Director of E-Commerce and Brand Strategy Position Overview
White Top Adventures is seeking a strategic, results-driven Director of E-Commerce and Brand Strategy to lead our digital sales channels, shape a consistent brand identity, and elevate our authority within the automotive and overland accessory market. In this role, you will connect customer insights, creative direction, and performance marketing to oversee our direct-to-consumer operations—scaling platforms like Shopify, optimizing paid acquisition, driving retention through lifecycle marketing, and guiding our expansion into new vehicle aftermarket segments (such as Toyota SUVs).
You will own the intersection of performance marketing and brand equity, ensuring our factory-direct value proposition and premium product lines (including the Strata Rack series) are positioned effectively against competitors while maintaining healthy gross margins and delivering a seamless online shopping experience.
Key Responsibilities E-Commerce & Revenue Operations
- P&L Ownership: Manage the day-to-day operations and financial performance of our online sales channels to drive profitable revenue growth.
- Conversion & Journey Optimization: Continuously audit and improve the user journey on Shopify, managing website updates, landing pages, and search engine optimization (SEO) to enhance conversion rates, average order value (AOV), and customer lifetime value (LTV).
- Channel & Performance Marketing: Oversee paid acquisition across search and social channels (Google Ads, Meta Ads/Facebook Advertising, SEM), driving multi-channel campaigns with agency partners and internal tools.
- Retention & Lifecycle Marketing: Scale our email and SMS marketing automation programs via Klaviyo to maximize repeat purchases and customer retention.
- Analytics & Reporting: Monitor web analytics using tools like Google Analytics and Google Tag Manager to deliver clear data reporting, refine performance marketing, and inform strategic decisions.
Brand Strategy & Market Positioning
- Brand Authority & Messaging: Strengthen our market presence in the overland and off-road community, aligning brand messaging across digital touchpoints to reinforce our direct-to-consumer value model.
- Creative Direction & Content: Lead content creation, graphic design, and social media management across all channels to maintain brand consistency while driving engagement.
- Product Line Rollouts: Lead go-to-market strategies, keyword research, and digital positioning for new product expansions across emerging vehicle platforms.
- Competitive Intelligence: Monitor competitor movements, SEO opportunities, and industry dynamics across trade shows and digital channels to reinforce our unique market position.
Logistics & Cross-Functional Alignment
- Fulfillment & Operations: Coordinate closely with logistics platforms (FedEx, ShipStation) and accounting (QuickBooks) to ensure seamless inventory forecasting, fulfillment speed, and margin health.
- Team Leadership & Agency Management: Direct external agencies, freelance creators, and internal support staff to execute cohesive, multi-channel digital campaigns.
Qualifications & Requirements
- Experience: 5+ years of proven leadership experience managing high-growth e-commerce, digital campaign strategy, and brand marketing operations (preferably within the automotive, outdoor, or durable goods manufacturing sectors).
- Platform & Technical Expertise: Deep hands-on proficiency with Shopify (and CMS environments), Klaviyo, Google Ads, Meta Ads, and web analytics (Google Analytics, Google Tag Manager). Working knowledge of HTML/CSS, basic web structure, and creative tools (Adobe Creative Suite, including Photoshop).
- Strategic & Analytical Mindset: Demonstrated ability to translate customer and campaign data into clear priorities, balancing top-of-funnel brand building with strict ROI and gross margin targets.
- Industry Passion: Strong familiarity with the overlanding, van life, or automotive aftermarket ecosystem is a major plus.
Compensation & Structure
- Base Salary: $120,000 – $160,000 per year (commensurate with experience)
- Performance Bonus: 3% – 8% annual bonus tied directly to top-line e-commerce revenue growth and gross margin targets.
- Benefits: Comprehensive package including flexible time off and performance incentives.
Pay: $120,000.00 - $150,000.00 per year
Benefits:
- Employee assistance program
- Employee discount
- Flexible schedule
- Paid time off
Work Location: In person
