Vice President of E-Commerce

About REP:

REP designs world-class, innovative gym equipment that is sold around the world, and we are now expanding into apparel, supplements, athletes, and events. REP was established in 2012 by two brothers who shared a deep passion for fitness. From our humble beginnings of selling bumper plates out of a small garage, REP has experienced remarkable growth, now occupying over 300,000+ square feet of office and distribution space in the USA and internationally. With a dedicated team of over 200+ fitness enthusiasts, our vision is to be the #1 Strength Brand in the World. Our commitment to innovation, customer service, and value sets us apart. 

We believe in building a culture centered around fitness, so we specialize in outfitting home gyms, commercial gyms, and strength and conditioning facilities. Our dedication to excellence has been recognized multiple times when we were featured in the Inc. 5000 fastest growing private companies in 2018 and 2021 and then voted the best home strength product launch in 2022 by Garage Gym Experiment. Our team works out together, and we regularly invite fitness superstars to join us. We organize fun challenges to test our limits - and the limits of our equipment. 

At REP, we continue to grow and bring new opportunities for those who want to be a part of a winning team. We firmly believe that being surrounded by like-minded individuals fuels creative energy and fosters a fun and collaborative work environment. This role is based in our state-of-the-art headquarters with a bright, spacious, shared workspace; scenic views of the Rocky Mountains; and a kitchen always stocked with healthy snacks, protein powder, and coffee.  We offer a hybrid work environment with a minimum of three days in the office, but there’s flexibility about which days and hours.

Our Core Values:

• Think Like a Customer - We empathize with our customers; understand the 'why' behind every decision we make


• Progress not Perfection - We don't let perfect get in the way of good; we are better today than we were yesterday


• Positive Attitude - Be a glass half-full kind of person and remember to have fun


• Teamwork without Ego - We put the team above ourselves; we only win together


• Take Initiative - We drive momentum; if there is an opportunity to make us better, we want to hear it

About This Role:

The Vice President of E-Commerce will lead REP’s global digital commerce strategy and execution, overseeing all regions and channels including Shopify DTC storefronts, international e-commerce expansion, and all 3rd-party marketplaces (Amazon, Walmart, TikTok Shop, and region-specific platforms where applicable). 

This executive owns the digital revenue and gross margins, website experience, regional digital merchandising strategies, and the architecture of the platforms and teams that support REP’s online business. They will lead internal teams across web development, e-commerce operations, and marketplace management, while collaborating closely with Marketing, Product, Operations, Supply Chain, Customer Support and International business units to build a cohesive global digital footprint.

Essential Functions: include the following. Other duties may be assigned.   

Global Digital Strategy & Leadership 

• Define and drive REP’s global digital commerce strategy across all markets. 


• Own regional forecasting, revenue, and digital channel gross margins 


• Establish channel and region-level KPIs and build performance dashboards to inform decision-making. 


• Design and implement scalable systems, workflows, and organizational structures that support Domestic and International/Global growth. 

 E-Commerce Platform Leadership (Shopify Ecosystem) 

• Lead optimization and oversight of REP’s Shopify DTC sites across all markets. 


• Direct UX/UI, merchandising strategy, CRO, personalization, localization, and Global navigation logic. 


• Oversee platform roadmap including multi-region architecture, currency, tax, and fulfillment considerations. 


• Guide decisions around headless commerce, tech stack integrations, and long-term platform evolution. 

Marketplace & Channel Expansion 

• Own strategy and performance for Amazon, Walmart, TikTok Shop, and additional global marketplace platforms as the brand expands. 


• Develop region-specific assortment, pricing, promotional, and advertising strategies. 


• Oversee marketplace operations including catalog management, compliance, international delivery logistics, and customer satisfaction. 

 Team Leadership & Organizational Development 

• Lead, hire, and develop teams across web development, e-commerce operations, digital merchandising, and marketplace management globally. 


• Manage and evaluate external partners and vendors, including development agencies, CRO partners, marketplace agencies, and analytics providers. 


• Create a high-performance, data-driven culture rooted in accountability and continuous improvement. 

Customer Acquisition & Retention Partnership 

• Partner with Marketing and Customer Support to align global digital acquisition, CRM, retention programs, loyalty, and customer journey optimization. 


