About the job
Director of Shopify
Location: Remote (Aligned to PST)
Reports to: VP Demand (or President, depending on final structure)
Company Overview
Formulation Factory is a dynamic and rapidly expanding direct-to-consumer (DTC) supplements brand, driven by scientific principles, meticulous execution, and results-oriented growth. The company currently thrives on Amazon, with Shopify poised to become the next significant driver of growth, establishing a premium, owned-channel ecosystem that enhances long-term brand equity, customer lifetime value, and profitability.
Our organization emphasizes data-driven decision-making, speed, and accountability. We manage our channels comprehensively, making informed decisions based on unit economics, and we encourage our leaders to adopt an intrapreneurial mindset.
Role Overview
The Director of Shopify will take ownership of Formulation Factory's Shopify channel, operating it as a high-growth DTC business. This role is responsible for scaling Shopify from a minor revenue contributor to a primary growth pillar, aiming for a substantial contribution toward achieving $25M ARR by the end of 2026 and over $50M by 2028.
This senior, hands-on leadership position will encompass technical Shopify ownership, advanced analytics, conversion rate optimization (CRO), lifecycle marketing, and team development. Initially focused on execution, the role will evolve into leading a specialized team (3-5 members) as Shopify exceeds 20% of total revenue.
Success Metrics
In the first year, success will be defined by tangible commercial and operational objectives:
- Shopify revenue grows significantly to account for over 20% of total ARR.
- Conversion rates reach 3-5%+ while maintaining AOV and increasing subscription penetration.
- Lifecycle marketing initiatives (email/SMS) contribute to measurable improvements in repeat purchase rates and LTV.
- Real-time dashboards deliver clear insights into funnel performance and unit economics.
- The channel operates without major downtime, tracking failures, or compliance issues.
- Foundational elements for scale are established, including initial team hires and documented standard operating procedures (SOPs).
Key Responsibilities
- Manage all aspects of Shopify operations, ensuring site stability, theme updates, app integrations, and performance across multiple devices.
- Oversee rapid product launch readiness (5-6 launches per month), optimizing product detail pages (PDPs), bundles, subscriptions, and merchandising.
- Implement ongoing CRO strategies to enhance conversion rates, average order value (AOV), and checkout efficiency.
- Develop and maintain advanced analytics and dashboards (Shopify Analytics, GA, Sellerboard, or equivalents) that track traffic, conversion rates, AOV, LTV, subscriptions, and unit economics.
- Ensure tracking integrity and attribution across Meta, Google, TikTok, and Shopify, serving as the first-line resolver for technical or data issues.
- Guarantee compliance with FTC/FDA supplement regulations and platform policies.
