Director of Ecommerce

Location: Irvine, California (On-site)

Reports To: President of Operations

Department: Ecommerce

Compensation: $120,000 to $160,000 Base Salary Annual Performance Bonus Benefits

About turn:

turn is one of North America's fastest-growing cannabis lifestyle brands, built on innovation, premium design, and an uncompromising focus on consumer experience.

Founded as an independent, family-owned company, turn has grown into a nationally recognized brand operating across multiple regulated cannabis markets while expanding into hemp and lifestyle products. Our products are known for their quality, proprietary hardware, and distinctive brand identity, creating a loyal customer following that extends far beyond traditional cannabis consumers.

As the business continues to scale, e-commerce has become a strategic growth priority. We see our direct-to-consumer business as more than an online storefront. It's where we build customer relationships, launch new products, strengthen brand loyalty, gather first-party consumer insights, and create long-term enterprise value.

We're investing in the people, systems, and infrastructure needed to build a best-in-class ecommerce organization. That starts with hiring exceptional leaders who want to build, improve, and leave a lasting impact.

The Opportunity:

This is not a maintenance role. This is an opportunity to build one of the industry's premier direct-to-consumer businesses.

Reporting directly to the President of Operations, the Director of Ecommerce will own the commercial performance of turn's digital business and serve as the executive responsible for ecommerce strategy, financial performance, customer experience, merchandising, demand planning, and cross functional execution.

You'll partner closely with Marketing, Creative, Operations, Product Development, Finance, Customer Experience, and external agency partners to create a scalable operating model that drives sustainable growth.

The ideal candidate combines commercial instincts with operational discipline. You're equally comfortable discussing conversion rate optimization with designers, inventory planning with operations, acquisition efficiency with marketers, and financial performance with executive leadership.

This is a highly visible leadership role with significant influence over the business's future direction.

What you'll own

Ecommerce Strategy and Commercial Performance

You'll own the direct-to-consumer business as a standalone commercial unit.

Responsibilities include:

• Developing the annual ecommerce growth strategy
• Building quarterly operating plans
• Owning the ecommerce P&L
• Driving profitable revenue growth
• Identifying new digital growth opportunities
• Establishing annual business objectives
• Presenting performance updates to executive leadership

Success is measured not only by revenue growth but by building a sustainable, profitable business.

Website Experience & Digital Merchandising

You'll lead the ongoing optimization of our digital experience across every customer touchpoint.

Areas of ownership include:

• Site merchandising
• Customer journey
• Navigation
• Product Detail Pages
• Mobile experience
• Checkout optimization
• Bundling strategy
• Promotions
• Search & discovery
• Product launches
• Conversion Rate Optimization (CRO)
• Technical SEO

You'll develop and prioritize a continuous optimization roadmap based on customer insights, behavioral analytics, and business impact.

Demand Planning and Inventory Alignment

Commercial planning doesn't stop at the website. You'll work closely with Operations and Supply Chain to ensure inventory supports customer demand while minimizing stockouts and excess inventory.

Responsibilities include:

• Demand forecasting
• Promotional forecasting
• Launch planning
• Sales projections
• Inventory planning
• Product lifecycle planning
• Revenue forecasting
• Scenario modeling

You'll become the commercial voice within cross-functional planning discussions.

Customer Lifecycle & Retention

Acquiring customers is only part of the equation.

You'll partner with Marketing to improve:

• Email marketing
• SMS
• Loyalty programs
• Customer segmentation
• Personalization
• Subscription opportunities
• Win back campaigns
• Customer Lifetime Value

You'll ensure customer retention receives the same level of attention as customer acquisition.

Agency & Vendor Leadership

You'll oversee multiple agency relationships supporting ecommerce performance.

These include:

• Paid Media
• Website Development
• Analytics
• Lifecycle Marketing
• Affiliate Marketing
• Influencer Programs
• Creative Partners

You'll establish clear expectations, operating rhythms, performance metrics, and accountability across every external partner.

Cross-Functional Leadership

Success requires strong partnerships across the business.

You'll work closely with:

• Marketing
• Operations
• Finance
• Creative
• Product Development
• Customer Experience
• Executive Leadership

You'll help align priorities, improve communication, and establish scalable business processes that support continued growth.

What Success Looks Like

First 90 Days

• Build relationships across key stakeholders.
• Complete a comprehensive assessment of our ecommerce ecosystem.
• Evaluate customer journey, website performance, merchandising strategy, and operational workflows.
• Develop a prioritized 12-month roadmap.
• Establish executive reporting cadence and performance dashboards.

First Year

The successful candidate will:

• Increase ecommerce revenue while improving profitability.
• Improve website conversion rate.
• Increase Average Order Value.
• Improve Customer Lifetime Value.
• Strengthen customer retention.
• Improve forecast accuracy.
• Reduce operational friction between departments.
• Build scalable planning and reporting processes.
• Develop a long-term ecommerce growth roadmap.

Qualifications:

We're looking for a leader who combines strategic thinking with operational execution.

Preferred qualifications include:

• 7 years leading ecommerce for a consumer brand.
• Experience owning a multi-million-dollar ecommerce P&L.
• Shopify Plus expertise.
• Strong financial and analytical skills.
• Experience building high-performing ecommerce teams.
• Experience leading agency partners.
• Executive-level communication skills.
• Proven success scaling ecommerce businesses.
• Bachelor's degree or equivalent experience.

Preferred industry experience includes:

• Cannabis
• Hemp
• Consumer Packaged Goods
• Beverage
• Wellness
• Apparel
• Lifestyle Brands

Leadership Competencies

Successful leaders at turn:

• Think like business owners.
• Make informed decisions using data.
• Build trust across departments.
• Communicate clearly.
• Take initiative.
• Stay customer-obsessed.
• Thrive in fast-paced environments.
• Solve problems collaboratively.
• Lead with accountability.
• Continuously improve systems and processes.

Compensation & Benefits

We believe exceptional talent deserves exceptional opportunities.

This role includes:

• Competitive base salary
• Annual performance bonus
• Comprehensive medical, dental, and vision benefits
• Paid Time Off
• Employee product program
• Professional development opportunities
• Career growth within a rapidly expanding organization

Annual bonus eligibility is based on a balanced scorecard that includes company performance, departmental objectives, and individual leadership contributions.

AND FINALLY

Why join turn?

We're building more than an e-commerce business channel. We're building a consumer brand designed for long-term growth.

Joining turn means having the opportunity to shape strategy, influence company direction, and build systems that will support the next stage of our evolution.

You'll work alongside passionate people who value curiosity, accountability, and continuous improvement.

If you're energized by solving complex business challenges, creating exceptional customer experiences, and building organizations that scale, we'd love to meet you!

How to apply.

Apply at www.turn.me/apply or send your resume directly to lawrence@turn.me.

a note from the founders.

We started turn in 2021 to change how people see cannabis. Red Bull, Supreme, Off-White, Poppi. Experience first. Sometimes the emotional ROI matters more than the spreadsheet ROI, and we live that way.

This role will not be easy. It will be worth it for the right person. If you execute, you earn trust, growth, and a long-term seat on the team that is building this thing.