Director of Shopify

Director of Shopify

Location: Remote (Must be aligned to PST)
Reports to: VP Demand (or President, depending on final structure)

About the Client

Formulation Factory is a fast-growing DTC supplements brand built on scientific rigor, disciplined execution, and performance-driven growth. Today, the business is heavily Amazon-led, with Shopify positioned as the next major growth engine to build a premium, owned-channel ecosystem that compounds long-term brand equity, customer lifetime value, and profitability.

The company operates with a strong bias toward data, speed, and accountability. Channels are owned end-to-end, decisions are grounded in unit economics, and leaders are expected to operate with an intrapreneurial mindset.

About the Role

The Director of Shopify is the intrapreneurial owner of Formulation Factory’s Shopify channel—operated as a standalone, high-growth DTC business. This role is accountable for scaling Shopify from a small percentage of revenue into a core growth pillar, targeting meaningful contribution toward $25M ARR by EOY 2026 and $50M+ by 2028.

This is a senior, hands-on leadership role combining Shopify technical ownership, advanced analytics, CRO, lifecycle marketing, and team-building. Initially execution-heavy, the role evolves into leading a specialized team (3–5 members) as Shopify surpasses 20% of total revenue.

How Success Looks for This Role

Within the first 12 months, success is defined by clear commercial and operational outcomes:

• Shopify revenue accelerates materially toward becoming 20%+ of total ARR.
• Conversion rates reach 3–5%+ with sustained AOV and subscription penetration growth.
• Lifecycle marketing (email/SMS) drives measurable increases in repeat purchase rate and LTV.
• Real-time dashboards provide clear visibility into funnel performance and unit economics.
• The channel operates with zero major downtime, tracking failures, or compliance issues.
• The foundation is built for scale, including initial team hires and documented SOPs.

Key Responsibilities

• Own end-to-end Shopify operations, including site stability, themes, apps, integrations, and multi-device performance.
• Lead rapid product launch readiness (5–6+ launches per month), ensuring optimized PDPs, bundles, subscriptions, and merchandising.
• Drive continuous CRO initiatives to improve CVR, AOV, and checkout efficiency.
• Build and maintain advanced analytics and dashboards (Shopify Analytics, GA, Sellerboard or equivalents) covering traffic, CVR, AOV, LTV, subscriptions, and unit economics.
• Own tracking integrity and attribution across Meta, Google, TikTok, and Shopify, acting as first-line resolver for technical or data issues.
• Ensure full compliance with FTC/FDA supplement regulations, platform policies, and brand standards.
• Own lifecycle marketing strategy via Klaviyo, including segmentation, automations, campaigns, win-back flows, and subscription optimization.
• Partner closely with paid media, creative, brand, and operations teams to improve traffic quality, landing pages, funnels, and cross-channel efficiency.
• Design scalable processes, SOPs, and best practices for long-term channel growth.
• Build, mentor, and lead a high-performing Shopify-focused team as revenue scales.

• Proven experience owning and scaling high-volume Shopify stores within DTC brands ($5M+ ARR), with clear impact on revenue, CVR, AOV, LTV, and retention.
• Strong preference for experience in supplements, health/wellness, or other regulated DTC categories.
• Expert-level Shopify knowledge, including themes, Liquid, apps, integrations, and platform constraints.
• Hands-on analytics and CRO expertise, including dashboarding, A/B testing, and profitability analysis (Sellerboard experience strongly preferred).
• Deep experience with Klaviyo, including segmentation, automations, and revenue attribution.
• Strong understanding of tracking, attribution, and pixel/event implementation across paid channels.
• Proven ability to collaborate cross-functionally with paid media, creative, brand, and operations teams.
• Intrapreneurial mindset with extreme ownership, data-driven decision-making, and bias for action.
• Leadership readiness, with experience building or mentoring teams in fast-scaling environments.