Back to jobs
New

Director of eCommerce- Omnichannel & DTC

West Chester, PA

Lasko Products, an industry leader in providing and manufacturing home environment products for over 100 years, is seeking a Director of eCommerce. This position can be fully remote within the United States; however, candidates must be able to work East Coast business hours.

The Director of eCommerce will lead the acceleration of our omnichannel and direct-to-consumer (DTC) businesses. This role will own the vision, strategy, and execution across key digital commerce channels—including major retail partners and owned platforms—while connecting the dots between marketplace dynamics, retail media, content optimization, and promotional effectiveness.

This leader will play a critical role in scaling our presence across top omnichannel retailers (e.g., Walmart, Target, Best Buy, Costco) while also defining and expanding our DTC strategy. The ideal candidate blends strategic thinking with operational excellence and thrives in a fast-paced, cross-functional environment.

Key Responsibilities

Omnichannel eCommerce Leadership – Drive digital penetration improvements

  • Own and drive eCommerce growth across key retail partners, optimizing both 1P (first-party) and 3P (third-party marketplace) channels
  • Develop and execute integrated strategies that align assortment, pricing, promotions, and content to maximize digital shelf performance
  • Identify and unlock growth opportunities across retailer ecosystems, leveraging insights from data, trends, and competitive benchmarking

Digital Shelf & Retail Media Optimization – Innovate “how” we look

  • Lead the integration of retail media, SEO, content strategy, and digital merchandising to improve conversion and share of search
  • Partner cross-functionally to ensure best-in-class product content, PDP optimization, and brand storytelling across all platforms
  • Optimize promotional planning and site placement strategies to drive visibility, traffic, and revenue

DTC Strategy & Execution – Reset and rebuild out DTC acceleration efforts

  • Serve as the lead operator for the DTC business, defining long-term vision, growth roadmap, and success metrics
  • Own site strategy, including user experience, assortment planning, and merchandising to drive conversion and customer lifetime value
  • Collaborate with marketing, product, and operations teams to ensure seamless execution across the full customer journey

Cross-Functional Leadership

  • Act as the connective tissue across sales, marketing, supply chain, and analytics to ensure alignment and execution excellence
  • Translate insights into actionable strategies that drive measurable business impact
  • Influence senior stakeholders and align teams around a unified eCommerce growth agenda

Team Leadership & Development

  • Lead, mentor, and inspire a high-performing team, fostering a culture of innovation, accountability, and continuous improvement
  • Encourage bold thinking and experimentation to unlock breakthrough growth opportunities
  • Build capabilities and processes that enable scalable, repeatable success

Qualifications

  • 8–12+ years of experience in eCommerce, digital commerce, or omnichannel retail, preferably within CPG or consumer products
  • Proven track record of driving growth across major retail eCommerce platforms (including Amazon).
  • Deep understanding of retail media, digital shelf optimization, and retail online merchandising best practices
  • Experience building and scaling DTC businesses, including site strategy and performance optimization
  • Strong analytical mindset with the ability to translate data into strategic insights
  • Demonstrated ability to lead cross-functional teams and influence at senior levels
  • Experience managing and developing high-performing teams

What Success Looks Like

  • Accelerated growth across key retail eCommerce partners
  • Measurable improvements in digital shelf performance, conversion, and share of search
  • A clearly defined and scalable DTC strategy delivering strong revenue and customer engagement
  • A high-performing, forward-thinking team that consistently delivers innovative, impactful results

 

About Lasko Products

 Better Air Starts Here. 

Lasko Products is the leading air solutions brand with a reputation for reliable products, peak performance, and perpetual innovation – our commitment to our customers for over a century. Founded in 1906 by Henry Lasko in Philadelphia, Lasko has evolved for over a century to become the global leader in air solution products. From our roots in small appliances, fans, and portable heaters, we’ve grown to become the leading home comfort company while maintaining our unwavering commitment to quality and value. Today, Lasko stands as a symbol of innovation, offering consumers around the world high-performance products; portable fans, heaters, air purifiers, humidifiers, and home ventilation solutions. Our well-known brands, such as B-Air, Air King, and Guardian Technologies, serve both consumer and commercial markets across North America and internationally. As an American company, we take pride in upholding the spirit of hard work, trust and accessibility, ensuring that Lasko remains available to all, for generations to come. Headquartered in West Chester, Pennsylvania, with manufacturing and distribution facilities nationwide, Lasko continues to set the standard in the air solutions category for another 100 years.  

Lasko’s mission is to enhance lives by creating comfortable environments with innovative products you can trust.  

