Director, Ecommerce / $150-165K + Bonus

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HARRY'S COMMENTS: We are working with a profitable, growing, PE-backed skincare brand in its search for a Director of Ecommerce based in always-sunny Orange County / L.A. Metro.

Founded by a world renowned dermatologist and pioneer in medical grade skin care, the client has established itself as a leader in the doctor-dispensed cosmeceutical market. The firm has 300 employees and operates with the scientific credibility that only comes from real medical expertise combined with the commercial sophistication of one of the world's best private equity investors.

The client's unique value prop lies in its two-channel approach: It maintains professional distribution through more than 4000 authorized healthcare providers while also building a robust DTC ecom business.

This hybrid model offers two self-reinforcing advantages: 1./ It provides credibility through professional endorsement, while 2./ connecting online sales to physician referrals. This, in turn, drives higher LTVs through the trust associated with medical recommendations.

Not surprisingly, my client's product portfolio centers on medical-grade formulations that command premium AOVs thanks to the clinical backing that support their efficacy claims. Its products have demonstrated clinical results, enabling the company to maintain strong margins while commanding higher price points than traditional beauty products.

Operationally, the brand is growing like a weed: A recent platform migration resulted in an increase in conversion rates and a decrease in bounce rates. Yet this is a complicated business, which accounts for the the emphasis on Salesforce Commerce Cloud in this job spec. More on that below.

The physician-dispensed cosmeceuticals market is one of the most attractive segments in thee beauty industry, combining the growth dynamics of skincare with the credibility and pricing power of medical authority.

The global market is projected to reach $13.93 billion by 2030, growing at nearly a 8.8% CAGR, driven by increasing consumer demand for science-backed, clinically proven skincare products. This growth is occurring within the context of a massive $716 billion global beauty ecom market ...

But unlike traditional beauty products, medical-grade skincare benefits from longer customer consideration periods, higher AOVs, better customer retention rates, and reduced price sensitivity. The competitive landscape includes established dermatologist-dispensed brands and emerging AI-powered personalization platforms.

Broadly speaking, the industry is experiencing consolidation pressure as major beauty conglomerates like L'Oréal, Unilever, and P&G aggressively expand into medical-grade skincare through acquisitions and new product development.

Customer acquisition costs in beauty ecommerce are increasing, with some DTC brands reporting 30%+ increases in paid media costs, making a well-run physician referral channel increasingly valuable. Meanwhile, the expansion of telemedicine creates new opportunities to blend physician expertise with DTC sales, while regulatory scrutiny of cosmeceuticals continues to intensify.

Beyond that, beauty subscription models are growing as consumers seek convenient access to professional-grade products, creating recurring revenue opportunities essential for private equity valuations, while technology is becoming increasingly central to competitive differentiation.

Beauty ecommerce trends emphasize AI-driven personalization and virtual diagnostic tools, areas where medical-grade companies can leverage their clinical foundation to develop sophisticated skin analysis capabilities that cosmetic brands cannot replicate.

As my client's new Director of Ecommerce, you'll manage all the complexity that goes with scaling a $50 million P&L in a regulated, physician-dispensed market under private equity ownership. This role requires ...

1. an exceptional blend of technical platform expertise,
2. strategic business acumen, and
3. industry-specific knowledge that, frankly, few execs possess.

Salesforce Commerce Cloud mastery is essential, given that my client's business involves medical-grade skincare requiring sophisticated regulatory compliance, professional channel integration, and complex product configurations that consumer platforms cannot handle.

Their $40M-$50M ecom P&L requirement means you'll need a proven ability to manage complex unit economics in competitive beauty markets while meeting institutional investor reporting standards. Sharpen your pencils!

Moreover, you'll need to understand the mechanics of premium brand storytelling and know how to translate things like "clinical efficacy" into plain, simple language your customers understand. There's a fine line between maintaining medical credibility and appealing to your target customer's wants, needs, and desires.

Don't forget: There are FDA restrictions on therapeutic claims, so you can't just "say anything" in an effort to build trust through scientific validation and professional endorsements.

In this role, we are looking for someone with proven experience with conversion rate optimization, omnichannel analytics, and subscription based revenue models. Cross-functional leadership experience is a must, as is a working knowledge of Salesforce Commerce Cloud. Given that you'll have some involvement with private equity operating partners, financial literacy is essential.

This is an on-site role, and the client offers relocation. This is not remote, so don't ask about it. (Sorry.)

You can plan on this role maxing out at $165,000 base. Depending on where you live, that's a lot of money. If you live in New York, that will be like getting a (very) nice raise. If you live in Atlanta, let's just say you won't be taking this job for the money. You'll be taking it purely because it's an amazing gig. Which it totally is.

