by ROAD iD Staff January 25, 2022


ROAD iD is a company that embraces our "Why" - to save lives, provide peace of mind, and fuel adventure. This is a unique opportunity to lead eCommerce efforts for a fun, fast-growing company that thrives on making a positive impact in the world. We are on our way to impacting over 9 million lives in the next few years. The mission for the Head of eCommerce is to create a Fun, Frictionless, and Personal experience in our stores ( and, Amazon, and Chewy by optimizing the onsite customer journey. 


By way of background, here’s our Economic Engine:

ROAD iD Growth Engine

Our “Marketing Leadership Team” is composed of the Head of eCommerce (that’s you), Director of Growth, and the Creative Director. The Director of Growth owns the Learn and Promote phases of the Customer Journey, while the Director of eCommerce owns the Acquire stage. These two individuals are the Creative Director’s primary customers.


We are looking for an eCommerce Director who is experienced in digital marketing and in operating a B2C online store to join our growing eCommerce Marketing team. Our “one phrase strategy” is to create a product, service, and journey so blindingly awesome that customers can’t help but share it. To this end, you will be charged with creating a Fun, Frictionless, and Personal onsite journey by listening intently to customer feedback and implementing changes that garner praise or eliminate frustrations.  

You will manage our in-house Content Manager and work closely with our Front End Developer and Director of Technology. You will also manage our SEO partner and lead efforts to increase organic traffic, conversion rate, and average order value.

This is a full-time position based in Covington, KY. You will report to the Co-Founder/CEO and work directly with the Growth Director and Creative Director to create a remark-able (see below) onsite experience.

WHO YOU ARE (the ideal candidate)

Others will describe you as capable - a real go-getter (yes, that sounds corny). You are someone that knows how to grab the ball and run with it. You have passion for getting things done and a bias towards action. You’re a strong communicator that takes extra care to make sure that you understand and are understood. You’re proactive and build excitement within teams.You can take minimal direction and set a course of action.

You have a solid eCommerce and Marketing Background. As such, you’re a “T-Shaped Marketer.” In the leg of the T is a deep knowledge of eCommerce best practices, analytics, and funnel optimization. Across the top of your T is a broad set of marketing knowledge that you regularly leverage to make decisions and take informed risks.

You love shopping online and can spot a good customer journey from a mile away. You love reading about new apps and A/B test results. You’re probably subscribed to a podcast on this topic already.

People describe you as fun. We should probably grab a beer. You actually enjoy analytics. You love coaching, leveling up, and you aren’t afraid to get your hands dirty when needed.

Perhaps you were a product owner in the past. You probably weren’t a circus clown or a professional bowler. Your experience will demonstrate that you are a results-driven, data-focused analyst who is always saying, “what would happen to the conversion rate if we…”

If this is you...and you can provide verifiable examples in your career where you’ve done this...then we need you...and we think you need us.


As eCommerce Director, you’ll own the onsite experience and spend most of your time…

Leading a small team of thinkers and doers. 

  • Obsessing over the customer experience in our stores, our Amazon product pages, and our product listings.
  • Creating and executing an A/B testing strategy with goals to A) Increase Conversion Rate B) Improve Average Order Value and C) Eliminate Friction. These tests will be conducted throughout the onsite journey (navigation, product pages, checkout, etc.)
  • Optimizing merchandisingso it’s easy for every customer to find what they’re looking for.
  • Allocating resources(internal and external) to the right project at the right time. Under your leadership, scaling the creative team (temporarily and/or permanently) will seem effortless.
  • Leveraging your experience as a leader of people, to effectively manage, mentor, coach, and inspire your team.You’ll also be slightly obsessive about your internal team’s career goals and development. 
  • Creating and monitoring customer feedback loops that facilitate regular site improvements.
  • Improving Conversion Rateand Average Order Value using levers like funnel optimization and site speed improvements,.
  • Collaborating with the appropriate partners to elevate our SEO strategy and effectiveness. 
  • Creating a roadmapfor each store while ensuring site stability, flexibility, and updateability. 
  • Occasionally, you’ll get your hands dirty. You may need to edit a bit of code at times or update the navigation.


  • Conversion Rate
  • Average Order Value
  • Organic Sessions (SEO)

WHO YOU ARE (continued from above)

You have (and will be able to demonstrate) the following:   

  • 5+ years of related experience
  • 3+ years of leading others on an eCommerce team
  • A proven conversion rate optimization experience
  • A passion for personal growth and development. More specifically, you want to be a thought leader - one of the best in your field. You’ll be able to demonstrate that you have an obsession for learning from other brands and other practitioners. “Never Stop Learning” is a phrase that describes you. 
  • You’re naturally inquisitive and unafraid to admit that you don’t know something. When you need to learn, you’ll dive in and level up so that you can better understand or ask tough questions. You rarely take something at face value and like to make sure you fully understand an issue or opportunity. 
  • You’ll demonstrate a natural motivation for continuous improvement by
    • 1) leveraging your natural curiosity to test assumptions 
    • 2) analyzing data to make improvements 
    • 3) being intentional with your inherent goal to stay abreast of the latest trends, strategies, and tactics for your field. 
  • A love for eCommerce and online shopping. You enjoy analyzing what others are doing as they might inspire your next experiment or improvement.
  • A scrappy, entrepreneurial spirit with an ability to be responsive to changing priorities and emerging business needs.
  • A passion for winning.
  • A solid understanding of SEO and its best practices.
  • An eye for the small stuff. It’s the details that make a good company great.
  • Strong collaboration skills, a desire to be remarkable, and a fun personality. 
  • Not required, but things will might make you stand out:
    • Shopify Experience
    • Klaviyo Experience
    • HTML / Java Scipt / CSS / Liquid Chops
    • You can never watch Napoleon Dynamite too many times


