Head of E-commerce

OVERVIEWLUCY is searching for a highly strategic and hands-on Head of E-commerce to lead the end-to-end digital commerce experience at LUCY. You will shape the vision, roadmap, and execution for LUCY’s ecommerce business, owning performance across UX, conversion, retention, and digital merchandising.Partnering closely with Marketing, CX, Operations, and Engineering, you’ll ensure our digital ecosystem supports rapid growth while maintaining a smooth, compliant, and high-performing shopping experience.This is a high-impact leadership role for a builder. We’re seeking someone who can operate at 30,000 feet while still rolling up their sleeves to drive execution when needed.NOTE ON SCOPE (IMPORTANT)We know this is a broad role, that’s intentional. The Head of E-commerce will architect the entire e-commerce function at LUCY, prioritize what matters most, and lay the operational foundation for scale.As one of your first initiatives, you will hire and manage an E-commerce Manager to own day-to-day execution, allowing you to focus on strategy, experimentation, and cross-functional leadership.AREAS OF RESPONSIBILITYE-commerce Strategy & LeadershipDefine the multi-quarter roadmap for LUCY’s digital commerce experience across web, mobile, and emerging platforms.Set performance goals across revenue, conversion, funnel lift, repeat behavior, and customer lifetime value.Translate business and marketing priorities into ecom projects, experiments, and enhancements.Work cross-functionally to align site experience with marketing, CX, operations, and product launches.Website/Shopify Development & OptimizationLead all aspects of Shopify development and performance, supported by our engineering team.Oversee site stability, speed, and technical health.Drive continuous improvement across checkout, navigation, bundles, payment flows, and friction points.Maintain strong SEO hygiene and ensure all PDPs, landing pages, and onsite content reflect best practices.Own site analytics, tracking standards, UTMs, pixels, and campaign instrumentation.Manage prioritization, requirements scoping, and QA for all site updates and feature development.Conversion Rate Optimization (CRO) & InsightsDevelop and own the CRO program, testing roadmap, and experiment prioritization.Use analytics to identify funnel drop-off, behavior patterns, and high-leverage opportunities.Build dashboards and provide recurring insights for Marketing and Leadership teams.Ensure data accuracy and consistency across all reporting environments.Merchandising & Content OperationsOversee digital merchandising strategy, PDP architecture, pricing integrity, and cross-sell logic.Direct homepage, promotional, and campaign updates according to the marketing calendar.Ensure assets, naming conventions, translations, and compliance language are always accurate and current.Lead the execution of product launches, seasonal moments, and new content builds.Customer Experience, Retention & Subscription PerformancePartner with CX to define a best-in-class post-purchase journey and reduce friction that drives tickets.Oversee subscription UX, retention flows, and Recharge workflows (renewals, skips, edits, notifications).Lead loyalty program strategy and implementation with support from Marketing/Retention.Ensure email/SMS strategy aligns with the ecom experience; manage our retention agency for flawless deployment.Turn customer insights and qualitative feedback into roadmap improvements.Amazon Storefront OwnershipOversee Amazon listings, storefront content, and performance in collaboration with agency partner.Manage Amazon account health, compliance, and ad performance at the strategic level.Ensure brand consistency and optimization across all Amazon placements.Compliance, Governance & DocumentationMaintain high standards for compliance across age-gating, ADA, state-by-state regulations, and data privacy.Ensure SOPs, QA processes, and platform documentation are current and followed across the team.SUCCESS METRICSConversion rate gains and funnel improvementsSubscription retention and repeat purchase behaviorAOV growth and onsite merchandising impactSite performance stability (speed, uptime, error rates)Accuracy and timeliness of launches and updatesReduction in CX friction related to the digital experienceRevenue contribution through optimization and experimentationSpeed and quality of ecom team build-out (including hiring your Ecom Manager direct report)QUALIFICATIONS5–8+ years of experience in e-commerce, digital product, or DTC growth rolesProven leadership owning an e-commerce P&L, roadmap, or major revenue channelHands-on experience with Shopify, conversion optimization, analytics, and experimentationStrong technical fluency; comfortable working with developers and scoping requirementsDemonstrated examples of measurable impact on conversion, retention, or funnel efficiencyExcellent communicator able to translate data and technical concepts into business actionsExperience managing agencies, developers, or cross-functional project teamsComfortable in a fast-paced, ambiguous, remote environmentBonus: experience in regulated CPG, nicotine, supplements, or age-gated commerceCOMPENSATION & BENEFITS$160k – $240kBase salary (DOE) + cash performance bonus + equity100% remote, must be located in the United StatesHealth/dental/visionGenerous PTOOpportunity to build and lead the e-commerce function at a hyper-growth CPG companyDirect impact on product, customer experience, and revenue trajectory