Director of eCommerce and Performance

About Elmhurst

Elmhurst 1925 is a plant-based food and beverage company built on a legacy of innovation and a commitment to delivering high-quality, clean-label products. As we scale, our focus is on building a durable brand, innovative products, and business that delivers profitable growth, strong consumer connection, and long-term value. We are an entrepreneurial, fast-moving organization looking for individuals who are curious, accountable, and motivated to build.

About the Role

The Director of eCommerce & Performance is responsible for owning digital revenue and performance systems across DTC, Amazon, Thrive.com, and key retailer eCommerce platforms. This role leads the development and execution of Elmhurst’s performance-driven growth engine, spanning traffic, conversion, and retention.

This leader will operate at the intersection of eCommerce, media, merchandising, and experience, ensuring that brand strategy translates into measurable, high-performing digital outcomes. This role is ideal for a hands-on operator who can think strategically while executing at speed in a dynamic, high-accountability environment.

What You Will Do

Digital Revenue Strategy

• Own eCommerce P&L and performance across DTC, Amazon, and Pure Play channels 
• Develop and execute strategies to drive growth across traffic, conversion, and retention 
• Translate brand strategy into high-converting digital experiences 
• Identify, test, and scale new digital growth opportunities

Performance Marketing

• Own overall performance marketing outcomes and accountability across all paid channels 
• Set strategic direction, priorities, and guardrails to achieve revenue, efficiency, and KPI targets 
• Oversee budget allocation and ensure optimization across channels to maximize ROI and business impact 
• Guide development of full-funnel acquisition and retention strategies 
• Oversee the testing roadmap across audiences, creative, landing pages, and offers 
• Partner with Brand to ensure alignment between creative strategy and performance outcomes 
• Monitor performance closely, identify opportunities and risks, and course-correct quickly 
• Manage and hold internal team members and external partners accountable for results

DTC & Conversion Optimization

• Own DTC performance including UX/UI, conversion rate optimization, and merchandising 
• Develop and execute bundling, subscription, and promotional strategies 
• Optimize customer journey and on-site experience 
• Integrate paid media to drive efficient traffic and conversion 
• Partner with operations on fulfillment, packaging, and customer experience

Amazon & Pure Plays

• Own Amazon and Pure Play performance including: 
• PDP optimization (content, SEO, keywords) 
• Product assortment, pricing, and promotions 
• Ensure alignment with platform algorithms and merchandising best practices 
• Integrate retail media to drive conversion and visibility

Digital Shelf & Content Optimization

• Lead strategy for digital shelf excellence across all platforms 
• Manage ratings & reviews, sampling, and content consistency 
• Optimize search visibility and conversion across retailer ecosystems

Forecasting & Demand Planning

• Own eCommerce forecasting by channel 
• Develop demand plans incorporating: 
• Marketing investment 
• Promotions 
• Seasonality 
• Identify risks (OOS, excess inventory, channel imbalance) and proactively manage mitigation plans 
• Partner cross-functionally with sales, finance, and operations 

Performance Management & Reporting

• Define, track, and report on defined KPIs
• Build dashboards and reporting to drive data-driven decision making 
• Continuously optimize performance based on insights and learnings

Team & Cross-Functional Leadership

• Manage and develop internal team and external partners 
• Foster a high-performance, accountable culture 
• Partner with: 
• Brand/Shopper (creative + messaging) 
• Innovation (new product launches)
• Sales (customer alignment) 
• Finance (pricing, margins)
• Operations (production, inventory, fulfillment) 
• Align execution to broader business and growth priorities

What You Bring

• Ownership mindset with a proven ability to drive and scale digital revenue 
• Strong command of performance marketing, conversion optimization, and digital merchandising 
• Data-driven decision maker with a test-and-learn approach to growth 
• Ability to translate strategy into practical, high-impact execution 
• Effective at prioritizing and navigating ambiguity in a fast-paced environment 
• Strong cross-functional collaborator and communicator (marketing, sales, operations, finance) 
• High level of accountability, organization, and attention to detail 

Requirements:

Qualifications

• Bachelor’s degree in Marketing, Business, eCommerce, or related field required; MBA preferred
• 8–10+ years of experience in eCommerce & performance marketing, or digital growth roles with clear ownership of revenue outcomes
• Proven track record of scaling digital revenue across DTC, Amazon, and/or Pure Play channels
• Experience in CPG, food & beverage, or consumer goods 
• Hands on experience with Shopify, Amazon Seller/Vendor Central, retail media networks, and paid media ecosystems (Meta, Google, Amazon Ads, etc) 
• Experience leveraging analytics and CRM tools (Google Analytics, Klaviyo) to drive performance and decision-making
• Demonstrated ability to manage and optimize budgets, forecasts, and performance KPIs 
• Experience leading and managing external agencies and partners