VP, Ecommerce

LOCATION: Greater Phoenix Area, AZ

WORKPLACE SETTING: Hybrid (4:1)

REPORTS TO: Chief Marketing Officer

Role Overview

This leader is responsible for all digital revenue at a consumer health and wellness company, covering the Shopify Plus site, Amazon and additional marketplaces, memberships and subscriptions, and the technology stack that ties them together. Accountability extends to the complete eCommerce P&L: revenue and margins, plus the drivers underneath, namely conversion rate, revenue per visitor, order value, subscriber growth, and retention.

We want someone who has directly operated a digital commerce business above $50M with full P&L responsibility, within supplements, consumer health, or a similarly regulated vertical, and who is comfortable working inside Shopify and Seller Central personally. You will set the eCommerce roadmap, create a merchandising and conversion practice, bring Amazon in house or manage an agency to clear targets, and turn first time buyers into recurring subscribers and members. Working hand in hand with the SVP of Digital Growth, you will make sure paid traffic arrives at a store designed for conversion, and alongside clinical and product leaders you will make sure diagnostic tests, supplements, and wellness products are presented in a credible, health forward way.

The position is senior but never removed from the work: you set the plan, deliver it, and review results with the CMO every week.

Core Responsibilities

Revenue and P&L

• Run the eCommerce P&L, managing revenue, gross margin, contribution margin, the annual plan, the quarterly forecast, and the weekly narrative behind performance
• Lift storefront results on conversion, revenue per visitor, and order value by refining merchandising, offers, site experience, and a structured testing cadence
• Set pricing structure, the promotional calendar, and discounting rules across the catalog, growing volume without eroding margin
• Plan and execute the holiday and peak season strategy

Merchandising and Conversion

• Control how product bundles, regimens, and subscription plans are positioned and sold online, from the product page to checkout
• Maintain an always on testing roadmap covering collection and product pages, the cart, checkout, and the post purchase journey, with measurable wins reported monthly
• Design cross sell and upsell paths that guide shoppers from a starter purchase, such as one test or supplement, toward a full regimen and a repeat relationship
• Define storefront content rules covering imagery, compliant claims copy, ratings and reviews, social proof, and expert backed credibility

Subscriptions and Retention

• Own subscriber enrollment, renewals, cancellations, and lifetime value, and treat retention as a standing product with its own roadmap
• Create and launch the online membership offering with input from clinical and product teams
• Coordinate with Lifecycle Marketing so web, email, text, and app touchpoints feel like a single path from first order to long term membership

Amazon and Marketplaces

• Manage Amazon as its own P&L, including listings, content, pricing, ads, brand defense, account standing, and forecasting
• Choose between an in house team and an agency for Amazon, then hold the chosen model to clear performance targets
• Protect the brand from unauthorized gray market sellers and from competitors bidding on branded search
• Evaluate and launch additional marketplaces such as Walmart and TikTok Shop where incrementality is clear

Technology and Analytics

• Serve as business owner of the Shopify Plus platform, its apps and integrations, and the eCommerce roadmap, working alongside Technology
• Oversee storefront reporting in GA4, Shopify, and BI dashboards that tie on site behavior to revenue figures leaders can rely on
• Align with Digital Growth on one attribution approach that measures paid, organic, and retention revenue together
• Represent eCommerce in the brand platform and website relaunch effort

Team and Cadence

• Recruit and coach a team of merchandisers, conversion specialists, marketplace managers, and analysts, scaled to support a nine figure business
• Run a weekly performance review, plus a monthly roadmap session with the CMO and executive team
• Hold agencies, app providers, and technology partners accountable for outcomes, and swap out those that miss

First Year Outcomes

• Digital revenue growing meaningfully year over year with improving contribution margin
• Measurable gains in conversion, revenue per visitor, and AOV versus a baseline set at the start
• Recurring revenue from subscriptions and memberships taking a larger slice of total sales, with churn falling
• Amazon operating as a profitable, well protected channel with a defined in house or agency model
• Commerce and analytics systems that executive leadership, including the CEO, CFO, and CTO, can depend on without reservation

Candidate Profile

• Has run, or grown, an eCommerce P&L beyond $50M while directly answerable for revenue and margin
• Has built a DTC brand in supplements, consumer health, telehealth, or wellness, or a close equivalent, and knows the claims, compliance, and payments hurdles that come with it
• Expert on Shopify Plus and its surrounding apps, with hands on experience scaling subscriptions and explaining what drives churn
• Has managed Amazon with P&L responsibility across ads, listings, Brand Registry, and account health, and has successfully pushed back on gray market resellers
• Operates a genuine testing program with clear hypotheses, sample sizes, clean results, and shipped wins
• Comfortable in GA4, Shopify analytics, and SQL or a BI platform, and able to create a dashboard personally if no one else will
• Leads by example, visible to the team in the admin, the data, and the customer journey each week
• At ease in an owner led, quick moving business where growth sets the bar and daily performance is always discussed

Qualifications

• At least 15 years in eCommerce, with at least 7 of those years owning a channel, team, and P&L at Director level or above
• History of scaling DTC revenue at health, wellness, supplement, or other regulated consumer brands
• Deep working knowledge of Shopify Plus, subscription tools such as Recharge or similar, and marketplace management, including Seller Central and Amazon Ads
• Working experience with GA4, Tag Manager, Klaviyo or HubSpot, plus BI tools
• Prior leadership of a replatform, redesign, or other large commerce technology project is a plus
• Bachelor's degree or comparable practical experience

Physical Demands

• Regularly works at a computer, alternating between sitting and standing
• Periodic travel for product launches, partner sessions, and leadership retreats