Bask and Lather Co
Overview
Bask & Lather is a rapidly scaling beauty brand rooted in healthy hair and scalp care. We are seeking a highly strategic and results-driven Director of E-Commerce to lead, optimize, and scale our global digital commerce ecosystem across Shopify Plus, Amazon, Walmart, TikTok Shop, and emerging marketplaces. This leader will own the end-to-end customer journey, drive measurable revenue growth, and build a best-in-class direct-to-consumer and marketplace experience. The Director of E-Commerce will bring deep expertise in Shopify Plus, CRO, SEO, merchandising, bundling strategies, pricing optimization, and A/B testing, with a proven track record of scaling e-commerce revenue at pace. If you do not have Shopify Plus experience and a demonstrated history of managing and growing e-commerce store revenue through strategic optimization, please do not apply as these are firm needs for this role. Location: Hybrid – Yonkers, NY Reports To: Head of Growth & CEO Type: Full-time Salary Range: $120,000 – $130,000 Key Responsibilities
Strategy & Growth
Lead the global DTC and marketplace strategy, driving growth across categories, launches, and seasonal campaigns. Own revenue forecasting, budgeting, and proactively identify risks and opportunities. Lead the global growth of Amazon, international marketplaces, and social commerce, ensuring revenue growth, profitability, and brand integrity. Build and implement strategies for subscription growth, retention, upsells, and repeat purchases. Drive alignment with Growth, Marketing, Creative, Operations, and Product teams to ensure e-commerce initiatives support business priorities.
Platform & Tech Stack Optimization
Own and optimize the Shopify Plus site: manage navigation, merchandising, content, PDPs, cart, checkout, quizzes, and post-purchase experience. Oversee Amazon, Walmart, and TikTok Shop storefronts with compelling product listings, enhanced content, and optimized performance. Optimize Tech Stack: Oversee loyalty programs, subscriptions, customization tools, reviews integration, email/SMS marketing, and all e-commerce platform integrations. Partner with Paid Media teams to build high-converting landing pages and with Product teams to create PDPs highlighting new features and launches.
Conversion Rate Optimization (CRO) & UX
Lead a structured A/B testing and UX experimentation roadmap to improve conversion rate, AOV, retention, and overall site performance. Analyze KPIs (conversion, revenue, bounce rate, traffic behavior) via GA4, Shopify Analytics, and CRO tools, delivering insights and action plans. Monitor competitor activity and industry trends to proactively adopt best practices in CRO, merchandising, SEO, and mobile optimization.
Execution & Customer Experience
Oversee flawless execution of product launches, promotions, and brand campaigns across digital commerce platforms. Create seamless customer experiences for both consumers and professional stylists/salons. Align promotional calendars with GTM campaigns across all platforms. Collaborate with Operations to ensure inventory accuracy and availability. Partner with Customer Experience to ensure support readiness for new products, FAQs, and promotional activity.
Leadership & Reporting
Deliver consistent reporting and actionable insights on all e-commerce KPIs. Lead and mentor the e-commerce team to execute at a high level and scale with the business. Stay ahead of e-commerce trends, platform updates, and compliance requirements to maintain Bask & Lather’s competitive edge.
Qualifications
7+ years of e-commerce leadership experience, including 3+ years on Shopify Plus (required). Proven success in scaling revenue across Shopify Plus and marketplaces (Amazon, Walmart, TikTok Shop). Deep expertise in CRO, SEO, A/B testing, bundling, pricing, and merchandising. Strong analytical background with proficiency in GA4, Hotjar, Shopify Analytics, or similar CRO/UX tools. Experience leading cross-functional teams in a fast-paced, growth-stage brand environment. Excellent organizational, leadership, and communication skills. Hybrid role: must be able to work on-site in Yonkers, NY several days per week.
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Bask & Lather is a rapidly scaling beauty brand rooted in healthy hair and scalp care. We are seeking a highly strategic and results-driven Director of E-Commerce to lead, optimize, and scale our global digital commerce ecosystem across Shopify Plus, Amazon, Walmart, TikTok Shop, and emerging marketplaces. This leader will own the end-to-end customer journey, drive measurable revenue growth, and build a best-in-class direct-to-consumer and marketplace experience. The Director of E-Commerce will bring deep expertise in Shopify Plus, CRO, SEO, merchandising, bundling strategies, pricing optimization, and A/B testing, with a proven track record of scaling e-commerce revenue at pace. If you do not have Shopify Plus experience and a demonstrated history of managing and growing e-commerce store revenue through strategic optimization, please do not apply as these are firm needs for this role. Location: Hybrid – Yonkers, NY Reports To: Head of Growth & CEO Type: Full-time Salary Range: $120,000 – $130,000 Key Responsibilities
Strategy & Growth
Lead the global DTC and marketplace strategy, driving growth across categories, launches, and seasonal campaigns. Own revenue forecasting, budgeting, and proactively identify risks and opportunities. Lead the global growth of Amazon, international marketplaces, and social commerce, ensuring revenue growth, profitability, and brand integrity. Build and implement strategies for subscription growth, retention, upsells, and repeat purchases. Drive alignment with Growth, Marketing, Creative, Operations, and Product teams to ensure e-commerce initiatives support business priorities.
Platform & Tech Stack Optimization
Own and optimize the Shopify Plus site: manage navigation, merchandising, content, PDPs, cart, checkout, quizzes, and post-purchase experience. Oversee Amazon, Walmart, and TikTok Shop storefronts with compelling product listings, enhanced content, and optimized performance. Optimize Tech Stack: Oversee loyalty programs, subscriptions, customization tools, reviews integration, email/SMS marketing, and all e-commerce platform integrations. Partner with Paid Media teams to build high-converting landing pages and with Product teams to create PDPs highlighting new features and launches.
Conversion Rate Optimization (CRO) & UX
Lead a structured A/B testing and UX experimentation roadmap to improve conversion rate, AOV, retention, and overall site performance. Analyze KPIs (conversion, revenue, bounce rate, traffic behavior) via GA4, Shopify Analytics, and CRO tools, delivering insights and action plans. Monitor competitor activity and industry trends to proactively adopt best practices in CRO, merchandising, SEO, and mobile optimization.
Execution & Customer Experience
Oversee flawless execution of product launches, promotions, and brand campaigns across digital commerce platforms. Create seamless customer experiences for both consumers and professional stylists/salons. Align promotional calendars with GTM campaigns across all platforms. Collaborate with Operations to ensure inventory accuracy and availability. Partner with Customer Experience to ensure support readiness for new products, FAQs, and promotional activity.
Leadership & Reporting
Deliver consistent reporting and actionable insights on all e-commerce KPIs. Lead and mentor the e-commerce team to execute at a high level and scale with the business. Stay ahead of e-commerce trends, platform updates, and compliance requirements to maintain Bask & Lather’s competitive edge.
Qualifications
7+ years of e-commerce leadership experience, including 3+ years on Shopify Plus (required). Proven success in scaling revenue across Shopify Plus and marketplaces (Amazon, Walmart, TikTok Shop). Deep expertise in CRO, SEO, A/B testing, bundling, pricing, and merchandising. Strong analytical background with proficiency in GA4, Hotjar, Shopify Analytics, or similar CRO/UX tools. Experience leading cross-functional teams in a fast-paced, growth-stage brand environment. Excellent organizational, leadership, and communication skills. Hybrid role: must be able to work on-site in Yonkers, NY several days per week.
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