The Role:What if you could take the helm of an iconic highly-regulated brand and redefine how consumers discover, buy, and stay loyal this brand across multiple countries and one of the most restricted advertising environments in e-commerce?
We are seeking a
Director of E-Commerce to own our global DTC engine end-to-end. You'll run a multi-storefront, headless commerce operation spanning the US, Canada, UK, and EU with accountability for revenue, margin, and the customer experience. This is a role for an operator who thrives on data, moves fast without perfect information, and knows how to grow a brand when Meta, Google, and Amazon won't make it easy.
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.
QUALIFICATIONS- 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.
- Executive Communication: You translate performance data into clear, actionable insights and strategic recommendations for senior leadership and the board.
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
CompensationIn addition to the benefits above, this role has a pay range between $145,000-190,000 and equity. The pay range represents what we believe, in good faith, this role will pay. The final salary offer will be determined based on a variety of factors including, but not limited to, depth of experience, geographic location, and relevant education/training.Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice. 
