Director of Ecommerce (Shopify)
Availability: Hybrid/Remote - Full-time 8:30 am - 4:30 pm EST | Department: Marketing / Ecommerce | Reports To: VP of Marketing
Job Summary
Doc's Diesel is hiring a Shopify operator, not a general ecommerce manager. You'll own our Shopify storefront end-to-end: conversion rate performance, merchandising, site health, and on-site execution for every campaign we run.
This role sits at the intersection of strategy and execution. You'll manage a small, high-output team and act as the connective tissue between our performance team, creative team, and VP of Marketing. Your job is to keep the site ready to convert: optimized, merchandised, and aligned to every campaign, launch, and seasonal push.
Shopify is our primary DTC channel, and we're growing fast. There's real room in CVR, on-site merchandising, and retention infrastructure, and we want someone who has fixed these problems on Shopify before and knows where to start.
One note on the bar, so nobody wastes their time: this job lives in the Shopify admin and the theme every day. If your Shopify exposure has mostly been directing an agency, approving mockups, or running another platform, this won't be a fit.
Doc’s is in a true scaling phase. We are building an omnichannel auto parts brand with ambition, speed, and high standards. That means we need builders - people who take ownership, move fast, solve problems, and want to help shape where the company goes next.
This is a strong fit for someone who wants responsibility, visible impact, and the chance to grow inside a business that is aiming much bigger.
Key Responsibilities
Shopify Platform Ownership
Own the Shopify storefront day to day: themes, templates, sections, navigation, and publishing
Read Liquid well enough to spec a change, QA a developer's work, and catch what a theme or app update breaks
Build PDP and collection content on metafields and metaobjects rather than hard-coded one-offs
Own the app stack: audit what's installed, cut what isn't earning its keep, and evaluate new apps on performance impact and script weight
Own theme performance and Core Web Vitals, including the app scripts and third-party tags slowing pages down
Run discounts, bundles, and promotional mechanics in-platform, including checkout configuration and any Shopify Functions or checkout extensions we deploy
Use Shopify Analytics and ShopifyQL to answer your own questions instead of waiting on someone else's report
Own the theme release process: staging, QA, and rollback when something ships wrong
Lead, Manage, Accountability
Lead, develop, and hold accountable a small, high-output ecommerce team, including any contractors and agencies supporting the channel
Set clear priorities, remove blockers, and ensure deadlines and deliverables are consistently met
Run structured weekly check-ins and maintain clarity on ownership across all ecommerce workstreams
Cultivate a culture of ownership, urgency, and data-driven decision-making within the ecommerce pod
Shopify Performance & CRO
Own Shopify CVR, AOV, and on-site revenue as primary KPIs
Lead structured A/B testing across PDPs, landing pages, collections, and checkout flow
Identify and eliminate friction points in the customer journey using analytics, session recordings, and heatmaps
Partner with your team to implement conversion-improving design changes quickly
Build and manage a testing roadmap with clear hypotheses, timelines, and reported outcomes
Develop cohort-based journey strategies from first click to repeat purchase, using cohort data to find where each segment drops off and building targeted fixes
Design and test landing page experiences tailored to specific traffic sources, customer segments, and campaign types
Cross-Functional Campaign Planning + Execution
Partner with the VP of Marketing to translate campaign goals into on-site execution plans
Ensure the site is fully prepared for every promotion, product launch, and seasonal initiative: banners, PDPs, landing pages, bundles, and navigation all aligned
Work directly with the performance team to ensure landing pages and site experience match ad creative and offer messaging
Coordinate with the creative team on asset delivery timelines and on-site placement
Own the ecommerce marketing calendar from a site-execution standpoint
Build campaign landing pages and promotional templates in the theme with your team, so launch day never waits on a dev queue
Catalog Health & Merchandising Direction
Own Shopify catalog quality, accuracy, and merchandising strategy
Direct your team on PDP standards, cross-sell and upsell structures, and collection organization
Drive consistent product presentation across launches, bundles, and seasonal offers
Ensure listings are optimized for both conversion and organic search
Maintain catalog health across Shopify, with coordination touchpoints to marketplace channels as needed
Structure the catalog the Shopify way: variant architecture, product taxonomy, automated collection rules, and metafield-driven specs and fitment data
Own on-site search and discovery, including filters, synonyms, and merchandising rules
Retention Programs & Ecommerce Growth Tools
Own subscription, loyalty, post-purchase upsell, and customer account performance on Shopify
Evaluate and implement the apps and integrations that move LTV, weighed against their performance cost on the storefront
Partner with retention marketing on lifecycle strategy that begins at the site level: post-purchase flows, thank-you pages, and upsell sequences
Use Shopify Flow and similar automation to pull manual work out of merchandising and lifecycle triggers
Qualifications
Required
At least 4 years owning a Shopify or Shopify Plus store as the primary sales channel. This one is a hard requirement, and general ecommerce experience on other platforms won't substitute.
Hands-on in the Shopify admin and theme daily: templates, sections, metafields, collections, discounts, and apps. You do the work, you don't just assign it.
Able to read Liquid, spec a change, and QA a developer's build, even if you aren't writing production code
Proven, measurable track record improving CVR and AOV for a physical product brand, with the Shopify data to back it up
Owned a Shopify theme through at least one major redesign, migration, or replatform
A real testing history on Shopify: structured A/B tests you designed, ran, and can walk through, including the ones that lost
Hands-on experience managing and developing direct reports (designers, listing managers, or similar)
Strong command of ecommerce metrics: CVR, AOV, LTV, MER, ROAS, and contribution margin
Fluent in Shopify Analytics and ShopifyQL, plus GA4, a profit platform like Triple Whale, and heatmap or session-recording tools
Ability to operate as both strategist and executor: you build the plan, and you get it done
Preferred
Shopify Plus experience, including Functions, checkout extensibility, scripts, or B2B on Shopify
Shopify Flow, headless or Hydrogen builds, or coordinating custom app development
Hands-on with the apps in our category: Rebuy, subscription platforms, loyalty, and on-site search
Experience in automotive, aftermarket, powersports, or enthusiast product categories, including fitment or vehicle-compatibility data
High AOV product experience ($75-$200+ average order value)
Klaviyo or similar retention/lifecycle platform experience
Experience at a growth-stage DTC brand ($10M-$100M in revenue)
Subscription or loyalty program ownership
Familiarity with Amazon or marketplace channels at a strategic coordination level, and with managing agency relationships
What We Offer / Benefits
Competitive salary
Health, Vision, Dental, and Life Insurance offerings (available after 60 days of employment)
Retirement plan with Simple IRA and 3% company match (available after 60 days of employment)
PTO (available after 60 days of employment)
Company-sponsored employee-only YMCA membership (available after 60 days of employment)
No Entitlement Self-Funded Quarterly Incentive Program if profit is met (available after 90 days)
Opportunities for growth within a rapidly scaling ecommerce organization
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