Director of E-Commerce; DTC & Digital

Position Summary

The Director of E-Commerce leads Pro Caps Laboratories' Direct‑to‑Consumer (DTC) digital business and is accountable for driving measurable revenue growth across our owned digital channels.

Build, manage, and develop a high‑performing digital marketing team. Act as an operational leader who establishes clear workflows, role accountability, and execution standards across the department. Foster independent execution from the team and take strict ownership of project timelines, deliverables, and progress.

Highly execution‑oriented, centered on operationalizing the Founder’s vision into scalable digital growth systems. The Founder continues to lead the company’s core marketing philosophy, educational positioning, campaign concepts, product storytelling, and major promotional direction. Translate that vision into coordinated, high‑performing digital execution across all DTC channels.

Lead the execution, optimization, coordination, testing, and scaling of founder‑led campaigns through conversion‑focused landing pages, merchandising, lifecycle marketing, subscription programs, paid digital coordination, and customer journey optimization. Build the operational systems and team necessary to execute the Founder’s ideas at a consistently high level.

Founder‑Led Marketing Execution

Excelling at taking campaign ideas, educational messaging, offers, and promotional concepts from the Founder and turning them into organized, high‑performing digital executions that drive measurable business results.

Independent Leadership & Execution

Establish marketing processes, workflows, and operational systems that ensure consistent execution and eliminate project bottlenecks. Act decisively, create accountability across the department, and ensure timelines and deliverables are consistently met.

Conversion & Digital Direct‑Response First

Lead the team to optimize the digital “low‑hanging fruit,” designing and refining online offers, landing pages, conversion funnels, and lifecycle programs that maximize immediate, trackable revenue and ROI.

• Build, manage, and develop a multi‑function digital marketing team across paid media, lifecycle marketing, social media, and DTC execution.
• Establish strict role accountability, workflows, operational systems, and performance standards to ensure independent execution across the department.
• Translate founder‑led campaign ideas and initiatives into actionable project plans with clear ownership, timelines, deliverables, and execution cadences.
• Own departmental prioritization, execution coordination, and project follow‑through.
• Ensure timelines and deadlines are met across all projects.
• Foster professional growth and development within the team while also managing external agency partners and vendors as needed.

• Own DTC e‑commerce performance metrics, specifically top‑line revenue, Conversion Rate (CVR), Average Order Value (AOV), Customer Acquisition Cost (CAC), subscription performance, and Customer Lifetime Value (LTV).
• Direct the team on website merchandising, landing page optimization, funnel development, SEO coordination, and on‑site personalization initiatives.
• Lead rigorous A/B testing initiatives across founder‑led offers, product pages, checkout flows, subscriptions, and customer journeys to maximize profitability and conversion efficiency.
• Translate promotional campaigns and educational initiatives from the Founder into optimized digital funnels, landing pages, merchandising experiences, and conversion paths.
• Oversee digital catalog management and coordinate with product and operations teams to ensure accurate product merchandising and inventory alignment.
• Continuously improve the customer purchase experience across desktop and mobile environments.

• Oversee the Email & Lifecycle Marketing Manager in building and optimizing email/SMS campaigns and automated flows, including welcome series, abandoned cart, replenishment, post‑purchase, win‑back, and subscription retention programs.
• Ensure founder‑led…