• Lead the complete transformation and ongoing optimization of The Spice & Tea Exchange® digital commerce ecosystem. • Oversee both front-end and back-end website performance, ensuring the online experience drives measurable growth. • Own and execute the end-to-end e-commerce strategy, including B2C and franchisee ordering workflows. • Serve as the internal subject matter expert on Shopify and related platforms, overseeing architecture and performance. • Establish a clear digital growth roadmap with defined KPIs and ROI benchmarks. • Show strong leadership in Shopify functionalities and plug-in integrations. • Ensure enhancements improve website conversion, retention, and brand storytelling. • Oversee back-end functionality including product setup, inventory visibility, and ordering logic. • Leverage AI tools to analyze customer buying trends and improve personalization. • Own the setup and management of TikTok Shop and align with marketing strategies. • Design and implement omnichannel strategies that align e-commerce and franchise stores.