own the site. own the margin. own the outcome.

Irvine, CA (on-site)

Founder / CEO

$120K-$160k base salary + KPI-based commission (to be defined after 90 days)

Full-time, in-office

you want to work remotely.

This role is in-office in Irvine, CA, five days a week. No hybrid negotiation after 90 days. No exceptions. The team is here. The problems are here. You need to be here.

you manage dashboards, not outcomes.

We are not hiring someone to monitor analytics and report upward on request. You present solutions. Leadership does not chase you for updates.

you have never owned a P&L.

If you cannot articulate how a pricing decision or shipping threshold directly impacts gross margin, this role is not for you. Ecommerce at turn is a business unit, not a marketing function.

you think brand is someone else's job.

turn is brand-first. Every pixel, every product page, every subject line is brand. If you treat creative as a service bureau instead of a collaborator, you will not last here.

you need to be told what to do.

There is no playbook handed to you. There is organic traffic we are not converting, PDPs that are underperforming, and a multi-site architecture that needs a unified strategy.

you cannot command a room.

This role reports directly to the founder. If you cannot own the narrative, defend your strategy, and take hard feedback without deflating, this is not the right seat.

turn is a family-founded, independent cannabis brand operating across CA, AZ, FL, and NY, bootstrapped from day one with zero outside investment. We make some of the most recognized vape hardware and oil in cannabis, with a proprietary device ecosystem and a brand built entirely from scratch.

Here is the truth: our ecommerce operation is not where it should be. We have significant organic traffic to turn.me that we are not converting & our three sites (turn.me, podpak.me, and turnapparel.me) lack a unified customer journey.

This is not a maintenance role. This is a build. We have a high-output internal creative team, a full-stack engineering team, and a network of specialist agency partners across paid media, retention, affiliate/UGC, and web. What we need is the operator who can collaborate with all to drive real DTC growth.

You will come in as the connective tissue between turn's internal team and every external partner. You will hold everyone accountable to the same P&L and ensure the DTC business operates with discipline and clarity.

You will work in close partnership with the Marketing team on strategy, creative direction, and growth initiatives.

You report directly to the founder, with real decision-making authority and a commission structure that pays more when the business grows.

• 5+ years in a senior ecommerce role with full P&L ownership at a D2C brand, not an agency, not a marketplace seller, not an affiliate network. Brand-owned D2C with real margin accountability.
• Demonstrated ability to take a site from underperforming to high-converting through CRO, UX overhaul, PDP optimization, and checkout flow refinement. Bring receipts.
• Deep paid media fluency: Meta, Google, TikTok, programmatic. You have personally worked with six-figure monthly budgets
• Hands-on experience with Shopify Plus or equivalent headless commerce platforms. You know the backend. You can speak to engineers in their language and to the CFO in theirs.
• Track record of building and leading ecommerce teams (not inheriting a fully built machine). You have hired, developed, and held people accountable.
• You live in or are relocating to the Irvine, CA area. This is not negotiable. 

Six pillars. One P&L. You are accountable for all of it. Agency partners are responsible for execution, you are responsible for outcomes, profitability, and forecasting. Every channel, every partner, every dollar traces back to you.

The Marketing team will own strategy, paid media direction, creative direction, partnerships, and growth experimentation.

This role owns operational execution, financial performance, forecasting, inventory alignment, and web conversion optimization.

Both roles operate in parallel. Growth drives revenue. You ensure it scales profitably.

this is the priority. everything starts here.

— Full strategic ownership of turn.me, turnhemp.me, and turnapparel.me. You determine how these three sites work together, how traffic flows between them, and how the customer journey is designed from first touch to repeat purchase.

— turn.me has strong organic traffic. Your job is to convert it, whether through direct commerce, strategic funneling to podpak.me, email capture, or a combination. The traffic exists. The conversion does not.

— Conduct a full UX and conversion audit within 30 days. Deliver a prioritized 90-day roadmap to leadership with projected revenue impact.

