Senior Director, E-Commerce

REP Fitness

Location: Westminster, CO, United States

About REP: REP designs world-class, innovative gym equipment that is sold around the world, and we are now expanding into apparel, supplements, athletes, and events. REP was established in 2012 by two brothers who shared a deep passion for fitness. From our humble beginnings of selling bumper plates out of a small garage, REP has experienced remarkable growth, now occupying over 300,000+ square feet of office and distribution space in the USA and internationally. With a dedicated team of over 200+ fitness enthusiasts, our vision is to be the #1 Strength Brand in the World. Our commitment to innovation, customer service, and value sets us apart. We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment. Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits - and the limits of our equipment. At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state-of-the-art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee. We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours. Our Core Values: Think Like a Customer - We empathize with our customers; understand the 'why' behind every decision we make Progress not Perfection - We don't let perfect get in the way of good; we are better today than we were yesterday Positive Attitude - Be a glass half-full kind of person and remember to have fun Teamwork without Ego - We put the team above ourselves; we only win together Take Initiative - We drive momentum; if there is an opportunity to make us better, we want to hear it About This Role: The Senior Director, E-Commerce will lead REP’s digital commerce strategy and execution for REP.com webstore, overseeing all regions and channels including Shopify DTC storefronts and tools while driving strategy globally and across channels. This E-commerce Senior Leader owns the digital revenue and gross margins, website experience, digital merchandising strategies, and the architecture of the platforms and teams that support REP’s webstore business. They will lead internal teams across web development, e-commerce operations, while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units to build a cohesive global digital footprint. Essential Functions: include the following. Other duties may be assigned. Global Digital Strategy & Leadership Define and drive REP’s digital commerce strategy across all markets. Own regional forecasting, revenue, and digital channel gross margins Establish channel- and geo-level KPIs and build performance dashboards that support both regional and global decision-making. Design and implement scalable systems, workflows, and organizational structures that support global growth across all REP product divisions. Partner with global and regional commercial leaders to align digital commerce priorities, roadmaps, and growth targets with in-market business objectives. E-Commerce Platform Leadership (Shopify Ecosystem) Lead optimization and oversight of REP’s Shopify DTC site. Direct UX/UI, merchandising strategy, CRO, personalization, localization, and Global navigation logic. Monitor regional consumer behavior, cultural shopping patterns, and market-specific trends to inform localization and merchandising strategy by region. Oversee platform roadmap including multi-region architecture, currency, tax, and fulfillment considerations. Guide decisions around headless commerce, tech stack integrations, and long-term platform evolution. Team Leadership & Organizational Development Lead, hire, and develop teams across web development, e-commerce operations, and digital merchandising. Manage and evaluate external partners and vendors, including development agencies, CRO partners, digital marketing agencies, and analytics providers. Create a high-performance, data-driven culture rooted in accountability and continuous improvement. Customer Acquisition & Retention Partnership Partner with Marketing and Customer Support to align global digital acquisition, CRM, retention programs, loyalty, and customer journey optimization. Develop strategies to improve LTV, reduce CAC, and tailor retention approaches to major markets. Cross-Functional Global Collaboration Work with Supply Chain and Operations to ensure aligned inventory planning and regional fulfillment strategies. Collaborate with Product teams to support regional product launches and phased rollout plans. Travel: Moderate. Travel to regional offices, agency/vendor partners, and international markets as needed to support global platform and operations initiatives. What You Will Bring: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Education and/or Experience: 12+ years leading digital commerce teams at consumer product or lifestyle brands, ideally with global expansion experience. Demonstrated experience operating and scaling ecommerce platforms for global consumer brands across multiple markets, currencies, and languages. Proven track record scaling Shopify-based DTC business to 9+ figures globally. Deep experience developing and managing high performance teams in a fast paced environment. Experience in scaling systems and processes in a high growth businesses. Demonstrated success leading and developing web engineering and e-commerce operations teams. Highly competent in analytics platforms (GA4, Looker, Tableau, etc.). Experience coordinating digital operations with international supply chain and logistics solutions; and with working in a global matrixed organizational structure Thrives in a fast-growth, entrepreneurial, performance-driven environment. Core Competencies: Action Oriented - Taking on new opportunities and tough challenges with a sense of urgency, high energy and enthusiasm. Resourcefulness - Securing and deploying resources effectively and efficiently. Collaborates - Building partnerships and working collaboratively with others to meet shared objectives. Self-Development - Actively seeking new ways to grow and be challenged using both formal and informal development channel Strategic, but highly execution-minded – Blends long-term vision with hands-on ownership to drive fast, high-quality delivery. Systems thinker who designs for scale – Builds frameworks and processes that support seamless growth and future complexity. Exceptional communicator and cross-functional partner – Breaks down complexity and aligns diverse teams through clear, consistent communication. Operates with accountability, clarity, and urgency – Owns outcomes decisively and drives teams forward with focus and speed. Passion for strength culture and the REP brand is a plus – Brings energy and connection to REP’s mission, products, and community. What's In It for You: Our commitment to quality and transparency applies not only to our products, but to our people. We are focused o

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