Director of Customer Acquisition & Digital Commerce 

Job Title: Director of Customer Acquisition & Digital Commerce 
Department: Sales & Marketing (Customer Acquisition) 
Reports To: CEO, with close partnership to COO and VP of Sales 

DockStar Industrial, the factory-direct home of DockStar branded loading dock equipment, is seeking a Director of Customer Acquisition & Digital Commerce to architect and lead our next phase of growth. This role owns three core engines of revenue: project estimating, industrial eCommerce, and inside sales, with a mandate to create a seamless, high-touch customer journey that competitors cannot match.  

You will build and lead the systems, team, and processes that convert interest into revenue: fast, accurate quotes; a best-in-class B2B eCommerce experience; and an inside sales program that engages and nurtures every qualified lead with speed and hospitality, including handwritten thank-you outreach and thoughtful gifts for key prospects. This is a hands-on leadership role with clear runway to executive/ownership-track participation as DockStar scales nationally. 

Core Objectives 

• Own and optimize the full Customer Acquisition engine (from first touch through accepted quote/order) for DockStar’s direct and digital channels. 

• Build a high-velocity estimating and quoting function that becomes a competitive advantage through speed, accuracy, and consultative value. 

• Design and scale an industrial eCommerce platform that drives self-service revenue and generates high-quality leads for the field sales team. 

• Stand up and lead an inside sales team that responds to all inbound interest quickly, nurtures smaller/short-cycle deals, and frees RAMs to focus on complex, high-margin opportunities. 

• Institutionalize a distinctive DockStar “hospitality” experience handwritten thank-you notes, thoughtful gifts, proactive follow-up, and continuous idea generation to keep DockStar top-of-mind with strategic accounts.  

Key Responsibilities 

1. Estimating & Sales Support Leadership 

• Build and lead DockStar’s estimating function, ensuring fast, accurate, and margin-conscious quotes for the outside sales team and inside sales.  

• Translate plans, specs, jobsite photos, and RAM input into clear, executable proposals that are easy for both contractors and end users to understand.  

• Standardize cost-build methods (manufacturing, value-add products, freight, installation, taxes) and markup strategies to balance competitiveness with profitability.  

• Implement quote templates and proposal formats that reinforce DockStar’s brand and make it simple for decision makers to say “yes.”  

• Partner with operations and engineering to ensure awarded quotes are handed off cleanly into production and installation, avoiding rework and delays.  

• Continuously improve quote turnaround times and quote-to-order conversion by using data from CRM and ERP to refine assumptions and workflows. 

2. E‑Commerce & Digital Growth 

• Own DockStar’s industrial eCommerce roadmap and performance, treating the digital channel as a growth engine for both revenue and high-quality leads.  

• Work with marketing to structure product categories, configurators, content, and pricing that deliver a modern, B2C-quality experience for B2B buyers.  

• Manage online storefronts (website, marketplaces, potential Amazon/other platforms), product listings, and promotions with an emphasis on conversion and average order value.  

• Collaborate with marketing to drive targeted traffic via SEO, content marketing, email, and paid campaigns, and to ensure a seamless handoff into sales/inside sales when appropriate.  

• Implement analytics dashboards (e.g., traffic, on-site search, add-to-cart, quote requests, conversion rates, lead volume from web) and use insights to continuously test and optimize.  

• Ensure eCommerce is tightly integrated with CRM (HubSpot) and sales workflows, so every meaningful digital touchpoint is captured, followed up, and measured. 

3. Inside Sales & Lead Response 

• Design, hire, and lead a high performing inside sales team that owns first response to all inbound leads (calls, web forms, chat, tradeshows). 

• Build and maintain playbooks and phone/email/chat scripts for qualifying leads, positioning DockStar’s solutions, and facilitating warm hand-offs to RAMs.  

• Segment deals by complexity and profit profile, ensuring inside sales closes smaller, standard projects while RAMs focus on large, prescriptive, and strategic opportunities.  