The company’s success is based on Five Core Values: 

Be Bold 

  • Challenge the status quo 
  • Courageously pursue the impossible  
  • Reject mediocrity

 Be Together 

  • Work together for success 
  • Drive trust and candor with each other  
  • Prioritize "We" before "I" 

  Be A Leader 

  • Lead with personal conviction  
  • Inspire each other to deliver high- quality results 
  • Leverage resilience and agility to drive excellence 

 Be Accountable  

  • Consistently deliver to our customers  
  • Embrace commitments as a contract  
  • Take pride in our actions 

 Be The Change  

  • Demonstrate a passion to win  
  • Make a difference at work in our communities  
  • Step forward and take initiative 

Why Join Lasko?  

At Lasko, we believe people do their best work when they’re supported ---- personally and professionally. That’s why we offer flexible hours and a hybrid work schedule for our corporate team, promoting employees to balance life and work in a way that fits their lifestyle. Our dog-friendly corporate headquarters adds a fun, welcoming atmosphere, while our competitive salaries with bonus potential recognize and reward your contributions. We also offer a comprehensive benefits package that includes a strong 401(k) match, wellness incentives, and robust health coverage. Join Lasko and be part of a legacy of innovation – at a company that values flexibility, growth, and a culture where you can thrive. 

Create a Job Alert

Interested in building your career at Lasko Products? Get future opportunities sent straight to your email.

Apply for this job

*

indicates a required field

Resume/CV*

Accepted file types: pdf, doc, docx, txt, rtf

Cover Letter

Accepted file types: pdf, doc, docx, txt, rtf

Education

Select...
Select...
Select...
Select...
Select...
Select...
Select...
Select...

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey. Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiring process or thereafter. Any information that you do provide will be recorded and maintained in a confidential file.

As set forth in Lasko Products’s Equal Employment Opportunity policy, we do not discriminate on the basis of any protected group status under any applicable law.

Select...
Select...
Race & Ethnicity Definitions

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection. As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measure the effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categories is as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.

Select...

Voluntary Self-Identification of Disability

Form CC-305
Page 1 of 1
OMB Control Number 1250-0005
Expires 04/30/2026

Why are you being asked to complete this form?

We are a federal contractor or subcontractor. The law requires us to provide equal employment opportunity to qualified people with disabilities. We have a goal of having at least 7% of our workers as people with disabilities. The law says we must measure our progress towards this goal. To do this, we must ask applicants and employees if they have a disability or have ever had one. People can become disabled, so we need to ask this question at least every five years.

Completing this form is voluntary, and we hope that you will choose to do so. Your answer is confidential. No one who makes hiring decisions will see it. Your decision to complete the form and your answer will not harm you in any way. If you want to learn more about the law or this form, visit the U.S. Department of Labor’s Office of Federal Contract Compliance Programs (OFCCP) website at www.dol.gov/ofccp.

How do you know if you have a disability?

A disability is a condition that substantially limits one or more of your “major life activities.” If you have or have ever had such a condition, you are a person with a disability. Disabilities include, but are not limited to:

  • Alcohol or other substance use disorder (not currently using drugs illegally)
  • Autoimmune disorder, for example, lupus, fibromyalgia, rheumatoid arthritis, HIV/AIDS
  • Blind or low vision
  • Cancer (past or present)
  • Cardiovascular or heart disease
  • Celiac disease
  • Cerebral palsy
  • Deaf or serious difficulty hearing
  • Diabetes
  • Disfigurement, for example, disfigurement caused by burns, wounds, accidents, or congenital disorders
  • Epilepsy or other seizure disorder
  • Gastrointestinal disorders, for example, Crohn's Disease, irritable bowel syndrome
  • Intellectual or developmental disability
  • Mental health conditions, for example, depression, bipolar disorder, anxiety disorder, schizophrenia, PTSD
  • Missing limbs or partially missing limbs
  • Mobility impairment, benefiting from the use of a wheelchair, scooter, walker, leg brace(s) and/or other supports
  • Nervous system condition, for example, migraine headaches, Parkinson’s disease, multiple sclerosis (MS)
  • Neurodivergence, for example, attention-deficit/hyperactivity disorder (ADHD), autism spectrum disorder, dyslexia, dyspraxia, other learning disabilities
  • Partial or complete paralysis (any cause)
  • Pulmonary or respiratory conditions, for example, tuberculosis, asthma, emphysema
  • Short stature (dwarfism)
  • Traumatic brain injury
Select...

PUBLIC BURDEN STATEMENT: According to the Paperwork Reduction Act of 1995 no persons are required to respond to a collection of information unless such collection displays a valid OMB control number. This survey should take about 5 minutes to complete.