Director of Ecommerce in at Instant Hydration Inc

Our DTC storefront is the front door to the brand and a core profit engine — and it is where new-visitor conversion has been our biggest unlock and our biggest recent challenge. We are looking for an owner-operator for the Shopify business: someone who treats the site as a product, lives in the funnel, and is personally accountable for conversion rate, AOV, new subscribers, and DTC revenue — and who partners closely with Acquisition and Retention so the customers we acquire pay back and stay.

This role sits at the center of the DTC flywheel, translating between growth (which drives traffic), retention (which owns the subscriber relationship), and creative (which makes the brand). You will be the person who makes the storefront convert that traffic into first orders and subscriptions that last.

• The storefront's numbers. Site conversion rate, AOV, UPT, new-subscriber volume and subscription take rate, and DTC site revenue — with first-time-visitor conversion as a headline metric you are accountable for moving.
• The storefront. The full Shopify experience — site, merchandising, PDPs, offers, bundles, upsells, checkout, and the customer account and subscription experience — treated as a product with a roadmap, not a static asset.
• The ecommerce tech roadmap. Gathering input from acquisition, retention, creative, operations, and finance, then building, prioritizing, and leading the roadmap for the site — new-customer landing pages, upsell and cross-sell, the returning-customer experience, payment methods, and new features. You act as the internal PM for engineering and design: writing specs, scoping builds, and getting them shipped.
• The tech stack. Site stability, speed, and performance; the Shopify app and integration ecosystem; and the build/buy/partner decisions that keep the storefront fast and capable.
• Conversion-rate optimization. A rigorous, always-on testing program across the funnel, from landing pages to cart to post-purchase, grounded in data and customer insight and judged on revenue and downstream retention, not clicks or first-order conversion alone.
• Merchandising and offers. Pricing presentation, kit and bundle strategy, starter-kit and trial constructs, launch experiences for new products and flavor partnerships, and the path from first order into subscription — designing offers that bring in high-LTV subscribers, not just discount-driven first orders.
• SEO and on-site AEO/GEO. Technical SEO, site structure, PDP and FAQ content, and structured product data — making the site easy for search engines and AI assistants to find, understand, and recommend when people ask about hydration and electrolytes.
• The team. Leading and developing the people behind the site across ecommerce, CRO, design, and dev, with AI built into how the team specs, designs, reviews, and tests.

• With Acquisition: CPA, CAC payback, and LTV:CAC. Acquisition owns these numbers. You move them through landing-page conversion, offers, and AOV, and you understand how every site test affects them.
• With Retention: subscriber retention and LTV. Retention owns the subscriber relationship. You own the site experiences that feed it — subscription signup, the customer account, and post-purchase — and make sure entry offers attract customers who stay.
• With Brand, PR, and Amazon: off-site AI visibility. AI assistants lean heavily on what others say about us — reviews, Reddit and community threads, press, comparison articles, and Amazon listings. Those teams drive these signals; you make sure the site and product data back them up and track how often we show up in AI answers.
• With Analytics: LTV and cohort reporting. Cohort views of retention, LTV, and payback by offer, landing page, entry product, and traffic source, so every storefront decision is measured on

• 7+ years in ecommerce/DTC, with direct ownership of a Shopify storefront and its conversion, subscription, and revenue metrics at $100M+ scale.
• A track record of moving conversion rate and AOV through structured experimentation — you can show the tests, the results, and the revenue impact.
• Experience owning and leading an ecommerce tech roadmap, balancing input from multiple stakeholders into clear priorities.
• Fluency in subscription unit economics — LTV, CAC, payback period, and cohort retention — and a record of growing new subscribers without eroding retention or LTV.
• Experience as a true internal PM to a technical team, not just managing agencies, and leading designers, developers, and CRO talent.
• Hands-on proof of using AI to speed up your team's output, from design and specs to code review, QA, and analysis.
• Deep Shopify fluency, including the app ecosystem, CRO tooling, and site-performance fundamentals. Experience with subscription experiences, churn, and cancel flows is a strong plus.
• Hands-on SEO experience and a working point of view on AEO/GEO, including what the site can control and what depends on off-site signals.
• Strong analytical chops across quantitative and qualitative signals, fluent in funnel analytics, cohort analysis, and unit economics.
• An owner's mindset with no ego — genuinely curious, energized by hard problems, and comfortable partnering with acquisition, retention, and creative on shared outcomes.