Director of E-Commerce

DAVIDsTEA is a leading branded retailer and growing wholesaler of specialty loose leaf tea, offering a selection of signature blends, single-origin teas, and tea-related gifts and accessories through our e-commerce platform and 20 Canadian retail stores. Based in Montreal, we focus on innovative flavours, wellness-driven ingredients, and organic tea. We’re making tea fashionable and fun, and we pride ourselves on offering both the best possible service to our customers and a positive work environment for our employees

The Director of E-Commerce is a dynamic and data-driven digital leader responsible for building, optimizing, and scaling DAVIDsTEA’s social media and e-commerce business across the U.S. and Canada, with a focus on international expansion via new global site launches. This role combines entrepreneurial drive with analytical expertise (but with a practical bent towards driving performance) —balancing growth and profitability through management of social media platforms, conversion-driven marketing, and outstanding customer experience.

Responsibilities

• Customer Acquisition & Digital Marketing
• Scale up performance marketing in 2026 and show quick wins/incremental sales & profit for the eCom channel.
• Oversee all digital marketing efforts, including performance marketing, paid media, SEO/SEM, CRM, and lifecycle marketing.
• Develop data-driven acquisition, retention, and loyalty strategies tailored to diverse international markets.
• Partner closely with Brand Marketing and e-commerce team to ensure digital campaigns are aligned with brand values, creative assets, and storytelling
• Push up stream to creative using data, making sure creative matches needs for customer acquisition.
• Manage paid media mix effectively, with a nuanced strategy for Canada, the US, and other international markets
• Work with internal team (or potentially external agency) to continually optimize creative approach around best sellers by market
• Cross-Functional Collaboration
• Work collaboratively with Online Store, Retail Stores, Merchandising, Marketing, and Customer Operations to ensure cohesive seasonal stories and seamless omnichannel integration.
• Lead cross-departmental initiatives to better understand and anticipate consumer behavior, category trends, and emerging global opportunities.
• Collaborate with Creative and Content teams to deliver compelling, digital-first brand experiences that drive engagement and purchase
• Team Leadership
• Build, mentor, and lead a small but mighty Performance Marketing team (with agency support), fostering a culture of curiosity, experimentation, and continuous improvement.
• Drive operational excellence through data transparency, performance measurement, and cross-functional alignment.
• Be a solid team player and strong contributing member of the DavidsTEA leadership team

So are YOU our next Director of E-Commerce?

Requirements

• 10+ years of progressive leadership experience in Performance Marketing, eCommerce, digital marketing, or digital retail, with a proven record of overseeing eCom full channel performance, driving growth and profitability.
• Must have experience with Shopify Plus, Klaviyo, Google Analytics and Meta Ads
• Strong understanding of both the Canadian and US eCommerce landscape, and building and scaling US-dominant eCom businesses
• International expansion experience a plus
• Demonstrated success launching and managing North America performance marketing businesses
• Deep understanding of digital marketing channels, site merchandising, analytics, and UX/UI optimization.
• Strong operational acumen, with experience driving sales & increasing performance marketing efficiency . Experience with retail brands a plus.
• Proven ability to lead diverse teams and collaborate across functions to achieve ambitious goals.
• Entrepreneurial mindset, passionate about digital commerce and brand storytelling.
• Bachelor’s degree required; MBA or relevant graduate degree an asset.
• Bilingualism (English/French) a plus but not a necessity; English required for U.S. based candidates

&