Head of Ecommerce — Shopify Plus Platform & Growth

Head of Ecommerce—Shopify Plus Platform & Growth Shopify Plus architecture · Technical SEO · D2C + B2B · Leads a development team Reports to: Head of Technology Direct reports: Lead Developer (development team reports through the Lead Developer) Key partnership: Technical Project Manager ABOUT FIFTYFLOWERS FiftyFlowers connects customers directly with the world's finest flower farms, delivering premium blooms to weddings, events, and doorsteps across the country. We serve two very different audiences: D2C consumers planning the most important days of their lives and B2B professional floral buyers who order at volume on tight timelines. Our job is to turn that supply chain into a fast, reliable, joyful buying experience—one that works flawlessly on the handful of days each year when the entire floral industry moves at once. THE ROLE We're hiring an e-commerce leader who drives the growth of our digital business and is technically fluent enough to lead a Shopify Plus development team credibly. You need to be genuinely technical. You'll set architectural direction for our Shopify Plus platform—theme structure, integrations, app ecosystem, and technical debt. You should be able to read a Liquid template, review an architecture proposal and know whether it's the right approach, challenge a timeline that doesn't smell right, and tell the difference between real technical debt and a developer's preference. Your developers need to respect your judgment on the technical merits, not only your priorities. You won't be writing production code—that's what your lead developer and the team are for. But if your technical knowledge stops at knowing what Shopify Plus can do, this isn't the right seat. You'll share the online revenue number. Ecommerce growth here is co-owned with merchandising and marketing. You hold the same target they do, and each of you owns different levers: they bring the traffic and decide what we sell and how it's presented; you own whether the experience converts and whether the platform can support what the business wants to do next. Nobody hits the number alone, and the structure only works with people who'd rather solve the problem than protect the boundary. You'll also have a seat where decisions get made. Priorities, tradeoffs, and investment calls are proposed, discussed, and decided by our Strategic Execution Team, which you'll be part of. Success looks like a digital business growing faster than the market on a platform that has stopped being the reason things take so long. WHAT YOU'LL OWN Platform and technical leadership • Technical direction for Shopify Plus. Set architectural standards for theme structure, integrations, app ecosystem, and technical debt. You approve the approach and are accountable for the outcome. • Developing the team. Lead and grow your lead developer, and through them the development team and agency partners. Partner with the Technical Project Manager on capacity and sequencing—you own the what and why; they own the how and when. • A self-service design system. Drive a component-based template ecosystem so marketing and merchandising can build campaign pages and seasonal layouts without a developer ticket. Measured by tickets avoided, not tickets closed. • Site performance. Core Web Vitals, page speed, and mobile experience as standing disciplines with targets. Mobile is most of our traffic and our widest conversion gap. • Accessibility and ADA compliance. Own WCAG 2.2 AA conformance across the storefront and checkout, built into the design system and the definition of done rather than patched afterward or hidden behind an overlay widget. • Technical SEO. Crawl efficiency, site architecture, structured data and JSON-LD, canonical management, internal linking, and index health across a large seasonal catalog. • Discoverability by AI agents. Structure product data, schemas, and feeds so LLM shopping platforms and AI search tools can accurately interpret flower-specific attributes—variety, seasonality, delivery windows, and minimum quantities—and transact against them. • Peak readiness. Guarantee zero-downtime stability through Valentine's Day, Mother's Day, and peak wedding season, when a bad deploy isn't recoverable. • ERP and data integration. Own the storefront side of order sync, inventory display, pricing logic, and checkout status. No dropped data, no stale inventory shown to a customer. Growth and strategy • The digital growth plan. Build the annual and quarterly plan for how the online channel grows, in partnership with merchandising and marketing. • Digital experience strategy across D2C and B2B. Two very different customers—a bride planning six months out and a professional buyer ordering for Saturday. Own how the site serves both. • The e-commerce roadmap, prioritized by business impact. Decide what we build, buy, retire, and decline—and defend the sequence, including to partners whose requests didn't make the cut. • Conversion rate optimization. Own experimentation end to end: hypothesis, prioritization, execution, and honest readouts. Checkout, navigation, site search performance, mobile usability, templates, and funnel drop-off are yours. • Analytics and measurement. GA4, tag management, server-side tracking, consent, event integrity, and funnel and cohort reporting. Your partners rely on this, so its accuracy is your responsibility. • Budget and vendor management. Own the app stack, agency relationships, and technology spend. WHERE YOUR OWNERSHIP ENDS Shared goals still need clear lines. Backend ERP architecture, cloud orchestration, and 3PL integrations sit with our internal data team. Assortment, collections, product content and presentation, ranking strategy, and Google Shopping feed content are owned by Merchandising. Pricing and product lifecycle belong to product management. Campaign messaging, creative, and promotional calendars belong to Marketing. You own the platform and digital experience these teams operate in, and you're on the hook for the number alongside them. WHAT SUCCESS LOOKS LIKE In your first 90 days, you've assessed the platform, app stack, technical debt, accessibility posture, and analytics integrity and delivered a prioritized roadmap with a clear point of view on what to fix, rebuild, and retire. In your first year: the shared revenue target met; measurable lift in checkout and mobile conversion; a working experimentation program with honest readouts; marketing and merchandising launching campaign pages without developer tickets; Core Web Vitals passing on key templates; WCAG 2.2 AA conformance verified by third-party audit; zero unplanned downtime through peak floral holidays. WHAT YOU BRING Required • Deep Shopify Plus fluency—non-negotiable. You know the platform's architecture, capabilities, constraints, and costs well enough to direct a development team, evaluate a proposal, challenge an estimate, and make build-vs-buy calls. You've lived with the consequences of a Plus architecture decision you made yourself. • Technical SEO you've done, not delegated. Structured data, site architecture, crawl efficiency, indexation control, and page speed across a large catalog. • 3+ years leading developers or agency partners, setting technical standards and owning delivery quality. • Accessibility. Working knowledge of WCAG 2.2 AA and experience getting it built into e-commerce development rather than remediated afterward. • Accountability for an online revenue or conversion number. You've carried a growth target, not just shipped features. • 8+ years in e-commerce, with scale experience in the $20M–$100M+ range—you know where things break under traffic spikes, catalog size, and checkout load. • A real CRO track record. Structured experimentation with results you can describe, including the tests that failed. • Analytics fluency. You can interrogate GA4 and ecommerce reporting yourself and know when the data is lying to you. • Proven success in a shared-ownership structure. You've driven results through partners you didn't manage. • Judgment about what not to build. You've killed projects that weren't worth doing and can explain why. Preferred • Perishable, date-critical, or made-to-order commerce—delivery date selectors, cutoff logic, cold chain, capacity constraints • B2B or wholesale ecommerce: volume pricing, quantity breaks, account-based purchasing • Headless / Shopify Hydrogen, and a clear opinion on when headless is and isn't worth it • Klaviyo, Gorgias, or comparable Martech and CX stacks • Structured data or product feed work aimed at AI search and agentic shopping • Hands-on development earlier in your career HOW WE WORK We run on high trust and clear boundaries. The people who do well here act with fearless innovation, grow by doing the hard things—including the unglamorous refactor nobody will notice—inspire joy for customers on the biggest days of their lives, lead with love and care, and stay curious about how commerce is changing. TO APPLY Send your resume and a short note describing a Shopify Plus architecture or build-vs-buy decision you made that you'd make differently today and why. We read everyone.