Head of EcommerceShopify Plus | D2C + B2B | Technical fluency required
Reports to: Head of Technology
Direct reports: Lead Developer (development team reports through the Lead Developer)
Key partnership: Technical Project Manager
About FiftyFlowers
At FiftyFlowers, we connect customers with the world’s finest farms to deliver fresh, premium
flowers directly to their doorsteps. We are building an unshakeable global infrastructure, driven
by automated data pipelines ("Bloom Brain") and an unwavering core value to Inspire Joy. As
we scale, we are eliminating operational entropy by creating frictionless, high-performance
digital experiences for both our D2C consumers and B2B professional floral buyers
The Role
We're hiring an ecommerce leader who drives the growth of our digital business and is technically fluent enough to lead a Shopify Plus development team credibly.
This is not a coding role. You won't be writing Liquid or shipping features. But you will make the calls that determine what gets built, in what order, on what architecture — and you need enough technical depth that your developers respect your judgment. You should be able to read a technical 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.
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 lead through a Lead Developer and partner with a Technical Project Manager. The development team reports through your Lead Developer. Our Technical Project Manager runs delivery — backlog, sprints, and release coordination. You set direction and priority; they make sure it ships predictably.
You'll 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. If you want visibility and influence over where the business goes, you'll have it — along with the accountability that comes with it.
Success looks like a digital business growing faster than the market, on a platform that has stopped being the reason things take so long.
The Shared Growth Model
You, the Director of Merchandising, and Marketing leadership share accountability for online revenue. All three functions influence every metric below — the split describes where each of you acts first, not who gets to care:
Shared metric
Your levers
Merchandising's levers
Marketing's levers
Online revenue
Conversion, site experience, platform capability
Assortment, presentation, product discovery
Traffic, campaigns, audience
Conversion rate
Checkout, navigation, page speed, mobile UX, site search performance
Product content, imagery, ranking, recommendations
Traffic quality and intent
AOV
Cart and checkout mechanics, bundling capability, upsell surfaces
Assortment strategy, bundle and kit design
Promotional offers
Traffic
Technical SEO, site architecture, structured data, AI/agent discoverability
Content and ranking strategy
Paid, email, social, brand
Retention
Account experience, reorder flows, B2B purchasing tools
Product breadth and quality
Lifecycle and CRM
A standing weekly growth forum brings the three of you together to review performance, set priorities, and resolve tradeoffs. Some areas — onsite search, product presentation, campaign experiences — are genuinely joint decisions and live permanently on that agenda. Bigger calls — competing priorities, significant investment decisions, real strategic disagreements — are worked through as a leadership team with the CEO. We don't leave those unresolved and we don't settle them by seniority.
What You'll OwnGrowth & Strategy
The digital growth plan. Build the annual and quarterly plan for how the online channel grows, in partnership with Merchandising and Marketing. Bring the analysis, defend the tradeoffs, commit to the number.
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 and where their journeys should diverge.
The ecommerce roadmap, prioritized by business impact. Decide what we build, buy, retire, and decline. Every roadmap item should tie to revenue, cost, risk, or customer experience, and you should be able to defend the sequence to leadership — including to partners whose requests didn't make the cut.
Conversion rate optimization. Own the experimentation program end to end: hypothesis, prioritization, execution, and honest readouts. Checkout, navigation, site search performance, mobile usability, templates, and funnel drop-off are yours. Run product presentation tests jointly with Merchandising.
Analytics and measurement. Own the tracking infrastructure and the insight that comes from it — GA4, tag management, server-side tracking, consent, event integrity, funnel and cohort reporting. This is shared infrastructure your partners rely on, so its accuracy is your responsibility.
Competitive and market awareness. Know what's changing in ecommerce, floral, and marketplace commerce, and translate it into where we should place bets.
Budget and vendor management. Own the app stack, agency relationships, and technology spend. Justify what we pay for.
Platform & Technical Leadership
Technical direction for Shopify Plus. Set architectural direction and standards for theme structure, integrations, app ecosystem, and technical debt. You approve the approach and are accountable for the outcome.
Developing the team. Lead, coach, and grow your Lead Developer, and through them the development team and agency partners. Set the bar for quality, velocity, and communication. 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 in Shopify Plus so Marketing and Merchandising can build campaign pages and seasonal layouts without a developer ticket. This is the highest-leverage thing you can do for your partners — measured by tickets avoided, not tickets closed.
