Director of eCommerce Growth

About this role

Are you an eCommerce leader trapped in an uninspiring role? Do you love beautifully engineered products but lose sleep over a poor customer experience? Do you get a buzz from turning a wishlist into a roadmap and then executing your plans into reality? If this sounds like you, continue reading because Apex Wheels is seeking a digitally-savvy and customer-obsessed Director of eCommerce to own and evolve our site experience.
Who are we?
Apex is a leading provider of high-performance automotive wheels and accessories, serving a community of drivers who push limits and demand products that can keep up. From education and our highly-touted fitment guides to rigorous product testing and quality standards, we deliver exceptional value to our customers. Founded in California in 2007, our company has grown into a team of 45+ passionate professionals and engineers working remotely across the country. We are united by a shared dedication to precision, performance, and authenticity.
Objective
Turn Apex's website into a growth engine by owning everything that makes it engaging and effective: from the full buying journey to the merchandising calendar. Set that roadmap in lockstep with the CMO's marketing plan and Operations’ Sales plan so campaigns, launches, and the site's commercial calendar pull in the same direction, and then direct our development team to build it, without managing them directly. Success is a website that draws in more traffic, converts more of that traffic into owned audiences, and then drives exponential profitable revenue growth.
Key Outcomes

• Developed a clear understanding of our complex product catalog and customer segments

• Defined a full-year roadmap, a testing and optimization plan, and the KPIs governing the work

• Deployed new pages tailored to marketing campaigns that successfully achieved desired benchmarks (view completion rate, CTR, email collection, account signups, etc.)

• Made significant improvements to our checkout experience

How to Apply
In the space provided for your cover letter, tell us briefly about a product you were responsible for marketing that had a long consideration period. What was the product? What did you learn along the way?
Job Summary
We need someone to take our website and turn it into a profitable engine that not only accommodates, but is built for a purchase process that involves deep research and a long consideration period. As Apex's Director of eCommerce, you'll own the site-side customer journey and the commercial performance of our digital storefront: revenue, conversion, margin, and the customer's buying journey from first click to checkout. This is a marketing-led, outcome-led position, and it's a business leadership role first and a technology-led role second.
You'll set the strategy and roadmap for what the site needs to do next, from feature enhancements to testing and merchandising decisions and everything in between, and then build the roadmap that gets us there. You will own the digital P&L and are responsible for revenue, conversion, and customer experience outcomes that the online business produces. You’ll create the eCommerce strategies, testing roadmaps, and merchandising decisions. The eCommerce roadmap is built alongside the marketing plan, so that campaigns, launches, brand direction, and the site's commercial calendar move together and reinforce each other
This is not a technical role. You'll partner closely with the dedicated development team, newly formed under our CIO, who own the technical build and keep the site fast, secure, and reliable. You'll define the business problem and requirements while they will own the technical solution and build. You won't manage the development team but you are the primary voice on how eCommerce work gets prioritized on their roadmap. You won't write code, manage a deployment, or run in tickets and sprints. You don't need to be able to do their job, but you do need enough fluency in the eCommerce technology landscape and a deep familiarity with a CMS to ask sharp questions, spot a bad plan, and hold that partnership accountable to revenue and margin outcomes.
Reporting to our Chief Marketing Officer, you'll be part of a larger marketing team. You'll ensure that the CEO's vision is met and the CMO's goals are achieved. You'll work with our CMO's marketing plan and Operations' sales plans so that campaigns, launches, brand direction, and the site's commercial calendar move together. You'll set the strategy for what the site needs to do and why (feature enhancements, optimizations, etc.), and you'll partner closely with the dedicated development team, who own the technical build. Your eCommerce Systems Admin will handle day-to-day site operations and content/catalog, and much more.
Before you consider adding additional headcount to your own team, we’ll ask you to explore technology solutions that can scale with us first. We are looking for someone actively engaged with emerging AI technology, both in what we put in front of customers and in how the team works behind the scenes.
In the first couple of quarters, success looks like a clear-eyed read on where the current buying journey is losing customers and margin, a working prioritization relationship with the CIO's team, and an initial testing and reporting cadence that didn't exist before you got here. Over the following year, success is measurable: online revenue growth and margin performance tracking to company targets, a CAC/LTV picture that's improving rather than just being reported, a merchandising and promotions calendar that reinforces marketing rather than competing with it, and a team that's scaling its output through better tools and processes.
If your background is primarily technical, someone who thinks in tickets and sprints rather than P&L and conversion funnels, this isn't the right seat. If you've driven real revenue growth for a DTC brand, understand how ecomm tech stacks work (without necessarily knowing how…