Saint Paul, United States | Posted on 07/20/2026
At UNRL, we’reredefining what performance wear means. We createpremium apparel that blurs the line between work, sport, and everyday life —built for those who demand more. Our team is driven by innovation,craftsmanship, and authenticity.We’relooking for people who share our belief thatpeople matter,effort counts,success is foundinsweatingdetails,andculture drives excellence. Join us and help build abrand that empowers people to look good, feel confident, and perform their best— every day.
How did we get here?
1. We hire great people that fit our culture and have an old-school workethic.
2. We make great products and provide our customers with an unrealexperience.
3. We create great processes that enable us to set goals and track oursuccess.
TheUNRL team consists of a small, tight-knit group of hardworking people with anentrepreneurial mindset. We’rebuilding a brand that will stand the test oftime andcontinue tomake a positive impact in our communities. What are you leaving behind?
Job Overvie w
The Senior Director of E-Commerceleads and scales UNRL’s direct-to-consumer online business. This role ownse-commerce strategy, revenue performance, digital merchandising, conversionoptimization, customer experience, Shopify capabilities, and the long-termdigital roadmap while partnering closely with Marketing and other functions todeliver profitable growth.
Why UNRL
UNRL is redefining premium performanceapparel through innovative products and an obsessive focus on the customer.This role will shape the strategy, team(3+), technology, and processesneeded to deliver a best-in-class digital shopping experience and supportUNRL’s next phase of growth.
Responsibilities
- Lead UNRL’s e-commerce strategy,revenue performance, forecasting, annual planning, and multi-year growthroadmap.
- Build and develop a high-performing e-commerce team with clear goals,priorities, accountability, and performance expectations.
- Own digital merchandising and the online customer experience across navigation,search, collections, product pages, cart, checkout, and post-purchase.
- Lead conversion optimization and structured testing to improve conversion rate,average order value, revenue per visitor, and customer retention.
- Own the Shopify Plus roadmap, including site functionality, integrations,performance, scalability, agencies, developers, and technology partners.
- Partner with Marketing on campaigns, paid media, email, SMS, lifecycleprograms, creative assets, product storytelling, and traffic-generationstrategies.
- Partner with Product, Planning, Supply Chain, Finance, Technology, andOperations to align launches, inventory, promotions, and customer demand.
- Establish dashboards and reporting that provide visibility intoperformance,identifyrisks and opportunities, and drive clearactions.
What Good Looks Like
A successful leader will:
- Deliver e-commerce revenue,profitability, conversion, and customer-experience goals.
- Establish a clear digital strategy supported by disciplined planning,forecasting, testing, and execution.
- Improve product discovery, digital merchandising, site usability, and theoverall purchase journey.
- Build strong partnerships across the business, particularly with Marketing,Product, Planning, and Supply Chain.
- Develop a high-performing team and create clear ownership, accountability, andcontinuous improvement.
Success Measures
- E-commercerevenue growth, profitability, and gross margin
- Conversion rate, average order value, and revenue per visitor
- Customer retention, repeat purchase, and lifetime value
- Full-pricesell-through and promotional effectiveness
- Site speed, stability, usability, and customer experience
- Forecastaccuracy and team engagement
Requirements
- 5-8years of progressive experience ine-commerce, digital commerce, digital merchandising, or related consumer-facingroles.
- Significant experienceowning and scaling adirect-to-consumer business within apparel, footwear, lifestyle, or consumerproducts.
- 5+years of experience building,developing, and leading high-performing teams.
- Demonstrated success delivering revenue growth,conversion improvements, stronger customer experiences, and increasedprofitability.
- Extensive experience managingandoptimizingShopify Plus environments, digital merchandising, andconversion programs.
- Proven ability to lead cross-functionally andbalance customer needs, brand standards, inventory constraints, financialgoals, and speed of execution.
Technical Expertise
- Deep knowledge of e-commerce strategy, digitalmerchandising, user experience, conversion optimization, and customer journeymanagement.
- Strong financial and analytical skills,including forecasting, gross margin, promotions, channel economics, dashboards,and performance reporting.
- Experience with Shopify Plus, Google Analytics,Triple Whale, testing platforms, heat-mapping tools, apps, andintegrations.
- Working knowledge of paid media, email, SMS,lifecycle marketing, attribution, acquisition, and retention metrics toeffectively partner with Marketing.
- Experience managing agencies, developers,platform partners, and technology vendors.
Preferred Qualifications
- Experience scaling a high-growth e-commercebusiness or leading a major digital transformation.
- Experience within premium apparel, activewear,golf, footwear, lifestyle, or a related consumer category.
- Familiarity with ERP, CRM, inventory-planning,order-management, and fulfillment-system integrations.
- Bachelor’s degree in a related field; MBA is aplus.
- Minnesota-based, in-officepresencestronglypreferred.
Our Leadership Principles
- Lead with ownership, accountability, andintegrity.
- Maintain an obsessive focus on thecustomer.
- Use data, creativity, and sound judgment to makedecisions.
- Translate strategy into clear priorities andmeasurable results.
- Health Insurance (Immediate Eligibility)
- Dental Insurance (Immediate Eligibility)
- Vision Insurance (Immediate Eligibility)
- AnnualPerformance Bonus(ImmediateEligibilitybased onCompany and Individual Performance)
- 401(k)Profit SharingRetirementPlan(Eligibility begins after 1 year of employment)
- 401(k) 4% Employer match (Eligibility begins after 1 year ofemployment)
- Employee Discount on UNRL product (ImmediateEligibility)