Site performance. Own Core Web Vitals, page speed, and mobile experience as standing disciplines with targets, not one-time projects. 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. Build accessibility into the design system and the definition of done rather than patching it afterward or hiding it behind an overlay widget. Own the accessibility statement, audit cadence, and remediation of anything raised.
Technical SEO. Own crawl efficiency, site architecture, structured data and JSON-LD, canonical management, internal linking, redirect hygiene, and index health across a large seasonal catalog. Merchandising owns content and ranking strategy; you own the technical foundation that lets it perform.
Discoverability by AI agents. Set direction for how product data, schemas, feeds, and APIs are structured so LLM shopping platforms and AI search tools can accurately interpret flower-specific attributes — color, variety, stem count, seasonality, delivery windows, minimum quantities — and transact against them. This is a young discipline; we want strong structured-data fundamentals and real curiosity.
Where Your Ownership Ends
Shared goals still need clear lines. You do not own:
- Backend ERP architecture — internal software code, database integrity, or backend processing rules. Owned by a dedicated internal data team.
- Cloud orchestration and 3PL integrations — AWS/GCP infrastructure and logistics or carrier APIs beyond the Shopify storefront layer.
- Merchandising decisions — assortment, categories, collections, product content and presentation, search-ranking strategy, product recommendations, promotional merchandising, and Google Shopping feed content.
- Pricing and product lifecycle — final pricing, lifecycle management, and new product development. Owned by Product Management.
- Campaign and creative direction — messaging, creative development, promotional calendars, and campaign execution. Owned by 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
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, retire, and what it's worth. You've built working relationships with Merchandising and Marketing and are running the shared growth forum.
First year:
- The shared online revenue target met, with a clear line from your work to the result
- Measurable lift in checkout and mobile conversion rate against a defined baseline
- A functioning experimentation program with a regular test cadence and honest readouts
- Marketing and Merchandising launching campaign pages without developer tickets
- Core Web Vitals passing on key templates; measurable mobile speed improvement
- WCAG 2.2 AA conformance across primary purchase paths, verified by third-party audit
- Zero unplanned downtime through peak floral holidays
- Clean, complete, machine-readable structured data and product feeds
- A roadmap leadership trusts, delivered at a predictable cadence
What You Bring
Required:
- [8]+ years in ecommerce, including [3]+ years leading technical teams — in-house, agency, or both
- Accountability for an online revenue or conversion number. You've carried a growth target, not just shipped features.
- Proven success in a shared-ownership structure. You've driven results through partners you didn't manage and can describe a real conflict you resolved without escalating it.
- Deep Shopify Plus fluency. You know the platform's architecture, capabilities, constraints, and costs well enough to direct a development team, evaluate a technical proposal, challenge an estimate, and make build-vs-buy calls with confidence.
- Scale experience. You've operated ecommerce platforms in the $20M–$100M+ revenue range and know where things break — traffic spikes, catalog size, checkout load, inventory sync.
- A real CRO track record. Structured experimentation with results you can describe, including the tests that failed.
- Technical SEO fluency. Structured data, site architecture, crawl efficiency, and page speed on a large catalog — enough depth to set direction and evaluate the work.
- Working knowledge of WCAG 2.2 AA and experience getting accessibility built into ecommerce development rather than remediated afterward.
- Analytics fluency. You can interrogate GA4 and ecommerce reporting yourself and know when the data is lying to you.
- Cross-functional credibility. You can hold your own with a CMO, a merchandiser, and a backend engineer in the same meeting and translate cleanly between them.
- 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 surfaces
- A highly seasonal business with extreme demand concentration
- Hands-on development earlier in your career
Culture Fit & Desired Style
We operate on a framework of high trust and clear boundaries. We are looking for someone who models an AGILE mindset:
●Act with Fearless Innovation
●Grow by Doing the Hard Things
●Inspire Joy
●Lead with Love and Care
●Evolve by Being Curious
If you are an operationally minded, highly skilled developer who loves bringing order out of chaos and wants to run a critical e-commerce engine, we want to hear from you .
To Apply
Send your resume and upload a cover letter about a time you and a partner team wanted different things, and how you worked it out. We read every one.
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Flexible schedule
- Health insurance
- Health savings account
- Paid time off
- Parental leave
- Retirement plan
- Vision insurance
Work Location: Remote
