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 reporting, and corresponding presentations to guide cross-functional teams and senior leadership. • 5+ years of proven success in owning e-commerce P&Ls and scaling multi-channel digital operations. Benefits • Competitive Salary: $175,000–$200,000 (based on experience) • Fully remote position • 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 • Professional development fund for employees (We love HI-ER Education) • And a collaborative, innovative work culture!! At Stonehenge Health, we believe wellness should support life, not complicate it. If you’re a performance-minded designer who cares deeply about crafting thoughtful, effective e-commerce experiences, we’d love to meet you. Stonehenge Health is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive, welcoming environment for all.