Dir, Digital Revenue

Summary

The Director of eCommerce Revenue reports to the VP of Revenue & eCommerce and leads the strategy, performance, and operational execution of Allegiant’s digital commerce experience, with primary focus on improving website and app conversion outcomes, strengthening digital merchandising, and enabling customer experiences that support total revenue growth. This role oversees key website and martech capabilities, including content management systems, website A/B and multivariate testing tools, personalization strategies, customer data platform, Google Analytics, and similar tools used to monitor website health, customer behavior, and conversion performance. The position requires a strong quantitative and commercial mindset, a deep understanding of Allegiant’s product offerings and booking path behavior, and the ability to translate customer insights into digital experiences that improve revenue, usability, and business outcomes.

Visa Sponsorship Available

No

Minimum Requirements

Combination of Education and Experience will be considered. Must be authorized to work in the US as defined by the Immigration Act of 1986. Must pass a Criminal Background Check.

Education:
Bachelor’s Degree

Education Details:
Bachelor's degree in Marketing, Business, Finance, Economics or related field required.

Certification:
No

Certification Details:
N/A

Years of Experience:
Minimum seven (7) years of eCommerce experience.

Credit Check:
No

Valid/Unexpired Passport Book:
Yes / No

Valid/Unexpired Driver's License:
Yes / No

Preferred Requirements

• Demonstrated experience leading ecommerce, digital experience, website optimization, conversion rate optimization, personalization, or digital merchandising strategies in a complex B2C environment.
• Previous airline, travel, hospitality, marketplace, retail, subscription, or high-volume digital commerce experience preferred.
• Strong working knowledge of A/B and multivariate testing platforms, including tools such as Optimizely, as well as testing design, prioritization, interpretation, and performance readouts.
• Experience with Google Analytics or similar digital analytics platforms used to monitor customer behavior, conversion trends, funnel health, website performance, and campaign or merchandising impact.
• Experience working with customer data platforms, personalization tools, segmentation logic, or other martech capabilities that support relevant and commercially effective customer experiences.
• Strong understanding of ecommerce technologies, website and mobile app development processes, digital product roadmaps, technical troubleshooting, and cross-functional delivery with IT and product teams.
• Demonstrated ability to partner with Revenue, Pricing, Ancillary, Marketing, Digital Experience, Product, UI/UX, Data, and IT teams to improve total revenue outcomes through better digital experiences.
• Ability to establish conversion baselines, define measurement expectations, interpret digital performance trends, and convert insights into prioritized actions.
• Strong understanding of ancillary revenue, booking behavior, product presentation, merchandising, and offer management principles.
• Strong analytical, communication, prioritization, presentation, problem-solving, vendor management, and stakeholder leadership skills.
• Creative, commercially minded, detail-oriented, and highly accurate, with the ability to balance customer experience, brand integrity, technical feasibility, and revenue impact.
• Excellent communication skills to include the ability to write clearly and informatively and present numerical data effectively.

Job Duties

• Works with VP Revenue & eCommerce and executive leadership team to establish overall e-commerce and digital strategies for the company.
• Lead Allegiant’s ecommerce strategy for digital experience, website/app conversion, digital merchandising, content execution, personalization, and martech-enabled customer experiences, ensuring digital commerce initiatives support customer usability, brand integrity, and total revenue growth.
• Own the performance framework for ecommerce conversion, including establishing clear baselines, tracking funnel and booking path metrics, monitoring website health, interpreting customer behavior, and using analytics to identify revenue, conversion, and experience improvement opportunities.
• Manage and optimize website and martech capabilities, including content management systems, website A/B and multivariate testing tools, personalization platforms, customer data platforms, Google Analytics, and related tools used to support digital experimentation, customer insight, content delivery, and performance measurement.
• Partner closely with Revenue, Pricing, Ancillary, Marketing, Product, Loyalty, Data, and related commercial teams to ensure product offerings, ancillary placements, bundles, merchandising logic, and booking path experiences are presented in ways that improve conversion, take rates, and total revenue outcomes.
• Collaborate with the Digital Experience Director, UI/UX teams, Product, and IT to improve website and app performance, customer journey design, usability, page flow, content clarity, and issue resolution across digital shopping and booking experiences.
• Lead website testing and optimization strategy by developing test hypotheses, prioritizing opportunities, coordinating execution with cross-functional teams, evaluating results, and translating learnings into scalable digital experience improvements.
• Serve as a strategic thought partner on offer management principles by helping align product display, personalization, testing, customer data, and digital experience capabilities with Allegiant’s evolving commercial and merchandising strategies.
• Partner with IT, Product, and operational teams to troubleshoot website and app issues, assess customer and commercial impact, support prioritization, and ensure digital commerce functionality is scalable, reliable, and aligned with business needs.
• Maintain strong knowledge of Allegiant’s business model, customer behavior, product offerings, ancillary revenue opportunities, and digital industry best practices to identify new initiatives that improve revenue, conversion, and customer experience.
• Build, manage, and maintain effective relationships with vendors, third-party platforms, technology partners, and internal stakeholders to ensure ecommerce tools and digital capabilities continue to support Allegiant’s commercial strategy.
• Lead and develop team members, ensuring the team applies strong analytical discipline, customer focus, digital best practices, and Allegiant’s customer service standards in daily responsibilities.
• Maintains a solid understanding of business implications of decisions, balancing the drive for profitability with quality customer experience and brand integrity.
• Perform other duties as assigned.

Physical Requirements

The Physical Demands and Work Environment described here are a representative of those that must be met by a Team Member to successfully perform the essential functions of the role. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the role.

Office - While performing the duties of this job, the Team Member is regularly required to stand, sit, talk, hear, see, reach, stoop, kneel, and use hands and fingers to operate a computer, keyboard, printer, and phone. May be required to lift, push, pull, or carry up to 20 lbs. May be required to work various shifts/days in a 24-hour situation. Regular attendance is a requirement of the role. Exposure to moderate noise (i.e. business office with computers, phones, printers, and foot traffic), temperature and light fluctuations. Ability to work in a confined area as well as the ability to sit at a computer terminal for an extended period of time. Some travel may be a requirement of the role.

Essential Services Provider

Allegiant as a national air carrier is deemed an essential service provider during declared national and state emergencies. Team Members will be required to report to their assigned trip or work location during national and state emergencies unless prohibited by local, state or federal order.

EEO Statement

We welcome all individuals from varied backgrounds and experiences to apply. Our company values the unique perspectives and talents that each person brings to our team.

Equal Opportunity Employer: Disability/Veteran

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