Director of E-Commerce - Health & Wellness

Hi-Altitude / Stonehenge Health | Health & Wellness | Remote (California-Based)

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. Through science-backed, thoughtfully formulated products, Stonehenge Health supports elevated wellness routines that help people feel their best, so they can fully enjoy life’s meaningful moments.

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. Hi-Altitude has built a successful DTC business through disciplined performance marketing. The Director of Ecommerce builds the on-site revenue layer that maximizes conversion, AOV, and post-purchase value across DTC and marketplace channels, partnering with the Head of CRO on testing strategy and the Director of Lifecycle on subscription and retention experience.

Requirements

Storefront Strategy and Site Experience

• 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 acrossdevices

Merchandising and AOV

• 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

Marketplaces

• 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 SEO and Organic Discoverability

• 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

Performance and Analytics

• 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

Team Leadership

• 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

Cross-Functional Partnership

• 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

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

Compensation

Competitive base salary, $170,000-$200,000 (based on experience), plus bonus eligibility

Benefits

• 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

Stonehenge Health is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive, welcoming environment for all.