• Develop strategies to improve LTV, reduce CAC, and tailor retention approaches to major markets. 

Cross-Functional Global Collaboration 

• Work with Supply Chain and Operations to ensure aligned inventory planning and regional fulfillment strategies. 


• Collaborate with Product teams to support regional product launches and phased rollout plans. 

What You Will Bring:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability . Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

• Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public. 


• Ability to apply common sense of understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations. 


• Ability to add, subtract, multiply, and divide into all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs. 

Education and/or Experience:

• 12+ years leading digital commerce teams at consumer product or lifestyle brands, ideally with global expansion experience. 


• Proven track record scaling Shopify-based DTC business to 9+ figures globally. 


• Deep experience managing and growing channels such as Amazon and other marketplaces at scale. 


• Demonstrated success leading and developing web engineering and e-commerce operations teams. 


• Highly competent in analytics platforms (GA4, Looker, Tableau, etc.). 


• Experience coordinating digital operations with international supply chain and logistics solutions; and with working in a global matrixed organizational structure 


• Thrives in a fast-growth, entrepreneurial, performance-driven environment.

Core Competencies:

Action Oriented - Taking on new opportunities and tough challenges with a sense of urgency, high energy and enthusiasm.

Resourcefulness - Securing and deploying resources effectively and efficiently.

Collaborates - Building partnerships and working collaboratively with others to meet shared objectives.

Self-Development - Actively seeking new ways to grow and be challenged using both formal and informal development channel

Strategic, but highly execution-minded – Blends long-term vision with hands-on ownership to drive fast, high-quality delivery.

Systems thinker who designs for scale – Builds frameworks and processes that support seamless growth and future complexity.

Exceptional communicator and cross-functional partner – Breaks down complexity and aligns diverse teams through clear, consistent communication.

Operates with accountability, clarity, and urgency – Owns outcomes decisively and drives teams forward with focus and speed.

Passion for strength culture and the REP brand is a plus – Brings energy and connection to REP’s mission, products, and community.

What's In It For You:

Our commitment to quality and transparency applies not only to our products, but to our people. We are focused on creating a fun, exciting, collaborative space that’s centered around health and well-being. We empower everyone on our team to take control of their careers and balance their work and life in a modern, fast-paced environment.  

We offer an exceptional compensation package which includes: 

Compensation base range: $200,000 - $248,000; Bonus: 25% of base salary. Own a piece of what you’re building—equity in a fast-growing brand.

Day One Benefits!

• Medical, Dental, Vision (Competitive Benefits packages Offered) 


• Health Savings Account (HSA) with employer contributions 


• Flexible Spending Account (FSA) options 


• LTD/STD, Life and AD&D (100% premiums covered by REP)  


• 401k and Roth options with employer match up to 4% 


• Employee Assistance Program (EAP) 

Recharge Yourself!

• 5 weeks of PTO accrued during your first year 


• 48 hours of sick leave annually 


• 7 paid company holidays with an additional floating holiday


• Paid Parental leave starting day 1


• Birthday - Paid day off 

Pumped-Up Perks!

• Unique sales bonus structure that rewards exceptional individual performance as well as team performance 


• Full access to employee gym 


• Employee discount on REP equipment and apparel 


• Daily snacks and drinks provided by REP (for onsite employees) 


• 'Fitness' casual attire 


• Company and team building events  


• Professional growth and development within the organization 


• LIFE-WORK balance 

PHYSICAL REQUIREMENTS: 

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

While performing the duties of this job, the employee is constantly required to sit and use hands to operate the telephone, type and operate the computer and mouse. Physical effort may include stooping, kneeling, touching, feeling, reaching, standing, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing, and repetitive motions.  The employee is frequently required to talk, hear, and bend and twist neck. The employee may occasionally lift and/or move up to 25 pounds and rarely lift and/or move up to 100 pounds assisted.  Specific vision abilities required by this job include close vision and distance vision. 

REP provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, REP complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities.  

This specification is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions that will be given this title and shall not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties shall not be held to exclude other duties not mentioned. Ability to competently perform all the essential duties of the position, with or without reasonable accommodation, demonstrated commitment to effective customer service delivery, and the ability to work productively as a member of a team or work group are basic requirements of all positions at REP.