Senior Director, Head of eCommerce, Direct to Consumer (DTC, US)

SharkNinja is seeking a strategic, growth-oriented Senior Director, Head of eCommerce to lead and scale our Direct-to-Consumer (DTC) business in the U.S. The Senior Director, Head of eCommerce, Direct to Consumer is a pivotal executive role responsible for owning the end-to-end DTC P&L, digital strategy, and customer experience across our owned eCommerce site. As the Senior Director, Head of eCommerce, Direct to Consumer, you will drive performance across merchandising, digital marketing, site experience, and operations—building a best-in-class eCommerce business that reflects the strength and innovation of SharkNinja’s 5-star product portfolio. 

Key Responsibilities:

   Commercial Strategy, P&L Ownership  

• Own and execute the US DTC growth strategy, translating brand strategy into a high-performing digital commerce experience
• Lead all aspects of the DTC P&L: pricing strategy, promotional calendar, merchandising mix, and profitability levers
• Align closely with finance and analytics teams to forecast sales, measure performance, and optimize ROI
• Monitor daily/weekly/monthly business performance and act swiftly to address challenges or capitalize on opportunities
• Work closely with product marketing and demand planning to ensure inventory depth and pricing alignment across campaigns, seasons, and promotional events
• Define short- and long-term roadmap for scaling eCommerce across categories and customer segments
• Lead digital merchandising strategy to optimize product assortment, categorization, and discoverability across the site
• Use data and customer behavior insights to drive cross-sell, up-sell, and bundling strategies that enhance average order value (AOV) and customer satisfaction
• Define the commercial calendar in partnership with marketing to support product launches, brand storytelling, and performance goals
• Own the content-to-commerce experience—ensuring that rich product detail pages (PDPs), comparison tools, and buying guides are optimized for conversion
• Manage new product onboarding workflows and seasonal refreshes to ensure speed to market and content consistency
• Drive personalization, A/B testing, CRO, and responsive design improvements
• Optimize the end-to-end customer journey from landing page to checkout to post-purchase experience

   Performance Marketing & Retention 

• Partner with growth marketing to align digital spend (paid search, social, affiliates, email, etc.) with business goals
• Leverage CRM and retention marketing to increase repeat purchase rates and loyalty
• Implement data-driven strategies to improve ROAS and reduce CAC

   Operations & Fulfillment Leadership 

• Partner with supply chain, customer experience, and IT to ensure efficient order fulfillment, inventory management, and post-purchase support
• Identify opportunities to reduce costs and improve delivery speed, accuracy, and satisfaction
• Own relationships with 3PLs, payment processors, and logistics providers (if applicable)

    Team & Cross-Functional Leadership 

• Build and lead a multidisciplinary eCommerce team (digital merch, digital experience, site ops, marketing, analytics, etc.)
• Serve as the DTC thought leader across the organization—collaborating with product, brand, sales, finance, and customer service
• Represent the voice of the US DTC consumer in product launches, brand campaigns, and strategic planning

Qualifications:

• 8-12+ years of experience in eCommerce, digital marketing, or DTC leadership roles, preferably in consumer goods or durable products
• Proven track record of growing a DTC business and owning a revenue-driving P&L
• Expertise in digital platforms (e.g., Shopify Plus, Salesforce Commerce Cloud), analytics tools (e.g., GA4, BI), and marketing tech stacks
• Commercial acumen combined with deep digital channel fluency
• Strong leadership and team development capabilities
• Strong understanding of digital merchandising principles, consumer shopping behavior, and conversion optimization.
• Experience with eCommerce merchandising tools (e.g. Bloomreach, or native SFCC/Shopify capabilities)
• Proven ability to collaborate with product teams to position items effectively for launches, promotions, and evergreen sales