Director of E-Commerce – Health & Wellness

This is a fully remote position, open to applicants in California.

📋 Description

• Take ownership of the complete Shopify Plus storefront as a key revenue stream, focusing on site user experience (UX), merchandising, and conversion strategies.

• Collaborate with the Head of Conversion Rate Optimization (CRO) to develop the on-site testing roadmap, implement successful variants, and assist in test design.

• Work alongside the creative team on landing pages, product detail pages (PDPs), and designs aimed at enhancing conversion rates.

• Manage the integration of the Okendo review platform, including its on-site display and syndication to marketplace listings.

• Coordinate with the Senior Shopify Developer regarding development queue priorities for site modifications, integrations, and platform infrastructure.

• Lead mobile-first UX optimizations to guarantee smooth shopping experiences across all devices.

• Develop and refine Average Order Value (AOV) strategies through upselling, bundling, tiered discounts, gifts with purchase (GWP), and intelligent cart features.

• Oversee the on-site promotional calendar and pricing execution, which includes seasonal promotions, flash sales, and pricing experiments for bundles and subscriptions, in partnership with the Chief Growth Officer (CGO) and Director of Lifecycle.

• Collaborate with the Director of Lifecycle to enhance the subscription customer journey, on-site retention messaging, and conversion from trial to repeat purchases.

• Work with product and supply chain partners on inventory strategies, seasonal merchandising, and promotions driven by stock availability.

• Team up with product marketing to optimize product positioning, launch merchandising, and execute portfolio strategies.

• Supervise the Marketplace Manager in advancing strategies for Amazon, Walmart, Target Plus, and TikTok Shop, including listing optimization and revenue enhancement.

• Oversee marketplace paid media initiatives, including Amazon Sponsored Products, Sponsored Brands, Sponsored Display, Demand-Side Platform (DSP), and Walmart Connect, ensuring clear Advertising Cost of Sales (ACoS) and Total Advertising Cost of Sales (TACoS) targets alongside budget management.

• Establish key performance indicators (KPIs) for marketplaces, ensuring brand consistency across all third-party storefronts.

• Coordinate marketplace promotions, launches, and inventory strategies in alignment with the broader Direct-to-Consumer (DTC) strategy.

• Ensure consistent review syndication and brand asset alignment across all marketplace channels for SEO and organic discoverability.

• Oversee the SEO & GEO Content Strategist to enhance blog content, organic search authority, and Generative Engine Optimization.

• Collaborate with the content team to ensure alignment between organic editorial content and SEO-focused content priorities.

• Guarantee that on-site SEO architecture, schema markup, and technical SEO foundations effectively support organic acquisition efforts.

• Monitor organic traffic, branded search increases, and AI search visibility as essential success metrics.

• Track on-site KPIs using Shopify analytics, Google Analytics, and CRM dashboards.

• Team up with the analytics department for attribution, cohort analysis, and revenue forecasting.

• Utilize Northbeam attribution data to guide on-site experiences and merchandising decisions.

• Compile and present executive-level reports on site performance, marketplace revenue, and SEO contributions.

• Manage the SEO & GEO Content Strategist and Marketplace Manager, with potential for team expansion as the function grows.

• Set performance expectations, KPIs, and developmental plans.

• Cultivate a high-output, test-and-learn culture across all on-site and marketplace initiatives.

• Report directly to the CGO and serve as the on-site revenue and storefront authority within the growth organization.

• Collaborate with the Head of CRO, Director of Lifecycle, and analytics and performance marketing teams on cross-functional initiatives that enhance on-site conversion and revenue.

• Partner with creative, product marketing, and content teams to execute effective web design, merchandising, and product launches.

• Work with the Senior Shopify Developer on establishing development priorities for Shopify Plus related to site, integrations, and platform infrastructure.

⛳️ Requirements

• 7-10+ years of ecommerce leadership experience with direct-to-consumer (DTC) brands in health, wellness, beauty, or consumables, with at least 3-5 years at the Director level or above.

• Extensive hands-on expertise in Shopify Plus, including theme architecture, app stack management, and platform optimization.

• Proven success in managing a Shopify Plus storefront at scale, demonstrating measurable enhancements in conversion rates, AOV, and revenue per session.

• Required hands-on experience with Amazon; familiarity with Walmart, Target Plus, and TikTok Shop is strongly preferred.

• Strong analytical skills, with practical experience using Google Analytics, Shopify analytics, and Northbeam (or similar multi-touch attribution platforms).

• Experience with subscription DTC models using Recharge or a comparable subscription platform is highly preferred.

• Familiarity with collaborating closely with CRO, lifecycle, and performance marketing functions in a fast-paced test-and-learn environment.

• Previous management of teams ranging from 2-5 members in SEO, marketplace, or ecommerce individual contributor functions.

• A remote-first mindset with the ability to effectively lead distributed teams; candidates located within driving distance of Los Angeles, CA, are preferred.

🏝️ Benefits

• Flexible time off plus 9 annual company holidays.

• Your birthday is a paid vacation day—take the day to celebrate your awesomeness!

• 100% company-paid base plan for Medical, Dental, and Vision Insurance for employees.

• 100% company-funded 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 per 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.

• Fully remote position.

• Professional development fund for employees (We love HI-ER Education).

• A collaborative and innovative work culture.

• High-impact role with visibility to executive leadership.