Leads Apex’s direct-to-consumer eCommerce business, owning revenue, margin, conversion, customer experience, merchandising, promotions, experimentation, and the digital P&L. Develops the site roadmap and testing strategy, directs development partners without managing engineers, aligns eCommerce with marketing and sales plans, and improves analytics and reporting. Leads the eCommerce team, evaluates AI and commerce technologies, manages agencies and budgets, and drives profitable growth across the buying journey.