We exist to Save Lives, Provide Peace of Mind, and Fuel Adventure. We do this by improving the outcome of accidents and emergencies. Our products include elegantly simple, Wearable ID & Technology that connects you to friends and family when it matters most.

We believe:

  • We don’t make widgets. We make a difference. We receive genuine testimonials nearly every day from our customers that keep us motivated towards our Dream: To see the day when wearing ID is as common as strapping on a seatbelt. 
  • We are a great company - made this way by great people.
  • We are a great company because we try hard to be a great company 
  • It’s important to provide a fun, casual, team-oriented, fast-paced environment.
  • Every member of the team is provided the opportunity to make real and significant contributions. In fact, you might say that we expect it. 
  • “Word of mouth” has always been, and will always be, the most important marketing lever. To that end, it is imperative that we deliver a Product, Service, and Journey so blindingly awesome that our customers can’t help but share it. 
  • Customers don’t want to do business with businesses. Rather, they want to do business with people. So, at every touchpoint, we try to talk and behave like real people. 
  • In keeping things “elegantly simple.”
  • In moving fast and embracing mistakes. 
  • In giving a percentage of EVERY order to charity.Our current charity partner is 4 Paws for Humanity - a very cool non-profit that provides service dogs to children and veterans in need.
  • In providing competitive compensation and benefits: Matching IRA, strong PTO policy, Health/Dental/Vision package, $25K life and AD&D insurance, Free long-term disability insurance, 9 paid holidays


Be Remark-able

When you interact with us, you’re going to want to tell people about it. That’s because we work really hard to deliver a product, service, and journey so blindingly awesome that you can’t help but share it. When you talk about us, you’ll use adjectives like fun, honest, dependable, super fun, personal, passionate, enthusiastic, funny, tenacious, and really exceptionally fun. Oh, and the font on this core value is larger...for a reason. It’s the core value that all the others ladder up to.

Fanatically Personal - Our Special Sauce

We believe that people don’t want to do business with businesses. Instead, they prefer to do business with people. Real people. At ROAD iD, you’re going to interact with people that have personality, heart, and soul. You’re not just a number, and we’re not just another faceless company. To that end, we’re gonna treat YOU the way WE want to be treated. It's just that simple. Be warned - you’re gonna want to strap your socks on tight because this fanatical dedication to keeping it real has a tendency to to blow socks clean off.

Care Deeply

We care deeply. Like Grand Canyon deep. We stand behind everything we do and every product we sell. No shortcuts. No excuses. We’re going to work really hard to do things right the first time. When we make a mistake, we’re gonna own it, and make it right. We’ve got your back.

Ear to the Ground, Eye to the Sky

Like Vanilla Ice said, “if there was a problem, yo I’ll solve it.” (we know you still have the cassette tape in a box somewhere). We’re never completely satisfied and realize there’s always room for improvement. We listen more than we talk because we know most great ideas come from those closest to the issue. To this end, our ears perk up when someone has a problem or experiences friction, as this usually indicates room for improvement. See something that needs fixin’? Let us know.

Whoop it Up

Yeah, ROAD iD is a serious product, and we have some very serious goals. That doesn’t mean we’re going to be boring or stuffy. We’re going to have fun, use too many puns, be a little weird, and laugh as much as possible. We realize that if we take ourselves too seriously, nobody else will.

Purpose over Profit

It’s not about the money. Yes, we have to care about the lines (specifically the bottom one) mostly because our staff likes to get paid...and rent is due on the 1st. But, at ROAD iD, we put our purpose first. More specifically, we’re laser focused on Saving Lives, Providing Peace of Mind, and Fueling Adventure. Our philosophy is this: If we fervently and ethically pursue our purpose, put our customers first, and put forth our best effort, then the bottom line will take care of itself. Furthermore, we commit to being good corporate citizens by financially supporting non-profits that we believe in. But, we DON’T simply make donations with extra profits that are laying around at the end of the year. Instead, we put that commitment first. Donations come out of revenue, not profit. Giving back is not an afterthought. By way of example, ROAD iD Gives Back is an ongoing promise to donate a portion of every (yes, EVERY) order to charity. Our current charity partner, 4 Paws for Ability, is a remarkable non-profit that provides service dogs to children and veterans in need. Like ROAD iD, they’re saving lives and fueling adventure every day. Check 'em out.


This is a full-time position based in Covington, KY. You will report to the Head of Marketing and work directly with the Growth Director, Creative Director, and the CEO. To apply, please go to .