[Hiring] Director, E-Commerce @FSAStore.com

Role Description

Health-E Commerce owns two of the largest benefit-dollar storefronts in the US, FSA Store and HSA Store, plus a growing virtual care business and a white label product line. We are hiring a Director, E-Commerce to set the strategy for those sites and own the cross-functional roadmap that delivers it. This is a product-led seat, not a site operations seat. The ecommerce team here is strong on execution: merchandising runs a disciplined calendar, site operations ship reliably, and the testing program has high throughput. What it needs is a leader who defines the customer problem, decides which few bets are worth making, and prioritizes the team’s workload.

You will report to the VP of Growth Marketing and lead a team of eight across merchandising, experimentation, and site operations, with four direct reports. You will work in close partnership with engineering, paid media, lifecycle, creative, and merchandising.

Key Responsibilities

• The site strategy: Define the customer problem, the insight behind our approach, and the three or four bets that follow. Write it in prose, defend it with numbers, and revisit it quarterly.
• A single roadmap: One prioritized list across merchandising, experimentation, marketing, and product, sequenced against the constraint.
• The experimentation standard: Set the agenda for what gets tested and the minimum bet size that qualifies. Hold the program to measured, honest impact rather than a sum of claimed wins.
• Personalization: Own the strategy across onsite, working closely with paid marketing and CRM; including the identity and data work it depends on.
• The virtual care bridge: Connect our telehealth offering to the core shopping experience: eligibility unlocks, condition journeys, and the commercial case for both.
• Conversion and contribution: Own CVR, AOV, and contribution per session across both stores, with a particular focus on the checkout and mobile gaps.
• Site operations and merchandising quality: Launches, catalog and feed integrity, release QA, and the commercial calendar.
• The engineering relationship: Translate strategy into briefs with acceptance criteria, negotiate priority, and get work shipped in an environment where ecommerce competes for engineering time.
• The business review: Represent site performance to the executive team: what moved, why, and what we are doing about it.
• Your team: Develop four managers and the people under them and build the progression paths so team members grow in parallel with the company’s needs.

What Success Looks Like

• By 90 days: A written site strategy the executive team has read and agreed to, with the bets named and sized. A single roadmap replacing the current list of parallel workstreams.
• By 6 months: Every testing lane has a live experiment tied to a named bet. Results are called within three business days of a test ending. The checkout and mobile funnel gaps are being worked rather than noted.
• By 12 months: A measured improvement in conversion and contribution per session that holds up against a holdout or conservative accounting. A functioning product practice. A team where each person owns something with its own metrics and a path to the next role.

Qualifications

• Writing strategy that survives scrutiny. You can define a customer problem, back it with data, name the bets, size them honestly, and defend the plan to a CFO.
• Running an evidence-based roadmap. You can show how a portfolio of tests and builds laddered to a constraint, what you killed, and what the program delivered.
• Minimum 8+ years in ecommerce, digital product, or growth, including time owning a transactional site's P&L contribution.
• Experience running or directly managing an experimentation program, with a point of view on test design, statistical rigor, and how to measure cumulative impact.
• Product management fundamentals: discovery, briefs, acceptance criteria, and prioritization against a constraint.
• Comfort in the data. You can interrogate a funnel yourself rather than waiting for a report.
• Enterprise CMS experience; Salesforce Commerce Cloud strongly preferred.
• Demonstrated ability to get work shipped through an engineering organization you do not control.
• People leadership, including developing managers and raising a team's standard.
• Strong financial acumen; comfortable with contribution margin, not just revenue.

Nice to Have

• Experience in a business with both products and online services, particularly telehealth or virtual care.
• Background in a category where the customer is spending constrained dollars (benefits, insurance, healthcare, or financial services).
• Hands-on familiarity with AB Tasty, Builder.io, Constructor, or comparable platforms.
• Private equity-backed environment experience.

Compensation, Benefits, & Additional Details

• Compensation: $150,000 - $180,000
• Discretionary Annual Bonus Eligibility: Up to 20%
• Medical, Dental, Vision, and 401K with a company match
• Dependent Care, FSA & HSA accounts
• Paid Parental & Bonding Leave
• Flexible PTO & office closure on all major holidays
• Monthly wellness & internet reimbursements
• Professional development including certification support & leadership coaching
• Mental Health resources
• 100% remote within the United States
• Must be able to work EST hours