Director, Digital Commerce

About Women’s Health

Bonafide, Uqora and Equelle comprise Pharmavite's Women's Health portfolio. Collectively, these brands are driven by their promise to champion women's health and joy at every age.

Our People

Our Women’s Health team is composed of highly experienced professionals dedicated to making a meaningful impact. Bring your whole self to our Women’s Health brands — you’ll be welcomed by a team that shares your passion, purpose, and pride in our products while embracing your unique talents, creativity, and collaborative spirit.

This role is not available for sponsorship, including I-983 participation.

JOB SUMMARY                                                            

The Director of Digital Commerce is a key strategic leader responsible for architecting and executing a unified digital strategy across Lifecycle Marketing & eCommerce. This role is instrumental in evolving the brand’s digital presence into a seamless, data-informed ecosystem that maximizes long-term customer value, deepens engagement, and supports the company’s transition into a fully integrated omnichannel business.

This leader will unify conversion optimization, customer engagement, and subscription growth strategies into a cohesive performance-driven ecosystem. Their vision is to evolve each channel from a siloed function into a connected engine—where digital touchpoints not only drive direct revenue but also reinforce the brand, build loyalty, and extend the customer journey across both retail and digital environments.

This role reports to the Vice President of Marketing and will play a visible role in shaping the future of the company’s digital customer strategy— blending near-term execution with a long-range vision for how digital can drive sustainable growth and customer lifetime value.

KEY RESPONSIBILITIES

Team & Channel Leadership:

• Lead and mentor a cross-functional team spanning Lifecycle Marketing, Ecommerce & CRO —ensuring strategic alignment and high-impact execution across all digital growth initiatives and channels.
• Set, track and own performance KPIs across channels, with a focus on LTV, CVR, repeat purchase rate, subscription growth/churn, and lead capture.
• Define the long-term strategic vision and roadmap for digital channels, staying at the forefront of evolving technologies like AI, customer behaviors, and platform innovations to fuel sustained competitive advantage.
• Adapt digital channel strategies to support the brand’s expansion into omnichannel, making sure digital, marketplace, and retail touchpoints work in concert.

eCommerce & Website Oversight:

• Oversee the overall DTC site experience, merchandising and tech stack functionality, including long term vision and roadmap, in collaboration with a third-party dev agency and inhouse team.
• Ensure alignment between site content, campaign messaging, and lifecycle flows to deliver a cohesive and frictionless digital customer journey that drives subscription signups & LTV.
• Lead ongoing optimization efforts across site UX, conversion funnels, and merchandising strategy—leveraging analytics, testing frameworks, and user insights to continuously improve performance and drive business impact.

Subscription & Lifecycle Marketing:

• Lead the customer retention and lifecycle marketing strategy and metrics across email, SMS and site-based experiences—developing journeys that drive engagement, repeat purchase, subscription and long-term loyalty.
• Drive the end-to-end subscription strategy—accelerating acquisition, retention, churn reduction, and LTV through personalized experiences, offer testing, and continuous performance optimization.
• Oversee CDP optimization & segmentation strategy as well as content personalization to improve conversion, reactivation, and customer satisfaction across all customer cohorts.

WHAT SUCCESS LOOKS LIKE IN THE ROLE

• Critical Success Factor #1: Clear improvement in LTV, CVR, repeat purchase rate, and subscription retention/churn across all digital channels.
• Critical Success Factor #2: High-functioning, cross-disciplinary digital team executing coordinated growth plans across lifecycle & eComm
• Critical Success Factor #3: A data-driven, cross-channel journey that delivers personalized, coordinated experiences by boosting engagement, loyalty, and long-term value across digital touchpoints
• Critical Success Factor #4: Demonstrated leadership in aligning digital with retail efforts into a unified customer journey.
• Critical Success Factor #5: Strong communication of strategy, res