Role Overview
The Director, E-Commerce & Amazon Marketplace owns revenue, merchandising performance, and demand execution across TYR’s DTC (Shopify Plus) and Amazon Marketplace businesses globally, including responsibility for TYR’s EU digital commerce sites.
This is a senior operating role accountable for translating product, category, and brand strategy into measurable commercial results across owned and marketplace channels in the U.S. and Europe. The role blends category-led merchandising, Amazon P&L ownership, international e-commerce leadership, lifecycle demand execution, and platform-level technical fluency, with a strong mandate to leverage Shopify Plus, Amazon Vendor/Seller Central, advanced attribution, CRM, and AI-enabled technologies to drive scale, efficiency, and profitability across regions.
Core Operating Framework
Merchandising is the Engine: Product accuracy, hierarchy, availability, and lifecycle discipline drive conversion, AOV, sell-through, and margin across regions.
Demand Execution is the Accelerator: Attribution clarity, lifecycle orchestration, and execution rigor scale revenue efficiently across markets.
Technology is the Multiplier: Platform leverage, automation, clean data, and AI-driven insight accelerate speed, precision, and learning globally.
People are the Force Multiplier: Clear ownership, execution rigor, and cross-functional alignment determine outcomes across regions and teams.
Key Responsibilities
1. Commercial Ownership & Revenue Leadership
- Own top-line revenue and contribution margin across TYR DTC (Shopify Plus), Amazon Marketplace, and EU digital commerce sites.
- Set and manage monthly, quarterly, and annual revenue plans by region and channel, including pacing, promotional impact, FX considerations, and inventory constraints.
- Drive sustained improvement across CR, AOV, UPT, RPV, full-price sell-through, and gross margin across U.S. and EU markets.
- Partner with Finance on forecasting, scenario planning, and inventory exposure by category, channel, and region.
2. Merchandising as the Engine (Director-Level Scope)
- Define, own, and continuously evolve TYR’s digital merchandising strategy across all core categories, channels, and regions.
- Own Shopify Plus theme architecture and merchandising execution for both U.S. and EU sites, including homepage systems, PLP/PDP layouts, launch frameworks, and reusable modules.
- Demonstrate deep hands-on knowledge of Shopify merchandising tools: metaobjects, metafields, automated collections, tagging, rules-based merchandising, and manual overrides.
- Own taxonomy, category architecture, product hierarchy, hero logic, and visual priority across DTC (U.S. & EU) and Amazon.
- Ensure regional relevance in merchandising while maintaining global brand and category consistency.
- Lead seasonal drops, capsules, and launches with clear entry points, storytelling hierarchy, and conversion paths adapted by region.
- Own performance of homepage, PLP, PDP, campaign landers, and Amazon detail pages (titles, bullets, imagery, A+ content, Brand Store).
- Operate a rigorous merchandising performance scorecard including CR, AOV, newness vs carryover, size-level availability, markdown cadence, recovery, and GMROI by region.
- Enforce lifecycle discipline from launch → scale → sustain → exit, dynamically adjusting placement, storytelling, and promotional pressure by market.
3. Amazon Marketplace Leadership (Global)
- Own Amazon Marketplace strategy, execution, and P&L across North America and Europe.
- Accountable for Amazon revenue, contribution margin, catalog health, pricing, promotions, and Buy Box performance by marketplace.
- Lead Amazon merchandising excellence including PDP optimization, search discoverability, ratings and reviews, and Brand Store execution.
- Oversee Amazon advertising (Sponsored Products, Sponsored Brands, DSP where applicable) with strict incrementality and margin discipline.
- Partner with Operations and Supply Chain on forecasting, inbound flow, availability, and region-specific inventory risk.
4. Demand, CRM & Attribution Ownership
- Own lifecycle demand execution across paid performance channels, CRM (email, SMS, personalization), and onsite campaign execution for U.S. and EU sites.
- Ensure attribution clarity using Northbeam as the primary multi-touch attribution platform across regions.
- Own Klaviyo strategy across segmentation, automation, lifecycle journeys, and revenue contribution globally.
- Translate attribution insights into regional budget allocation, channel prioritization, and onsite optimization.
5. Platform Leadership: Shopify Plus, Amazon & CRM
- Own platform strategy across Shopify Plus (U.S. & EU) and Amazon, ensuring scalability, localization readiness, execution speed, and data integrity.
- Oversee regional site requirements including language, currency, tax, duty, and compliance considerations in partnership with Finance and Operations.
- Partner with Technology and agencies to prioritize enhancements, reduce technical debt, and enable advanced merchandising and personalization globally.
- Ensure CRM is fully integrated with merchandising, lifecycle execution, and commercial priorities across regions.
6. Emerging Technology & AI Enablement
- Maintain strong awareness of emerging technologies including AI-driven personalization, merchandising optimization, and predictive analytics with applicability across regions.
- Evaluate and operationalize tools that improve conversion, efficiency, and speed-to-insight globally.
- Ensure technology adoption is commercially justified, measurable, and scalable across markets.
7. Inventory, Planning & Lifecycle Alignment
- Partner with Planning & Allocation to align buy depth, flow, and replenishment to digital demand signals across U.S. and EU markets.
- Manage in-season risk through merchandising prioritization, promotional levers, and assortment optimization by region.
- Drive disciplined markdown strategies that protect margin while clearing exposure, accounting for regional seasonality and market dynamics.
- Monitor inventory productivity through turns, weeks of supply, and GMROI by region.
8. Team Leadership & Operating Rhythm
- Lead E-Commerce, Merchandising, CRM, and Amazon teams with clear roles, KPIs, and accountability across regions.
- Establish weekly, monthly, and quarterly operating cadences including regional scorecards, launch readiness, and post-mortems.
- Serve as the primary cross-functional partner to Product, Creative, Operations, Technology, Finance, and EU stakeholders.
- Hold teams accountable for execution accuracy, timelines, and results globally.
Key Metrics of Success
- Revenue vs Plan by channel and region (U.S. & EU)
- Conversion Rate (CR) & Revenue per Visitor (RPV) by market
- Average Order Value (AOV) & Units per Transaction (UPT)
- Amazon Contribution Margin & Advertising Efficiency by marketplace
- Full-Price Sell-Through & Gross Margin
- Inventory Turns, GMROI, and Markdown Efficiency by region
- CRM Revenue Contribution & Retention Rate
- Speed-to-Insight & Execution Accuracy
Qualifications
- 7–10+ years of progressive leadership experience in DTC e-commerce and Amazon Marketplace management, including international markets.
- Demonstrated experience owning and scaling EU or international Shopify sites.
- Deep, hands-on experience with Shopify Plus and Amazon Vendor/Seller Central.
- Proven ownership of Northbeam attribution and Klaviyo CRM with demonstrated revenue impact.
- Experience scaling Amazon as a meaningful revenue and profit channel without eroding brand or DTC economics.
- Strong financial acumen with comfort operating close to the P&L, including regional forecasting and FX considerations.
- Experience leading cross-functional and geographically distributed teams.
Ideal Leadership Profile
This role is for a commercially obsessed, analytically rigorous, and technologically fluent global operator who understands that Amazon, DTC, international execution, data, and AI-driven insight are inseparable growth engines. They balance global brand consistency with local market execution, lead teams with clarity and urgency, and continuously evolve the business through tools and processes that deliver measurable growth, efficiency, and scale.
