Director of Digital Commerce

Role overview

The Director of Digital Commerce will lead revenue expansion across every online selling path, including eCommerce, phone ordering, live chat, and digital merchandising. This position manages both the Internal Sales Call Center and the Website Merchandising team, with a focus on creating a smooth buying experience that lifts conversion, average order value, items per order, and customer lifetime value.

The role brings together commercial planning, online merchandising, sales performance, customer experience, and analytics to support growth in both consumer and professional (Pro) customer groups.

Key responsibilities

• Create and implement digital commerce plans that grow sales through the website, phone, chat, and other online channels.
• Improve core performance measures such as conversion rate, average order value, units or items per order, revenue per visitor, and customer acquisition and retention.
• Spot and act on opportunities to increase cross-sell, upsell, and add-on purchase rates.
• Lead, coach, and develop the Internal Sales Call Center and Website Merchandising teams.
• Set clear goals, KPIs, and accountability standards that align with business priorities.
• Build a team culture centered on customer satisfaction, sales growth, and ongoing improvement.
• Guide online merchandising efforts, including product assortment, category structure, promotions, search performance, and content presentation.
• Work with marketing and product teams to design customer journeys that improve engagement and conversions.
• Make sure the website serves both consumer and professional customers effectively.
• Improve phone and chat sales conversion through targeted initiatives.
• Introduce tools, scripts, training, and best practices that help teams close more sales and increase order value.
• Review customer interactions to find process gaps and performance improvement opportunities.
• Develop and execute growth strategies for the Professional (Pro) customer segment.
• Collaborate with sales, marketing, and operations to increase Pro customer acquisition, engagement, and retention.
• Create digital experiences and programs that meet the needs of contractors, builders, designers, and trade customers.
• Track digital commerce performance and use data and customer insight to identify growth priorities.
• Build dashboards and reporting tools to measure business results and support decision-making.
• Lead A/B testing and optimization work to keep improving conversion and sales outcomes.
• Partner with Marketing, IT, Product Management, Operations, and Customer Service to deliver connected commerce strategies.
• Help shape website upgrades, platform enhancements, and digital transformation efforts that support growth.

Qualifications

• A bachelor’s degree in Business, Marketing, eCommerce, or a similar field is required.
• At least 7 years of progressive leadership experience in eCommerce, digital commerce, online merchandising, or omnichannel retail.
• Experience managing both sales-oriented and digital merchandising teams.
• Strong knowledge of eCommerce KPIs, conversion optimization, digital merchandising, and customer experience management.
• Demonstrated success in generating revenue growth through digital channels.
• Strong skills in analysis, leadership, and communication.
• Hands-on experience with eCommerce platforms, web analytics tools, CRM systems, and digital merchandising technologies.

Success measures

• Higher digital revenue.
• Better website conversion performance.
• Growth in average order value.
• More units or items per order.
• Increased Pro customer sales and engagement.
• Stronger phone and chat conversion rates.
• Improved customer satisfaction and digital experience results.