Director of Ecommerce & DTC

This role requires fashion industry experience and will be on-site in DTLA, in the fashion district The Director of Ecommerce & DTC leads and grows the direct-to-consumer business. This role is both strategic and hands-on, overseeing the Shopify storefront, digital marketing channels, and seasonal DTC buys. This role will manage the day-to-day ecommerce execution while also working closely with external partners and freelancers. The ideal candidate is analytical and merchandising-driven, with a strong understanding of how to drive traffic, improve conversion, and maximize sales while maintaining healthy inventory levels.Essential Duties & Responsibilities (Other duties may be assigned)Store Leadership and Culture·        Own the commercial, operational, and cultural performance of the store, leading and inspiring a high-performing team to deliver exceptional client experiences·        Set the tone for the store's energy, embodying Xirena's relaxed and effortless aesthetic in every customer interaction and team touchpoint·        Partner with Human Resources to recruit, onboard, and develop a team that reflects the brand's values ·        Conduct regular coaching, performance feedback, and development conversations to grow each team memberClient Experience and Clienteling·        Build and nurture a personal client book, including VIP and repeat customers, through outreach, styling appointments, and exclusive in-store events·        Deliver a high-touch, personalized shopping experience from first greeting to follow-up that turns first-time visitors into loyal Xirena devotees·        Champion customer relation management (CRM) and clienteling strategies to drive customer loyalty and long-term value·        Leverage CRM tools to track client preferences, purchase history, and outreach cadenceSales Performance·        Drive daily, weekly, and monthly sales targets, monitoring KPIs including conversion rate, average transaction value, and units per transaction·        Drive brand awareness and brand advocacy to exceed projected store goals·        Identify opportunities to grow the business through local partnerships, community activations, and press and influencer moments aligned with the brandVisual Merchandising and Brand Standards·        Maintain impeccable store presentation that reflects the Xirena aesthetic: thoughtful, editorial, and inviting·        Execute seasonal floor sets and work with the home office on visual merchandising direction while using local instinct to adapt to the Xirena customerOperations and Financials·        Oversee all day-to-day store operations, including inventory management, receiving, loss prevention, and back-of-house organization·        Ensure financial objectives and controls are consistently and correctly managed·        Manage scheduling, payroll oversight, and labor efficiency·        Serve as the primary point of contact between the store and the Xirena HQ teamQualifications & Skills:·        5 to 10 years of retail management experience with high-end, contemporary, or luxury fashion brands, with boutique or single-door experience strongly preferred·        In-depth knowledge of designer and contemporary brands, current trends, and a genuine passion for the fashion landscape·        Proven track record of building and maintaining a personal client book with measurable results, including sales volume, retention, and repeat visit rate·        Strong leadership abilities to motivate teams, financial acumen to manage budgets and analyze sales data, and excellent problem-solving skills·        Experience with CRM platforms·        Proven ability to develop teams that stay and growOur policy is to provide equal opportunity to all persons without regard to race, color, creed, religion, national origin, citizenship, sex, age, sexual orientation, gender identity or gender expression, marital or family status, veteran status, physical or mental disability, or other protected classes prohibited by applicable law. Company policy prohibits harassment of applicants or employees on the basis of any protected classes