Director, DTC Merchandising & Strategy (Web Channel)

It's fun to work in a company where people truly BELIEVE in what they're doing!

We're committed to bringing passion and customer focus to the business.

Peter Millar was founded in 2001 with a single cashmere sweater offered in 24 colors. Based in Raleigh and Durham, North Carolina, the American lifestyle brand has grown to include luxury performance sportswear, seasonal resort and country club apparel, sophisticated classics, casually refined tailored clothing and sartorial accessories.

We strive to capture timeless style upgraded with signature innovations, in designs that are in tune with modern life. We embrace working hard, being kind and doing right by our customers, aiming to set a higher standard for the apparel industry.

The Director, DTC Merchandising & Strategy (Web Channel) leads the web channel product strategy, developing a curated assortment and buying plan that drives growth and delivers a cohesive DTC vision. This role ensures the right balance of newness, seasonality, capsules and core product flows to the website with the right timing to support brand storytelling and commercial performance. 

 
Working cross-functionally with brand merchandising, inventory planning, website merchandising, creative and digital Marketing, this leader translates strategic brand initiatives into a commercial web assortment strategy for the digital channel with the goal of maximizing revenue, engagement, conversion and sell-through.

Key Responsibilities 

• Develop and own the web product assortment and buying strategy, including monthly product flow, capsule alignment and seasonal assortment needs. 
• Curate a balanced web product assortment across newness, seasonal product, capsules, essentials and licensed styles that supports both brand storytelling and revenue growth. 
• Translate strategic brand initiatives and seasonal product direction into a commercial assortment plan for the web channel. 
• Define web assortment architecture by category, including SKU count, depth vs. breadth, and price-point mix to optimize conversion, AOV and customer discovery. 
• Partner with Inventory Planning to execute seasonal web buys, manage inventory flow, suggest in-season pivots and conduct hindsight analysis to inform future assortment decisions. 
• Analyze web product performance, customer behavior, and seasonal trends to identify assortment gaps, optimize product mix, and inform future buys. 
• Identify category growth opportunities, recommending product expansion, reduction, newness, or capsule opportunities that support long-term DTC growth. 
• Ensure web product launch timing and product flow support key marketing campaigns, seasonal storytelling, and capsule or drop moments. 
• Identify opportunities for web product storytelling, outfit pairings, bundle and cross-sell strategies that drive product discovery and basket building. 
• Track and communicate web assortment performance, wins and opportunities to brand merchandising and senior leadership to influence future seasonal product development. 
• Collaborate with Website Merchandising to inform product sorting, badges and cross sells to drive engagement and cross-sell. 
• Partner with Digital Media and Creative teams to identify key styles, outfits and capsules that support campaigns and seasonal storytelling online. 
• Contribute to digital seasonal kickoff and alignment meetings across Planning, Website Merchandising and Marketing to ensure coordinated execution. 
• Communicate the web buy strategy and product vision to the broader digital team, helping bring the assortment story to life for the end consumer. 
• Serve as a product knowledge resource for internal teams, supporting product education and enabling stronger storytelling across digital and customer-facing teams. 

Qualifications 

• 8+ years of experience in buying, merchandising, or assortment strategy, preferably in luxury apparel DTC or ecommerce. 
• Strong expertise in assortment planning, product curation, and seasonal buying. 
• Proven ability to translate brand strategy into commercial product assortments that drive growth. 
• Strong analytical skills and experience using data to inform product and assortment decisions. 
• Excellent cross-functional collaboration and communication skills. 

If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us! 

Peter Millar & G/FORE are equal opportunity employers. In accordance with anti-discrimination law, it is the purpose of this policy to effectuate these principles and mandates. Both Peter Millar & G/FORE prohibit discrimination and harassment of any type and they afford equal employment opportunities to employees and applicants without regard to race, color, religion, gender, age, national origin, genetic information, marital status, disability status, protected veteran status, sexual orientation, or any other characteristic protected by law. Both Peter Millar & G/FORE comply with applicable state, county and local laws governing non-discrimination in employment.