Director, eCommerce- Subscriptions

Director Of Subscriptions

GNC has been a global leader in health and wellness innovation since 1935, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it.

Join us in empowering others to Live Well!

GNC is seeking a strategic, data-driven, and entrepreneurial Director of Subscriptions to own and accelerate the growth of our subscription business across ecommerce and retail channels. This high-impact leadership role will operate with a general manager mindset, driving subscriber acquisition, retention, customer lifetime value, and revenue growth while delivering a seamless omnichannel customer experience. Working cross-functionally with Product, Marketing, Merchandising, Retail Operations, Supply Chain, Finance, and Technology teams, you will shape the future of one of GNC's most important growth initiatives and build a best-in-class subscription program that deepens customer loyalty and drives recurring revenue.

This is a Full-Time Salary Position

Subscription Growth Strategy

• Lead GNC's subscription business with full ownership and a general-manager mindset—setting the vision, mobilizing cross-functional teams, making decisive trade-offs, and remaining accountable for results from strategy through execution.
• Own the end-to-end strategy and roadmap for growing GNC's subscription business, setting targets for subscriber growth, penetration, and incremental revenue across both ecommerce and retail.
• Treat the subscription program like its own business line: build and maintain the business case, track unit economics (CAC, LTV, churn, AOV, order frequency), and report performance against targets to the VP of Ecommerce and broader leadership.
• Own the end-to-end subscriber experience on-site — discovery, enrollment, account management, and checkout — ensuring subscribing and staying subscribed feels effortless at every touchpoint.
• Identify and prioritize opportunities to grow subscriptions, including pricing and incentive structures, flexible delivery/cadence options, bundling, personalization, and win-back campaigns.
• Accountable for subscription business performance including revenue growth, retention, margin impact, and return on investment.

Omnichannel Program Ownership

• Partner with Product and Engineering teams to continuously optimize subscription enrollment, checkout, account management, and renewal experiences to improve conversion and retention.
• Partner with Store Operations and store leadership to bring subscription enrollment and value into the in-store experience, ensuring a consistent subscriber journey regardless of where a customer signs up.
• Ensure subscription fulfillment works seamlessly across purchase and pickup combinations — including buy-online-pickup-in-store and buy-in-store-pickup-in-store — partnering with Store Operations and Supply Chain to keep inventory, scheduling, and the pickup experience reliable for subscribers.
• Equip stores with the training, tools, and incentives needed to drive subscription enrollment at the point of sale.
• Ensure subscription pricing, promotions, and program mechanics stay consistent across ecommerce and retail.

Product & Customer Lifecycle Management

• Develop and prioritize subscription product requirements and business cases, partnering with Product and Engineering teams to deliver enhancements that improve acquisition, retention, and customer experience.
• Partner with CRM and Marketing teams to develop lifecycle marketing strategies including onboarding, replenishment reminders, engagement campaigns, win-back efforts, and churn reduction initiatives.
• Leverage testing, experimentation, and personalization strategies to improve subscriber acquisition, engagement, and lifetime value.

Analytics & Reporting

• Own weekly and monthly subscription business reporting across channels, giving the VP of Ecommerce and broader…