Director of Ecommerce | Poppy & Peonies

The Opportunity

Site Merchandising

Own homepage, category, and collection page curation to reflect brand narrative and seasonal campaigns

Manage product sequencing, sorting logic, and on-site search to maximize discoverability

Partner with creative and buying to plan promotional moments and content calendars

Drive cross-sell and upsell strategies through smart product pairings and editorial storytelling

Monitor sell-through data and adjust merchandising to support inventory goals

Conversion Rate Optimization

Own core funnel metrics: CVR, add-to-cart rate, checkout initiation, and checkout completion, and report on them regularly to leadership

Lead a continuous A/B and multivariate testing roadmap across key funnel touchpoints

Analyze session recordings, heatmaps, and funnel reports to identify friction and opportunity

Own checkout experience;  reduce cart abandonment through UX, copy, and trust signal improvements

Develop hypotheses grounded in quantitative data and qualitative customer insight

Report on experiment outcomes and translate learnings into permanent site improvements

Product Management

Define and maintain the ecommerce product roadmap in collaboration with stakeholders that align to business objectives

Write clear briefs and acceptance criteria for new features, integrations, and platform improvements

Act as the internal owner of the Shopify storefront;  triaging issues, coordinating fixes, and managing the app stack

Evaluate and manage third-party apps; own the relationship, renewals, and configuration

Keep the site performant and functional across devices, flagging and resolving issues proactively

UX Design

Lead UX strategy for all customer-facing digital surfaces

Commission and interpret customer research, usability testing, and journey mapping

Maintain a cohesive design system in partnership with the brand and creative teams

Champion accessibility and inclusive design across the entire digital experience

Translate business requirements into elegant, intuitive interactions that feel quintessentially Poppy & Peonies

Leadership & Cross-Functional Collaboration

Lead and mentor teams and external partners across ecommerce and web development

Collaborate closely with cross-functional peers in marketing, creative, finance, and operations, acting as the connective tissue between the site and the rest of the business

Represent the ecommerce function in leadership conversations, bringing a clear point of view on priorities, tradeoffs, and what the team needs to succeed

Foster a culture of curiosity and experimentation, making it safe to test, learn, and share results openly even when outcomes aren't what you hoped

Be a generous thought partner to colleagues across the business,  helping others understand how the site works and why the customer experience matters 

What You Bring to the Table

Proven experience leading ecommerce growth within a direct-to-consumer, retail, fashion, or lifestyle brand
Hands-on Shopify experience; you don't need to code, but you know your way around the platform
Proven track record of driving measurable conversion and revenue growth
Comfortable managing external developers or agencies with clear, concise briefs
Strong analytical skills; comfortable in GA4, Shopify Analytics, or similar
Experience with CRO tools
A strong visual eye; you can give design feedback and spot UX problems without a formal design background
A builder mentality; you're energized by a lean team and ownership, not slowed down by it
Genuine interest in fashion or lifestyle brands;  you understand how aesthetics drive purchase decisions
Clear communicator who can move fast, context-switch, and keep multiple threads moving at once

The recruitment process

1. Video screen with Sarah, Talent Advisor from Bloom
2. Video Interview with Megan (Director, Finance & Business Operations)
3. Take Home Assignment 
4. Video Interview with Natalie Dusome (Founder + CEO of Poppy & Peonies)
5. Reference checks
6. Offer

Location

We’re seeking an exceptional candidate based in the US or Canada who values the flexibility of remote work while embracing the excitement of in-person experiences.
There will be occasional domestic and/or international travel for photoshoots, events, and team retreats. 

Salary and Total Rewards

Annual Salary ranges from $145,000-$175,000
3 weeks of paid vacation per year 
5 additional flex days
$1,500 annual health spending account 
$250 annual period & menstrual budget 
$1,000 annual allowance towards Poppy & Peonies product
$400 home office setup allowance
 
All compensation and benefit amounts are reflected in local currency (CAD/USD where applicable).
 
At Bloom, we see conversations around compensation as a continuous discussion. We encourage you to share your desired compensation early in the interview process, but we also understand that as you learn more about the role and the full benefits package, your expectations might evolve. Don't worry - there will be plenty of opportunities throughout the process to revisit and adjust those conversations if needed.