Senior Director - Digital Merchandising

How you’ll have an impact at Paula’s Choice:

The Senior Director, Digital Merchandising will lead the strategy and execution of digital merchandising across North America (US & Canada) and Australia, ensuring our digital experiences guide customers to the best products and routines for their unique needs. This role will strengthen Paula’s Choice’s position as the world’s most recommended skincare brand by building a high-performing, customer-first digital shelf that improves conversion, increases routine completion, and drives profitable growth across DTC.

The most important function of this role will be to ensure Paula’s Choice delivers world-class customer guidance and routine-based recommendations across every digital touchpoint, making it seamless for customers to discover, understand, and confidently build the right skincare regimen.

This role requires a customer-obsessed, data-driven leader who thrives in cross-functional collaboration, brings strong strategic clarity, and can translate insights into scalable merchandising systems. This is a unique opportunity to shape the future of digital merchandising at Paula’s Choice by combining science-backed storytelling, personalization, and performance marketing fundamentals to create experiences customers trust and return to.

As Senior Director of Digital Merchandising, a typical day might include a mix of the following:

• Own and evolve the digital merchandising strategy across NA and Australia, ensuring a consistent, high-performing customer experience that reflects Paula’s Choice authority and trust

• Lead the shift from product-first merchandising to routine-first, outcome-based merchandising, helping customers find the right products faster and with greater confidence

• Partner with Brand, Product Marketing, R&D, and Creative teams to translate product innovation and science-backed claims into high-converting onsite merchandising stories

• Drive category performance through a clear framework across core categories (Cleansers, Exfoliants/Toners, Treatments & Serums, Moisturizers, SPF, Body + Lip, Kits, and Other)

• Build and optimize site merchandising tactics across homepage, navigation, PLPs, PDPs, cart, checkout, and search to improve conversion and increase routine completion

• Champion “guided selling” and personalized discovery, partnering with CRM, data, and tech teams to scale quiz-led journeys, dynamic recommendations, and next-best-product logic

• Develop a high-performing kits and sets strategy to reduce decision fatigue, increase AOV, and support skinimalist routines and customer outcomes

• Establish a performance measurement system for digital merchandising, including category health dashboards, KPI targets, and test-and-learn roadmaps

• Identify and prioritize high-impact opportunities through sales trends, customer behavior insights, and market/competitive signals

• Lead and develop a team of digital merchandising leaders and specialists, building capability and consistent ways of working across regions

• Collaborate with regional and global stakeholders to align merchandising priorities, promotional strategy, inventory constraints, and launch plans

• Other responsibilities as assigned by your manager

The Details: 

• Location: We are based in Seattle, WA. While we prefer local candidates, we are flexible on location

• Hours: Typical business hours, flexibility required

• Physical requirements: Ability to handle both long periods of sitting and long periods of screen time

• Travel requirements: Up to 25% 

What you’ll bring to the table:

• 10+ years of experience in digital merchandising, e-commerce, or digital commerce strategy (beauty, skincare, or adjacent categories strongly preferred)

• Proven success driving measurable outcomes across conversion, AOV, attach rate, and repeat purchase through onsite merchandising and customer journey optimization

• Deep understanding of the end-to-end DTC funnel, including homepage strategy, navigation/IA, PLP/PDP optimization, cart merchandising, and onsite search

• Strong category merchandising mindset, including the ability to build and scale frameworks that tie shopper missions to execution tactics

• Demonstrated leadership experience managing and developing teams, including senior-level cross-functional influence

• Strong analytical fluency with the ability to interpret performance drivers and prioritize actions based on revenue impact and customer experience outcomes

• Experience partnering with creative, product marketing, UX, engineering, and CRM teams to deliver merchandising improvements at scale

• Excellent communication skills with the ability to present strategy and results to senior leadership clearly and confidently

What can help you really stand out:

• Experience in skincare and/or science-led consumer brands, with an ability to translate clinical or ingredient-based concepts into customer-friendly guidance

• Expertise in guided selling, personalization, and recommendation systems (quiz flows, dynamic routines, next-best-product models)

• Experience developing high-performing kits/sets strategies and optimizing bundles to improve AOV and routine completion

• Strong understanding of regional merchandising nuance across North America and Australia (seasonality, shopper behavior differences, and market needs)

• Experience operating in a global matrixed organization with the ability to balance global consistency and regional growth priorities

• Track record of building scalable merchandising operating models (test-and-learn programs, governance, KPI reporting, and playbooks)

Approximate Salary Range Based on Experience and Location:

$215,000 - $225,000 USD/annually

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