eCommerce Director

The Role

We're hiring an eCommerce Director to own and grow Blackstone's online sales channel. This is a leadership role with full P&L responsibility — you'll build the strategy, run the marketing, manage the platform, and drive revenue while keeping us in full compliance with firearms regulations.

This isn't a "post products and wait" role. You'll be building a real eCommerce engine — paid media, email/SMS, SEO, merchandising, inventory sync, and conversion optimization — all within the unique constraints and opportunities of the firearms industry.

What You'll Own

Revenue & Strategy (30%)

• Own the eCommerce P&L — revenue, margins, and operating costs
• Build and execute the annual growth strategy and promotional calendar
• Develop bundling, kitting, and upsell strategies to grow AOV
• Identify and launch new online revenue channels and product categories

Digital Marketing & Conversion (25%)

• Plan and manage paid media (Google, Meta) within firearms advertising restrictions
• Own email/SMS marketing strategy, automations, and content calendar
• Build and execute SEO strategy for organic traffic growth
• Run continuous A/B testing on product pages, landing pages, and checkout
• Build loyalty, referral, and retention programs

Product Merchandising & Inventory (20%)

• Maintain an accurate, compelling product catalog
• Keep online and in-store inventory in sync — minimize oversells
• Manage vendor relationships for Blackstone product sourcing
• Own pricing strategy by category to hit margin targets
• Merchandise seasonal and trending products on time

Technology & Analytics (10%)

• Keep the Shopify platform stable, fast, and secure
• Manage all integrations: POS, inventory, CRM, fulfillment, payments
• Build dashboards and maintain a reporting cadence the team can act on

Team & Vendor Management (10%)

• Lead and develop the eCommerce team
• Hold external vendors and agencies accountable to scope, budget, and results
• Collaborate with retail, range, and marketing teams — online and in-store are one customer experience

Compliance (5% — but non-negotiable)

• Maintain FFL compliance for all online firearms transactions
• Ensure age verification, shipping restrictions, and platform policies are airtight
• Stay ahead of ATF, state, and marketplace regulatory changes
• Keep documentation audit-ready at all times

Requirements

What We're Looking For

You Must Have

• 3+ years managing eCommerce operations with full P&L responsibility
• Hands-on Shopify experience (or equivalent platform)
• A track record of growing online revenue — show us the numbers
• Digital marketing chops across paid media, email/SMS, and SEO
• Comfort working within firearms industry regulations (or ability to get up to speed fast)
• Data-driven mindset — you make decisions from dashboards, not gut feel
• Experience managing vendors and agencies to real accountability
• Ability to pass an ATF-compliant background check

Bonus Points

• Firearms, outdoor, or sporting goods eCommerce experience
• Familiarity with firearms-friendly ad platforms and restrictions
• Email/SMS platform management experience
• GA4 and Google Tag Manager proficiency
• Scaled an eCommerce channel from early stage to $10M+
• Membership or subscription commerce background

Benefits

• Competitive pay
• Full Benefits and PTO package
• Matching 401K
• Exceptional employee discounts
• Free range membership
• Professional growth and development opportunities