VP of ECommerce

Vice President of E-Commerce

Kalon Executive Search is partnering with a rapidly growing consumer products organization to identify an experienced Vice President of E-Commerce to lead and accelerate the company's direct-to-consumer digital growth strategy.

This executive leadership role will own the overall vision, strategy, and performance of the company's e-commerce business, with responsibility for revenue growth, customer acquisition, conversion optimization, retention, digital merchandising, and the end-to-end customer experience. The VP of E-Commerce will lead cross-functional teams and collaborate closely with executive leadership to drive scalable growth across all digital channels.

The ideal candidate is a strategic, data-driven leader with a proven track record of building and scaling high-growth DTC businesses, leading digital transformation initiatives, and delivering significant revenue growth within consumer products, wellness, health, beauty, food & beverage, or related CPG categories.

• Develop and execute the company's comprehensive e-commerce growth strategy, driving revenue, profitability, customer acquisition, and retention.
• Own all aspects of the DTC business, including Shopify operations, digital merchandising, customer experience, conversion rate optimization, and site performance.
• Establish and manage annual e-commerce budgets, forecasts, KPIs, and growth initiatives.
• Lead customer acquisition strategies across paid media, affiliate marketing, partnerships, SEO, and emerging digital channels.
• Partner with CRM and retention teams to maximize customer lifetime value through lifecycle marketing, loyalty programs, subscriptions, and retention initiatives.
• Drive conversion optimization strategy through testing, personalization, UX/UI enhancements, and customer journey improvements.
• Oversee digital merchandising strategy, product launches, promotional calendars, and assortment optimization.
• Leverage analytics and business intelligence tools to identify growth opportunities, monitor performance, and guide strategic decision-making.
• Collaborate closely with Marketing, Operations, Supply Chain, Finance, Product Development, and Customer Experience teams to ensure alignment across all customer touchpoints.
• Lead platform strategy and optimization efforts across Shopify and related technology ecosystems.
• Evaluate and implement new technologies, tools, and digital capabilities to support business growth and operational efficiency.
• Build, mentor, and develop a high-performing e-commerce organization while fostering a culture of accountability, innovation, and continuous improvement.
• Present business performance, strategic initiatives, and growth plans to executive leadership and key stakeholders.
• Stay ahead of industry trends, competitive dynamics, and evolving consumer behaviors to identify new revenue opportunities.

• Bachelor's degree required; MBA or advanced business degree preferred.
• 10+ years of progressive e-commerce leadership experience, including executive-level responsibility for DTC revenue growth.
• Proven success leading and scaling multi-million-dollar e-commerce businesses, preferably within consumer products, wellness, supplements, beauty, food & beverage, or related CPG sectors.
• Deep expertise in Shopify Plus and modern e-commerce technology ecosystems.
• Demonstrated track record of driving significant revenue growth through customer acquisition, retention, merchandising, and conversion optimization strategies.
• Strong understanding of digital marketing channels, including paid social, paid search, affiliate marketing, influencer programs, SEO, and lifecycle marketing.
• Extensive experience managing P&L responsibility, forecasting, budgeting, and financial performance metrics.
• Advanced analytical skills with proficiency in Google Analytics, business intelligence platforms, attribution models, and performance reporting.
• Experience leading cross-functional teams and managing multiple stakeholders in a fast-paced, high-growth environment.
• Strong executive presence with the ability to influence decision-making and communicate effectively across all levels of an organization.
• Proven leadership experience building, developing, and retaining high-performing teams.
• Entrepreneurial mindset with a results-oriented approach and strong sense of ownership.

• Experience scaling brands through rapid growth phases, acquisitions, or digital transformation initiatives.
• Background within supplements, nutraceuticals, wellness, health, beauty, or other highly regulated consumer product categories.
• Experience with subscription commerce, loyalty programs, and omnichannel retail strategies.
• Familiarity with international e-commerce expansion and marketplace growth strategies.

$170,000 – $190,000 per year, with bonus opportunity and benefits.

Kalon Executive Search is an equal opportunity employer. All applicants will be considered for…