Director of E-Commerce - Health & Wellness - REMOTE

Hi-Altitude / Stonehenge Health | Health & Wellness | Remote (California-Based) Stonehenge Health is a California-based health and wellness brand under the Hi-Altitude family of health-forward lifestyle brands. Through science-backed, thoughtfully formulated products, Stonehenge Health supports elevated wellness routines dedicated to helping people feel their best, so they can fully enjoy life’s meaningful moments. We are seeking a seasoned, highly analytical Director of E-Commerce to lead the evolution of our direct-to-consumer e-commerce strategy and optimize our Shopify Storefront(s). The Director of Ecommerce will own the end-to-end ecommerce experience and revenue growth across our Shopify Plus DTC storefronts. This role blends performance-driven growth strategy with UX, CRO, merchandising, analytics, and technical oversight to build a high-converting ecommerce engine. The ideal candidate brings deep Shopify Plus expertise, a bias for data-backed decisions, strong leadership skills, and experience running a cross-functional ecommerce team in a high-growth DTC environment. The Director of E-Commerce resides in Operations and reports directly to the VP of Operations. This position is 100% remote and requires the candidate to live and work in the Los Angeles, CA area.

Requirements

Site Performance & Conversion Optimization

• Own full-funnel site performance: landing pages, PDPs, cart, and checkout.
• Lead mobile-first UX/UI optimization across devices.
• Build and execute a CRO roadmap with A/B tests and prioritized hypotheses.
• Identify site friction points using heatmaps, session recordings, and analytics.
• Partner with UX/UI design and development to implement friction-reducing changes.

Site Merchandising & Product Strategy

• Own merchandising across Shopify storefronts, PDPs, collections, homepage, cart, and post-purchase experiences.
• Ensure merchandising consistency across Shopify and landing pages.
• Partner with product and inventory teams to adjust site strategy based on seasonality, stock levels, or promotions.
• Build AOV through bundling, upsells, tiered offers, and subscription optimization.

Platform Ownership (Shopify & Tech Stack)

• Fully own the Shopify Plus platform, integrations, and performance roadmap.
• Manage app tools including Rebuy, Recharge, AfterShip Returns, Okendo, Aftersell, UserWay, Osano, Stack Discounts Pro, and others.
• Scope technical needs with the development team and QA releases.
• Ensure optimal site speed, mobile performance, and tech stack stability.

Analytics & Experimentation

• Define, track, and lead improvements in ecommerce KPIs: conversion rate, AOV, revenue per visitor, churn, and LTV.
• Partner with BI and Finance to build segmentation-based dashboards and executive-level reporting.
• Analyze quantitative and qualitative data to uncover optimization opportunities.
• Design and execute A/B tests with ROI modeling and properly document learnings.

Cross-Functional Leadership

• Partner with Growth, Paid Media, Creative, Lifecycle, Product, Ops, and Finance teams.
• Drive site readiness for new product launches, promotional campaigns, influencer/VSL rollouts, and creative updates.
• Support lifecycle marketing in loyalty, rewards, and churn management.
• Collaborate with Paid Media team on CAC, LTV, and blended ROAS efficiency.

Team Management & Leadership

• Directly manage e-commerce contributors across development, UX, SEO/GEO,
• Build and mentor a high-performing e-commerce team.
• Set clear KPIs, success metrics, and development paths for all reports

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field (MBA is a plus).
• 7+ years of experience managing D2C Shopify Plus Storefronts, preferably in the health, wellness, or beauty space, with a focus on LTV modeling and subscriptions.
• Must have a deep understanding of developing and optimizing performance-focused landing pages and PDPs – proven success with A/B testing.
• Experience with Direct Response Marketing is a big plus.
• 5+ years of experience in merchandising digital storefronts across brand sites to deliver engaging, high-converting, and cohesive on-brand experiences regardless of sales channel.
• 5+ years of experience leading a team of direct reports responsible for product review programs, front and back-end development, subscriptions, and other key areas driving an e-commerce strategy.
• 5+ years of hands-on experience in lifecycle marketing, behavioral analytics, and LTV-focused strategies. Experience with Recharge is preferred.
• 3-5+ years managing and optimizing post-purchase upsell flows, experience with Aftersell, or similar platforms is a big plus.
• Advanced proficiency with analytics and attribution tools (e.g., Google Analytics, Excel, Power BI, Glew, Northbeam, Triple Whale) for transforming large data sets into actionable insights, timelines, and implementation plans.
• Proven success in establishing KPIs, building dashboards and streamlined r

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