Director of eCommerce and Performance

About Elmhurst

Elmhurst 1925 is a plant-based food and beverage company built on a legacy of innovation and a commitment to delivering high-quality, clean-label products. As we scale, our focus is on building a durable brand, innovative products, and business that delivers profitable growth, strong consumer connection, and long-term value. We are an entrepreneurial, fast-moving organization looking for individuals who are curious, accountable, and motivated to build.

About The Role

The Director of eCommerce & Performance is responsible for owning digital revenue and performance systems across DTC, Amazon, Thrive.com, and key retailer eCommerce platforms. This role leads the development and execution of Elmhurst’s performance-driven growth engine, spanning traffic, conversion, and retention.

This leader will operate at the intersection of eCommerce, media, merchandising, and experience, ensuring that brand strategy translates into measurable, high-performing digital outcomes. This role is ideal for a hands-on operator who can think strategically while executing at speed in a dynamic, high-accountability environment.

What You Will Do

Digital Revenue Strategy

• Own eCommerce P&L and performance across DTC, Amazon, and Pure Play channels
• Develop and execute strategies to drive growth across traffic, conversion, and retention
• Translate brand strategy into high-converting digital experiences
• Identify, test, and scale new digital growth opportunities
  
  

Performance Marketing

• Own overall performance marketing outcomes and accountability across all paid channels
• Set strategic direction, priorities, and guardrails to achieve revenue, efficiency, and KPI targets
• Oversee budget allocation and ensure optimization across channels to maximize ROI and business impact
• Guide development of full-funnel acquisition and retention strategies
• Oversee the testing roadmap across audiences, creative, landing pages, and offers
• Partner with Brand to ensure alignment between creative strategy and performance outcomes
• Monitor performance closely, identify opportunities and risks, and course-correct quickly
• Manage and hold internal team members and external partners accountable for results
  
  

DTC & Conversion Optimization

• Own DTC performance including UX/UI, conversion rate optimization, and merchandising
• Develop and execute bundling, subscription, and promotional strategies
• Optimize customer journey and on-site experience
• Integrate paid media to drive efficient traffic and conversion
• Partner with operations on fulfillment, packaging, and customer experience
  
  

Amazon & Pure Plays

• Own Amazon and Pure Play performance including:
• PDP optimization (content, SEO, keywords)
• Product assortment, pricing, and promotions
• Ensure alignment with platform algorithms and merchandising best practices
• Integrate retail media to drive conversion and visibility
  
  

Digital Shelf & Content Optimization

• Lead strategy for digital shelf excellence across all platforms
• Manage ratings & reviews, sampling, and content consistency
• Optimize search visibility and conversion across retailer ecosystems
  
  

Forecasting & Demand Planning

• Own eCommerce forecasting by channel
• Develop demand plans incorporating:
• Marketing investment
• Promotions
• Seasonality
• Identify risks (OOS, excess inventory, channel imbalance) and proactively manage mitigation plans
• Partner cross-functionally with sales, finance, and operations
  
  

Performance Management & Reporting

• Define, track, and report on defined KPIs
• Build dashboards and reporting to drive data-driven decision making
• Continuously optimize performance based on insights and learnings
  
  

Team & Cross-Functional Leadership

• Manage and develop internal team and external partners
• Foster a high-performance, accountable culture
• Partner with:
• Brand/Shopper (creative messaging)
• Innovation (new product launches)
• Sales (customer alignment)
• Finance (pricing, margins)
• Operations (production, inventory, fulfillment)
• Align execution to broader business and growth priorities
  
  

What You Bring

• Ownership mindset with a proven ability to drive and scale digital revenue
• Strong command of performance marketing, conversion optimization, and digital merchandising
• Data-driven decision maker with a test-and-learn approach to growth
• Ability to translate strategy into practical, high-impact execution
• Effective at prioritizing and navigating ambiguity in a fast-paced environment
• Strong cross-functional collaborator and communicator (marketing, sales, operations, finance)
• High level of accountability, organization, and attention to detail
  
  

Requirements

Qualifications

• Bachelor’s degree in Marketing, Business, eCommerce, or related field required; MBA preferred
• 8–10 years of experience in eCommerce & performance marketing, or digital growth roles with clear ownership of revenue outcomes
• Proven track record of scaling digital revenue across DTC, Amazon, and/or Pure Play channels
• Experience in CPG, food & beverage, or consumer goods
• Hands on experience with Shopify, Amazon Seller/Vendor Central, retail media networks, and paid media ecosystems (Meta, Google, Amazon Ads, etc)
• Experience leveraging analytics and CRM tools (Google Analytics, Klaviyo) to drive performance and decision-making
• Demonstrated ability to manage and optimize budgets, forecasts, and performance KPIs
• Experience leading and managing external agencies and partners