Director, Ecommerce

Job Summary The Director, Ecommerce is a pivotal role in the company and is responsible for developing, scaling, and leading the digital commercial strategy for the portfolio. This role owns the performance, revenue growth, and operational excellence across digital sales channels, including direct to consumer (DTC), Amazon and other marketplaces, and B2B online purchasing platforms. This leader serves as the architect of our digital commerce capability in the U.S., driving seamless online customer experiences, executing performance marketing and SEO strategies, and building the technology and analytics foundation needed for sustained growth. The Director partners closely with IT, Supply Chain, Quality, Regulatory, Medical Affairs, Legal, Finance, and Brand Marketing to ensure compliant, high performing systems and customer pathways within a regulated healthcare environment. The position requires an entrepreneurial mindset, strong cross functional leadership, and a proven track record of scaling ecommerce businesses. Salary Range: $180,000-210,000. Position is eligible to participate in an annual bonus plan with a target of 16% of the base salary. Position is eligible to participate in our medium-term incentive plan. Final pay determinations will depend on various factors, including, but not limited to experience level, education, knowledge, skills, and abilities. Our benefits and programs are comprehensive and thoughtfully crafted to ensure our colleagues live healthy lives and have support when it matters most. Benefits offered include a 401(k) plan with company contributions, paid vacation, holiday and personal days, employee assistance program, and health benefits to include medical, prescription drug, dental and vision coverage. Responsibilities ECommerce Strategy & Leadership Develop and execute the e-commerce strategy, aligned to business goals and future channel priorities. Own digital channel P&L, including revenue, margin, cost to serve, CAC, LTV, and conversion performance. Define annual growth plans, digital sales forecasts, profit targets, and platform investment roadmaps. Establish KPIs for channel performance and regularly present results to executive management. Amazon Own end-to-end management of the Amazon business, including Seller Central (and any other associated tools) platform operations, account health, and case management. Lead Amazon portfolio strategy, including catalog architecture, variations, new product setup, and assortment optimization. Drive content excellence across product detail pages, A+ content, brand store, and enhanced media to maximize discoverability and conversion. Win in Amazon SEO through keyword strategy, indexation, backend optimization, and ongoing listing performance management. Manage Buy Box, pricing, promotions, deals (Lightning Deals, Prime Day, subscribe & save), and inventory/IPI health. Partner with Supply Chain on FBA inbound planning, replenishment, and forecast accuracy to prevent stockouts and suppressions. Direct-to-Consumer Ecommerce Growth Conversion Rate Optimization: Aggressively drive CRO as a core growth lever, establishing a continuous multi-variant testing program across the website, email, and paid media to systematically lift conversion rates, AOV, and funnel efficiency. Embed a test-and-learn culture with clear hypotheses, statistical rigor, and rapid iteration. Subscription Management: Grow subscription as a percentage of total DTC sales by improving signup conversion, optimizing subscriber onboarding, reducing involuntary and voluntary churn, and improving win-back and reactivation programs to maximize subscriber LTV. Retention & Monetization: Improve customer LTV, purchase frequency, and recency through targeted retention programs, loyalty initiatives, review generation, referral programs, cross-sell and upsell strategies, and post-purchase engagement. MarTech: Collaborate strongly with the MarTech team to ensure seamless implementation, adoption, and ongoing optimization of new tools, features, and integrations across the digital stack - leveraging them to accelerate growth, personalization, and operational efficiency. Ecommerce Channel Expansion Identify, evaluate, and launch new digital sales channels to expand the Clinical Nutrition portfolio's online footprint, including additional marketplaces (e.g., Walmart, specialty nutrition or medical platforms), B2B procurement platforms, distributor and partner online ordering systems, and retailer.com sites. Build the business case, onboarding plan, and operational model for each new channel, including content syndication, pricing architecture, fulfillment approach, and performance measurement. Partner cross-functionally to ensure smooth integration between new channels, ERP, CRM, data systems, and third party logistics. SEO & Performance Marketing SEO: Own organic search strategy, including technical