Director of Digital Growth & E‑Commerce — Wellness

Reynolds American Inc.; Dallas (TX); On-site; USD 150,000 - 230,000; Full time

Benefits offered by this job

401(k) plan

Comprehensive health benefits

Tuition reimbursement

Paid leave

Job summary

Reynolds American is seeking a Director of Digital Growth & eCommerce to own the brand's e‑commerce P&L and drive revenue across DTC and marketplaces. You will build scalable systems, lead a cross‑functional team, and translate insights into actionable growth initiatives in a fast‑moving environment.

Ideal candidates have 8–10+ years in e‑commerce or digital growth, strong performance marketing and CRM expertise, and experience with Shopify ecosystems and regulated product categories.

Qualifications

• Bachelor's degree required.
• 8–10+ years of experience in e‑commerce, digital growth, or commercial leadership.
• Proven P&L ownership with responsibility for revenue, margin, and marketing investment decisions.
• Experience scaling DTC and marketplace businesses in a high‑growth environment.
• Strong expertise in performance marketing, CRO, CRM, and subscription‑driven models.
• Data‑driven, financially fluent leader with cross‑functional influence.
• Familiarity with regulated product categories and claims‑driven consumer education.
• Experience scaling Shopify‑based ecosystems and CRM platforms.

Responsibilities

• Lead end-to-end e‑commerce strategy across DTC owned platforms and third-party marketplaces.
• Scale assortment, pricing, promotions, and content while ensuring regulatory and claims compliance.
• Define performance marketing strategy, investment priorities and measurement frameworks.
• Lead CRM, lifecycle, subscription, and loyalty strategy to drive repeat purchases and lifetime value.
• Own full e‑commerce P&L, including revenue, margin, media investment, and contribution profitability.
• Build and manage forecasts, growth models, and investment plans for rapid scale.
• Integrate e‑commerce into 360° marketing campaigns across brand, media, PR, influencer and product seeding.

Skills

P&L ownership

Performance marketing

CRM

Subscription-driven models

Data-driven leadership

Cross-functional influence

E-commerce growth

Education

Bachelor's degree

Tools

Shopify

CRM platforms

Retail media networks

Job description

Reynolds American is seeking a Director of Digital Growth & eCommerce to own the brand's e‑commerce P&L and drive revenue across DTC and marketplaces. You will build scalable systems, lead a cross‑functional team, and translate insights into actionable growth initiatives in a fast‑moving environment.

Ideal candidates have 8–10+ years in e‑commerce or digital growth, strong performance marketing and CRM expertise, and experience with Shopify ecosystems and regulated product categories.