Director of Ecommerce

Director, Ecommerce

Reports to: Head of Growth
Location: Dripping Springs, TX (in-person)
Employment type: Full-time

Heart & Soil helps people reclaim their birthright to radical health through nutrient-dense organ supplements and practical education that builds the confidence to take charge of their health. We expect both commitment to our mission and a strong drive to perform. People who thrive here welcome ambitious goals, seek candid feedback, and take ownership of measurable results. We support them with clear priorities, coaching, and high standards—and expect honest assessment and timely action when performance falls short.

Own and improve Heart & Soil's DTC average order value (AOV), conversion rate, and revenue per session. Build and execute the merchandising, customer-experience, and experimentation roadmap that delivers those results while protecting contribution margin and customer trust.

You own digital storefront experiences across Shopify, Amazon, and Tik Tok Shop. The three primary DTC measures apply to Shopify; marketplaces have separate channel measures.

This is a hands-on role that may begin without direct employees. You will work inside ecommerce platforms, direct development and CRO specialists, inspect releases, and explain their commercial impact. Strategy and tickets are starting points—not the finished job.

• Own agreed Shopify AOV, conversion-rate, and revenue-per-session targets. Diagnose gaps and commit to corrective actions in weekly performance reviews.

• Prioritize one ecommerce roadmap across Shopify, Amazon, and Tik Tok Shop based on customer value, expected impact, evidence, effort, and commercial priorities.

• Distinguish experience improvements from changes in traffic mix, promotions, and seasonality.

• Establish consistent reporting with Growth and Finance. Report automatic subscription renewals separately from session-based storefront performance.

• Own Shopify product discovery, homepage, collections, PDPs, banners, bundles, upsells, cart, checkout, and campaign takeovers.

• Turn Growth objectives and Brand direction into landing pages and customer journeys that connect advertising, offers, and purchase experience.

• Build common storefront experiences directly and manage specialists for complex work.

• Maintain the storefront calendar and accurate customer-facing product, availability, delivery, and returns information.

• Own the CRO backlog, test priorities, developer requirements, acceptance criteria, and implementation.

• Manage development and CRO resources against quality, speed, cost, and expected impact.

• Own digital release QA and acceptance, including offers, tracking, responsive behavior, and subscription logic.

• Implement validated winners, measure realized impact, and share useful learning with Growth, Lifecycle, and Creative. Your development scope is ecommerce—not all company technology.

• Improve subscription discovery, enrollment, account management, skip/pause, cancellation, digital saves, and reactivation.

• Own measurable improvements in enrollment conversion and successful digital customer journeys.

• Evaluate sustained subscriber activity after saves and reactivation; do not improve apparent retention through cancellation friction.

• Lifecycle owns email/SMS communication. Growth owns aggregate subscription revenue, retention, churn, and economics. CX contributes customer feedback and owns service interactions.

• Own Amazon merchandising, listing/content quality, storefront readiness, conversion improvements, and the agency/vendor relationship for that scope.

• Own Tik Tok Shop…