Head of E-Commerce & Growth

Are you passionate about women’s empowerment, health and wellness?

Are you a natural born leader who thrives in a fast-paced environment where you can inspire your team to dream, create and grow in new ways every single day?

Do you desire to make a positive impact on the lives of millions through storytelling, educational content and community building?

If so, join us at Elix - a women-led wellness startup reimagining the future of women’s health through the power of Traditional Chinese Medicine (TCM). Rooted in ancient wisdom and backed by modern science, Elix is pioneering a new category of natural care for hormonal, metabolic, and digestive health.

Since launch, Elix has been featured in Vogue, Forbes, Well Good, Buzzfeed, and over 200 media outlets for its groundbreaking “East meets West” approach to holistic healing. As we scale, we’re looking for a Head of E-Commerce & Growth to lead the next chapter of our digital evolution - transforming data, design, and storytelling into growth that’s both measurable and meaningful.

This is a senior leadership role for a strategic, analytical, and user experience-obsessed growth operator. You will own the full digital customer journey - from acquisition to retention - while ensuring every click, scroll, and story reflects Elix’s brand and mission. The goal is to architect a sophisticated personalization system that delivers the right message to the right customer at the right time. 

Reporting directly to the CEO, you’ll oversee e-commerce performance, paid and organic acquisition, and lifecycle retention, blending art and science to scale revenue efficiently. You’ll architect our testing roadmap, elevate our multi-touch attribution models, and lead a small but mighty cross-functional team and partner network toward ambitious, high-ROI growth.

This role is based in the NYC Metro area and requires in-person collaboration 2 days per week in our Manhattan office.

• Design and implement dynamic user journeys based on customer segmentation
• Build sophisticated personalization logic that consider things like health assessment responses and severity scores, price sensitivity indicators, acquisition channel and intent signals
• Create adaptive site experiences that evolve based on user actions
• Develop "progressive disclosure" UX strategies i.e. start with simple value props, reveal complexity as engagement deepens, design information architecture that doesn't overwhelm, create multiple entry points for different customer types
  

• Oversee all aspects of Elix’s Shopify storefront - site strategy, UX, and performance.
• Lead UX research including user interviews, journey mapping, and usability testing
• Build and operationalize a rigorous CRO experimentation framework, including A/B and multivariate testing across PDPs, landing pages, offers, and funnels.
• Partner with design, product, and development to launch and QA rapid tests that improve conversion, AOV, and subscriber growth.
• Develop dashboards and analytics pipelines (GA4, Triple Whale, heatmaps) to track site performance and surface actionable insights.

• Own Elix’s growth model: CAC, LTV, retention, and revenue efficiency.
• Design, execute, and continuously optimize a full-funnel acquisition strategy across paid, organic, and referral channels (Meta, Google, TikTok, SEO, affiliates, influencers).
• Build or leverage multi-touch attribution (MTA) models to understand true channel contribution and guide spend decisions.
• Lead creative and funnel testing programs that connect brand storytelling with measurable conversion outcomes.
• Partner with finance to forecast revenue, allocate budgets, and model payback periods and channel ROI.

• Lead lifecycle and CRM strategy (email, SMS, loyalty) to nurture customers throughout their wellness journey.
• Partner with Director of Lifecycle Marketing and agency to optimize flows, segmentation, and personalization for retention and repeat purchase.
• Integrate retention insights into product roadmap, content strategy, and customer experience.

• Lead and inspire a cross-functional team of marketers, growth analysts, and agency partners.
• Collaborate closely with Creative, Product, and Operations to ensure alignment on campaigns, launches, and site priorities.
• Foster a data-driven, test-and-learn culture while maintaining brand integrity and emotional resonance.
• Communicate results and insights with clarity to executive leadership, translating performance data into strategic decisions.

• 8–10 years in DTC e-commerce and growth marketing, ideally in wellness, beauty, or consumer health, with a proven ability to align channel strategy and daily priorities to overarching company goals and KPIs.
• Proven success scaling a digital brand through efficient CAC, high retention, and data-driven experimentation.
• Deep understanding of Shopify, GA4, CRO tools (Convert, Optimize, etc.), and lifecycle platforms (Klaviyo or similar) with a track record of leading testing that drives meaningful conversion and AOV gains
• Expertise with performance channels (Meta, Google, TikTok) and emerging growth tactics (SEO, affiliates, influencer amplification).
• Experience building or using multi-touch attribution (MTA) models to inform spend allocation.
• Analytical and strategic problem-solver with strong quantitative acumen and creative intuition that translates insights into clear, actionable plans
• Exceptional communicator and leader who can simplify complexity, build cross-functional alignment,  and lead with warmth, clarity, and accountability.
• Passionate about women’s health, holistic healing, and helping others feel seen, supported, and empowered.
• Proven experience with personalization platforms

• Champions Elix's mission to make wellness accessible and improve women's health
• Embodies "Be the CEO of your world" through complete ownership of responsibilities
• Practices radical transparency in sharing wins, challenges, and learnings
• Balances growth targets with genuine care for customer wellbeing
  

At Elix, we believe healing is both an art and a science. Joining our team means being part of a mission-driven group redefining women’s wellness - through data, storytelling, and care. You’ll help shape the digital experience of a brand that’s not just selling formulas, but fueling a movement for holistic health.

• Competitive base pay annual performance bonus and equity participation
• Health, dental, and vision insurance
• Wellness and professional development stipends
• Flexible PTO and hybrid work schedule

📎 Apply here → https://bit.ly/ElixEcommerceGrowth