• Embed the current “handwritten thank-you plus gift” program into inside sales workflows, turning it into a repeatable, trackable process tied to key milestones (qualified lead, key meeting, closed project, referrals).  

• Oversee account and project intelligence gathering using ZoomInfo, Lead Lander, LinkedIn, Industrial Sales Leads, Building Connected, and similar tools to support territory planning and outreach. 

• Coordinate appointment setting and calendar management with RAMs to maximize face-to-face meetings with high-value prospects and strategic accounts. 

4. Customer Experience & Brand Consistency 

• Serve as the internal champion for DockStar’s customer experience across digital, phone, and field touchpoints, ensuring consistent branding, messaging, and tone. 

• Codify a DockStar “white-glove B2B” standard: rapid response times, clear communication, proactive updates, and genuine hospitality (notes, gifts, follow-up touches). 

• Partner with marketing to align visual branding and messaging between the website, eCommerce storefront, proposals, emails, and physical collateral. 

• Create feedback loops with customers, RAMs, and inside sales to gather win/loss insight and continuously refine proposals, web content, and follow-up tactics. 

• Ensure customer quality expectations (product, packaging, shipping, delivery, communication) are captured and fed back to operations and leadership.  

5. Team Leadership, Process, and Continuous Innovation 

• Recruit, train, and coach inside sales and estimating contributors, including setting expectations, providing ongoing feedback, and conducting formal reviews.  

• Develop SOPs for quoting, lead handling, eCommerce support, and thank-you/gifting workflows, ensuring scalability as DockStar grows. 

• Establish a continuous “idea lab” rhythm: regular sessions to test new offers, content, gifting concepts, campaign ideas, and digital enhancements that keep DockStar top-of-mind. 

• Participate in a cross-functional digital/Customer Acquisition Council with Sales, Operations, Finance, and IT to align goals, budgets, and KPIs. 

• Present performance, insights, and strategic recommendations to the executive team, helping guide broader company growth decisions.  

Success Metrics (High-Level) 

While this role is about value and impact more than narrow KPIs, success will be visible in metrics like: 

• Reduced time from qualified lead to first contact and from first contact to quote.  

• Increased quote-to-order conversion rate and consistent, healthy gross margins on quoted work.  

• Growth in inbound qualified leads from the website and eCommerce channel, plus increased digital-originated revenue. 

• Higher customer satisfaction and referral activity, particularly among strategic accounts exposed to DockStar’s high-touch experience and gifting program. 

• Effective leverage of RAM time: more face-to-face meetings and opportunity focus in high-value segments, fewer low-margin, transactional distractions.  

Qualifications 

• 5–8+ years of experience in B2B eCommerce, inside sales, or estimating/sales support, ideally within industrial equipment, manufacturing, or construction-adjacent sectors.  

• Demonstrated success owning or materially driving a digital revenue channel (eCommerce, marketplaces, or digital lead engine) and improving conversion through experimentation.  

• Hands-on experience with CRM and sales enablement tools such as HubSpot, ZoomInfo, LinkedIn, Building Connected, Lead Lander, and eCommerce platforms like Shopify or similar. 

• Strong analytical skills with the ability to interpret funnel data and translate it into practical improvements in process, UX, and messaging. 

• Track record of building or leading small teams, establishing processes, and collaborating cross-functionally with Sales, Operations, and Marketing.  

• Bias for action, entrepreneurial mindset, and genuine passion for delivering memorable customer experience in a pragmatic, industrial context.  

Compensation and Growth 

• Competitive base salary commensurate with leadership responsibility and experience, with upside through performance-based bonus tied to Customer Acquisition outcomes.  

• Equity/ownership participation (initial stock options with potential for additional grants as the role and company scale).  

• Full benefits package, plus investment in professional development related to eCommerce, sales leadership, and industrial market trends.  

• Clear runway to senior leadership and potential executive team participation as the Customer Acquisition engine becomes central to DockStar’s growth story.