— Work with the web agency to develop a PDP strategy that educates, builds trust, and converts. Lifestyle imagery, UGC integration, benefit communication, lab results accessibility, flavor profiles, cross-sell recommendations, and social proof all have a role to play.

— Own the offer architecture, pricing psychology, visual presentation, and cross-site promotion. Bundles are an important AOV lever and should be treated that way.

— Own site speed, mobile experience, and technical SEO as they relate to revenue. Coordinate with the web agency to execute and keep testing.

you own the number, top and bottom

— Full ownership of the DTC P&L: revenue, COGS, gross margin, CAC, LTV, AOV, and contribution margin. You report these numbers to leadership. You do not wait to be asked.

— Set, monitor, and optimize Marketing Efficiency Ratio (MER) targets across all channels. Every channel goal rolls up to a single business unit P&L.

— Own pricing and promotional strategy. Every discount, every bundle, every free shipping threshold has a margin rationale.

— Build and maintain a rolling financial forecast: monthly revenue targets, spend plans, margin targets, and scenario modeling.

— Ensure all media spend infrastructure stays live. Cards active, billing current, no paid media downtime due to administrative failure.

own the forecast. no surprises, no stockouts.

— Own inventory forecasting for the DTC channel. Model forward-looking needs based on sales velocity, promotional cadence, and growth trajectory.

— Communicate inventory needs with enough lead time to execute.

— Flag risks early. Stockouts and overstock situations should never be a surprise.

— Sequence all channel activity (promotions, launches, paid spend ramp-ups) around inventory availability.

— Serve as the DTC advocate in all cross-functional ops conversations.

own the funnel from first impression to purchase

— Collaborate closely with the Marketing team and the paid media agencies across Meta, Google, TikTok, and emerging channels.

— Set financial guardrails for paid media: MER targets, CAC thresholds, and spend ceilings.

— Keep a tight feedback loop with the paid media agency: clear goals, consistent reporting, and shared context on business priorities.

This role ensures paid media scales efficiently within defined financial constraints.

own the lifecycle and the repeat purchase rate

— Collaborate with the Marketing team and the email/SMS agencies on retention strategy, segmentation, automation flows, and campaign calendar.

— Stay close to the full lifecycle program: welcome series, abandoned cart, post-purchase, win-back, and VIP flows.

— Own email capture strategy across our other sites.

— Keep repeat purchase rate and customer LTV front and center.

This role ensures execution and performance alignment.

— Collaborate with the Marketing team and agency partners on affiliate and UGC initiatives.

— Keep campaign and product launch timing coordinated across all creative partners.

—Make sure affiliates get paid on time every month

We are a LEAN team. Everyone works hard and wears multiple hats.

You will work closely with the marketing team, design team, web & dev team, and third-party agencies (email, media buyers, etc.).

You will coordinate &  align operational execution with marketing initiatives and support scaling decisions based on revenue milestones.

✔ P&L ownership

✔ CRO & site performance

✔ Paid media understanding

✔ Shopify proficiency

✔ Partner & agency management

✔ In-office presence

→ Cannabis or hemp industry experience

→ Shopify Plus / headless commerce

→ Attribution tools (Triple Whale, Northbeam, GA4, Hotjar)

→ Founder-led environments

→ Strong brand intuition

→ Cross-functional leadership

→ Experience using modern AI tools (ChatGPT, Claude, Midjourney, Runway, Perplexity) to increase speed and output

30 — Learn & Align

Understand the sites, funnels, and performance gaps. Meet every partner. Deliver a 90-day roadmap.

60 — Orient & Engage

Start executing. Align with partners. Identify biggest opportunities across the P&L.

90 — Measure & Build

Show measurable improvements in CVR, AOV, and revenue per session. Establish operating cadence and clarity.

Send your resume, a brief note on why this role is the right fit for you, and one specific thing you would change about podpak.me within the first 30 days.

To confirm you read this entire job description, include the phrase “cookie monster” as the first line of your application.

email: Robert@turn.me, EJ@turn.me

instagram: @turndotme, @turnhemp, @turn