Director of E-Commerce

Description

Drive the Digital Storefront Experience for Industry-Leading Outdoor Brands

At GSM Outdoors, we're passionate about designing innovative products that fuel outdoor adventures. As the parent company of more than 50 trusted brands, including Stealth Cam, Walker's, Muddy, Birchwood Casey, TRUGLO, Hunter Specialties, Big Bite Baits, Cuda, and many more, we're committed to delivering exceptional products and best-in-class digital shopping experiences to outdoor enthusiasts across North America.

We're seeking an experienced Director of E-Commerce to lead the strategy, execution, and optimization of our direct-to-consumer (DTC) online storefronts. This role serves as the digital "Store Manager," ensuring our websites deliver a seamless customer experience while maximizing conversion, revenue, and operational excellence.

If you're passionate about e-commerce, data-driven decision-making, and creating high-performing digital shopping experiences, we'd love to hear from you.

Position Summary

The Director of E-Commerce is responsible for the operational, merchandising, and technical performance of GSM Outdoors' direct-to-consumer websites. This leader will oversee the day-to-day management of our online storefronts while driving initiatives that increase conversion rates, improve Average Order Value (AOV), and optimize the customer journey.

Working closely with Digital Marketing, Brand Management, Creative, Product Management, and Web Development teams, this role ensures that every visitor enjoys a frictionless shopping experience—from product discovery through checkout.

What You'll Do

Lead E-Commerce Operations

• Oversee the day-to-day performance of GSM Outdoors' direct-to-consumer websites across multiple outdoor brands.
• Ensure products are accurately merchandised with optimized pricing, inventory availability, imagery, and product content.
• Maintain exceptional storefront quality while continuously improving the online customer experience.
• Monitor site functionality and proactively identify opportunities to improve performance.

Drive Promotional Strategy

• Develop and manage the annual e-commerce promotional calendar in partnership with Brand Marketing and Digital Marketing teams.
• Plan and execute seasonal campaigns, product launches, promotional events, and holiday initiatives.
• Coordinate homepage updates, landing pages, featured collections, and promotional messaging.
• Ensure all campaigns are executed accurately and on schedule across digital storefronts.

Optimize Conversion & Revenue

• Analyze website performance and customer behavior to identify opportunities to improve the shopping experience.
• Lead Conversion Rate Optimization (CRO) initiatives through A/B testing, customer journey analysis, and UX enhancements.
• Develop strategies that increase:
  • Conversion Rate
  • Average Order Value (AOV)
  • Revenue per Visitor
  • Customer Retention
• Implement cross-selling, upselling, product recommendations, and cart optimization strategies to maximize revenue.

Manage Site Performance

• Monitor website performance, page speed, uptime, and mobile responsiveness.
• Partner with Web Development teams to prioritize enhancements, bug fixes, and platform improvements.
• Ensure a consistent, user-friendly shopping experience across desktop, tablet, and mobile devices.
• Support website migrations, platform upgrades, and new brand launches.

Leverage Data & Analytics

• Utilize analytics platforms to evaluate customer behavior, traffic trends, and sales performance.
• Develop dashboards and reporting that track key e-commerce KPIs, including:
  • Conversion Rate
  • Average Order Value (AOV)
  • Revenue
  • Bounce Rate
  • Cart Abandonment
  • Site Performance
• Translate insights into actionable recommendations that improve customer experience and drive revenue growth.

Collaborate Across the Organization

• Partner closely with Brand Management, Digital Marketing, Product Management, Creative, Customer Service, and IT teams to execute digital initiatives.
• Ensure storefront merchandising aligns with marketing campaigns and product launch strategies.
• Collaborate with Web Development teams to improve site functionality and implement new capabilities.
• Foster strong communication across departments to ensure timely project execution and alignment with business goals.

Requirements

What You'll Bring

• Bachelor's degree in Business, Marketing, E-Commerce, or a related field.
• Master's degree preferred.
• 7–10+ years of progressive experience in e-commerce, digital retail, or direct-to-consumer operations.
• Proven success managing and scaling direct-to-consumer e-commerce businesses.
• Experience overseeing multiple brand storefronts or complex online retail operations.
• Demonstrated success improving key e-commerce metrics including:
  • Conversion Rate
  • Average Order Value (AOV)
  • Revenue Growth
  • Site Performance
• Strong understanding of digital merchandising, online retail operations, and customer behavior.
• Experience developing promotional calendars and executing high-impact online campaigns.
• Proficiency with e-commerce platforms and analytics tools such as:
  • Google Analytics (GA4)
  • Shopify
  • BigCommerce
  • Adobe Commerce (Magento)
  • Similar enterprise e-commerce platforms
• Strong understanding of:
  • User Experience (UX)
  • User Interface (UI)
  • Conversion Rate Optimization (CRO)
  • Website performance best practices
• Excellent analytical, organizational, and project management skills.
• Exceptional communication skills with the ability to collaborate effectively across technical and business teams.

Preferred Qualifications

• Experience within the outdoor recreation, hunting, fishing, shooting sports, sporting goods, or consumer products industries.
• Experience managing multi-brand e-commerce portfolios.
• Familiarity with enterprise merchandising tools, personalization platforms, and A/B testing software.
• Experience working with in-house web development and digital marketing teams.
• Knowledge of omnichannel retail strategies and customer lifecycle marketing.

Why GSM Outdoors?

At GSM Outdoors, you'll have the opportunity to shape the online shopping experience for some of the most recognized brands in the outdoor industry. You'll lead initiatives that directly impact customer satisfaction, digital growth, and revenue while working alongside talented teams passionate about innovation and the outdoor lifestyle.

If you're driven by data, customer experience, and digital commerce—and you're excited to build best-in-class online storefronts—we'd love to hear from you.

GSM Outdoors is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive workplace where every employee can contribute, grow, and succeed.