Director of E-Commerce

PAX is a leading global cannabis brand on a mission to enhance people’s lives, delivering well-being through pure products, unique experiences, and an unparalleled passion for the plant. For more than a decade, PAX has provided products that are simple, enjoyable, and trusted by millions. Recognized for its brand, culture, and products by The New York Times’ Wirecutter, TIME, Fast Company, GQ, Gear Patrol, mg Magazine, High Times, and many more, PAX is committed to making a positive impact through PEACE BY PAX, its purpose-driven platform supporting social reform, safe access, and sustainability.

About the role

We are seeking a Director of E-Commerce to own our global DTC engine end-to-end. You'll run a multi-storefront, headless commerce operation spanning the US, Canada, UK, and EU with accountability for revenue, margin, and the customer experience. This is a role for an operator who thrives on data, moves fast without perfect information, and knows how to grow a brand when Meta, Google, and Amazon won't make it easy.

Responsibilities

• Own the Global Storefront Ecosystem: Lead our Shopify-powered, headless storefronts (Shopify back-end, Builder.io front-end) end-to-end, driving CRO, site merchandising, catalog, promotions, and localization while supporting wholesale operations. Partner closely with engineering on the headless roadmap.
• Fuel the Growth Engine: Direct paid media strategy and agencies (Meta, Google) within a restricted-category environment to lower CAC and improve funnel efficiency, and own organic discovery (SEO/SEM, listings, and site visibility).
• Master Attribution in a Difficult Category: Own the measurement stack (e.g., Triple Whale, GA4, Shopify) and drive attribution accuracy so budget decisions are made on ROAS and ROI.
• Master the Lifecycle: Drive high-velocity email performance via Klaviyo, using customer insights and behavioral data to shape segmentation, personalization, and lifecycle strategies that grow repeat purchase, bundles, and lifetime value.
• Champion Loyalty & Omnichannel: Build and evolve loyalty, rewards, and referral programs that connect DTC storefronts with retail and dispensary touchpoints, driving retention, advocacy, and customer lifetime value.
• Scale New Channels: Launch and grow referral, affiliate/creator commerce, marketplaces (Amazon), and retail-to-DTC capture programs as complements to core paid and owned channels.
• Navigate Regulatory Complexity: Own the e-commerce side of compliance execution: age verification, shipping requirements, payment processor constraints, and state/country-level rules.
• Own the Numbers: Build demand forecasts with supply chain and finance, manage the DTC P&L against board-level targets, and report performance and strategic recommendations to executive leadership.
• Build the Team: Lead, coach, and develop a lean internal team plus agency, vendor, and platform partnerships, ensuring tools and systems integrate seamlessly and scale as growth warrants.

Requirements

• Proven P&L Ownership: Experience owning a DTC P&L with full accountability.
• Seasoned Digital Commerce Leadership: 5+ years leading e-commerce, digital merchandising, or lifecycle and loyalty functions end-to-end in performance-driven consumer organizations.
• Deep Platform Expertise: Expert-level Shopify knowledge, including experience with headless architectures (Builder.io, Hydrogen, or API-driven storefronts) and multi-store, multi-currency, multi-region operations.
• Attribution Mastery: Hands-on fluency with modern attribution and analytics stacks (Triple Whale or similar, GA4, cohort analysis).
• Modern Tooling Fluency: Comfort across Shopify, Builder.io, Klaviyo, and Asana/Jira for cross-functional project and workflow management.
• Marketplace & Affiliate Experience: Experience operating Amazon as a complement to DTC (Seller/Vendor Central, listing optimization, marketplace advertising) and building or scaling affiliate and creator-commerce programs (Impact.com or similar networks).
• Regulated Category Experience: Meaningful experience in age-gated categories (cannabis, CBD, hemp, alcohol, nicotine), including advertising restrictions, age verification, and shipping compliance.
• International Operating Experience: Experience running (or contributing to) e-commerce across multiple countries, localization, VAT/duties, regional fulfillment, and market-specific compliance.

Benefits

• Competitive compensation, equity, and bi-annual performance reviews
• Fully funded comprehensive medical, dental, and vision coverage
• 401K plan
• Generous PTO policy
• Paid Parental Leave
• Monthly wellness reimbursement
• Cell Phone reimbursement
• Employee Purchase Program for discounted PAX devices
• Weekly catered lunch, endless snacks, and beverages
• Dog-friendly HQ in the Mission District of San Francisco
• Employee Assistance Program including access to online legal support

Pay

This role has a pay range between $145,000–190,000 and equity. The final salary offer will be determined based on depth of experience, geographic location, and relevant education/training.