Director of E-Commerce

ECHELON USA; Nashville (TN); On-site; USD 150,000 - 230,000; Full time

Job summary

ECHELON USA is seeking a Director of E-Commerce to lead and scale its digital channel strategy. You’ll own the E-Commerce P&L, budget, and growth plan across DTC, Amazon, TikTok Shop, and future marketplaces, reporting to the CEO and partnering with Marketing, Finance, and Operations.

You’ll drive site performance at drinkechelon.com, manage launches, subscriptions, retention, and lifecycle economics, and guide cross-functional teams and external partners to hit revenue and margin targets.

Qualifications

• 6+ years in DTC E-Commerce with ownership of revenue targets or P&L.
• Strong financial/analytical skills with forecast experience.
• Deep Shopify/DTC experience across merchandising, conversion, and CX.
• Experience with customer acquisition, retention, CRM, and lifecycle economics.
• Knowledge of Amazon, TikTok Shop, and emerging marketplace channels.
• Proven ability to lead teams, agencies, and cross-functional stakeholders in a fast-growth environment.

Responsibilities

• Own and manage the E-Commerce P&L, budget, forecast, and growth plans across DTC, Amazon, TikTok Shop, and future marketplaces.
• Drive revenue, gross margin, and contribution margin against plan with data-driven recommendations.
• Lead site strategy for drinkechelon.com, including merchandising, conversion, AOV, and lifecycle initiatives.
• Oversee subscriptions, retention, loyalty, and cross-channel collaboration with Marketing and Operations.

Skills

DTC E-Commerce leadership

P&L management

Forecasting revenue

Shopify/DTC platform experience

Cross-functional leadership

Team leadership

Customer acquisition experience

Tools

Shopify

Amazon Seller Central

Job description

About Echelon

ECHELON is a veteran founded & operated performance beverage brand built for those who can’t afford to crash. No artificial flavors or colors, zero sugar, and no proprietary . We're gritty, community-driven, & rapidly scaling across military, ecommerce, and national retail.

THE ROLE

ECHELON is looking for a Director of E-Commerce to lead and scale Echelon’s E-Commerce channels. You will be responsible for the E-Commerce P&L, budget, and growth strategy across DTC, Amazon, TikTok Shop, and future digital.

This is not a digital marketing execution role. You will operate E-Commerce and be accountable for channel strategy and execution encompassing revenue, profitability, customer economics, merchandising, conversion, retention, and growth targets. You'll report directly to the CEO, working closely with Marketing, Finance, and Operations while overseeing E-Commerce performance.

What You'll Do

E-Commerce Strategy & P&L

• Execute and maintain the E-Commerce P&L, annual budget, forecast, and growth plan across all digital commerce channels.
• Be accountable for revenue, gross margin, contribution margin, and performance against plan.
• Use customer, channel, and financial data to make recommendations to the Executive team around pricing, promotions, product mix, shipping economics, and investment.
• Partner with Finance and Operations on forecasting, inventory, and fulfillment capacity.

DTC Growth & Customer Economics

• Own the commercial performance of drinkechelon.com, including merchandising, conversion, AOV, customer experience, and site roadmap.
• Lead DTC execution for product launches and limited drops, including offers, bundles, launch mechanics, and post-launch .
• Own subscription, retention, loyalty, and lifecycle strategy with accountability for repeat purchase and customer LTV.
• Partner with Marketing on customer acquisition strategy, paid media goals, creative needs, and CAC expectations.

Amazon, TikTok Shop & Digital Marketplaces

• Accountable for the strategy and financial performance of Amazon, TikTok Shop, and future digital marketplace .
• Manage external marketplace partners and determine when capabilities should transition in-house.
• Evaluate new commerce opportunities based on growth potential, margin, operational complexity, and brand .
• Own Amazon strategy & performance in Seller Central, including listings, A+ content, Vine, review velocity, & on-platform advertising.

Team & Cross-Functional Leadership

• Translate company growth goals into clear E-Commerce priorities and partner cross-functionally to deliver them.
• Build the E-Commerce team and operating structure required to support future growth.
• Manage E-Commerce agencies, technology partners, contractors, and associated budgets.

SUCCESS IN THIS ROLE

Success is measured by profitable E-Commerce growth: revenue, margin, forecast accuracy, conversion and AOV, customer acquisition economics, retention and LTV, subscription, marketplaces, and launch execution.

Required Qualifications

• 6+ years of DTC E-Commerce experience with demonstrated ownership of a meaningful revenue target, budget, or P&L.
• Strong financial and analytical skills with experience forecasting revenue and managing channel profitability.
• Deep Shopify/DTC experience across merchandising, conversion, customer experience, and E-Commerce technology.
• Experience across customer acquisition, retention, subscription, CRM, and lifecycle economics.
• Working knowledge of Amazon, TikTok Shop, and emerging marketplace channels.
• Proven ability to lead teams, agencies, and cross-functional stakeholders in a fast-moving, high-growth environment.

Preferred Qualifications

Experience scaling a high-growth consumer brand; Amazon/TikTok Shop, Klaviyo, Skio, and agency-to-in-house experience preferred. Sense of humor. Familiarity with fitness, wellness, & the military/veteran communities.