Head of E-Commerce

Are you passionate about women’s empowerment, health and wellness?

Are you a natural born leader who thrives in a fast-paced environment where you can inspire your team to dream, create and grow in new ways every single day?

Do you desire to make a positive impact on the lives of millions through storytelling, educational content and community building?

If so, join us at Elix -a women-led wellness startup reimagining the future of women’s health through the power of Traditional Chinese Medicine (TCM). Rooted in ancient wisdom and backed by modern science, Elix is pioneering a new category of natural care for hormonal, metabolic, and digestive health.

Since launch, Elix has been featured in Vogue, Forbes, Well+Good, Buzzfeed, and over 200 media outlets for its groundbreaking “East meets West” approach to holistic healing. As we scale, we’re looking for a Head of E-Commerce & Growth to lead the next chapter of our digital evolution - transforming data, design, and storytelling into growth that’s both measurable and meaningful.

This is a senior leadership role for a strategic, analytical, and user experience-obsessed growth operator. You will own the full digital customer journey - from acquisition to retention - while ensuring every click, scroll, and story reflects Elix’s brand and mission. The goal is to architect a sophisticated personalization system that delivers the right message to the right customer at the right time.

Reporting directly to the CEO, you’ll oversee e-commerce performance, paid and organic acquisition, and lifecycle retention, blending art and science to scale revenue efficiently. You’ll architect our testing roadmap, elevate our multi-touch attribution models, and lead a small but mighty cross-functional team and partner network toward ambitious, high-ROI growth.

This role is based in the NYC Metro area and requires in-person collaboration 2 days per week in our Manhattan office.

• Design and implement dynamic user journeys based on customer segmentation
• Build sophisticated personalization logic that consider things like health assessment responses and severity scores, price sensitivity indicators, acquisition channel and intent signals
• Create adaptive site experiences that evolve based on user actions
• Develop "progressive disclosure" UX strategies i.e. start with simple value props, reveal complexity as engagement deepens, design information architecture that doesn't overwhelm, create multiple entry points for different customer types
• Oversee all aspects of Elix’s Shopify storefront - site strategy, UX, and performance.
• Lead UX research including user interviews, journey mapping, and usability testing
• Build and operationalize a rigorous CRO experimentation framework
  , including A/B and multivariate testing across PDPs, landing pages, offers, and funnels.
• Partner with design, product, and development to launch and QA rapid tests that improve conversion, AOV, and subscriber growth.
• Develop dashboards and analytics pipelines (GA4, Triple Whale, heatmaps) to track site performance and surface actionable insights.
• Own Elix’s growth model: CAC, LTV, retention, and revenue efficiency.
• Design, execute, and continuously optimize a full-funnel acquisition strategy across paid, organic, and referral channels (Meta, Google, Tik Tok, SEO, affiliates, influencers).
• Build or leverage multi-touch attribution (MTA) models to understand true channel contribution and guide spend decisions.
• Lead creative and funnel testing programs that connect brand storytelling with measurable conversion outcomes.
• Partner with finance to forecast revenue, allocate budgets, and model payback periods and channel ROI.

• Lead lifecycle and CRM strategy (email, SMS, loyalty) to nurture customers throughout their wellness journey.
• Partner with Director of Lifecycle Marketing and agency to optimize flows, segmentation, and personalization for retention and repeat purchase.
• Integrate retention insights into product roadmap, content strategy, and customer experience.

• Lead and inspire a cross-functional team of marketers, growth analysts, and agency…