Director, Ecommerce Merchandising & CRM
29 days ago
New York
Job Description:\n\nThe Opportunity Reflex Performance Resources is seeking a Director, Ecommerce Merchandising & CRM to lead how our product assortment is brought to life across our direct-to-consumer business. This role is ideal for an experienced fashion or apparel merchant who understands how to build compelling seasonal assortments, work cross-functionally with Design, Product Development, Production, Sales, Planning, and Creative, and then translate that product strategy into a clear promotional and customer communication calendar. You will own the seasonal ecommerce assortment and launch calendar, build the monthly promotional calendar that guides the broader ecommerce organization, and personally lead the day-to-day operation of our email and SMS programs in Klaviyo and Attentive. You will also lead the ecommerce teams responsible for Graphic Design, Copywriting, Photography/Videography, Social Media, and Customer Service, giving those functions clear product priorities, campaign direction, deadlines, and context. This is an important leadership position within Ecommerce, but it is not a general Head of Ecommerce role. Paid media, ecommerce platform ownership, performance analytics, conversion optimization, inventory forecasting, and external marketing agency relationships are led by other members of the ecommerce leadership team. You will work closely with those partners while concentrating on the areas where this position can have the greatest impact: product, merchandising, promotional planning, CRM execution, creative coordination, and the customer-facing presentation of the assortment. What You'll Own Seasonal Ecommerce Merchandising & Assortment Planning Own the seasonal merchandising strategy for Reflex's direct-to-consumer assortment. You will:Build commercially compelling seasonal assortments across styles, colors, categories, collections, and product stories.Determine which products should be featured together, how collections should be organized, and how newness should flow throughout the year.Develop a clear launch cadence that gives customers a consistent pipeline of relevant, well-merchandised product rather than simply putting products online as they become available.Partner closely with Design and Creative teams to understand upcoming products, silhouettes, colors, fabrications, trends, and brand stories.Work with Product Development and Production to understand development and delivery timing and help establish realistic ecommerce launch plans.Maintain close communication with Sales and other commercial teams so ecommerce merchandising reflects broader product and market intelligence.Partner with Ecommerce Planning and Forecasting on inventory availability, depth, historical sales, replenishment opportunities, and assortment productivity.Identify assortment gaps, opportunities for ecommerce-specific products or capsules, products worth relaunching, and opportunities to build stronger collections around existing inventory.Monitor product performance and use both commercial data and fashion judgment to evolve future assortments, launch timing, visual merchandising, and promotional decisions. The right candidate should be comfortable discussing the details of a collection with a designer, reviewing inventory with a planner, understanding production timing, and then making a clear merchandising decision about what the customer should see and when. Ecommerce Launch & Promotional Calendar Own the master merchandising and promotional calendar that organizes our ecommerce activity throughout the year. You will:Build and maintain the seasonal product launch calendar across brands, collections, capsules, product drops, holidays, and other commercial moments.Create our monthly promotional calendars, determining what products, collections, stories, offers, and messages should receive emphasis throughout the month.Balance newness, seasonal relevance, inventory position, promotional opportunities, brand priorities, and historical customer behavior when determining what we promote.Translate the calendar into clear priorities for CRM, Graphic Design, Copywriting, Photography/Videography, Social Media, and Customer Service.Establish deadlines early enough that photography, creative assets, product copy, landing pages, email campaigns, SMS campaigns, and social content are ready before each launch.Coordinate across Ecommerce, Design, Product Development, Production, Sales, Planning, Shipping, and Creative to identify upcoming timing issues before they become launch problems.Adjust the calendar when inventory, deliveries, customer demand, or business priorities change. The goal is to create a more intentional ecommerce rhythm in which product launches, promotions, creative work, CRM, and social content all operate from the same commercial calendar. CRM: Email & SMS Personally own the day-to-day operation and execution of Reflex's email and SMS programs through Klaviyo and Attentive. This is a hands-on part of the