Head of Digital

Confidential; United States; On-site; USD 150,000 - 250,000; Full time

Job summary

Confidential is seeking a General Manager of Digital who will own the brand's digital channel P&L, focusing on revenue growth and transformation through AI-driven strategies. You will be responsible for traffic, conversion optimization, and managing digital growth initiatives.

The ideal candidate will have over 15 years of experience in e-commerce, demonstrable skills in turnaround situations, and expertise in AI integration. This role requires a hands-on leader capable of building a high-performing team.

Qualifications

• 15+ years of experience in driving digital or e-commerce growth.
• Experience managing P&L for a digital brand or business unit.
• Proven track record in a turnaround or transformation environment.

Responsibilities

• Own the brand's digital channel P&L including revenue and margin.
• Translate growth strategy into a digital strategy with execution roadmap.
• Drive traffic, conversion, and average order value through testing.
• Manage digital growth strategy and architect the martech stack.

Skills

P&L Management

Customer Journey Optimization

Traffic Management

CRM & Lifecycle Marketing

AI Optimization

Digital Growth Strategy

Job description

We are a beloved and growing national specialty retailer with a meaningful digital business. That said, we recognize the industry is at an inflection point, and the winners of the next decade need to move even faster and continually innovate, so we are transforming into an AI‑first, digitally‑led business.

About the Role

The General Manager of Digital reports into the President and has full ownership of that brand's digital channel P&L — including, but not limited to:

Responsibilities

• P&L Management: Accountable for driving direct revenue, margin, and profitability by owning all aspects of traffic, conversion, and basket size. Proactively build business plan that not only anniversaries last years performance, but also drive systematic incremental growth through digital initiative ownership, partner with merchandising to advocate for needed assortment, and align with marketing on required GTM initiatives and activations.
• Customer Journey Optimization: Leverage comprehensive understanding of the customer journey and industry best practices to optimize the brand’s digital ecosystem to optimize the customer experience, conversion, and basket size through proactive a/b testing.
• Site Merchandising: Bring site merchandising best practices to life to enable the GTM process on site, while optimizing conversion and basket size through real time reactions to customer data and market trends.
• Traffic: Accountable for developing the traffic model and driving traffic through paid, organic, and direct channels. Ensure paid marketing and email programs are maximizing their effectiveness and efficiency, while staying aligned to the brand’s GTM strategy.
• CRM & Lifecycle Marketing: Drive retention, frequency, and lifetime value by identifying, designing, and activating programs to win different segments of customer journeys, with the goal of progressing each decile of consumers to increase their loyalty to the brand.
• New Growth Channels: Drive incremental growth by strengthening the brand’s digital ecosystem including loyalty, marketplace, and other potential new offerings.
• AI Optimization: Transform the site and content strategy to win the agentic search race, prepare for agentic commerce, and optimize all functional processes to leverage AI.
• Customer Data: Own analysis, insights, and reporting for the brand’s customers database, proactively mining insights to help all functions optimize their strategies.

You will operate as a true general manager of digital — running the channel like it's your own company. You will compress decisions, ship faster than competitors think is possible, and use AI to drive real results and output that traditionally requires a 40-person team and produce it with a small team and a stack of agents.

What You’ll Do

• Own the brand's digital channel P&L — revenue, contribution margin, and digital penetration. You forecast it, you commit to it, you deliver it.
• Translate the brand's growth strategy into a digital strategy and a 12-month roadmap with weekly execution cadence.
• Drive the digital growth engine — traffic, CVR, AOV — through a high-velocity test-and-learn motion (target 3–5x the experimentation cadence of a traditional org).
• Manage performance media end-to-end with incrementality-based measurement (iROAS, MER, LTV:CAC), not platform-reported ROAS.
• Run site experience, site merchandising, and site operations — the storefront, the conversion engine, the personalization layer.
• Grow Amazon and third-party marketplaces; identify and stand up new digital channels (TikTok Shop, retail media, owned app) where unit economics work.
• Architect the martech stack, customer data layer, and analytics function so AI-driven personalization, attribution, and decision intelligence are the default state.
• Lead the brand's AI transformation across the digital function — agentic CRO, AI creative production, predictive customer scoring, automated bidding, AI customer service. Set the AI fluency bar for the team.
• Build a high-performing digital, e-commerce, site merchandising, marketplaces, and analytics organization. Upgrade talent decisively.

What You’ll Bring

• 15+ years driving digital, e-commerce, or DTC growth, including at least one stint owning a digital, brand, or business unit P&L end-to-end.
• Demonstrated P&L operator with a track record in distressed, turnaround, or transformation environments — you’ve been the person who restarts a stalled digital business.
• Move with urgency. You have a strong sense of ownership and are a self-starter with a non-stop motor to consistently identify, overcome barriers, and unlock revenue opportunities.
• AI-native operator. You have personally shipped AI-driven workflows in production (content automation, agentic CRO, predictive models, internal copilots) and can speak fluently about Claude, GPT, agents, and the AI stack.
• Hands‑on player/coach. You can write the brief, debug the campaign, read the SQL, and edit the page. Being in the weeds is how you stay sharp.
• Mastery of incrementality, attribution, LTV:CAC, and digital unit economics. You speak finance fluently and defend digital ROI without flinching.
• Talent magnet. References from people who have followed you across roles. Decisive on underperformance and obsessive about hiring quality.
• Operator's bias to ship over polish, to compress timelines, and to kill ceremonies that don't drive decisions.