FRAME is a brand that bridges the heritage and quality of manufacturing in Los Angeles with a distinctly European aesthetic. Its collections take inspiration from a French way of "dressed up casual" embodied by the style icons of the 1970s.
Since the brand’s inception in 2012, FRAME has rapidly evolved from the off-duty models favorite denim brand, to a fashion house that produces four ready-to-wear collections a year.
FRAME is known for its coveted wardrobe classics, American craftsmanship and its loyal following.
Role Overview:
The Director of Ecommerce is responsible for the overall website experience from strategy through execution. The role will partner closely with leadership across merchandising, buying, planning, marketing, and creative teams to ensure that both the website calendar and experience is aligned with overall product messaging and sales targets. Additionally, The Director of Ecommerce owns the Digital Product, ensuring a stable and reliable shopping experience, identify and lead development of new features, and own relationship with key development and technology partners.
Responsibilities:
Content & Merchandising
- Lead digital merchandising from strategy and roadmap through execution to deliver best-in-class site performance and customer experiences
- Continually monitor and analyze category sales, taxonomy performance & key merchandising programs, including personalized product recommendations & content, to improve customer experience
- Develop, implement and monitor SEO strategy
- Own the end-to-end management of the product and asset catalogs including new product set up, image and copy upload, homepage refreshes, and site merchandising
- Work closely with performance marketing team to ensure website experiences and customer journeys are optimized to drive customer engagement and conversion
- Partner with the buying, planning, and merchandising teams to ensure proper assortment, product mix, and promotional calendar is aligned with overall sales targets
- Work with merchandising and creative team to ensure fit intent is accurately communicated to the customer through ecommerce imagery and product descriptions
Digital Product & Analytics
- Develop and execute on short- and long-term digital product roadmap to improve conversion and drive profitable growth
- Conduct usability testing, QA, bug tracking and collaborate with customer service and operations teams to ensure a stable, secure and seamless shopping experience.
- Collaborate with creative team and developers on site rebuilds, conversion rate optimization strategies and new feature implementation
- Leverage GA4, session recording, and other information sources to identify opportunities to improve website performance. Own weekly and monthly reporting on website KPIs.
- Own prioritization and execution of A/B testing roadmap to continuously improve the user experience and conversion rate
- Develop and maintain relationships with key agencies and vendors including product reviews, UGC, site merchandising, site search, etc.
Skills & Qualifications:
- 8+ years’ experience across site merchandising and digital products, preferably for a DTC fashion brand
- Highly proficient in e-commerce platforms, site analytics tools and familiarity with content management tools. Experience with Shopify Plus required.
- Entrepreneurial mentality with ability to drive from strategy through execution
- Strong understanding of SEO best practices and trends
- Highly proficient in e-commerce platforms, site analytics tools and familiarity with content management tools
- Expertise with content management tools, website analytics tools and measurements required (Google analytics).
- Strategic thinking, acute business mindset, keen understanding of P&L and financial analysis.
- Bachelor’s degree required.