The Director of E-Commerce will own the entire funnel performance of SRI Labs. This includes funnel development, working closely with Head of Growth/Media Buying, conversion rate optimization (CRO), A/B testing, copy on pages, checkout optimization, email/SMS retention, and ongoing improvement of our customer journey.
This leader is both data-driven and conversion-obsessed—capable of writing or evaluating high-impact copy, designing new funnels from scratch, managing experimentation roadmaps, and partnering with marketing to drive profitable growth.
Key Responsibilities
Funnel Strategy & Development
- Architect full funnel experiences from acquisition through retention.
- Build new evergreen funnels that dramatically increase conversion, AOV, and LTV.
- Write or edit high-intent, persuasive copy (headline, hooks, benefits, objections, upsells/downsells).
- Work with paid media to develop funnels aligned with traffic quality, platform constraints, and creative strategy.
Conversion Rate Optimization (CRO) & Experimentation
- Own and manage the companywide CRO program across all brands and landing pages.
- Create, prioritize, and execute an ongoing A/B and multivariate testing roadmap.
- Identify conversion bottlenecks and opportunities across user journeys using analytics, heatmaps, and user behavior insights.
- Lead development of new high-converting product pages, advertorials, quiz funnels, and checkout flows.
- Collaborate with designers, developers, and copywriters to launch tests quickly and at scale.
E-Commerce Operations & Optimization
- Own all Shopify storefront performance, merchandising, and on-site UX.
- Improve site speed, mobile optimization, product discoverability, and checkout completion.
- Manage integrations, plugins, and tech stack decisions that impact conversion.
Retention: Email, SMS, and CRM
- Oversee the entire email and SMS retention strategy, calendar, segmentation, and performance.
- Build automated lifecycle flows (welcome, abandoned cart, post-purchase, winback).
- Collaborate with retention managers and copywriters to develop high-performing campaigns.
- Improve LTV through personalization, product recommendations, cross-selling, and education.
Analytics & Revenue Ownership
- Own e-commerce KPIs: CVR, AOV, LTV, contribution margin, repeat rate.
- Build dashboards to measure testing performance, funnel impact, and customer behavior trends.
- Partner with finance and growth teams to forecast revenue and manage targets.
Leadership & Collaboration
- Manage a cross-functional team (potentially including CRO specialists, copywriters, developers, email/SMS managers).
- Create clear processes for test development, QA, analytics, and deployment.
- Work closely with paid media, creative, product, and customer support to unify the customer journey.
Qualifications
- 3-5+ years of experience in Head or Director of E-commerce, CRO, or growth roles—preferably in DTC, beauty, wellness, or consumer products.
- Expert-level copywriting ability (direct response & performance-oriented).
- Proven track record of improving CVR, AOV, and LTV through testing and funnel innovation.
- Deep knowledge of Shopify, landing page systems, email/SMS platforms, experimentation tools (e.g., Google Optimize alternatives, VWO, Convert, etc.).
- Strong analytical skills with fluency in GA4, attribution tools, and testing frameworks.
- Experience building funnels that convert cold traffic at scale.
- Ability to lead cross-functional teams and manage fast-moving projects.
- Strategic thinker with hands-on execution.
Why Choose Orca Brands?
Orca Brands is building one of the fastest-growing beauty and wellness portfolios in the DTC space — and we’re aiming to become the largest, most innovative company in the industry. Our brands are backed by science, powered by performance marketing, and fueled by a culture that rewards creativity, ownership, and results.
When you join Orca Brands, you’re joining a team committed to excellence, growth, and constant improvement. Every role has access to world-class mentors, subject-matter experts, and ongoing development support.
We believe people grow fastest when they’re challenged and supported. That’s why we invest heavily in coaching, training, and providing the tools you need to excel. Here, top performers elevate each other, and new team members quickly level up into true experts.
If you want to make an outsized impact, innovate daily, and be part of a company on a mission to dominate the beauty and wellness landscape, Orca Brands is the place to build your legacy.