position, not simply an approval responsibility. You will:Translate the promotional calendar into an actionable email and SMS campaign schedule.Determine featured products, collections, offers, messaging priorities, and customer stories for campaigns.Work with Copywriting and Graphic Design to develop campaign assets.Build, schedule, QA, and manage campaigns within Klaviyo and Attentive.Manage audience and segmentation requirements in coordination with our Analytics team.Maintain and improve the operational discipline surrounding campaign creation, approvals, scheduling, testing, and deployment.Work with Analytics to evaluate campaign and automated-flow performance and identify testing opportunities.Use performance data to improve timing, frequency, content, merchandising, segmentation, and promotional decisions.Coordinate changes to automated lifecycle programs with the appropriate analytical and technical partners. You will have analytical support for measurement, testing methodology, segmentation strategy, and optimization. However, you should be comfortable operating directly inside CRM platforms and taking personal responsibility for getting campaigns from calendar to inbox. Creative & Content Team Leadership Lead the ecommerce functions responsible for translating product and promotional priorities into customer-facing creative execution, including:Graphic DesignCopywritingPhotography/Videography and StudioSocial MediaCustomer Service Your responsibility is not to replace the functional expertise of designers, photographers, writers, social specialists, or customer service professionals. Your responsibility is to make sure those teams understand what the business is trying to accomplish, which products matter, what is launching when, what story needs to be told, and what must be completed by each deadline. You will:Establish priorities, briefs, deadlines, and operating rhythms for the teams reporting to you.Connect photography, visual design, copy, social content, CRM, and merchandising into a cohesive presentation of each collection.Review creative through both a fashion and commercial lens.Help the Studio prioritize shoots based on launch timing and merchandising importance.Give Copywriting and Graphic Design clear campaign direction and product context.Ensure Social Media priorities reflect the current assortment, launches, promotional calendar, and broader brand storytelling.Maintain alignment between Customer Service and current promotions, product launches, recurring customer questions, and emerging customer feedback.Develop team members while creating clear accountability and allowing functional specialists appropriate autonomy within their areas of expertise. How This Role Fits Within Ecommerce This position reports to the COO and works closely with two other senior ecommerce functions: Ecommerce Planning & Forecasting provides inventory planning, forecasting, assortment productivity analysis, replenishment guidance, and operational support. Marketing Analytics provides performance measurement, customer and marketing analysis, testing methodology, CRM optimization support, and analytical support for performance marketing and conversion optimization. The Director, Ecommerce Merchandising & CRM brings the product and customer-facing commercial perspective to that partnership. Your job is to determine how the assortment should come together, when it should reach the customer, how we should merchandise and promote it, and how that strategy should translate across CRM and our creative teams. You will collaborate closely with paid media, ecommerce technology, analytics, CRO, and outside agency partners, but you will not be expected to personally own those disciplines. What We're Looking For Required Experience & Qualifications7+ years of progressive experience in fashion merchandising, ecommerce merchandising, digital merchandising, DTC merchandising, buying, or a closely related apparel role.Meaningful experience specifically within fashion, apparel, activewear, accessories, footwear, or another highly seasonal and visually merchandised consumer category.Strong fashion instincts and the ability to evaluate assortments based on silhouette, color, fabrication, trend, seasonality, collection composition, and customer relevance.Demonstrated experience building or influencing seasonal assortments and determining how products should be organized, launched, merchandised, and promoted.Experience working directly with some combination of Design, Product Development, Production, Planning, Buying, Sales, or Merchandising teams.Strong understanding of ecommerce merchandising, including collection architecture, launch cadence, product storytelling, visual merchandising, promotions, and markdowns.Experience creating promotional, marketing, merchandising, or go-to-market calendars.Hands-on experience with Klaviyo, Attentive, or comparable email and SMS platforms.Experience operating email or SMS campaign programs, not simply reviewing reports or managing an outside agency.Strong people-management