Director of Ecommerce & LTV

About the role

Lead the roadmap across CRO, digital product, retention, upsells, loyalty, referrals, and the subscriber experience. Atlas has built a strong and growing subscription business by creating a coffee experience customers cannot find on the shelf. Now we are investing more deeply in the entire customer journey: how shoppers discover the right product, how new members get started, and how customers continue finding more value from Atlas over time.

Key Areas of Responsibility

• Grow customer value through cross-sells, upsells, premium tiers, add-ons, and one-time products.
• Improve how existing customers discover relevant products across the site, portal, email, SMS, and post-purchase journey.
• Build loyalty and VIP programs that reward tenure, engagement, and value.
• Establish the broader strategy for improving retention and customer lifetime value across Atlas Coffee Club and Atlas+.
• Partner with functional leaders to identify the largest sources of churn, friction, and untapped customer value.
• Develop a cohesive approach to early-, mid-, and long-term subscriber retention.
• Guide the evolution of onboarding, subscription management, cancellation, save, pause, skip, winback, and reactivation experiences.
• Develop stronger approaches to loyalty, recognition, membership benefits, and VIP experiences.

Ecommerce Strategy and Conversion Rate Optimization

• Be accountable for conversion performance across key Atlas ecommerce experiences.
• Establish a focused CRO strategy across landing pages, the homepage, product pages, subscription builders, checkout, and other high-impact customer journeys.
• Bring strong judgment to page structure, messaging hierarchy, offer presentation, product discovery, merchandising, mobile UX, and checkout friction.
• Build a balanced experimentation roadmap that includes quick optimizations, foundational improvements, and larger strategic bets.

Lifecycle Marketing and Personalization

• Partner with Lifecycle leadership to establish the broader strategy across email, SMS, onsite messaging, and emerging one-to-one channels.
• Connect lifecycle priorities to the ecommerce, product, retention, and customer experience roadmaps.
• Develop programs around onboarding, education, subscription management, replenishment, cross-sell, upsell, loyalty, and winback.

Requirements

• 8+ years of experience in ecommerce, digital product, CRO, or a closely related field.
• Direct ownership of major ecommerce journeys such as product pages, subscription flows, checkout, onboarding, or customer portals.
• A quantifiable track record of improving conversion rate and at least one major LTV metric, such as retention, ARPU, order frequency, upsell rate, or revenue per customer.
• Experience setting and leading an ecommerce and experimentation roadmap across meaningful customer journeys.
• Meaningful experience leading teams and complex, cross-functional roadmaps.
• Direct experience partnering with engineering and design teams to scope, prioritize, build, and launch digital experiences.
• Experience at a scaled ecommerce or subscription business; subscription-first experience is strongly preferred.
• Experience beyond lifecycle marketing. Email- and SMS-only ownership is not sufficient for this role.