The Role
The Director, Ecommerce + CX owns all of 12th Tribe's ecommerce technology, site experience, and customer service operations end-to-end, from the web development roadmap and A/B testing program to site merchandising, the marketing and promo calendar, loyalty, and affiliate programs. This person is the connective tissue between ecommerce, merchandising, brand, performance, and customer service, ensuring every part of the digital storefront and our digital selling channels work together to drive revenue and deliver an exceptional customer experience.
This is a hands-on, technically fluent role, not a strategy-only seat. You'll work daily inside our robust tech stack, including, but not limited to, Shopify, Shopify apps, Asana, Triple Whale, Tapcart, TikTok Shop, Meta Checkout, and Gorgias. You'll bring strong project management and SOP discipline to a fast-moving team and lead a group of ecommerce and customer service specialists to execute against an aggressive roadmap.
Direct Reports
- Sr. Ecommerce Manager
- Customer Service Manager (dotted line)
What You'll Do
Web Development & Technology
- Own the web development roadmap, A/B testing program, QA, ecommerce tech stack, and SEO/GEO strategy.
- Oversee the web development agency's priorities, hours, and KPIs across all activities.
- Oversee the SEO/GEO agency's roadmap and implementation.
- Propose, launch, and scale new platforms and programs with direct ROI impact.
Project Management & Process
- Serve as the team's go-to expert in project management and SOP creation, bringing structure, accountability, and timeliness to cross-functional workstreams.
- Manage projects in Asana or a comparable project management tool.
- Deliver against tight deadlines within a 360° go-to-market strategy.
Site Merchandising
- Own the homepage, navigation, category structure, and site search, using data to drive product placement and creative refreshes across the site.
- Surface new product, restock, and promo opportunities to the buying team.
- Report weekly on digital KPIs across product, collection, and category performance.
Marketing & Promo Calendar
- Connect the web storefront, mobile app, and all digital selling channels (TikTok Shop, Meta Checkout, TYB, etc.) to the 360° marketing calendar, with a strong understanding of presence and storytelling across all digital channels.
Customer Experience
- Lead the Customer Service team to deliver an exceptional customer experience through brand training and automation efficiencies.
- Drive upselling, order recovery, and other opportunities that turn customer service into a selling channel.
Loyalty & Affiliate Programs
- Launch and manage the loyalty program (planned 2027 launch), ensuring a seamless omnichannel experience.
- Own the affiliate platform and discount management, exploring new platforms and opportunities in partnership with the Head of Influencer & Community.
AI Tooling Experience
This part of the role is required. We want someone who walks in already running their work through AI.
- Claude every day: Uses Claude for planning, analysis, copy, SOPs, dashboards, and reports; comfortable with Projects, connectors, file analysis, and artifacts.
- Automating the catalog: Uses AI for bulk product data work, including copy, tags, attributes, SEO, and collection rules, with QA before anything goes live.
- Technical comfort: At home in Shopify and its app ecosystem; can use AI to write Liquid, CSS, scripts, or spreadsheet logic for quick fixes without waiting on a developer.
- Building workflows: Turns recurring work like launches, markdowns, and weekly reports into reusable templates and automations.
- AI creative tools: Uses AI image and design tools to make on-brand site assets.
- Judgment: Knows where AI falls short, such as brand nuance, incorrect product data, and made-up numbers, and checks for those before anything ships.
What You Bring
- 8+ years of experience in ecommerce, digital, or customer experience leadership.
- Hands-on, power-user technical expertise across the ecommerce stack: Shopify, Triple Whale, Tapcart, TikTok Shop, Meta Checkout, and Gorgias (required).
- Advanced project management skills; experience with Asana or a comparable tool strongly preferred.
- Proven ability to lead both technical (web dev, SEO/GEO) and people-facing (customer service) functions at once.
- Strong site merchandising instincts, with comfort working cross-functionally across buying and marketing.
- Experience managing agency relationships and holding external partners accountable to hours, priorities, and KPIs.
- Comfort in a truly hands-on role. This position requires working inside all core platforms daily, not just overseeing them.
What Sets You Apart
- You're equally comfortable in a Shopify backend, an Asana board, and a customer service queue. This is an execution seat as much as a strategy seat.
- You see the storefront, marketing calendar, and customer service line as one connected experience, not three separate functions.
- You bring process and SOP discipline to a fast-moving team without slowing it down.
12th Tribe is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.