Hi, I’m Natalie Dusome, Founder and CEO of Poppy & Peonies, a fun and energetic brand that believes styles and function should co-exist. We’re passionate about creating practical pieces that help make life a little easier and lighten the load, literally.

Building Poppy & Peonies has been a wild adventure. The journey began when my daughter Poppy was born and my accessories no longer worked with my new life as a mom, I needed bags with pockets and organization that looked cool and had functionality. I couldn’t find it, so I decided to create it, and in 2015 Poppy & Peonies was born.

We’ve come a long way in five years – from filling orders in my basement to appearing on Dragons’ Den, and now, expanding into new product categories and collaborating with some exciting influencers and brands. I’d be lying if I said it’s been nothing but smooth sailing, but thanks to our incredible community, we’ve never felt more loved and supported!

We believe in our responsibility to care for our environment and we are passionate about preserving the health and welfare of our planet, and the animals that live on it. All of our bags are made from high-quality vegan leather, and our entire product line is vegan, cruelty-free, and PETA-approved. We ship our products plastic-free and we use a combination of recycled, compostable, and biodegradable materials to mitigate shipping waste, and we are constantly looking for new ways to make our products and supply chain more sustainable to reduce our carbon footprint.

About the Role

Poppy & Peonies is looking for a digitally-savvy, customer-obsessed Director of Ecommerce to own and evolve our DTC site experience. This is a high-ownership role where you'll set the direction across site merchandising, conversion, platform management, and UX with the trust and autonomy to make real decisions. You'll start by managing a freelance developer and an e-commerce manager, with a clear path to build the team around you as the business scales. If you're energized by the intersection of beautiful products and sharp digital execution, this is the role for you.

Site Merchandising

• Own homepage, category, and collection page curation to reflect brand narrative and seasonal campaigns
• Manage product sequencing, sorting logic, and on-site search to maximize discoverability
• Partner with creative and buying to plan promotional moments and content calendars
• Drive cross-sell and upsell strategies through smart product pairings and editorial storytelling
• Monitor sell-through data and adjust merchandising to support inventory goals

Conversion Rate Optimization

• Own core funnel metrics: CVR, add-to-cart rate, checkout initiation, and checkout completion, and report on them regularly to leadership
• Lead a continuous A/B and multivariate testing roadmap across key funnel touchpoints
• Analyze session recordings, heatmaps, and funnel reports to identify friction and opportunity
• Own checkout experience; reduce cart abandonment through UX, copy, and trust signal improvements
• Develop hypotheses grounded in quantitative data and qualitative customer insight
• Report on experiment outcomes and translate learnings into permanent site improvements

Product Management

• Define and maintain the ecommerce product roadmap in collaboration with stakeholders that align to business objectives
• Write clear briefs and acceptance criteria for new features, integrations, and platform improvements
• Act as the internal owner of the Shopify storefront; triaging issues, coordinating fixes, and managing the app stack
• Evaluate and manage third-party apps; own the relationship, renewals, and configuration
• Keep the site performant and functional across devices, flagging and resolving issues proactively

UX Design

• Lead UX strategy for all customer-facing digital surfaces
• Commission and interpret customer research, usability testing, and journey mapping
• Maintain a cohesive design system in partnership with the brand and creative teams
• Champion accessibility and inclusive design across the entire digital experience
• Translate business requirements into elegant, intuitive interactions that feel quintessentially Poppy & Peonies

Leadership & Cross-Functional Collaboration

• Lead and mentor teams and external partners across ecommerce and web development
• Collaborate closely with cross-functional peers in marketing, creative, finance, and operations, acting as the connective tissue between the site and the rest of the business
• Represent the ecommerce function in leadership conversations, bringing a clear point of view on priorities, tradeoffs, and what the team needs to succeed
• Foster a culture of curiosity and experimentation, making it safe to test, learn, and share results openly even when outcomes aren't what you hoped
• Be a generous thought partner to colleagues across the business, helping others understand how the site works and why the customer experience matters

• Proven experience leading ecommerce growth within a direct-to-consumer, retail, fashion, or lifestyle brand
• Hands-on Shopify experience; you don't need to code, but you know your way around the platform
• Proven track record of driving measurable conversion and revenue growth
• Comfortable managing external developers or agencies with clear, concise briefs
• Strong analytical skills; comfortable in GA4, Shopify Analytics, or similar
• Experience with CRO tools
• A strong visual eye; you can give design feedback and spot UX problems without a formal design background
• A builder mentality; you're energized by a lean team and ownership, not slowed down by it
• Genuine interest in fashion or lifestyle brands; you understand how aesthetics drive purchase decisions
• Clear communicator who can move fast, context-switch, and keep multiple threads moving at once

• Video screen with Sarah, Talent Advisor from Bloom

• Video Interview with Megan (Director, Finance & Business Operations)

• Take Home Assignment

• Video Interview with Natalie Dusome (Founder + CEO of Poppy & Peonies)

• Reference checks

• Offer

• We’re seeking an exceptional candidate based in the US or Canada who values the flexibility of remote work while embracing the excitement of in-person experiences.
• There will be occasional domestic and/or international travel for photoshoots, events, and team retreats.