This afternoon, I spent an hour on the phone with this role's hiring manager (your new boss), going back-and-forth about the actual cities where I should be recruiting for this position. Certainly New York is one of them. San Francisco is another. Seattle is another.

Take a look at the following cost of living numbers I pulled up off of Perplexity.CitySingle PersonFamily of 4Rent (1BR, city center)Rent (2BR)Notable CommentaryNYC$6,389$10,338Not specifiedNot specifiedHighest cost for both singles & familiesSan Francisco$5,897$8,833~$4,869Not specifiedMost expensive US city (housing)Seattle$4,646$7,663~$2,252Not specified3rd most expensive in the US; high housingLos Angeles$4,530$7,417~$2,000~$2,600High cost, but lower than NYC/SF/SeattleAtlanta$3,318$5,861~$1,629~$1,929Considerably more affordableChicago~$2,180Not specified~$2,180~$2,972Moderate to high, but below coastal cities

It means that my target A-player for this position is a rising star who, up to this point in their career, has been entrusted with a lot of responsibility and is looking for an opportunity to live in a sunny climate, working with a smart as hell team, while doing a very high profile job that will get her noticed by a lot of important people.

You'll have a ton of opportunity for personal and professional growth, which frankly is the right reason to take any great job.

But I thought I would bring this up now because it's not uncommon for me to receive a ton of applications from great candidates to think that once my client meets them, they'll pay more. In this case, that's not likely to happen.

If you've made it this far in the job posting, then you're obviously intrigued. While you're thinking about it, head over to YouTube and look at some drone footage of the beaches around LA County ...

How awesome is that? You could live there! And if you are a rising star in the industry, it will be affordable. But if you have a big family, maybe not so much.

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include ...

1. The "real" background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one's no different.
3. What your average day/week will look like in this role. There's what you read in the standard ecommerce job posting ... then there's reality. We've got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you'll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Harry Joiner, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

Essential Duties And Responsibilities

eCommerce Operations

• Execute the North American eCommerce strategy aligned with broader business goals and digital objectives
• Manage the direct-to-consumer digital business, ensuring consistent growth in awareness, engagement, and revenue
• Lead initiatives that improve the customer journey from discovery through conversion and retention
• Oversee eCommerce merchandising strategy, promotions, seasonal campaigns, inventory planning, content and analytics
• Build strong partnerships with internal stakeholders (Finance, Marketing, Product Development, Supply Chain, Customer Service) to ensure North American business achieves its goals
• Manage third-party agencies, system integration partners and vendors (developers, subscription platforms, CRO tools, etc.)

Digital Execution

• Manage and implement an ecommerce roadmap to drive revenue, profitability, and customer satisfaction
• Launch new capabilities with a focus on loyalty, personalization, and content
• Champion the customer experience by improving UX, streamlining journeys, and delivering personalized content
• Identify and integrate emerging digital capabilities to drive differentiation and engagement

Data & Analytics

• Provide weekly and monthly sales reporting with defined KPIs
• Surface actionable insights using customer surveys and digital analytics
• Test and refine site experiences to improve conversion and retention rates
• Track the ROI of digital investments with clear reporting on customer growth, engagement, and eCommerce performance

Performance & Optimization

• Use data and testing to identify friction points in the customer journey and prioritize improvements
• Collaborate with Finance to develop budget scenarios tied to sales goals and marketing investments
• Work closely with Planning teams to align inventory with demand, optimize assortments, and ensure product availability
• Provide regular reporting to senior leadership on DTC performance

Qualifications

• A Bachelor’s degree is required, preferably in a Marketing, Communication or related field; advanced degree preferred.
• A minimum of 12 years of experience in eCommerce or digital marketing, preferably in beauty, skincare, or CPG is required, with a minimum of five years in a management role with DTC responsibility.
• Proven success scaling an eCommerce business and achieving revenue targets.
• Proficiency in Salesforce Commerce Cloud and analytics tools (Google Analytics, etc.).
• Experience with CRM/email marketing (Klaviyo), conversion rate optimization (CRO), and A/B testing platforms.
• Strong understanding of digital advertising, SEO, and retention strategies.
• Exceptional project management and communication skills.
• Passion for skincare and understanding of the beauty consumer a plus.

Additional Skills And Abilities Include

• Adaptive, responsive individual able to thrive in an extremely fast-paced and dynamic work environment; handles pressures well; adjusts plans to meet changing needs.
• A team player who works well with a variety of field-based sales groups, cross-functional teams, brand leadership, global and clinical/retail partners.
• Excellent organizational, time and project management skills.
• Stay updated with market trends and competitor activities.
• Excellent communication and negotiation abilities.
• Problem-solving and decision-making capabilities.