavior trends, conversion barriers, and improvement opportunities.
- Establish performance benchmarks and continuously improve digital conversion metrics.
Digital Ecosystem & Customer Journey Strategy
- Create a cohesive digital experience across web, mobile app, and physical/digital customer touchpoints.
- Define strategies that connect pre-purchase, in-product, and post-purchase experiences into a unified customer journey.
- Collaborate with Product, Technology, and Experience teams to ensure platform capabilities support commercial objectives.
- Leverage personalization, AI, and automation technologies to improve customer engagement, conversion, and retention.
Leadership & Stakeholder Management
- Lead and develop a team of senior managers and digital professionals.
- Own and prioritize the digital enhancement roadmap based on business impact and ROI.
- Align cross-functional stakeholders across Marketing, Product, Technology, Analytics, CRM, Customer Experience, and external partners.
- Present digital strategy, performance insights, and investment recommendations to executive leadership.
- Manage vendor and agency relationships supporting digital commerce, analytics, personalization, and optimization initiatives.
Qualifications
- 10+ years of experience in digital commerce, eCommerce, growth marketing, or digital strategy.
- Proven experience owning a digital revenue channel with accountability for acquisition, conversion, and revenue performance.
- Strong background in digital acquisition strategy, customer journey optimization, and conversion rate optimization (CRO).
- Expertise in A/B testing, multivariate testing, digital merchandising, and performance analytics.
- Experience managing large-scale digital ecosystems across web, mobile applications, and customer touchpoints.
- Strong analytical skills with the ability to translate data into actionable business strategies.
- Experience developing business cases, ROI models, and executive-level recommendations.
- Demonstrated success leading high-performing teams and influencing cross-functional stakeholders.
- Knowledge of AI-driven personalization, automation, and emerging digital commerce technologies.
- Excellent executive communication, presentation, and stakeholder management skills.
- Bachelor's degree required; advanced degree preferred.
