About Elmhurst
Elmhurst 1925 is a plant-based food and beverage company built on a legacy of innovation and a commitment to delivering high-quality, clean-label products. As we scale, our focus is on building a durable brand, innovative products, and business that delivers profitable growth, strong consumer connection, and long-term value. We are an entrepreneurial, fast-moving organization looking for individuals who are curious, accountable, and motivated to build.
About the Role
The Director of eCommerce & Performance is responsible for owning digital revenue and performance systems across DTC, Amazon, Thrive.com, and key retailer eCommerce platforms. This role leads the development and execution of Elmhurst’s performance-driven growth engine, spanning traffic, conversion, and retention.
This leader will operate at the intersection of eCommerce, media, merchandising, and experience, ensuring that brand strategy translates into measurable, high-performing digital outcomes. This role is ideal for a hands-on operator who can think strategically while executing at speed in a dynamic, high-accountability environment.
What You Will Do
Digital Revenue Strategy
- Own eCommerce P&L and performance across DTC, Amazon, and Pure Play channels
- Develop and execute strategies to drive growth across traffic, conversion, and retention
- Translate brand strategy into high-converting digital experiences
- Identify, test, and scale new digital growth opportunities
Performance Marketing
- Own overall performance marketing outcomes and accountability across all paid channels
- Set strategic direction, priorities, and guardrails to achieve revenue, efficiency, and KPI targets
- Oversee budget allocation and ensure optimization across channels to maximize ROI and business impact
- Guide development of full-funnel acquisition and retention strategies
- Oversee the testing roadmap across audiences, creative, landing pages, and offers
- Partner with Brand to ensure alignment between creative strategy and performance outcomes
- Monitor performance closely, identify opportunities and risks, and course-correct quickly
- Manage and hold internal team members and external partners accountable for results
DTC & Conversion Optimization
- Own DTC performance including UX/UI, conversion rate optimization, and merchandising
- Develop and execute bundling, subscription, and promotional strategies
- Optimize customer journey and on-site experience
- Integrate paid media to drive efficient traffic and conversion
- Partner with operations on fulfillment, packaging, and customer experience
Amazon & Pure Plays
- Own Amazon and Pure Play performance including:
- PDP optimization (content, SEO, keywords)
- Product assortment, pricing, and promotions
- Ensure alignment with platform algorithms and merchandising best practices
- Integrate retail media to drive conversion and visibility
Digital Shelf & Content Optimization
- Lead strategy for digital shelf excellence across all platforms
- Manage ratings & reviews, sampling, and content consistency
- Optimize search visibility and conversion across retailer ecosystems
Forecasting & Demand Planning
- Own eCommerce forecasting by channel
- Develop demand plans incorporating:
- Marketing investment
- Promotions
- Seasonality
- Identify risks (OOS, excess inventory, channel imbalance) and proactively manage mitigation plans
- Partner cross-functionally with sales, finance, and operations
Performance Management & Reporting
- Define, track, and report on defined KPIs
- Build dashboards and reporting to drive data-driven decision making
- Continuously optimize performance based on insights and learnings
Team & Cross-Functional Leadership
- Manage and develop internal team and external partners
- Foster a high-performance, accountable culture
- Partner with:
- Brand/Shopper (creative + messaging)
- Innovation (new product launches)
- Sales (customer alignment)
- Finance (pricing, margins)
- Operations (production, inventory, fulfillment)
- Align execution to broader business and growth priorities
What You Bring
- Ownership mindset with a proven ability to drive and scale digital revenue
- Strong command of performance marketing, conversion optimization, and digital merchandising
- Data-driven decision maker with a test-and-learn approach to growth
- Ability to translate strategy into practical, high-impact execution
- Effective at prioritizing and navigating ambiguity in a fast-paced environment
- Strong cross-functional collaborator and communicator (marketing, sales, operations, finance)
- High level of accountability, organization, and attention to detail
Brand:
Elmhurst 1925
Requirements:
Qualifications
- Bachelor’s degree in Marketing, Business, eCommerce, or related field required; MBA preferred
- 8–10+ years of experience in eCommerce & performance marketing, or digital growth roles with clear ownership of revenue outcomes
- Proven track record of scaling digital revenue across DTC, Amazon, and/or Pure Play channels
- Experience in CPG, food & beverage, or consumer goods
- Hands on experience with Shopify, Amazon Seller/Vendor Central, retail media networks, and paid media ecosystems (Meta, Google, Amazon Ads, etc)
- Experience leveraging analytics and CRM tools (Google Analytics, Klaviyo) to drive performance and decision-making
- Demonstrated ability to manage and optimize budgets, forecasts, and performance KPIs
- Experience leading and managing external agencies and partners
Salary Range: 190-200k annually