What are the responsibilities and job description for the Director of E-Commerce position at Inno Supps?
The Director of E-Commerce is a senior strategic leader responsible for driving digital revenue growth and elevating the online customer experience. This role owns the full e-commerce ecosystem - from site experience to retention and performance marketing - with a focus on increasing Average Order Value (AOV), Lifetime Value (LTV), and overall profitability.
A data-driven and results-oriented leader, the Director of E-Commerce will oversee design, user experience (UX), email and SMS marketing, retention and subscriptions, upsell funnels, and overall digital performance. This position requires a balance of strategic vision and hands-on leadership to optimize every step of the customer journey and maximize growth across all digital channels.
WHAT YOU WILL DO
Strategic Leadership & Growth
- Define and lead the overall e-commerce strategy, setting clear goals across revenue growth, conversion optimization, AOV, and LTV.
- Oversee the full digital ecosystem - including design, UX, retention, and marketing operations - ensuring a cohesive and high-performing customer experience.
- Partner cross-functionally with Marketing, Creative, Product, and Operations teams to align e-commerce initiatives with brand, business, and operational goals.
Customer Experience & Funnel Optimization
- Oversee upsell and cross-sell strategies across the customer journey (Pre-Purchase, Cart, Post-Purchase, and Thank-You Page).
- Lead design and UX efforts to improve site performance, reduce friction, and enhance engagement and conversion rates.
- Manage funnel functionality, performance, and QA to ensure consistent customer experiences.
Retention & Lifecycle Marketing
- Direct the email and SMS marketing programs - ensuring campaigns drive engagement, repeat purchases, and customer loyalty.
- Oversee subscription and retention programs, optimizing user journeys for recurring revenue and long-term value.
- Build automation strategies for lifecycle marketing, segmentation, and personalized communication.
Testing, Analytics & Optimization
- Drive a culture of experimentation through A/B testing and performance analytics.
- Conduct competitive research, evaluate new tools or partners, and implement data-driven improvements.
- Regularly review KPIs (conversion rate, AOV, CAC, LTV, retention rate) and translate insights into actionable strategies.
Performance Reporting & Operations
- Lead reporting cadence (daily, weekly, monthly) across e-commerce metrics and funnel performance.
- Maintain documentation of all active campaigns, offers, and funnels in project management tools (e.g., Google Sheets, Monday.com).
- Ensure all messaging and creative assets align with brand guidelines and performance goals.
Team Leadership & Collaboration
- Build, mentor, and lead a cross-functional team spanning design, UX, lifecycle marketing, and digital operations.
- Foster collaboration between departments to ensure seamless execution of campaigns and projects.
- Partner closely with leadership (CMO, Marketing Director, and Product teams) to shape the e-commerce roadmap.
WHO WE ARE
Inno Supps is one of the fastest-growing supplement brands in the industry-committed to pioneering INNOvation through clean, effective, and transparent formulations. Our mission is to empower individuals to live healthier, more vibrant lives with products free from artificial sweeteners, fillers, and harmful additives.
We take culture seriously. Ours is casual, creative, and growth-minded - where big ideas are encouraged, and performance is celebrated. There's no glass ceiling here; this role offers significant opportunity for professional growth and leadership development.
Our state-of-the-art office features two large conference rooms, two green-screen video studios, and a podcast room - built to inspire collaboration and creativity.
If you're ready to take ownership of a high-growth digital channel and lead the next phase of global expansion, we'd love to meet you.