eCommerce Director - Chaco

SR/Ecom, LLC (United States); Rockford (IL); Hybrid; USD 140,000 - 190,000; Full time

Job summary

Wolverine Worldwide's Chaco brand is seeking an experienced eCommerce Director to drive all aspects of its online business, from strategy and merchandising to site design and analytics.

This leadership role requires 10+ years in eCommerce, strong cross-functional collaboration, and the ability to translate brand stories into a compelling digital experience across markets. The position features a hybrid work schedule with both in-office and remote days.

Qualifications

• 10+ years of eCommerce experience.
• Proven results in driving commercial growth.
• Excellent writing, communication and presentation skills.
• Proven leadership skills with 8+ years leading a team.

Responsibilities

• Drive eCommerce revenue growth and optimize marketing investments.
• Align with brand team and leadership on long-term growth strategy.
• Own eCommerce KPIs: traffic, channels, onsite conversion, post-sale metrics.
• Present weekly results to executive leadership.
• Collaborate with brand marketing to tell compelling online brand/product stories.
• Ensure regional relevance of brand and product stories and drive global impact.
• Lead development of eCommerce digital marketing strategy including paid/organic search and brand campaigns.
• Guide cross-functional teams across merchandising, content, design, buying, and planning.

Skills

eCommerce leadership

Strategic planning

Data analytics

Cross-functional collaboration

Executive communication

Team leadership

Digital marketing

Brand storytelling

Job description

Chaco started on the river in 1989, but we haven’t stood still since. While our heritage is in the water, we have evolved into a brand that lives at the intersection of outdoor performance and everyday style. We’re a team that listens to our community and has the speed to turn a great idea into a viral reality. Our recent Inc. Best in Business Award for our Waffle House collaboration is the perfect example; it shows what happens when we move fast on a fun idea that our fans love. But we haven’t lost our edge on the trail, either. Winning the Peak Gear Award from Blue Ridge Outdoors for the Rapid Pro proves that we are still the gold standard for technical river sandals.

The eCommerce Director will drive all aspects of Chaco's eCommerce business including business development, financial planning, content strategy and development, merchandising assortment strategy, website design, consumer experience strategy and optimization, and eCommerce analytics.

Primary Duties

• Drive eCommerce revenue growth, maximize marketing investments and deliver to financial results.
• Set and gain alignment with brand team and leadership on long-term strategy to hit growth targets.
• Own all eCommerce KPIs relating to traffic generation, channel management, onsite conversion and after-sale metrics.
• Present weekly results and action to executive leadership.
• Collaborate with brand marketing leader to present brand and product stories online in a compelling way that delivers a rich brand experience to the consumer and integrates with other brand channel messaging (wholesale, stores, brand marketing, etc.).
• Ensure brand and product stories are regionally relevant.
• Influence for global impact.
• Leads and owns the development of eCommerce overall digital marketing strategy to enhance our presence on-line, connect relevant brand and product stories, build a community, and drive commercial opportunities.
• Develop and manage drive-to-site programs including online advertising, paid search, organic search, brand building (national advertising and PR coordination) and affiliate marketing.
• Develops and drives real-time metrics to wisely engage commercial levers including advertising spend, promotions, marketing/social campaigns and other key decisions that affect brand eCommerce performance.
• Directs the marketing agency strategy and agency relationship to optimize paid media programs.
• Leads relationships with external agency partners.
• Lead the commercial eCommerce team by integrating brand and digital expertise to deliver a cohesive 52-week product and storytelling calendar across site, email, social, and direct mail channels.
• Establish and manage cross-functional timelines—continuously reprioritizing across merchandising, content, design, buying, and planning—while driving a 52-week acquisition marketing calendar aligned to product launches and global brand strategy.
• Partner with brand and DTC leadership to develop and operationalize a long-term eCommerce and customer experience strategy, ensuring alignment with brand positioning, industry trends, and evolving consumer expectations, while enabling execution across the end-to-end digital customer journey.
• Drive merchandising assortment strategy in partnership with brand product development.
• Identify and evaluate white space merchandising opportunities and new growth initiatives by leveraging product and category KPI data, consumer insights, and market trend knowledge.
• Lead cross-functional projects with broader eCommerce, brand, and global functional leaders to drive operational excellence.
• Direct team and partners on how to best execute stories across digital platforms through understanding of latest interactive design techniques and consumer experience technologies.
• Drive the optimization of new technologies across platforms.
• Partner with Technology leadership to identify whitespace in the development roadmap.
• Develop plans and forecasts along with supporting marketing and capital budgets.
• Work cross-functionally to ensure successful end-to-end planning and execution of merchandise assortment and inventory levels, taking into account brand goals and financial objectives.
• Develop process of analyzing business performance.
• Influence global leaders on changes within eCommerce, brand, and supporting teams that will elevate performance and address future forecasts.
• Performs duties consistent with the Company’s AAP/EEO goals and policies.
• Performs other duties as required/assigned by manager.

Knowledge, Skills and Abilities Required

• 10+ years of eCommerce experience.
• Proven results in driving commercial growth.
• Exceptional writing, communication and presentation skills to drive effective collaboration and influencing within a matrix organization; including executive level and multi-cultural.
• Proven leadership skills with at least 8 years’ experience in leading a team.
• Strong interpersonal, collaboration, and project leadership and negotiation skills.
• Excellent analytical skills with ability to interpret and translate data into actionable proposals.
• Strong ability to multi-task and prioritize complex demands of time and resources.
• Comfortable in changing, fast paced environment with tight deadlines.

Working Conditions

Normal office environment.

Some travel may be required.

Wolverine Worldwide has a flexible, hybrid work schedule, with three days in office and two days remote.

Wolverine World Wide, Inc. (NYSE: WWW) is a global footwear and apparel company driven by a vision to Make. Every Day. Better. Founded in 1883, the Company builds and grows iconic brands including Merrell®, Saucony®, Wolverine®, Sweaty Betty®, Chaco®, Hush Puppies®, Stride Rite®, HYTEST®, and Bates®, along with footwear licenses for Cat® and Harley-Davidson®. Headquartered in Rockford, Michigan, the Company’s products are sold in approximately 170 countries and territories worldwide. For more information, visit www.wolverineworldwide.com. In 2025, the Company was recognized by Footwear News as Company of the Year, by Forbes as one of America’s Dream Employers, America’s Best Employers for Women, and America’s Best Employers for Company Culture, and by Inspiring Workplaces as one of the Most Inspiring Workplaces Globally. Wolverine Worldwide is a Certified™ Great Place To Work®. The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required. Wolverine Worldwide, Inc. is committed to creating a company that is as diverse as our consumers. We value the differences in one another and believe our differences make us stronger. Our diverse and inclusive corporate culture starts with the recruitment process. We are committed to being an equal opportunity employer. We aim to create equal opportunities for our associates, customers, and suppliers regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity, or any other legally protected characteristic. Wolverine Worldwide is a global marketer of branded footwear, apparel, and accessories. With an established global footprint that spans approximately 200 countries and territories, as well as a rock-solid infrastructure, Wolverine Worldwide is dedicated to advancing the following brands that comprise the ever-expanding portfolio: Bates, Chaco, Cat Footwear, Harley Davidson Footwear, Hush Puppies, Merrell, Saucony, Sweaty Betty and Wolverine. Wolverine Worldwide’s continued success is driven by our ability to stay true to our simple mission: we empower, engage and inspire our consumers – every step of the way.