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Fleet Farm · 2 weeks ago

Director of Ecommerce

Appleton, WI

Full-time

Onsite

Director/Executive

10+ years exp

Fleet Farm is looking for a Director of Ecommerce to lead and grow their direct-to-consumer business. This high-visibility leadership role involves owning the performance of the online channel, driving profitable growth, and ensuring seamless digital experiences for customers.

E-Commerce

H1B Sponsor Likely

Hiring Manager

Jill Leeser

Responsibilities

Own the full e-commerce P&L, including revenue, margin, CAC, LTV, and operating expenses

Set and execute the annual and long-term e-commerce strategy

Drive growth across traffic, conversion, average order value, and retention

Lead site merchandising, product launches, promotions, and pricing strategy

Oversee UX/UI, front-end development, and platform evolution

Partner with Marketing to optimize paid media, SEO, affiliates, and email/SMS

Champion the customer experience—from site speed and mobile optimization to checkout and post-purchase journeys

Build, coach, and lead a high-performing e-commerce team

Own analytics, insights, and experimentation through A/B and multivariate testing

Collaborate with Operations and Supply Chain on fulfillment, shipping, and international expansion

Evaluate and implement emerging technologies including AI personalization, composable commerce, and social commerce

Qualification

E-commerce strategyP&L managementAnalytics toolsDTC business scalingE-commerce platformsCustomer experienceCROPersonalizationTeam buildingBachelor's degreeCollaborative leadershipFast-paced environments

Required

10+ years of e-commerce experience, including 5+ years in a senior leadership role

Proven success scaling a DTC business to $100M+ in annual revenue

Experience owning and growing a full e-commerce P&L

Deep knowledge of modern e-commerce platforms and architectures

Strong analytical skills with experience using tools like GA4, Amplitude/Heap, Looker/Tableau, and advanced spreadsheets

Hands-on experience with CRO, personalization, and customer data platforms

A collaborative leadership style and passion for building high-performing teams

Comfortable operating in fast-paced, high-growth environments

Bachelor's degree required

Company

Fleet Farm

Glassdoor3.1

Fleet Farm is a growing company and we are always on the lookout for talented Team Members.

Founded in 1955

Baxter, Minnesota, USA

5001-10000 employees

http://www.fleetfarm.com/

H1B Sponsorship

Fleet Farm has a track record of offering H1B sponsorships. Please note that this does not guarantee sponsorship for this specific role. Below presents additional info for your reference. (Data Powered by US Department of Labor)

Distribution of Different Job Fields Receiving Sponsorship

Represents job field similar to this job

Trends of Total Sponsorships

2021 (1)

Funding

Current Stage

Late Stage

Total Funding

unknown

2016-01-05Acquired

Leadership Team

Steve Jensen

SVP & Chief Merchandising and Marketing Officer

Carol Scheiwe

HR Business Partner

Recent News

GlobeNewswire

Fleet Farm Selects Imagine Studio as new Agency of Record

2025-12-31

Star Tribune

We put Minnesota’s new PFAS law to the test.

2025-03-20

Company data provided by crunchbase