Director of E-commerce

Director of Ecommerce
Reports to: Chief Business Officer (CBO) Location: New York, NY (Hybrid)

About Barsys
Barsys is a robotics, design, and beverage technology company building the future of the cocktail experience. Our ecosystem spans intelligent hardware (Barsys 360, Coaster 2.0, Wireless Mixer, Shaker Pro, Barsys One), a 5.3M-user connected app with Barbot AI, and the Barsys Ads Network — the first closed-loop retail media platform for the $110B U.S. spirits category. We are headquartered in Midtown New York City.

The Opportunity
Barsys is scaling fast across Amazon, DTC (Barsys.com), and TikTok Shop. We need a Director of Ecommerce to own the full digital commerce P&L, build the team and systems behind our channel growth, and set the strategic direction for how Barsys wins online. This is a senior leadership role at the intersection of channel strategy, performance marketing, and operations — and a rare opportunity to architect the ecommerce function of a category-defining consumer hardware company at scale.

What You'll Do

• Own the ecommerce P&L across Amazon (FBA/AWD), Barsys.com, and TikTok Shop — accountable for revenue, contribution margin, CAC, and LTV by channel.
• Set the strategic roadmap for each digital channel: define growth targets, prioritize investments, and establish the operating model that delivers consistent results.
• Lead and build a team of ecommerce and channel specialists — hiring, developing, and holding direct reports to high performance standards.
• Own Amazon strategy end-to-end: FBA/AWD operations, Sponsored Ads and DSP, pricing architecture, MAP enforcement, inventory forecasting, and rating velocity.
• Drive conversion rate optimization and revenue expansion on Barsys.com — overseeing A/B testing, bundle strategy, upsell flows, subscription conversion, and checkout optimization.
• Lead TikTok Shop strategy — creator integrations, live commerce, affiliate-linked storefronts, and emerging social commerce formats.
• Partner with the CBO on channel mix strategy, pricing decisions, and contribution margin targets; coordinate with supply chain on inventory allocation and AWD replenishment.
• Build ecommerce reporting infrastructure: dashboards, weekly performance reviews, and monthly channel P&L analysis tied to company-level financial reviews.
• Evaluate and implement tools, platforms, and automation to improve operational efficiency and competitive advantage (e.g., Helium 10, Perpetua, Northbeam, AI merchandising).
• Collaborate cross-functionally with marketing, product, and partnerships to align ecommerce with brand campaigns, product launches, and influencer activations.

What We're Looking For

• 7–12 years of ecommerce experience, with at least 3 years in a leadership role owning a channel P&L or managing an ecommerce team.
• Deep expertise in Amazon Seller/Vendor Central — including FBA/AWD operations, retail media, account health, and marketplace strategy.
• Proven track record growing DTC revenue through conversion optimization, offer testing, and lifecycle marketing on Shopify or a comparable platform.
• Strong analytical ability — you own the numbers, build the models, and make decisions based on unit economics not intuition.
• Experience building or scaling an ecommerce function: hiring the team, designing the operating cadence, and institutionalizing best practices.
• Comfortable operating at both strategic and executional levels — you can set direction and roll up your sleeves when needed.
• Clear communicator who can present channel performance and strategic recommendations to the CBO and CEO with confidence.
• Nice to Have
• TikTok Shop / social commerce experience, especially with creator-linked storefronts and live commerce.
• Experience with Amazon DSP, programmatic retail media, or the broader Amazon Ads ecosystem.
• Background in consumer hardware, premium home goods, or lifestyle DTC brands.
• Familiarity with AI-driven merchandising, demand forecasting tools, or retail media optimization platforms.
• Experience supporting a brand through a high-growth scale phase or retail expansion.