Director, E-Commerce

Halfdays is hiring an e-commerce leader to own the performance and day-to-day revenue engine of our DTC site—driving conversion rate, AOV, onsite experience, and digital merchandising strategy. This role is accountable for how product shows up online: assortment presentation, category strategy, product storytelling on-site, and promotional architecture. Marketing is owned separately; you’ll partner closely to ensure traffic converts and product launches land.

What you’ll do:

E-commerce Performance Ownership

• Own e-comm KPIs including CVR, AOV, revenue, RPVs, funnel performance, and key customer journeys.

• Build and manage a CRO roadmap: testing strategy, hypotheses, experiment design, learnings, and rollout.

• Identify and prioritize site improvements that increase conversion (navigation, search, PDP/PLP, checkout, speed, mobile UX).

Digital Merchandising & Assortment Presentation

• Own the onsite merchandising strategy: category structure, collection strategy, product ranking, bundling, cross-sells/upsells.

• Lead the weekly/monthly trade calendar: launches, promos, onsite moments, pricing/markdown presentation (in partnership with Finance/Product as needed).

• Set standards for PDPs/PLPs: product copy hierarchy, imagery needs, fit/technical content, reviews strategy, size guidance.

Site Experience & Execution

• Own the onsite roadmap with internal teams/agency: new features, integrations, QA, release planning.

• Partner with Creative to ensure assets are performant and on brand (home page, landing pages, PDP modules).

• Partner with CX to reduce friction and improve conversion (returns messaging, shipping thresholds, FAQs, self-serve flows).

Analytics & Forecasting

• Create a clear reporting cadence for leadership: what moved, why, and what’s next.

• Translate data into action: cohort performance, category insights, inventory constraints, product performance.

• Partner with inventory planning/ops to align product availability with onsite strategy (back-in-stock, pre-orders, low stock messaging).

Cross-Functional Collaboration (non-marketing ownership)

• Work tightly with Paid/Retention/Brand Marketing to:

  • Build high-converting landing page flows for campaigns

  • Ensure launch timing and onsite storytelling are conversion-ready

  • Share insights (what’s converting, what content is working on PDPs)

• You do not own spend, but you own what happens after the click.

Success Metrics

• Conversion rate and revenue growth (overall + by device)

• AOV and units/order, attachment rate (bundles, cross-sells)

• Improvements in funnel drop-off (PDP → cart → checkout)

• Organic onsite engagement: search usage/success, bounce rate, time to purchase

• Testing velocity + win rate; measurable uplift from CRO roadmap

• Launch performance (sell-through vs expectations; reduced “misses”)