Director of Ecommerce

Director, Ecommerce

Reports to: Head of Growth
Location: Dripping Springs, TX (in-person)
Employment type: Full-time

About Heart & Soil

Heart & Soil helps people reclaim their birthright to radical health through nutrient-dense organ supplements and practical education that builds the confidence to take charge of their health. We expect both commitment to our mission and a strong drive to perform. People who thrive here welcome ambitious goals, seek candid feedback, and take ownership of measurable results. We support them with clear priorities, coaching, and high standards—and expect honest assessment and timely action when performance falls short.

The opportunity

Own and improve Heart & Soil's DTC average order value (AOV), conversion rate, and revenue per session. Build and execute the merchandising, customer-experience, and experimentation roadmap that delivers those results while protecting contribution margin and customer trust.

You own digital storefront experiences across Shopify, Amazon, and TikTok Shop. The three primary DTC measures apply to Shopify; marketplaces have separate channel measures.

This is a hands-on role that may begin without direct employees. You will work inside ecommerce platforms, direct development and CRO specialists, inspect releases, and explain their commercial impact. Strategy and tickets are starting points—not the finished job.

What you will own

DTC performance and roadmap

- Own agreed Shopify AOV, conversion-rate, and revenue-per-session targets. Diagnose gaps and commit to corrective actions in weekly performance reviews.
- Prioritize one ecommerce roadmap across Shopify, Amazon, and TikTok Shop based on customer value, expected impact, evidence, effort, and commercial priorities.
- Distinguish experience improvements from changes in traffic mix, promotions, and seasonality.
- Establish consistent reporting with Growth and Finance. Report automatic subscription renewals separately from session-based storefront performance.

Merchandising and landing pages

- Own Shopify product discovery, homepage, collections, PDPs, banners, bundles, upsells, cart, checkout, and campaign takeovers.
- Turn Growth objectives and Brand direction into landing pages and customer journeys that connect advertising, offers, and purchase experience.
- Build common storefront experiences directly and manage specialists for complex work.
- Maintain the storefront calendar and accurate customer-facing product, availability, delivery, and returns information.

Experimentation and development

- Own the CRO backlog, test priorities, developer requirements, acceptance criteria, and implementation.
- Manage development and CRO resources against quality, speed, cost, and expected impact.
- Own digital release QA and acceptance, including offers, tracking, responsive behavior, and subscription logic.
- Implement validated winners, measure realized impact, and share useful learning with Growth, Lifecycle, and Creative. Your development scope is ecommerce—not all company technology.

Digital subscription experience

- Improve subscription discovery, enrollment, account management, skip/pause, cancellation, digital saves, and reactivation.
- Own measurable improvements in enrollment conversion and successful digital customer journeys.
- Evaluate sustained subscriber activity after saves and reactivation; do not improve apparent retention through cancellation friction.
- Lifecycle owns email/SMS communication. Growth owns aggregate subscription revenue, retention, churn, and economics. CX contributes customer feedback and owns service interactions.

Amazon and TikTok Shop storefronts

- Own Amazon merchandising, listing/content quality, storefront readiness, conversion improvements, and the agency/vendor relationship for that scope.
- Own TikTok Shop catalog, listings, merchandising, approved promotions, digital listing issues, and conversion.
- Translate approved commercial plans into effective storefront execution and provide destination/offer requirements for creator-driven commerce.
- Operations directly manages inventory, replenishment, allocation, supply chain, fulfillment, and physical returns with relevant partners. Receive constraints and keep storefronts accurate; do not manage Ops priorities or act as its go-between.
- Growth owns channel revenue, contribution margin, investment, and commission economics. Partnerships owns creator relationships and influencer-affiliate activation.

How ownership works

Four roles connect the marketing and commerce work:

- Head of Growth → CEO: commercial plan, investment, and results.
- Director of Brand → CEO: Brand strategy, qualified demand, creative direction, and quality.
- Director, Ecommerce → Head of Growth: Shopify AOV, conversion rate, revenue per session, and digital storefront execution.
- Integrated Marketing & Campaign Lead → Director of Brand: master campaign calendar, cross-functional commitments, and overall campaign readiness.

You prioritize ecommerce resources and accept digital releases within the approved budget and commercial guardrails. Growth approves material pricing, discount, and subscription-economic changes. Brand provides standards and major-expression approval; Research/Compliance owns scientific and claims approval.

Our COO leads the company operating cadence and cross-functional accountability. Operations owns physical commerce operations; CX owns customer support and return interactions. Ecommerce monitors storefront effects and escalates missed commitments without taking over those functions.

Partnerships sits within Brand and delivers agreed usable creator assets and influencer-affiliate activation to Growth. You own the storefront those customers arrive at, not the creator network.

How performance is measured

AOV, conversion rate, and revenue per session are evaluated together against agreed targets, alongside margin and customer-experience guardrails. Targets reflect baselines, seasonality, and the commercial plan.

We also look for credible impact from shipped improvements, reliable releases, effective subscription journeys, and implemented experimentation learning. Amazon and TikTok Shop storefront performance is measured separately. Completed tickets and tests do not substitute for commercial and customer improvement.

What you bring

- Seven or more years in ecommerce, CRO, digital experience, or comparable work, including hands-on Shopify/Shopify Plus ownership.
- Evidence of improving AOV, conversion rate, and revenue per session with sound economic tradeoffs.
- Amazon merchandising experience and experience operating or materially supporting TikTok Shop.
- Subscription-commerce, analytics, and experimentation capability.
- Experience managing developers and agencies, writing clear requirements, inspecting releases, and delivering measurable improvements.
- Comfort using storefront tools directly and enough HTML, CSS, Liquid, and ecommerce-architecture understanding to complete common work and challenge technical estimates.

How you use technology and AI

Use AI and automation for analysis, test hypotheses, requirements, QA planning, and learning capture. Validate outputs and improve the speed and quality of shipped work while retaining release accountability.

This role may not be right for you if

- You prefer strategy without implementation or rely on agencies to set the roadmap.
- You are uncomfortable working directly in ecommerce platforms and inspecting finished work.
- You measure success in completed tickets rather than customer and commercial outcomes.
- You need a large internal team to make progress or want to own paid media and the complete Growth strategy.

What you'll get

Meaningful ownership, clear priorities, candid feedback, and coaching within a mission-driven, performance-minded team.

Compensation, benefits, and any travel requirements will be confirmed through the hiring process. Heart & Soil is committed to building a strong team and a respectful workplace. Final employment terms, eligibility requirements, and benefit details will be provided through the formal hiring process.

Benefits & Perks

- 401(k) with Company Matching
- Medical, Dental, and Vision Insurance (includes wellness benefits like acupuncture and massage at discounted rates)
- Generous PTO Policy
- Employee Discount on Heart & Soil Supplements
- Paid Parental Leave
- Discounted Lifetime Fitness Membership
- Annual Company Retreats
- Dripping Springs HQ with Onsite Gym, Sauna, Cold Plunges, and Full Kitchen