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. You'll partner closely with engineering on the headless roadmap: you don't need to write the code, but you need to speak the language and prioritize the backlog.
• - 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) so customers can find us where paid reach is constrained.
• - Master Attribution in a Difficult Category: Own the measurement stack (e.g., Triple Whale, GA4, Shopify) and drive attribution accuracy so budget decisions are made 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, treating our owned customer base as our most valuable asset.
• - Champion Loyalty & Omnichannel: Build and evolve loyalty, rewards, and referral programs that connect our DTC storefronts with retail and dispensary touchpoints, driving retention, advocacy, and customer lifetime value across every channel.
• - Scale New Channels: Launch and grow referral, affiliate/creator commerce, marketplaces (Amazon), and retail-to-DTC capture programs as complements to core paid and owned channels.
• - Navigate Regulatory Complexity: Own the e-commerce side of compliance execution: age verification, shipping requirements, payment processor constraints, and state/country-level rules, turning regulatory ambiguity into clear operating decisions.
• - 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 with the rigor of an operator, not a channel manager.
• - Build the Team: Lead, coach, and develop a lean internal team plus agency, vendor, and platform partnerships, ensuring tools and systems integrate seamlessly, through clarity and high standards, and scale as growth warrants.

Requirements

• Proven P&L Ownership: You've owned a DTC P&L with full accountability, you can read a creative brief and a contribution margin report in the same hour.
• Seasoned Digital Commerce Leadership: 5+ years leading e-commerce, digital merchandising, or lifecycle and loyalty functions end-to-end in performance-driven consumer organizations, with both strategic acumen and hands-on executional excellence.
• 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); you know how to build a brand and measure it when major platforms are restrictive.
• Modern Tooling Fluency: Day-one comfort across our operating stack, including Shopify, Builder.io, Klaviyo, and Asana/Jira for cross-functional project and workflow management; you pick up new tools fast and make them work together.
• Marketplace & Affiliate Experience: You have 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) with clear ROI and attribution discipline.
• 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: You've run (or meaningfully contributed to) e-commerce across multiple countries, localization, VAT/duties, regional fulfillment, and market-specific compliance do not scare you.
• Strategic Agility: A bias for action in fast-paced environments where you must exercise judgment in the absence of perfect information.
• Leadership through Clarity: Experience managing lean teams and agencies by setting high standards and clear expectations, not just volume of direction.

Benefits

• PAX LABS PERKS & BENEFITS - Competitive compensation, equity & bi-annual performance reviews - Fully funded comprehensive medical, dental, and vision coverage - 401K plan - Generous PTO policy - Paid Parental Leave - Monthly wellness reimbursement - Cell Phone reimbursement - Employee Purchase Program for discounted PAX devices - Weekly catered lunch, endless snacks and beverages - Dog Friendly HQ in the Mission District of San Francisco - Employee Assistance Program including access to online legal support