Director, Digital Strategy & eCommerce

Director, Digital Strategy & eCommerce Position Summary The Director, Digital Strategy & eCommerce is a commercial leader responsible for the revenue performance of the organization's digital ecosystem, including consumer-facing websites, partner portals, and mobile applications. This role owns the strategy that drives customer acquisition, digital engagement, conversion, and revenue growth across all digital channels. This is a growth and revenue leadership position—not a technology roadmap role. The successful candidate will combine brand strategy, performance marketing, conversion optimization, and digital commerce expertise to create seamless customer journeys from discovery through booking, engagement, and post-purchase interactions. The role requires a commercially focused, creatively ambitious, and analytically driven leader who can define success across digital touchpoints, deliver measurable business outcomes, and lead cross-functional teams to achieve revenue targets. Key Responsibilities Digital Channel Ownership & Revenue Growth Own the commercial performance of all digital channels, including websites, partner platforms, and mobile applications. Drive revenue growth, customer acquisition, conversion, and digital engagement. Develop and execute end-to-end digital channel strategies across acquisition, conversion, retention, and ancillary revenue generation. Partner with Finance and Revenue Management to forecast revenue, evaluate ROI, and report performance to executive leadership. Manage digital channels with a P&L mindset, prioritizing investments based on business impact and growth opportunities. Customer Acquisition & Demand Generation Develop innovative, insight-driven acquisition strategies across paid, organic, content, SEO, CRM, partnerships, and emerging channels. Collaborate with Brand, Content, CRM, Media, and Communications teams to create integrated customer acquisition programs. Identify new audience segments and growth opportunities through data, market insights, and business case development. Ensure digital experiences are both high-performing and aligned with brand standards. Conversion Optimization & Digital Commerce Own the end-to-end conversion funnel with a focus on reducing friction and increasing bookings and transactions. Lead testing and optimization programs, including A/B and multivariate testing. Partner with analytics teams to identify customer behavior trends, conversion barriers, and improvement opportunities. Establish performance benchmarks and continuously improve digital conversion metrics. Digital Ecosystem & Customer Journey Strategy Create a cohesive digital experience across web, mobile app, and physical/digital customer touchpoints. Define strategies that connect pre-purchase, in-product, and post-purchase experiences into a unified customer journey. Collaborate with Product, Technology, and Experience teams to ensure platform capabilities support commercial objectives. Leverage personalization, AI, and automation technologies to improve customer engagement, conversion, and retention. Leadership & Stakeholder Management Lead and develop a team of senior managers and digital professionals. Own and prioritize the digital enhancement roadmap based on business impact and ROI. Align cross-functional stakeholders across Marketing, Product, Technology, Analytics, CRM, Customer Experience, and external partners. Present digital strategy, performance insights, and investment recommendations to executive leadership. Manage vendor and agency relationships supporting digital commerce, analytics, personalization, and optimization initiatives. Qualifications 10+ years of experience in digital commerce, eCommerce, growth marketing, or digital strategy. Proven experience owning a digital revenue channel with accountability for acquisition, conversion, and revenue performance. Strong background in digital acquisition strategy, customer journey optimization, and conversion rate optimization (CRO). Expertise in A/B testing, multivariate testing, digital merchandising, and performance analytics. Experience managing large-scale digital ecosystems across web, mobile applications, and customer touchpoints. Strong analytical skills with the ability to translate data into actionable business strategies. Experience developing business cases, ROI models, and executive-level recommendations. Demonstrated success leading high-performing teams and influencing cross-functional stakeholders. Knowledge of AI-driven personalization, automation, and emerging digital commerce technologies. Excellent executive communication, presentation, and stakeholder management skills. Bachelor's degree required; advanced degree preferred.