Director of Ecommerce

Flex is seeking a growth-minded Director of Ecommerce with a passion for creating best-in-class digital experiences. This role will be central to driving revenue growth by managing customer activations through the digital funnel and optimizing the online merchandising of our products. Reporting to the SVP of Operations, the Director of Ecommerce will lead initiatives to improve key performance metrics such as CVR, AOV, and LTV, while enhancing the digital product experience to complement our physical products.

Our ideal candidate is highly skilled in developing and executing product roadmaps, thrives on turning strategy into action, and has a strong understanding of the intersection between marketing, customer experience, and technology. They will manage Ecommerce channels across DTC, Amazon, and retailer websites, prioritize initiatives, and collaborate with cross-functional teams to optimize the digital funnel for incremental revenue growth. The Flex Company offers a dynamic and fast-paced environment where self-starters can thrive and help shape the future of an emerging category.

Key Responsibilities:

• Oversee and actively contribute to the management and improvement of the P&L across ecommerce channels, including DTC, Amazon, social marketplaces (e.g. Meta, TikTok), and retailer websites (e.g. Walmart, Target).
• Own the forecasting process for ecommerce, ensuring accurate and data-driven predictions to guide strategic decisions.
• Serve as a strategic leader for new revenue and profit opportunities, managing and executing our ecommerce promotional and sales calendar, with the ability to lead initiatives or delegate to cross-functional teams as appropriate.
• Oversee the merchandising, bundling, online sales/promotions and other key performance areas, with a focus on prioritization and achieving business objectives across all channels
• Develop and execute A/B testing strategies to inform decision-making and enhance performance (e.g. AOV, CVR, lighthouse scores) across key metrics.
• Leverage UI/UX insights and analytics to balance site performance with a positive customer experience.
• Oversee our CRM strategy to deliver value along customers’ digital journey, enhancing customer education, engagement, retention, and overall satisfaction.
• Drive our product roadmap, including new product launches, promotions, and other initiatives that drive revenue or optimize the digital funnel
• Oversee the digital experience, ensuring customers can purchase or subscribe to products with fidelity and troubleshooting issues, if necessary. This includes PDP ownership, product setup, shipping policies, testing and QA of releases, and more. 
• Act as the steward of our digital ecosystem and technical stack in Shopify, overseeing custom development work, integrations of any third party apps and the overall reliability of our website 
• Oversee SEO strategies for the site, ensuring they align with broader digital goals.

Key Performance Indicators:

• Total Online Revenue
• Average Order Value (AOV)
• Conversion Rate (CVR)
• Customer Lifetime Value (CLV)

Requirements:

• Strong background in ecommerce management and analytics, with a proven ability to drive business results.
• Extensive experience with P&L management and sales forecasting, with the ability to deliver accurate and actionable insights.
• In-depth understanding of performance marketing, including the ability to structure and execute A/B tests effectively.
• Proficient in utilizing UI/UX insights to optimize both performance metrics and customer experience.
• Experience with Shopify, ReCharge, Klaviyo, and third party applications 
• Strong understanding and opinion on the customer digital journey, capable of guiding its strategic evolution.
• Experience with SEO, with the ability to manage it effectively as part of a broader digital strategy.
• Strategic understanding of product and consumer dynamics, enabling effective adaptation of strategies.

In 1 Month You Will:

• Familiarize yourself with all ecommerce channels (DTC, Amazon, social marketplaces, retailer sites) and review respective current merchandising, bundling, and promotional strategies.
• Get fully onboarded with the platform integrations and technical stack (Shopify, ReCharge, Klaviyo, and associated third-party apps).
• Conduct audit of the digital funnel focusing on key metrics like CVR, AOV, and LTV, and begin identifying areas for quick wins.
• Review the P&L for ecommerce channels and familiarize with the forecasting process to identify gaps in accuracy or insights.
• Present a 90-day action plan to the SVP of Operations, focusing on immediate opportunities to optimize the digital funnel, address any technical issues, and improve key performance metrics.

In 3 Months:

• Implement and lead execution of key initiatives from the 90-day plan aimed at improving core KPI’s 
• Audit data flows and revenue reporting to identify and remediate any gaps in attribution and/or pixels
• Analyze current SEO, site performance, UI/UX insights, and customer journey, assessing areas for improvement and alignment with business goals.
• Evaluate A/B testing approach to optimize the customer digital journey and drive conversion through data-backed adjustments.
• Ensure seamless execution of the ecommerce promotional and sales calendar, driving cross-functional collaboration to meet revenue objectives.
• Begin owning the CRM strategy to enhance customer engagement, retention, and satisfaction
• Establish performance monitoring systems for ecommerce KPIs and ensure regular reporting to leadership on progress and insights.

In 6 Months:

• Deliver measurable improvements in ecommerce revenue and profitability across all sales channels (DTC, Amazon, social marketplaces, retailer websites).
• Achieve significant optimization of CVR, AOV, and LTV, using insights from A/B testing, UI/UX improvements, and technical optimizations.
• Drive successful product launches and promotions in line with the product roadmap, ensuring alignment with broader company goals.
• Oversee the development and deployment of new digital features (e.g., enhanced subscription models, improved PDPs, personalized customer experiences).
• Establish scalable processes for P&L management, forecasting accuracy, and operational efficiencies, ensuring data-driven strategic decisions.
• Present a strategic review to leadership, outlining achievements, key learnings, and opportunities for continued growth in the next 6-12 months.

About Flex

The Flex Company was founded on the belief that people deserve innovative, sustainable, life-changing period products. After years of disappointment and discomfort trying dozens of products, Lauren Schulte Wang founded Flex to create body-safe, medical grade alternatives that outperform traditional period products. Flex Disc and Flex Cup generate 60% less waste and have the capacity of up to three super tampons, all while maintaining the highest level of comfort through inventive engineering and rigorous testing.

Flex is sold at over 28,000 stores across the US and is the #1 better for you period brand based on units sold. Committed to making its life-changing products accessible to as many people possible, Flex is available at Target, CVS, and Walgreens, and at flexfits.com.

Flex is an equal opportunity employer. We recruit, employ, train, compensate, and promote regardless of race, ethnicity, religion, sex, gender, age, and other protected categories. From our hiring practices to the design of our flagship products, we believe equity and diversity is critical to the ideas, talent, and processes that help us create the most positive impact for our customers and for each other. We encourage people of all backgrounds and identities to apply to be a team member here. Moreover, Flex considers for employment all qualified applicants, including those with criminal histories, in a manner consistent with the requirements of applicable state and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance.

Flex collects personal information from candidates as part of the application and hiring process. California residents can view our CCPA Notice at Collection and Privacy Policy, which serves as our "Notice of Collection" for applicants and employees under the CPRA.

We pay competitive salaries, equity, & benefits including (but not limited to) medical, dental and vision health insurance, 401k, paid parental leave, open PTO, 401k, and a $1,000 annual learning credit.