Director of E-Commerce – Health & Wellness

Role Overview

• Lead the evolution of direct-to-consumer e-commerce strategy and optimize Shopify Storefront(s).
• Own the end-to-end ecommerce experience and revenue growth across Shopify Plus DTC storefronts.
• Blend performance-driven growth strategy with UX, CRO, merchandising, analytics, and technical oversight to build a high-converting ecommerce engine.
• Own full-funnel site performance: landing pages, PDPs, cart, and checkout.
• Lead mobile-first UX/UI optimization across devices.
• Build and execute a CRO roadmap with A/B tests and prioritized hypotheses.
• Identify site friction points using heatmaps, session recordings, and analytics.
• Partner with UX/UI design and development to implement friction-reducing changes.
• Ensure merchandising consistency across Shopify and landing pages.
• Partner with product and inventory teams to adjust site strategy based on seasonality, stock levels, or promotions.
• Define, track, and lead improvements in ecommerce KPIs: conversion rate, AOV, revenue per visitor, churn, and LTV.
• Collaborate with cross-functional teams to drive site readiness for new product launches and promotional campaigns.
• Directly manage e-commerce contributors across development, UX, SEO/GEO, building and mentoring a high-performing e-commerce team.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field (MBA is a plus).
• 7+ years of experience managing D2C Shopify Plus Storefronts, preferably in the health, wellness, or beauty space, with a focus on LTV modeling and subscriptions.
• Must have a deep understanding of developing and optimizing performance-focused landing pages and PDPs – proven success with A/B testing.
• Experience with Direct Response Marketing is a big plus.
• 5+ years of experience in merchandising digital storefronts across brand sites to deliver engaging, high-converting, and cohesive on-brand experiences regardless of sales channel.
• 5+ years of experience leading a team of direct reports responsible for product review programs, front and back-end development, subscriptions, and other key areas driving an e-commerce strategy.
• 5+ years of hands-on experience in lifecycle marketing, behavioral analytics, and LTV-focused strategies. Experience with Recharge is preferred.
• 3-5+ years managing and optimizing post-purchase upsell flows, experience with Aftersell, or similar platforms is a big plus.
• Advanced proficiency with analytics and attribution tools (e.g., Google Analytics, Excel, Power BI, Glew, Northbeam, Triple Whale) for transforming large data sets into actionable insights, timelines, and implementation plans.
• Proven success in establishing KPIs, building dashboards and streamlined reporting, and corresponding presentations to guide cross-functional teams and senior leadership.
• 5+ years of proven success in owning e-commerce P&Ls and scaling multi-channel digital operations.

Benefits

• Competitive Salary: $175,000–$200,000 (based on experience)
• Fully remote position
• Flexible time off + 9 annual company holidays
• Your Birthday is a paid vacation day
• take the day to celebrate your awesomeness!
• 100% company-paid base plan Medical, Dental, and Vision Insurance for employees
• 100% company-paid Life Insurance and Short-Term Disability Coverage
• 3% Employer contributions to 401(k) regardless of employee participation! (Free money)
• Matching charitable contributions up to $2,500/year
• $1,200/annual Work from Home (WFH) stipend
• Employee recognition and rewards program
• Calm app subscription
• Pet insurance
• Free monthly employee product samples and team discounts
• Employee Referral Program
• Professional development fund for employees (We love HI-ER Education)
• And a collaborative, innovative work culture!!