experience and the ability to lead teams across multiple creative and customer-facing disciplines.Ability to coordinate complex cross-functional calendars and establish clear deadlines and priorities.Commercial comfort with sales, inventory, margin, conversion, customer behavior, and other ecommerce performance data.Ability to use analytics as an input to decision-making without requiring the role itself to be the company's analytical specialist.Excellent written and verbal communication skills.Strong organizational judgment and the ability to distinguish between what requires personal ownership and what should be delegated to functional specialists. Strongly PreferredExperience in women's activewear, athleisure, fashion apparel, or related categories.Experience merchandising a business with frequent product launches, seasonal collections, multiple brands, or a broad style/color assortment.Experience working in an apparel organization where Design, Product Development, Production, Sales, and Ecommerce operate as distinct but highly interconnected functions.Strong working knowledge of Klaviyo campaign operations, segmentation, flows, testing, and reporting.Experience with Attentive or another SMS marketing platform.Familiarity with Shopify or another major ecommerce platform.Experience managing Graphic Design, Copywriting, Photography/Studio, Social Media, Customer Service, or related ecommerce teams.Experience coordinating product photography and creative production against a seasonal launch calendar. The Candidate Who Will Thrive Here The strongest candidate is a merchant first. You should genuinely enjoy thinking about product. You should be able to look at an upcoming assortment and have a point of view on which silhouettes belong together, which colors make a collection feel current, which products deserve a major launch, what is missing from the assortment, and how products should flow across a season. At the same time, you need to be operational enough to turn that product vision into a calendar that other people can execute. You should be comfortable moving from a meeting with Design about next season's assortment, to a conversation with Planning about inventory depth, to prioritizing upcoming photography, to reviewing an email campaign in Klaviyo, to helping the Social team understand which collection should receive greater emphasis that week. You do not need to be the company's expert in every part of ecommerce. We have dedicated partners responsible for forecasting, analytics, paid marketing, conversion optimization, technology, and other specialized functions. We are looking for the person who can connect fashion product, merchandising, creative execution, promotional planning, and CRM into one coherent customer experience. What Success Looks Like Success in this role means Reflex develops a more intentional and predictable rhythm around its ecommerce business. Seasonal assortments are planned rather than assembled reactively. Collections feel cohesive and relevant. Product launches are spaced appropriately throughout the year. Design, Production, Planning, Ecommerce, and Creative are aligned earlier around what is coming. The promotional calendar provides the organization with a clear roadmap. Photography, graphic design, copy, social content, email, and SMS all reinforce the same merchandising priorities. CRM becomes a disciplined, well-operated channel with strong campaign execution and continuous improvement supported by Analytics. The teams reporting into this position know what matters, what is coming next, and what they are responsible for delivering. Most importantly, customers experience a better-merchandised assortment, clearer product storytelling, more relevant communications, and a stronger reason to continue engaging with and purchasing from our brands. About Reflex Reflex Performance Resources Inc. is a global sourcing company specializing in the manufacturing and sale of activewear apparel. Our mission is to create lifestyle brands that combine style, comfort, fit, and performance while producing high-quality garments that remain affordable and accessible. Reflex is an equal opportunity employer. We value a diverse workforce and consider qualified applicants without regard to legally protected characteristics.\n\nCompany Description:\n\nReflex Performance Resources Inc. is a global sourcing company that specializes in the manufacturing and sale of Activewear Apparel. Our ultimate mission is to create lifestyle brands that combine the elements of style, comfort, fit, and performance. We pride ourselves on producing high quality garments that are affordable and accessible.Reflex Performance Resources Inc. is a global sourcing company that specializes in the manufacturing and sale of Activewear Apparel. Our ultimate mission is to create lifestyle brands that combine the elements of style, comfort, fit, and performance. We pride ourselves on producing high quality garments that are affordable and accessible.
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