Director, E-Commerce & Digital Experience

The Spice & Tea Exchange - Corporate

2d•Remote

About The Position

The Director of E-Commerce & Digital Experience will lead the complete transformation and ongoing optimization of The Spice & Tea Exchange® digital commerce ecosystem. This role is responsible for overseeing both front-end and back-end website performance, with a primary focus on Shopify and integrated platforms, ensuring the online experience drives measurable growth while strengthening — not competing with our franchise stores. This leader will bring E-Commerce in a Corporate environment, a customer-first mindset, strong technical fluency, a deep understanding of franchise systems, balancing corporate e-commerce growth with in-store success. The role will also own ROI accountability across paid digital channels (Google, apps, and other platforms) and lead the development of innovative omnichannel strategies that align online and in-store experiences.

Requirements

7-10+ years in E-Commerce, digital product management, or web development leadership
Deep hands-on experience with Shopify and integrated E-Commerce tools
Strong understanding of front-end UX/UI and back-end systems.
Proven success in driving E-Commerce growth with clear ROI accountability
Analytical mindset paired with creative problem-solving
Strong communication and leadership skills

Nice To Haves

Experience working within a franchise or multi-unit retail system strongly preferred

Responsibilities

Own and execute the end-to-end e-commerce strategy for The Spice & Tea Exchange®, including B2C, franchisee ordering workflows, and future digital expansion.
Serve as the internal subject-matter expert on Shopify and related e-commerce platforms, overseeing architecture, integrations, and performance.
Establish a clear digital growth roadmap with defined KPIs, revenue targets, and ROI benchmarks.
Show strong leadership in Shopify functionalities and plug-in integrations, ensuring leadership in innovative platform capabilities, staying on trend with platform enhancements and user management.
Lead enhancements to the look, feel, usability, and performance of the website to improve conversion, retention, and brand storytelling.
Oversee back-end functionality including: o Product setup and taxonomy o Inventory visibility (corporate vs franchise) o Ordering logic and fulfillment scenarios o Speed, security, scalability, and platform stability
Develop and test customer journey scenarios for: o Online consumer ordering o Promotions, bundles, subscriptions, and gifting
Leverage AI tools (including ChatGPT and other LLM platforms) to analyze customer buying trends, behavioral signals, and purchase patterns across owned channels to identify, segment, and activate shoppers beyond traditional Google-based discovery.
Develop and maintain AI-assisted shopper personas and intent clusters using first-party data (order history, browsing behavior, campaign engagement, loyalty signals) to inform merchandising, promotions, and content strategy.
Partner with Analytics, Marketing, and Product teams to continuously train AI models on evolving product trends, seasonality, and customer preferences to improve personalization, targeting, and conversion.
Explore and implement emerging AI-powered discovery channels (conversational commerce, LLM search, recommendation engines, on-site chat, and off-site AI shopping experiences) to future-proof the e-commerce funnel.
Own the setup, launch, and ongoing management of TikTok Shop in partnership with Marketing, including catalog integration, pricing, promotions, fulfillment alignment, creator commerce partnerships, and platform compliance.
Develop TikTok-native merchandising and promotional strategies that align with brand positioning while maximizing conversion within the TikTok ecosystem.
Collaborate with Marketing and Social teams to align TikTok Shop launches, product drops, and promotional moments with the broader marketing cadence and campaign calendar.
Monitor performance, trends, and platform updates within TikTok Shop and recommend optimizations or expansion opportunities into additional emerging social commerce platforms.
Design and implement omnichannel strategies that eliminate perceived competition between e-commerce and franchise stores.
Develop creative solutions such as: o Online purchases that drive in-store redemption (gifts, samples, upgrades, or exclusive add-ons) o Geo-targeted or store-attributed promotions o “Buy online, engage in store” experiences o Further develop e-commerce gift card and loyalty programs
Partner closely with Operations, Franchise Support, and Marketing to ensure digital initiatives support franchise profitability.
Oversee and manage paid advertising performance across all e-commerce channels in close partnership with the Performance Marketing Manager.
Ensure paid media strategies align with the marketing cadence, campaign themes, product pushes, and seasonal priorities set by the Marketing team.
Review, guide, and optimize paid media investments to ensure efficient spend, strong ROAS, and cohesive messaging across platforms. Identify where spend is underperforming and implement corrective strategies.
Use AI-driven insights and performance data to inform budget allocation, audience targeting, creative direction, and campaign optimization. Build dashboards to clearly track: traffic, conversion, AOV, customer acquisition, franchise attribution and omnichannel impact.
Hold accountability for paid media performance while fostering collaboration between performance marketing, creative, merchandising, and analytics teams.
Advocate for the end user — understanding how customers shop spices, teas, gifts, and refills online.
Continuously refine UX/UI based on user behavior, feedback, and best-in-class e-commerce benchmarks.
Ensure brand consistency and storytelling across all digital touchpoints.
Own management responsibilities of the Customer Experience team
Ensure full alignment between E-commerce and Marketing by actively participating in campaign planning, calendar reviews, and promotional strategy sessions.
Uphold and execute against the marketing cadence as defined by the Marketing team, ensuring all e-commerce-driven promotions, offers, and merchandising support core campaigns, motifs, and product storytelling.
Proactively bring forward e-commerce-led ideas, audience insights, and growth concepts to enhance reach, conversion, and engagement within target customer segments.
Serve as a strategic partner to Marketing, Product Development, Supply Chain, IT and Franchise Leadership balancing brand integrity with performance-driven commerce initiatives.
Manage external developers, agencies and vendors to ensure compliance with applicable state and federal requirements.
Provide cross-functional leadership in the management of the web fulfillment process, influencing internal partners to achieve timely, effective and scalable delivery results.