Director of Ecommerce (Shopify)
Doc's Diesel
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Benefits offered by this job
Job summary
Doc's Diesel is seeking a Director of Ecommerce (Shopify) to own our Shopify storefront end-to-end, driving conversion rate, merchandising, site health, and on-site execution for campaigns and seasonal pushes.
You'll lead a small, high-output team and bridge performance, creative, and marketing to keep the site ready to convert across all launches and promotions. Hybrid/Remote, full-time role in a scaling automotive parts brand.
Qualifications
- At least 4 years owning a Shopify or Shopify Plus store as the primary sales channel.
- Hands-on in the Shopify admin and theme daily: templates, sections, metafields, collections, discounts, and apps.
- Able to read Liquid, spec a change, and QA a developer's build.
Responsibilities
- Own the Shopify storefront day to day: themes, templates, sections, navigation, and publishing.
- Lead, develop, and hold accountable a small ecommerce team, including contractors and agencies.
- Own Shopify CVR, AOV, and on-site revenue as primary KPIs.
- Lead structured A/B testing across PDPs, landing pages, collections, and checkout flow.
- Partner with the VP of Marketing to translate campaign goals into on-site execution plans.
- Direct the ecommerce catalog health and merchandising strategy to optimize presentation and search.
Skills
Tools
Job description
Availability: Hybrid/Remote - Full-time 8:30 am - 4:30 pm EST | Department: Marketing / Ecommerce | Reports To: VP of Marketing
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.
- 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, 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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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