Director eCommerce

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What Were Looking For:

At GNC we embrace a Live Well philosophy, fostering a dynamic environment where innovation meets passion. Whether someone is an athlete or just starting to focus on their health, we want to deliver the cutting-edge products they deserve. We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day.

We are seeking a Director of E-Commerce who is responsible for driving revenue growth, optimizing the online customer experience, and maximizing the performance of our E-Commerce channel. This leader will be responsible for Growth Marketing, Site Merchandising, and Content Publishing, ensuring that our digital storefront is engaging, high-converting, and seamlessly integrated with our broader business strategy.

What Youll Do:

This is a Full-Time Salary Position

Growth Marketing & Performance Optimization

• Partner with VP, Digital Marketing to optimize the customer acquisition strategy across performance media, SEO, affiliate, to drive traffic, maximize ROAS and lower CAC.
• Partner with Lifecycle marketing (email, SMS, loyalty) team to drive repeat purchases and increase customer lifetime value (LTV).
• Partner with data and analytics teams to track KPIs, conduct A/B tests, and refine marketing strategies based on performance insights.

Site Merchandising & Conversion Rate Optimization (CRO)

• Oversee site merchandising strategy to maximize revenue, AOV, and engagement.
• Partner closely with merchandising, science and finance teams to ensure optimal product assortment, pricing, and promotions online.
• Optimize site navigation, search, and product display pages to create a seamless shopping experience.
• Own CRO testing roadmap with external partners and internal teams to improve conversion rates and AOV.
• Represent E-Commerce in the development and execution of promotional campaigns, seasonal launches, and sitewide events in coordination with Marketing.

Content Strategy & Digital Experience

• In partnership with marketing, drive the company aligned content strategy for the website, ensuring it aligns with brand messaging and business objectives.
• Oversee the publishing of product descriptions, landing pages, blog content, and enhanced brand content to drive engagement and SEO performance.
• Partner with creative, brand, and UX teams to enhance visual storytelling and site design.
• Drive personalization and dynamic content strategies to improve conversion and retention.

Cross-Functional Collaboration & Leadership

• Partner with IT counterparts to ensure a seamless backend infrastructure, site speed, and mobile optimization.
• Align E-Commerce strategy with broader retail and omnichannel initiatives.
• Build and mentor a high-performing team across growth marketing, merchandising, and content.
• Stay ahead of industry trends, emerging technologies, and competitor strategies to ensure continuous innovation.
• Additional duties as assigned.

Environmental Factors & Working Schedule:

• Remote work environment, but with travel as need to Pittsburg Corporate Office
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear
• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Repetitive motion. Substantial movements (motions) of the wrists, hands, and/or fingers. The worker is required to have close visual acuity to perform an activity such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading.
• Ability to operate standard office equipment and keyboards.
• Specific vision abilities required by this job include long periods of computer screen usage, close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
• To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.

QUALIFICATIONS:

• 8+ years of E-Commerce and digital marketing experience, preferably in DTC.
• Proven track record of driving revenue growth through paid acquisition, lifecycle marketing, and site optimization.
• Deep understanding of digital marketing channels (Google Ads, Meta, SEO, email/SMS, affiliate, influencer).
• Strong analytical mindset with experience using web analytics and attribution tools.
• Experience in site merchandising and CRO, including A/B testing and personalization strategies.
• Strong leadership and team management experience, with a collaborative approach to working cross-functionally.
• Excellent communication skills and the ability to influence at all levels of the organization.