SEO, on-page optimization, content/topical authority, and link strategy to drive qualified traffic and category leadership. GEO & AEO: Build and lead Generative Engine Optimization and Answer Engine Optimization strategies to ensure the brand and portfolio are surfaced, cited, and recommended within AI-powered search experiences (ChatGPT, Perplexity, Google AI Overviews, etc.). Performance Media for DTC: Lead paid search, paid social, display, retargeting, and affiliate programs for the DTC business with clear ROAS, CAC, and payback targets. Amazon Ads: Lead Amazon advertising strategy and execution across Sponsored Products, Sponsored Brands, Sponsored Display, and DSP to drive profitable share growth and defend branded search. Lifecycle & Email Marketing Own the end-to-end lifecycle marketing strategy across email, SMS, and push, including welcome flows, post-purchase, replenishment, win-back, and reactivation journeys. Build segmentation, personalization, and triggered automation programs that drive retention, repeat purchase, and subscriber growth. Partner with creative and brand teams to ensure lifecycle communications are on-brand, compliant, and conversion-optimized. Digital Analytics & Data Management Build and manage a digital analytics and ecommerce operations team. Implement dashboards tracking traffic, sales, funnel performance, retention, and subscription metrics. Utilize GA4, Power BI, CRM, and CDP tools to generate insights and inform decisions. Cross Functional Leadership Act as the primary commercial stakeholder with IT for digital infrastructure, integration, cybersecurity, and system enhancements. Align closely with Regulatory, Legal, Medical Affairs, and Quality to ensure compliant digital promotional and transactional environments. Partner with Supply Chain & Customer Service to optimize online fulfillment, inventory availability, delivery SLAs, and return processes. Partner with Brand Marketing to translate brand campaigns into conversion across digital storefronts. Governance, Compliance & Data Security Ensure all online activities comply with healthcare industry regulations, including: FDA claims guidelines, HIPAA and data privacy standards, State and federal ecommerce regulations. Partner with Legal and Compliance on evolving digital policies. Job Requirements Bachelor's degree required. Master's degree preferred (e.g., MBA, Digital Commerce, Marketing, or related field). 12+ years related experience, with 7+ years leading ecommerce strategy and operations. Demonstrated success building and scaling D2C and/or marketplace businesses. Demonstrated success scaling DTC and Amazon/marketplace businesses within the context of a Consumer Health, Wellness and/or Dietary Supplements industries. Strong commercial acumen with P&L ownership experience. Hands-on expertise with ecommerce platforms (Shopify) and Amazon Seller Central. Proven track record running structured CRO and multi-variant testing programs that delivered measurable conversion and revenue lift. Deep experience growing subscription businesses, including churn reduction, win-back, and LTV optimization. Strong command of SEO, plus working knowledge of emerging GEO and AEO practices for AI-powered search environments. Expertise leading performance media across paid search, paid social, and Amazon Ads (Sponsored Ads and DSP). Experience with lifecycle and email marketing platforms (e.g., Klaviyo, Segment, etc.) and triggered automation strategies. Experience with digital analytics tools (GA4, Looker, Power BI), CRM systems, CDPs, and marketing automation platforms. Strong knowledge of regulated content requirements, claims accuracy, and digital compliance with FDA, HIPAA, and privacy laws. Proven leadership in cross-functional matrix environments, including strong collaboration with MarTech, IT, and Analytics teams. The Company's primary business language is English. The successful candidate must be able to effectively speak, read, write, and understand English to perform the essential functions of the position, including independently understanding policies, procedures, training materials, and workplace communications written in English due to our heavily regulated work environment. Additional Information We offer an excellent salary and benefits package including medical, dental and vision coverage, as well as life insurance, disability, 401K with company contribution, and wellness program. Please note that joining our team does not create a guaranteed or permanent employment arrangement. All employment is at will, meaning both the employee and Fresenius Kabi have the right to end the employment relationship at any time, in accordance with applicable federal and state laws. Fresenius Kabi is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, citizenship, immigration status, disabilities, or protected veteran status. #J-18808-Ljbffr Fresenius Kabi USA, LLC