SVP, Ecommerce

LOCATION: Greater Phoenix Area, AZWORKPLACE SETTING: Hybrid (4:1)REPORTS TO: Chief Marketing OfficerRole OverviewThis leader is responsible for all digital revenue at a consumer health and wellness company, covering the Shopify Plus site, Amazon and additional marketplaces, memberships and subscriptions, and the technology stack that ties them together. Accountability extends to the complete eCommerce P&L: revenue and margins, plus the drivers underneath, namely conversion rate, revenue per visitor, order value, subscriber growth, and retention.We want someone who has directly operated a digital commerce business above $50M with full P&L responsibility, within supplements, consumer health, or a similarly regulated vertical, and who is comfortable working inside Shopify and Seller Central personally. You will set the eCommerce roadmap, create a merchandising and conversion practice, bring Amazon in house or manage an agency to clear targets, and turn first time buyers into recurring subscribers and members. Working hand in hand with the SVP of Digital Growth, you will make sure paid traffic arrives at a store designed for conversion, and alongside clinical and product leaders you will make sure diagnostic tests, supplements, and wellness products are presented in a credible, health forward way.The position is senior but never removed from the work: you set the plan, deliver it, and review results with the CMO every week.Core ResponsibilitiesRevenue and P&LRun the eCommerce P&L, managing revenue, gross margin, contribution margin, the annual plan, the quarterly forecast, and the weekly narrative behind performanceLift storefront results on conversion, revenue per visitor, and order value by refining merchandising, offers, site experience, and a structured testing cadenceSet pricing structure, the promotional calendar, and discounting rules across the catalog, growing volume without eroding marginPlan and execute the holiday and peak season strategyMerchandising and ConversionControl how product bundles, regimens, and subscription plans are positioned and sold online, from the product page to checkoutMaintain an always on testing roadmap covering collection and product pages, the cart, checkout, and the post purchase journey, with measurable wins reported monthlyDesign cross sell and upsell paths that guide shoppers from a starter purchase, such as one test or supplement, toward a full regimen and a repeat relationshipDefine storefront content rules covering imagery, compliant claims copy, ratings and reviews, social proof, and expert backed credibilitySubscriptions and RetentionOwn subscriber enrollment, renewals, cancellations, and lifetime value, and treat retention as a standing product with its own roadmapCreate and launch the online membership offering with input from clinical and product teamsCoordinate with Lifecycle Marketing so web, email, text, and app touchpoints feel like a single path from first order to long term membershipAmazon and MarketplacesManage Amazon as its own P&L, including listings, content, pricing, ads, brand defense, account standing, and forecastingChoose between an in house team and an agency for Amazon, then hold the chosen model to clear performance targetsProtect the brand from unauthorized gray market sellers and from competitors bidding on branded searchEvaluate and launch additional marketplaces such as Walmart and TikTok Shop where incrementality is clearTechnology and AnalyticsServe as business owner of the Shopify Plus platform, its apps and integrations, and the eCommerce roadmap, working alongside TechnologyOversee storefront reporting in GA4, Shopify, and BI dashboards that tie on site behavior to revenue figures leaders can rely onAlign with Digital Growth on one attribution approach that measures paid, organic, and retention revenue togetherRepresent eCommerce in the brand platform and website relaunch effortTeam and CadenceRecruit and coach a team of merchandisers, conversion specialists, marketplace managers, and analysts, scaled to support a nine figure businessRun a weekly performance review, plus a monthly roadmap session with the CMO and executive teamHold agencies, app providers, and technology partners accountable for outcomes, and swap out those that missFirst Year OutcomesDigital revenue growing meaningfully year over year with improving contribution marginMeasurable gains in conversion, revenue per visitor, and AOV versus a baseline set at the startRecurring revenue from subscriptions and memberships taking a larger slice of total sales, with churn fallingAmazon operating as a profitable, well protected channel with a defined in house or agency modelCommerce and analytics systems that executive leadership, including the CEO, CFO, and CTO, can depend on without reservationCandidate ProfileHas run, or grown, an eCommerce P&L beyond $50M while directly answerable for revenue and marginHas built a DTC brand in supplements, consumer health, telehealth, or wellness, or a close equivalent, and knows the claims, compliance, and payments hurdles that come with itExpert on Shopify Plus and its surrounding apps, with hands on experience scaling subscriptions and explaining what drives churnHas managed Amazon with P&L responsibility across ads, listings, Brand Registry, and account health, and has successfully pushed back on gray market resellersOperates a genuine testing program with clear hypotheses, sample sizes, clean results, and shipped winsComfortable in GA4, Shopify analytics, and SQL or a BI platform, and able to create a dashboard personally if no one else willLeads by example, visible to the team in the admin, the data, and the customer journey each weekAt ease in an owner led, quick moving business where growth sets the bar and daily performance is always discussedQualificationsAt least 15 years in eCommerce, with at least 7 of those years owning a channel, team, and P&L at Director level or aboveHistory of scaling DTC revenue at health, wellness, supplement, or other regulated consumer brandsDeep working knowledge of Shopify Plus, subscription tools such as Recharge or similar, and marketplace management, including Seller Central and Amazon AdsWorking experience with GA4, Tag Manager, Klaviyo or HubSpot, plus BI toolsPrior leadership of a replatform, redesign, or other large commerce technology project is a plusBachelor’s degree or comparable practical experiencePhysical DemandsRegularly works at a computer, alternating between sitting and standingPeriodic travel for product launches, partner sessions, and leadership retreats