Head of Ecommerce

company:

LF*GO is revolutionizing the energy and caffeine category with an entirely new way to fuel your day. Our innovative caffeine mouth pouches deliver clean, fast-acting energy in a portable, convenient format that fits seamlessly into modern life. With bold flavors, thoughtfully added vitamins, and a discreet, easy-to-use design, LFGO is redefining how people think about energy—making it accessible anytime, anywhere.

More than a product, LF*GO is building a culture-defining brand that resonates deeply with today’s consumers. We are creating a brand that embodies the pulse of today’s culture and sets the trends of tomorrow—becoming a must-have, omnipresent presence across digital and physical spaces. Backed by reputable private investors and endorsed by Mike Tyson, LF*GO connects with its audience through bold social media campaigns, meaningful partnerships, dynamic retail environments, and unforgettable experiential activations.

role & responsibilities:

The Head of eCommerce will drive the profitable growth of LF*GO’s eCommerce and marketplace channels with direct responsibility for the DTC P&L, performance marketing budget and digital product to drive customer acquisition, profitability, conversion and repeat purchase. Reporting into the CEO, Richard Mumby, this leader will evolve and uphold the digital experience, define the online unique value proposition, leading dotcom and Amazon / digital marketplace strategy, daily web operations and accountability for financial objectives, while driving a seamless consumer experience.

This position requires a highly entrepreneurial and savvy digital leader with a proven track record of using both quantitative and qualitative analytics to inform and drive business decisions, optimizing for increased demand on brand.com and digital marketplaces. Possessing a strong consumer and commercial mindset, they will build and execute a strategic business plan to achieve sales, profi tability and ROI. This is a highly visible role within the organization and instrumental to driving future growth.

Responsibilities for the Head of eCommerce will include:

P&L Ownership:

● Drive LF*GO’s digital ecosystem across brand.com, retailer.com and Amazon; significantly and sustainably growing all digital sales channels.

● Own the eCommerce P&L including net sales, gross profit, operating expense and contribution margin.

● Lead the growth of Amazon and other marketplace channels (GoPuff , Walmart, TikTok Shop, etc.) owning forecasting, inventory planning, digital media and marketing strategies.

● Develop and refine digital initiatives that grow new and recurring customers (including subscription), win existing customers in other sales channels and build loyalty with a returning customer base.

Digital & Performance Marketing:

● Define and maximize the digital marketing / paid media budget. Test, iterate and implement new acquisition strategies to optimize the performance media spend and maximize ROI.

● Reach and acquire new customers via multi-channel organic, paid and earned media investments including paid SEO, partnerships, etc.

● Lead internal and external digital marketing and performance marketing strategy through paid search, paid social, programmatic, display, CTV, audio, affiliates and other relevant channels that drive qualified traffic, and enhance conversion metrics.

● Report regularly on agreed KPIs such as ROAS and CPA, digital revenue and manage dashboard to easily track and monitor revenue, digital targets and campaign success, for real-time optimization.

Site Experience & Digital Roadmap

● Build upon and elevate the digital customer experience through all aspects of site layout, navigation, functionality, and the entire online checkout funnel.

● Define the technical structure of the site (design, content, navigation, information architecture and functionality) to increase on-site conversion, strengthen the customer experience, and drive revenue.

● Drive the consumer interface and user experience on DTC to support conversion rate optimization and increase customer LTV.

● Collect, analyze, and utilize key business metrics including key product sales, site traffi c, conversion analysis, and registered user growth and behavior

Customer Lifecycle:

● Assess the current and desired states of LF*GO’s digital footprint and deliver a strategy that increases on-site conversion, strengthens the digital brand, builds a strong online community, and ultimately drives revenue no matter where the customer meets the brand for the first time.

● Develop a CRM strategy and loyalty program to maximize the customer lifetime value and minimize churn.

● Leverage data and analytics to refine tools, technologies and performance metrics to track and enhance customer behavior and response, and identify areas for continued growth.

● Collaborate on go-to-market plans and successful implementation of product launches and purpose initiatives across DTC, marketplace, digital media plans and retail partners.

professional qualifications:

● 10 years of digital P&L ownership and eCommerce experience leading direct-to-consumer and Amazon/marketplace businesses at a fast-growing brand; CPG or performance / wellness is a plus.

● Broad knowledge and expertise across all aspects of eCommerce including technology, platform nuances, testing, site traffic measurement, conversion analysis, user behavior, and customer retention.

● Fluency in performance marketing channels across paid search, paid social, affiliate, email, etc.; experience in working with digital marketing agencies to bring strategies to life.

● Track record of successfully increasing site conversion through acquisition and retention tactics, technologies, and strategies.

● High proficiency in eCommerce KPIs, online analytics and testing; knowledge of Google Analytics is a plus

● Experience in Shopify required.

● Strong knowledge of current eCommerce trends, strategies, and techniques.

personal characteristics

● An action oriented self-starter who can set strategy and drive execution; operates with resilience and grit.

● Relentlessly customer-obsessed; passionate about the brand with a deep appreciation for the product and understanding of the customer’s experience.

● Adaptable; able to manage complex priorities with a high level of flexibility.

● Intellectually curious with the ability to make quick and nimble decisions.

● A results orientation with an unrelenting drive to win in a highly competitive industry.

● Operational mindset and high attention to detail.

● Superior quantitative, analytical and problem solving skills.

● Possesses a balanced ego and is driven by the need for company and team success.

● Experience working in a founder-led / start-up environment is considered a plus.