Head of eCommerce

Wip is seeking a Head of eCommerce to drive profitable growth across direct-to-consumer and digital marketplace channels. Reporting to the CEO, this leader will own the DTC P&L, performance marketing budget, digital product experience and marketplace strategy, with accountability for acquisition, profitability, conversion and repeat purchase.

This is a highly visible leadership role for an entrepreneurial digital operator who can set strategy, use data to make decisions and move comfortably from big-picture direction to hands-on execution.

What You’ll Do

Own eCommerce growth and P&L

• Lead Wip’s digital ecosystem across brand.com, retailer.com, Amazon and other marketplace channels.
• Own the eCommerce P&L, including net sales, gross profit, operating expense and contribution margin.
• Drive sustainable growth across DTC and marketplace channels.
• Lead forecasting, inventory planning, digital media and marketplace growth strategies.
• Build initiatives that acquire new customers, increase repeat purchase and strengthen loyalty., * Own and optimize the digital marketing and paid media budget.
• Develop and test acquisition strategies across paid search, paid social, affiliates, programmatic, display, CTV, audio and other relevant channels.
• Track and improve core KPIs including ROAS, CPA, conversion and digital revenue.
• Lead internal and external digital marketing partners with clear performance accountability.

Optimize the digital customer experience

• Lead site layout, navigation, functionality, information architecture and checkout optimization.
• Use testing and analytics to improve conversion and customer lifetime value.
• Define and evolve the digital roadmap to strengthen the customer experience and drive revenue.
• Analyze product sales, site traffic, conversion and customer behavior to guide business decisions.

Build retention and lifecycle growth

• Develop CRM, loyalty and retention strategies that maximize customer lifetime value and reduce churn.
• Use data and analytics to refine tools, technologies and performance metrics.
• Support product launches and go-to-market activity across DTC, marketplaces, digital media and retail partners.

• 10+ years of eCommerce experience with digital P&L ownership, including DTC and Amazon / marketplace businesses.
• Strong knowledge of eCommerce technology, platform nuances, testing, site traffic measurement, conversion analysis, user behavior and retention.
• Fluency in performance marketing across paid search, paid social, affiliate, email and related channels.
• A track record of increasing site conversion through acquisition and retention strategies, technologies and testing.
• High proficiency in eCommerce KPIs, analytics and digital performance measurement.
• Shopify+ experience required.
• Strong knowledge of current eCommerce trends, strategies and techniques.
• Experience in CPG, performance, wellness or another fast-growing consumer brand is an asset.
• An entrepreneurial, action-oriented leadership style with strong analytical judgment and attention to detail.
• Experience in a founder-led or start-up environment is an asset., * Bachelor’s (Required)

Experience:

• E-commerce: 10 years (Required)
• Management: 3 years (Required)

Language:

• English (Required)

Wip is an innovative consumer energy brand working in partnership with TJP Labs, a leading North American manufacturer specializing in next-generation oral pouch products.

Wip is revolutionizing the energy and caffeine category through a new, portable way to fuel the day. Its caffeine pouches are designed to deliver clean, fast-acting energy in a convenient format that fits modern life. Beyond the product, Wip is building a culture-defining consumer brand across digital and physical channels.