Director of E-Commerce - Health & Wellness

About the role

The Director of Ecommerce will own the Shopify Plus storefront, marketplace presence, and SEO authority for Stonehenge Health, converting traffic into revenue. Reporting to the Chief Growth Officer, this role will maximize conversion, AOV, and post-purchase value across DTC and marketplace channels.

Responsibilities

• Own the full Shopify Plus storefront as a primary revenue channel, including site UX, merchandising, and conversion experience
• Partner with the Head of CRO on the on-site testing roadmap, executing winning variants, and supporting test design
• Manage the Okendo review platform integration, on-site display, and syndication to marketplace listings
• Coordinate with the Sr Shopify Developer on dev queue priorities for site changes, integrations, and platform infrastructure
• Own mobile-first UX optimization, ensuring seamless shopping experiences across devices
• Own all merchandising decisions across the storefront: homepage, collections, PDPs, cart, and post-purchase
• Develop and optimize AOV strategies through upsells, bundles, tiered discounts, GWP, and smart cart features
• Own the on-site promotional calendar and pricing execution, including seasonal promotions, flash sales, and bundle and subscription pricing experiments
• Coordinate with the Director of Lifecycle on subscription customer journey, on-site retention messaging, and trial-to-repeat conversion
• Partner with product and supply chain partners on inventory positioning, seasonal merchandising, and stock-driven promotional windows
• Coordinate with product marketing on product positioning, launch merchandising, and portfolio strategy execution
• Oversee the Marketplace Manager in driving Amazon, Walmart, Target Plus, and TikTok Shop strategy, listing optimization, and revenue growth
• Set marketplace KPIs and ensure brand consistency across all third-party storefronts
• Ensure review syndication and brand asset consistency across all marketplace channels
• Oversee the SEO & GEO Content Strategist in driving blog content, organic search authority, and Generative Engine Optimization
• Track on-site KPIs across Shopify analytics, Google Analytics, and CRM dashboards
• Build and present executive-level reporting on site performance, marketplace revenue, and SEO contribution
• Manage the SEO & GEO Content Strategist and Marketplace Manager, with the capacity to expand as the function scales
• Report to the CGO and operate as the on-site revenue and storefront authority within the growth organization
• Partner with the Head of CRO, Director of Lifecycle, and the analytics and performance marketing functions on the cross-functional work that drives on-site conversion and revenue
• Coordinate with the creative, product marketing, and content teams on web design, merchandising, and product launch execution
• Coordinate with the Sr Shopify Developer on Shopify Plus development priorities for site, integrations, and platform infrastructure

Qualifications

• 7-10+ years in ecommerce leadership at DTC consumer brands in health, wellness, beauty, or consumables, with 3-5 years at Director level or above
• Deep hands-on expertise in Shopify Plus, including theme architecture, app stack management, and platform optimization
• Proven track record running a Shopify Plus storefront at scale with measurable improvements in conversion, AOV, and revenue per session
• Hands-on Amazon experience required; experience with Walmart, Target Plus, and TikTok Shop strongly preferred
• Strong analytical capability with hands-on use of Google Analytics, Shopify analytics, and Northbeam (or comparable MTA platform)
• Subscription DTC experience with Recharge or a comparable subscription platform strongly preferred
• Experience partnering closely with CRO, lifecycle, and performance marketing functions in a high-velocity test-and-learn environment
• Has managed teams of 2-5 across SEO, marketplace, or ecommerce IC functions
• Remote-first mindset with ability to lead distributed teams effectively; located within driving distance of Los Angeles, CA, preferred