Sr. Director, Digital

About West Marine

We don’t just sell anchors and rigging. We sell a love of the water that lasts for generations.

We don’t just sell life jackets and flares. We sell peace of mind for your most precious cargo.

We don’t just have a passion for boating. We have a lifetime of experience that we can’t wait to share with you.

So when you shop at West Marine, it’s not just for boating gear – it’s for the pure pursuit of more water and less hassle.

If you have a passion for being on the water and are looking to join a world-class organization, then West Marine is the place for

you! West Marine is recognized as the premier multi-channel retailer of boating and fishing supplies with more than 230 stores located throughout 37 states and Puerto Rico. When you work at West Marine, you’re part of a family; one that values spending quality time on the water, doing the things you love, and sharing that passion with our customers and community.

Job Summary

West Marine is seeking an experienced leader to own and execute the digital business strategy across consumer retail and B2B channels. As Senior Director of Digital, you'll be responsible for the end-to-end digital experience, product strategy, and optimization of our eCommerce platform.

You'll define the strategic direction for West Marine's digital presence and lead its execution. This position requires someone who can develop the roadmap, drive cross-functional collaboration, and deliver measurable results across revenue, conversion, and customer experience.

Working with Technology, Marketing, Merchandising, and Sales teams, you'll shape product strategy and optimize the user experience across digital channels. Your focus areas will include AI-powered tools, marketplace strategy, site analytics, and omnichannel operations. This position offers the opportunity to shape digital commerce strategy for an established marine retail brand with significant growth potential across multiple channels

Key Responsibilities

Define the strategic vision for eCommerce across all digital touchpoints and translate it into executable roadmaps
Lead product strategy, design, development handoff, launch, and ongoing optimization of digital experiences
Drive conversion optimization, revenue growth, and operational efficiency through data-driven decision making
Establish KPIs and success metrics; continuously optimize based on performance insights
Partner with stakeholders across the organization to align priorities and secure resources
Present strategic recommendations and business cases to senior leadership
Lead and develop a team of product owners and analysts
Build a culture of customer focus, analytical rigor, and continuous improvement.

Requirements

Experience

10+ years managing digital products and eCommerce initiatives from concept through launch
5+ years leading teams of 3 or more people
Proven track record implementing digital experiences and managing complex projects in a leadership role
Experience in retail or eCommerce environments, preferably specialty retail or technical product categories

Skills & Competencies

Strong understanding of user experience and design principles
Deep knowledge of web analytics platforms (GA4/Adobe, Looker, heatmap tools)
Proficiency with eCommerce platforms (Salesforce Commerce Cloud experience preferred)
Experience with product management tools (JIRA/Confluence, Figma/Invision)
Understanding of conversion optimization, A/B testing, merchandising, and audience segmentation
Experience working in Agile frameworks
Excellent communication and presentation skills across all organizational levels
Strong analytical and problem-solving abilities
Ability to manage multiple priorities and work effectively in an enterprise environment

Education

Bachelor’s degree in marketing, Computer Science, or related field (advanced degree a plus)

Preferred Qualifications

Experience in online retail
Marine or boating industry knowledge