In the outdoor and sporting goods industry, digital leadership has become one of the most critical roles on the executive team. Whether the title is Vice President of E-Commerce, Director of Digital Strategy, or Head of Omnichannel, this person defines how consumers interact with the brand online and across every touchpoint.

For some companies, this role is about building and scaling direct-to-consumer (DTC) channels. For others, it is about aligning DTC with wholesale, retail, and marketplaces in a true omnichannel strategy. Understanding the difference — and knowing how to structure the role — is key to making the right hire.

The Rise of DTC in Outdoor and Sporting Goods

Over the past decade, DTC has moved from a side project to a central revenue engine. A Vice President of E-Commerce or Director of Digital often owns:

• Online store performance. From UX to checkout flow to promotions.

• Customer acquisition and retention. Paid media, SEO, email, and loyalty.

• Analytics. Tracking conversion, CAC, LTV, and digital merchandising KPIs.

In this model, the leader is laser-focused on growing the direct channel, often reporting into the Chief Marketing Officer or directly to the CEO.

The Shift Toward Omnichannel

Outdoor companies, however, cannot rely on DTC alone. Specialty retail, big-box, and global distributors remain critical. That is why many organizations evolve the role into Vice President of Digital Strategy or Head of Omnichannel. In this structure, the leader is not just scaling one channel. They are aligning digital with the entire customer journey:

• DTC websites. Owned and operated commerce.

• Retail partners. Digital sell-through at REI, Dick’s Sporting Goods, or Amazon.

• Omnichannel experiences. Buy online, pick up in store. Unified pricing. Seamless inventory visibility.

This version of the role requires stronger cross-functional alignment. Instead of sitting under brand marketing, it often reports into a President, GM, or COO.

Different Titles, Different Structures

I’ve seen the role framed in several ways:

• Vice President of E-Commerce: focused primarily on DTC revenue and site growth.

• Director of Digital Strategy: mid-level role that connects digital marketing with e-commerce.

• Head of Omnichannel: broader oversight of how DTC integrates with retail and distribution.

• Vice President of Digital Strategy: senior role that blends digital commerce, marketing, and retail alignment at a strategic level.

The right structure depends on company size and growth stage. For a $50M outdoor recreation brand, a VP of E-Commerce might be enough. For a $500M global sporting goods company, you likely need a VP of Digital Strategy who can bridge DTC and wholesale across multiple markets.

Why This Hire Matters

The leader who owns digital is not just managing transactions. They are defining the future of how your consumers find, evaluate, and buy your products. Hiring the wrong person can lead to misaligned priorities, channel conflict, or underinvestment in the areas that matter most. Hiring the right one can unlock sustainable growth across every channel.

Final Word

Whether the title is Vice President of E-Commerce, Director of Digital Strategy, or Head of Omnichannel, this hire will determine how your brand competes in a digital-first world. Outdoor and sporting goods companies that get it right build seamless consumer experiences and future-proof their revenue. Those that get it wrong end up chasing channels instead of leading them.

Tony O’Neill

Founder & President, Highline Outdoor Group