Director, E-Commerce

About the role:

Health-E Commerce owns two of the largest benefit-dollar storefronts in the US, FSA Store and HSA Store, plus a growing virtual care business and a white label product line. We are hiring a Director, E-Commerce to set the strategy for those sites and own the cross-functional roadmap that delivers it.

This is a product-led seat, not a site operations seat. The ecommerce team here is strong on execution: merchandising runs a disciplined calendar, site operations ship reliably, and the testing program has high throughput. What it needs is a leader who defines the customer problem, decides which few bets are worth making, and prioritizes the team’s workload.

You will report to the VP of Growth Marketing and lead a team of eight across merchandising, experimentation, and site operations, with four direct reports. You will work in close partnership with engineering, paid media, lifecycle, creative, and merchandising.

Key responsibilities:

• The site strategy.
• Define the customer problem, the insight behind our approach, and the three or four bets that follow. Write it in prose, defend it with numbers, and revisit it quarterly.
• A single roadmap.
• One prioritized list across merchandising, experimentation, marketing, and product, sequenced against the constraint.
• The experimentation standard.
• Set the agenda for what gets tested and the minimum bet size that qualifies. Hold the program to measured, honest impact rather than a sum of claimed wins.
• Personalization.
• Own the strategy across onsite, working closely with paid marketing and CRM; including the identity and data work it depends on.
• The virtual care bridge.
• Connect our telehealth offering to the core shopping experience: eligibility unlocks, condition journeys, and the commercial case for both.
• Conversion and contribution.
• Own CVR, AOV, and contribution per session across both stores, with a particular focus on the checkout and mobile gaps.
• Site operations and merchandising quality.
• Launches, catalog and feed integrity, release QA, and the commercial calendar.
• The engineering relationship.
• Translate strategy into briefs with acceptance criteria, negotiate priority, and get work shipped in an environment where ecommerce competes for engineering time.
• The business review.
• Represent site performance to the executive team: what moved, why, and what we are doing about it.
• Your team.
• Develop four managers and the people under them and build the progression paths so team members grow in parallel with the company’s needs.

What success looks like

By 90 days.

A written site strategy the executive team has read and agreed to, with the bets named and sized. A single roadmap replacing the current list of parallel workstreams.

By 6 months.

Every testing lane has a live experiment tied to a named bet. Results are called within three business days of a test ending. The checkout and mobile funnel gaps are being worked rather than noted.

By 12 months.

A measured improvement in conversion and contribution per session that holds up against a holdout or conservative accounting. A functioning product practice. A team where each person owns something with its own metrics and a path to the next role.

What you'll need:

Two things you must be exceptional at:

Writing strategy that survives scrutiny. You can define a customer problem, back it with data, name the bets, size them honestly, and defend the plan to a CFO.

Running an evidence-based roadmap. You can show how a portfolio of tests and builds laddered to a constraint, what you killed, and what the program delivered.

Everything else is a bar to clear:

Minimum 8+ years in ecommerce, digital product, or growth, including time owning a transactional site's P&L contribution.

Experience running or directly managing an experimentation program, with a point of view on test design, statistical rigor, and how to measure cumulative impact.

Product management fundamentals: discovery, briefs, acceptance criteria, and prioritization against a constraint.

Comfort in the data. You can interrogate a funnel yourself rather than waiting for a report.

Enterprise CMS experience; Salesforce Commerce Cloud strongly preferred.

Demonstrated ability to get work shipped through an engineering organization you do not control.

People leadership, including developing managers and raising a team's standard.

Strong financial acumen; comfortable with contribution margin, not just revenue.

Nice to have

Experience in a business with both products and online services, particularly telehealth or virtual care.

Background in a category where the customer is spending constrained dollars (benefits, insurance, healthcare, or financial services).

Hands-on familiarity with AB Tasty, Builder.io, Constructor, or comparable platforms.

Private equity-backed environment experience.

Note for Current Employees:

Please use the internal job board in Greenhouse to apply. Applications submitted through this external link will not be tagged as internal.