Director, E-Commerce

FSAStore.com

5d • $150,000 - $180,000 • Remote

About The Position

Health-E Commerce is hiring a Director, E-Commerce to set strategy for FSA Store and HSA Store and own the cross-functional roadmap that delivers it. This is a product-led role focused on defining customer problems, choosing high-value strategic bets, and prioritizing team workload—not primarily on site operations. The Director will lead a team of eight across merchandising, experimentation, and site operations, including four direct reports, and partner closely with engineering, paid media, lifecycle, creative, and merchandising. The role reports to the VP of Growth Marketing.

The Director will define and regularly revisit a data-supported site strategy, establish a single prioritized roadmap, set standards for experimentation, and lead personalization across onsite experiences in partnership with paid marketing and CRM. The role will also connect the virtual care offering to the shopping experience, own conversion rate, average order value, and contribution per session across both stores, and oversee site operations and merchandising quality. The Director will translate strategy into engineering briefs, negotiate priorities, represent site performance to executives, and develop managers and their teams.

Success includes producing an agreed-upon written strategy and unified roadmap within 90 days; ensuring every testing lane has a live experiment tied to a strategic bet, with results called within three business days, by six months; and achieving measured improvements in conversion and contribution per session, a functioning product practice, and clear ownership and growth paths for the team within 12 months. The position is 100% remote within the United States and requires working EST hours.

Requirements

• At least 8 years of experience in ecommerce, digital product, or growth, including experience owning a transactional site's P&L contribution.
• Exceptional ability to write and defend a data-supported strategy, define customer problems, identify and honestly size strategic bets, and present plans to a CFO.
• Experience running or directly managing an experimentation program, with a point of view on test design, statistical rigor, and measuring cumulative impact.
• Ability to run an evidence-based roadmap and explain how tests and builds address a constraint, what was stopped, and what the program delivered.
• Product management fundamentals, including discovery, writing briefs and acceptance criteria, and prioritizing against constraints.
• Ability to interrogate a funnel directly using data.
• Enterprise CMS experience.
• Demonstrated ability to get work shipped through an engineering organization the candidate does not control.
• People leadership experience, including developing managers and raising a team's standard.
• Strong financial acumen and comfort with contribution margin, not just revenue.
• Ability to work EST hours.

Nice To Haves

• Salesforce Commerce Cloud experience.
• Experience in a business with both products and online services, particularly telehealth or virtual care.
• Experience in a category where customers spend constrained dollars, such as benefits, insurance, healthcare, or financial services.
• Hands-on familiarity with AB Tasty, Builder.io, Constructor, or comparable platforms.
• Experience in a private equity-backed environment.

Responsibilities

• Define the customer problem, supporting insight, and a small number of strategic bets; document the strategy, support it with data, and revisit it quarterly.
• Create and maintain one prioritized roadmap spanning merchandising, experimentation, marketing, and product, sequenced against constraints.
• Set the experimentation agenda and minimum qualifying bet size; ensure results reflect measured, honest impact rather than aggregations of claimed wins.
• Own onsite personalization strategy in partnership with paid marketing and CRM, including the supporting identity and data work.
• Connect the telehealth offering to the core shopping experience through eligibility unlocks and condition journeys, and develop the commercial case for both.
• Own conversion rate, average order value, and contribution per session across both stores, with particular attention to checkout and mobile funnel gaps.
• Oversee site operations and merchandising quality, including launches, catalog and feed integrity, release QA, and the commercial calendar.
• Translate strategy into engineering briefs with acceptance criteria, negotiate priorities, and drive delivery despite competing demands on engineering resources.
• Represent site performance to the executive team, explaining what changed, why it changed, and planned responses.
• Develop four managers and their teams, and create progression paths that support employee growth alongside company needs.

Benefits

• Medical, dental, and vision coverage.
• 401(k) with company match.
• Dependent Care, FSA, and HSA accounts.
• Paid parental and bonding leave.
• Flexible PTO and office closure on all major holidays.
• Monthly wellness and internet reimbursements.
• Professional development, including certification support and leadership coaching.
• Mental health resources.
• Discretionary annual bonus eligibility of up to 20%.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed