Director of eCommerce, Subscriptions

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What We’re Looking For:

At GNC we embrace a “Live Well” philosophy, fostering a dynamic environment where innovation meets passion. Whether someone is an athlete or just starting to focus on their health, we want to deliver the cutting-edge products they deserve. We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day.

GNC is seeking a strategic, data-driven, and entrepreneurial Director of eCommerce, Subscriptions to own and accelerate the growth of our subscription business across ecommerce and retail channels. This high-impact leadership role will operate with a general manager mindset, driving subscriber acquisition, retention, customer lifetime value, and revenue growth while delivering a seamless omnichannel customer experience. Working cross-functionally with Product, Marketing, Merchandising, Retail Operations, Supply Chain, Finance, and Technology teams, you will shape the future of one of GNC's most important growth initiatives and build a best-in-class subscription program that deepens customer loyalty and drives recurring revenue.

What You’ll Do:

This is a Full-Time Salary Position

Subscription Growth Strategy

• Lead GNC’s subscription business with full ownership and a general-manager mindset—setting the vision, mobilizing cross-functional teams, making decisive trade-offs, and remaining accountable for results from strategy through execution.
• Own the end-to-end strategy and roadmap for growing GNC's subscription business, setting targets for subscriber growth, penetration, and incremental revenue across both ecommerce and retail.
• Treat the subscription program like its own business line: build and maintain the business case, track unit economics (CAC, LTV, churn, AOV, order frequency), and report performance against targets to the VP of Ecommerce and broader leadership.
• Own the end-to-end subscriber experience on-site — discovery, enrollment, account management, and checkout — ensuring subscribing and staying subscribed feels effortless at every touchpoint.
• Identify and prioritize opportunities to grow subscriptions, including pricing and incentive structures, flexible delivery/cadence options, bundling, personalization, and win-back campaigns.
• Accountable for subscription business performance including revenue growth, retention, margin impact, and return on investment.

Omnichannel Program Ownership

• Partner with Product and Engineering teams to continuously optimize subscription enrollment, checkout, account management, and renewal experiences to improve conversion and retention.
• Partner with Store Operations and store leadership to bring subscription enrollment and value into the in-store experience, ensuring a consistent subscriber journey regardless of where a customer signs up.
• Ensure subscription fulfillment works seamlessly across purchase and pickup combinations — including buy-online-pickup-in-store and buy-in-store-pickup-in-store — partnering with Store Operations and Supply Chain to keep inventory, scheduling, and the pickup experience reliable for subscribers.
• Equip stores with the training, tools, and incentives needed to drive subscription enrollment at the point of sale.
• Ensure subscription pricing, promotions, and program mechanics stay consistent across ecommerce and retail.

Product & Customer Lifecycle Management

• Develop and prioritize subscription product requirements and business cases, partnering with Product and Engineering teams to deliver enhancements that improve acquisition, retention, and customer experience.
• Partner with CRM and Marketing teams to develop lifecycle marketing strategies including onboarding, replenishment reminders, engagement campaigns, win-back efforts, and churn reduction initiatives.
• Leverage testing, experimentation, and personalization strategies to improve subscriber acquisition, engagement, and lifetime value.

Analytics & Reporting

• Own weekly and monthly subscription business reporting across channels, giving the VP of Ecommerce and broader leadership visibility into subscriber growth, retention, churn, and revenue performance.
• Translate performance data into clear, actionable recommendations, exercising independent judgment on priorities and trade-offs rather than simply reporting findings.
• Partner with Analytics/Data teams to build the reporting and forecasting infrastructure needed to track subscription health across ecommerce and stores.
• Own subscription revenue forecasts, annual operating plans, and growth projections, partnering with Finance to identify risks, opportunities, and investment priorities.

Cross-Functional Collaboration

• Act as the connective tissue across Merchandising, Marketing/CRM, Store Operations, Supply Chain, Finance, and Product/Engineering to keep subscription growth a shared priority, not a siloed initiative.
• Build consensus and drive decisions on pricing, promotions, and program mechanics in partnership with Finance and Merchandising.
• Influence roadmap prioritization with Product/Engineering to improve subscription enrollment and account-management experience.
• Communicate subscription performance, risks, and opportunities clearly to stakeholders and senior leaders, influencing decisions and driving alignment even without direct authority.

People Leadership

• Build and scale the talent, processes, and operating rhythms necessary to support subscription growth and business performance.
• Regardless of team size, expected to lead through influence, setting direction and holding cross-functional and in-store partners accountable to subscription goals.
• Other duties as assigned.

Environmental Factors & Working Schedule:

• This position may be based in either: Pittsburgh, PA in a hybrid work environment, with an expectation of 3-4 days per week in the office; OR New York Metro Area, working remotely with up to 50% travel to support store engagement, field testing, business reviews, leadership meetings, and visits to the Pittsburgh headquarters.
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear
• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Repetitive motion. Substantial movements (motions) of the wrists, hands, and/or fingers. The worker is required to have close visual acuity to perform an activity such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading.
• Work is performed in an office environment and requires the ability to operate standard office equipment and keyboards.
• Specific vision abilities required by this job include long periods of computer screen usage, close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus
• The noise level in the work environment is usually low/moderate

*To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodation may be made to enable qualified individuals with disabilities to perform the essential functions.

QUALIFICATIONS:

• Bachelor's degree in Business, Marketing, Analytics, or a related field, or equivalent experience.
• 7+ years of experience in ecommerce, subscription, membership, retention, or DTC growth roles, ideally within retail, CPG, or a consumer brand with a replenishable/recurring-use product.
• Demonstrated track record of driving measurable, incremental revenue growth through a subscription, membership, or retention program.
• Strong analytical foundation, comfortable owning a business case, building simple financial models, and translating subscription unit economics (CAC, LTV, churn) into a clear growth story for leadership.
• Experience owning or materially influencing a subscription, membership, loyalty, or recurring revenue business.
• Experience partnering with Product, Technology, Analytics, Finance, and Marketing teams to deliver measurable business outcomes.
• Experience using testing and optimization methodologies to improve customer acquisition, retention, and lifetime value.
• Excellent cross-functional collaboration and stakeholder management skills, with a proven ability to align diverse teams, including retail/store partners, around a shared goal without direct authority over them.
• A bias toward ownership and action, comfortable operating with a general-manager mindset: setting a strategy, then rolling up your sleeves to execute and iterate on it.

Preferred

• People management experience, or clear readiness to hire and manage a team as the subscription program grows.
• Experience in a general-management, business-unit-owner, or P&L-adjacent capacity, someone who has run a product line, channel, or program like a business, even if the title never said "GM."
• Experience with subscription/retention platforms (e.g., Ordergroove, Recharge, Skio, or similar) and/or loyalty and membership programs.
• Experience driving omnichannel initiatives that span ecommerce and physical retail.
• Experience in health, wellness, nutrition, or other replenishment-driven retail categories.
• Experience with Shopify.