Director of E-Commerce - Health & Wellness

Role Description

Hi-Altitude Brands is seeking an exceptional Director of Ecommerce to own on-site revenue and the storefront experience for our flagship brand, Stonehenge Health, and future brands under the Hi-Altitude portfolio of health-forward lifestyle brands. This is a Chief Growth Officer direct report with a focused mandate: own the Shopify Plus storefront, marketplace presence, and SEO authority that convert traffic into revenue.

• 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
• Partner with the creative team on landing pages, PDPs, and conversion-focused 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

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

Requirements

• 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 in coordination with the CGO and Director of Lifecycle
• Partner with the Director of Lifecycle on subscription customer journey, on-site retention messaging, and trial-to-repeat conversion
• Coordinate with product and supply chain partners on inventory positioning, seasonal merchandising, and stock-driven promotional windows
• Partner 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
• Oversee marketplace paid media, including Amazon Sponsored Products, Sponsored Brands, Sponsored Display, DSP, and Walmart Connect, with clear ACoS/TACoS targets and budget management
• Set marketplace KPIs and ensure brand consistency across all third-party storefronts
• Coordinate marketplace promotions, launches, and inventory positioning with the broader DTC strategy
• 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
• Partner with the content team on coordination between organic editorial content and SEO-driven content priorities
• Ensure on-site SEO architecture, schema markup, and technical SEO foundations support organic acquisition
• Track organic traffic, branded search lift, and AI search visibility as core success metrics
• Track on-site KPIs across Shopify analytics, Google Analytics, and CRM dashboards
• Partner with the analytics function on attribution, cohort analysis, and revenue forecasting
• Use Northbeam attribution data to inform on-site experience and merchandising decisions
• 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
• Set performance expectations, KPIs, and development plans
• Foster a high-output, test-and-learn culture across all on-site and marketplace work
• 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
• Partner 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

Benefits

• Competitive base salary, $170,000-$200,000 (based on experience) + performance bonus
• Flexible time off + 9 annual company holidays
• Your Birthday is a paid vacation day - take the day to celebrate your awesomeness!
• 100% company-paid base plan Medical, Dental, and Vision Insurance for employees
• 100% company-paid 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/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)
• And a collaborative, innovative work culture
• High-impact role with visibility to executive leadership