Director, Digital Commerce

Director, Digital Commerce - Bonafide Health About Women's Health Bonafide, Uqora and Equelle comprise Pharmavite's Women's Health portfolio. These brands are driven by their promise to champion women's health and joy at every age. Our Women's Health team consists of highly experienced professionals dedicated to making meaningful impact. 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 for Bonafide. 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. This role reports to the Vice President of Marketing. Key Responsibilities Team & Channel Leadership - Lead and mentor a cross-functional team spanning Lifecycle Marketing, Ecommerce & CRO. - 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. - Adapt digital channel strategies to support the brand's expansion into omnichannel. ECommerce & Website Oversight - Oversee the overall DTC site experience, merchandising and tech stack functionality. - Ensure alignment between site content, campaign messaging, and lifecycle flows. - Lead ongoing optimization efforts across site UX, conversion funnels, and merchandising strategy. Subscription & Lifecycle Marketing - Lead the customer retention and lifecycle marketing strategy across email, SMS and site-based experiences. - Drive the end-to-end subscription strategy - accelerating acquisition, retention, churn reduction, and LTV. - Oversee CDP optimization & segmentation strategy and content personalization. What Success Looks Like - Clear improvement in LTV, CVR, repeat purchase rate, and subscription retention/churn across all digital channels. - High-functioning, cross-disciplinary digital team executing coordinated growth plans. - A data-driven, cross-channel journey that delivers personalized, coordinated experiences. - Demonstrated leadership in aligning digital with retail efforts into a unified customer journey. Required Qualifications - 10-12+ years of experience in digital marketing, retention, or eCommerce leadership roles, ideally within consumer health, wellness, or CPG sectors. - Proven success leading multi-functional digital teams across lifecycle marketing & eCommerce. - Track record of driving customer retention, subscription growth, and lifetime value (LTV). - Demonstrated ability to evolve DTC strategies in ways that complement and amplify retail performance. - Strong strategic and analytical mindset. - Fluency with digital tools including Simon CDP, Shopify Plus, Klaviyo, Attentive and Ordergroove. - Exceptional communication, collaboration, and leadership skills. Salary Range National Target Base Pay Range: $143,000 - $239,000 California and New York metro: $159,000 - $265,000 Plus annual performance bonus, medical/dental/vision, 401K match.