Job Details

Manitoba
The Dufresne Group Home Office
147 Commerce Drive
Winnipeg, MB R3P1A2, CAN

Manitoba
The Dufresne Group Home Office
147 Commerce Drive
Winnipeg, MB R3P1A2, CAN

The Dufresne Group is currently seeking a Director, Digital Growth within our Home Office located at 147 Commerce Drive in Winnipeg, MB or Remote.

The Director, Digital Growth, leads and executes guest-centric strategies to drive engagement and revenue growth across multiple websites and more than 200 furniture and home furnishing stores including Ashley Canada, Dufresne, and a portfolio of independent furniture retailers in the Dufresne Retail Solutions Group.

The Director, Digital Growth is responsible for optimizing Shopify websites and the full digital guest experience guided by data analytics and performance insights. This position plays a critical role in shaping how guests discover, engage, and convert through our digital and in-store channels.

This is a highly collaborative leadership role requiring cross-departmental efforts with product management, engineering, marketing, sales, merchandising, operations, and finance.

Core Duties

• Leverage Google Analytics 4 (GA4) to identify trends, uncover conversion barriers, and guide testing strategies
• Translate GA4 insights into clear, actionable recommendations for site enhancements and revenue growth
• Use GA4 data to evaluate omnichannel impacts—connecting site activity to in-store revenue and guest engagement
• Optimize site speed and overall performance
• Prepare and present regular reports to cross-functional and executive teams
• Create and maintain Power BI reports to share key digital metrics company-wide
• Lead CRO initiatives by identifying guest journey friction points and testing improvements across digital touchpoints
• Design and execute A/B and multivariate tests in collaboration with site merchandising, UX, product management, and analytics teams to optimize performance and revenue
• Use data insights quantitative (GA4, heatmaps, funnel analysis) and qualitative (user feedback, session recordings) data to shape CRO strategies across all websites
• Own SEO strategies across all websites, focusing on scalable improvements to site structure, content hierarchy, and metadata to drive organic traffic and visibility
• Partner with marketing and merchandising to implement on-page and technical SEO best practices, aligned with search intent and retail goals
• Monitor keyword performance, crawl health, and indexing status using tools like Google Search Console and GA4, and translate insights into actionable growth initiatives
• Provide site merchandisers with actionable weekly insights across the guest journey
• Collaborate with product and engineering to inform and prioritize the product roadmap
• Advise merchandisers on optimizing categories, on-site search, recommendations, navigation hierarchy, and faceted navigation
• Partner with marketing on traffic strategies, landing pages, and digital growth
• Collaborate with operations and merchandising to advance Direct Ship and Drop Ship initiatives
• Provide finance with regular reporting and support for budgeting and forecasting.
• Collaborate with product and engineering teams to evaluate, negotiate, and implement tools that support business goals and evolve our tech stack
• Manage and optimize key relationships with digital partners and vendors including search, discovery, personalization, ratings & reviews, and chat
• Stay current on trends (e.g., Gen AI, AR, dynamic pricing) to identify innovation opportunities
• Shift seamlessly from strategic thinking to hands-on problem solving and execution
• Coach and develop high performance specialists to enhance guest journeys driver results
• Demonstrate TDG values in all aspects of work performance

Experience

• 5-7 years of progressive experience in digital commerce, with at least 3 years in a leadership or strategic ownership capacity tied to digital growth and analytics
• Proficiency in Google Analytics 4, tag management, and Search Console
• Proficiency in Microsoft Excel and PowerPoint
• Operational and technical understanding of B2C eCommerce
• Proven track record in delivering results through CRO with A/B testing and experimentation
• Experience developing SEO strategies for content and technical teams
• Knowledge of Shopify Plus, Algolia, Bazaarvoice, and Powerfront is an asset

Core Competencies

• Demonstrates ability to foster relationships and build trust
• Operates independently with a consistent track record of delivering results
• Communicates data-driven insights through clear, compelling storytelling tailored to diverse audiences
• Applies resourcefulness, flexibility and creativity to solve complex problems
• Brings experience in vendor selection and management
• Leads with positivity, energy and an approachable leadership style
• Demonstrates a strong sense of urgency and accountability
• Effectively leads and collaborates with distributed teams across locations

Work Parameters

• Hybrid in-office / work from home if local
• Typical working hours fall between 8am-5pm Central Time
• Willing and able to work a flexible schedule and irregular hours on occasion and during seasonal peak periods (e.g., Black Friday)
• Observes National Holidays of the country of employment and Office Closures of the head office of record
• Since this role's direct reports and collaborative teams live and work in Winnipeg Manitoba, this role requires occasional flights and hotel stays in Winnipeg
• A satisfactory Criminal Record Check is required