Director of Ecommerce

About TYR

TYR is at a pivotal moment of growth. As one of the most trusted names in swimwear, footwear, and performance gear, we are scaling to become the definitive performance lifestyle brand. We believe we have the best athletes in our respective sports — and our mission is to weave their stories, inspiration, and innovation into every consumer experience.

TYR.com is our North Star — the hub where athlete inspiration meets world-class commerce. It is the foundation on which we will double our business in the coming years.

Role Overview

The Director of E-Commerce is a merchant first and marketer second — someone who brings instinct for product and customer, balanced with sharp metric discipline and fluency in technology. This leader knows how to inspire through merchandising, amplify through marketing, and accelerate through digital innovation.

A critical part of this role is fluency and progressive understanding of AI applications — leveraging emerging technologies to drive personalization, automate insights, optimize creative, and future-proof TYR’s digital experience.

You will own the full digital commerce ecosystem, shaping how consumers discover, engage, and purchase across TYR’s direct site and digital touchpoints, while ensuring consistency across wholesale, retail, and marketplace channels.

Key Responsibilities

• Merchant-Led Digital Strategy: Drive TYR.com as a consumer-first, conversion-focused experience where product presentation, storytelling, and assortment inspire and convert.
• Athlete Inspiration as Commerce Fuel: Capture the aspirational impact of TYR athletes and translate it into product experiences, storytelling, and tools that help customers achieve their own performance and lifestyle goals.
• Omnichannel Coordination & Wholesale Partner Enablement: Ensure pricing, promotions, and brand storytelling are consistent across TYR.com, retail, marketplaces (Amazon, SwimOutlet, etc.), and wholesale partners. Collaborate with sales to empower wholesale partners with digital assets, stories, and commerce tools.
• Marketplace Leadership: Oversee or partner on third-party marketplaces (Amazon, SwimOutlet, and others), aligning strategies to protect brand equity, optimize profitability, and expand global reach.
• Agency & Vendor Management: Evaluate, negotiate, and manage external agencies and vendors; track ROI, hold partners accountable, and ensure alignment with TYR’s growth goals.
• Legal & Compliance: Own digital compliance, including ADA accessibility, data privacy (GDPR, CCPA), and international expansion considerations (localized experiences, payments, and logistics).
• Innovation, Technology & AI: Anticipate and adopt new tools, platforms, and AI-driven applications — from personalization and predictive analytics to creative automation — to keep TYR at the forefront of e-commerce.
• Team Leadership: Lead a lean, scrappy internal team while maximizing output through strong collaboration with agencies, freelancers, and cross-functional partners.
• Entrepreneurial Leadership: Thrive in an environment where solutions matter more than silos — roll up your sleeves, wear multiple hats, and build with agility in a fast-paced, evolving environment.

Who You Are

• A merchant first, marketer second: You instinctively understand product and customer, and know how to amplify with marketing.
• A data-driven leader: You translate metrics into decisions that grow traffic, conversion, and lifetime value.
• Tech-savvy and AI-fluent: You see technology, automation, and AI as accelerators of growth and competitive advantage.
• Entrepreneurial and hands-on: You thrive in fluidity, solve problems creatively, and enjoy building with speed and focus.
• A collaborative builder: You can guide a scrappy team, manage partners, and scale processes without losing agility.

Qualifications & Experience

• 8–12+ years of progressive e-commerce leadership experience, ideally within performance, lifestyle, or consumer goods brands.
• Proven track record of driving double-digit revenue growth in a direct-to-consumer e-commerce business.
• Expertise with Shopify Plus (or equivalent enterprise e-commerce platforms).
• Experience managing or partnering with marketplaces (Amazon, SwimOutlet, etc.) and integrating them into a holistic omnichannel strategy.
• Strong grasp of digital marketing disciplines (SEO, paid media, lifecycle/CRM, content, affiliates) and how to connect them to merchandising strategies.
• Skilled in analytics and reporting: Google Analytics, BI platforms, attribution tools (Northbeam, Triple Whale, etc.), and conversion optimization.
• Fluency in AI-driven tools and applications, with demonstrated use cases (personalization, predictive modeling, dynamic content, or workflow automation).
• Demonstrated success managing agencies and external vendors, including contract negotiation and performance management.
• Knowledge of data privacy, ADA accessibility, and international commerce (localization, payments, logistics) best practices.
• A proven builder: comfortable leading small, scrappy teams while scaling infrastructure for growth.
• Bachelor’s degree required; MBA or equivalent advanced degree a plus.

Why TYR?

At TYR, you’ll join a brand with world-class athletes, an entrepreneurial culture, and the opportunity to shape the digital engine that powers our next stage of growth. If you’re passionate about blending merchandising instinct, marketing vision, progressive AI innovation, and the aspirational power of athletes to inspire customers, we’d love to meet you.