Director of E-Commerce

PAX Labs

4d•$145,000 - $190,000•Onsite

About The Position

PAX is a leading global cannabis brand dedicated to enhancing people's lives through pure products, unique experiences, and a passion for the plant. With a decade of experience, PAX offers simple, enjoyable, and trusted products, recognized by numerous publications. The company is committed to positive impact through its PEACE BY PAX platform, supporting social reform, safe access, and sustainability. PAX fosters a culture centered on people, collective impact, and enjoyment, with a team bringing experience from major tech and consumer companies. Having raised significant capital, PAX products are available globally. This role offers the opportunity to lead the global Direct-to-Consumer (DTC) engine for an iconic, highly regulated brand, redefining customer discovery, purchase, and loyalty across multiple countries with significant advertising restrictions.

Requirements

Proven P&L Ownership: Owned a DTC P&L with full accountability.
Seasoned Digital Commerce Leadership: 5+ years leading e-commerce, digital merchandising, or lifecycle and loyalty functions end-to-end in performance-driven consumer organizations.
Deep Platform Expertise: Expert-level Shopify knowledge, including experience with headless architectures (Builder.io, Hydrogen, or API-driven storefronts) and multi-store, multi-currency, multi-region operations.
Attribution Mastery: Hands-on fluency with modern attribution and analytics stacks (Triple Whale or similar, GA4, cohort analysis).
Modern Tooling Fluency: Comfort across Shopify, Builder.io, Klaviyo, and Asana/Jira.
Marketplace & Affiliate Experience: Operated Amazon as a complement to DTC (Seller/Vendor Central, listing optimization, marketplace advertising) and have built or scaled affiliate and creator-commerce programs (Impact.com or similar networks).
Regulated Category Experience: Meaningful experience in age-gated categories (cannabis, CBD, hemp, alcohol, nicotine) is a must, including familiarity with advertising restrictions, age verification, and shipping compliance.
International Operating Experience: Experience running e-commerce across multiple countries, including localization, VAT/duties, regional fulfillment, and market-specific compliance.
Strategic Agility: A bias for action in fast-paced environments where judgment must be exercised in the absence of perfect information.
Leadership through Clarity: Experience managing lean teams and agencies by setting high standards and clear expectations.
Executive Communication: Ability to translate performance data into clear, actionable insights and strategic recommendations for senior leadership and the board.

Responsibilities

Own the Global Storefront Ecosystem: Lead our Shopify-powered, headless storefronts (Shopify back-end, Builder.io front-end) end-to-end, driving CRO, site merchandising, catalog, promotions, and localization while supporting wholesale operations. Partner closely with engineering on the headless roadmap.
Fuel the Growth Engine: Direct paid media strategy and agencies (Meta, Google) within a restricted-category environment to lower CAC and improve funnel efficiency, and own organic discovery (SEO/SEM, listings, and site visibility).
Master Attribution in a Difficult Category: Own the measurement stack (e.g., Triple Whale, GA4, Shopify) and drive attribution accuracy for budget decisions based on ROAS and ROI.
Master the Lifecycle: Drive high-velocity email performance via Klaviyo, using customer insights and behavioral data to shape segmentation, personalization, and lifecycle strategies that grow repeat purchase, bundles, and lifetime value.
Champion Loyalty & Omnichannel: Build and evolve loyalty, rewards, and referral programs that connect DTC storefronts with retail and dispensary touchpoints, driving retention, advocacy, and customer lifetime value.
Scale New Channels: Launch and grow referral, affiliate/creator commerce, marketplaces (Amazon), and retail-to-DTC capture programs.
Navigate Regulatory Complexity: Own the e-commerce side of compliance execution, including age verification, shipping requirements, payment processor constraints, and state/country-level rules.
Own the Numbers: Build demand forecasts with supply chain and finance, manage the DTC P&L against board-level targets, and report performance and strategic recommendations to executive leadership.
Build the Team: Lead, coach, and develop a lean internal team plus agency, vendor, and platform partnerships, ensuring tools and systems integrate seamlessly and scale as growth warrants.