Director of E-Commerce
THE COMPANY
PAX is a leading global cannabis brand on a mission to enhance people’s lives, delivering well-being through pure products, unique experiences, and an unparalleled passion for the plant. For more than a decade, PAX has provided products that are simple, enjoyable, and trusted by millions. PAX has been recognized for its brand, culture and products by The New York Times’ Wirecutter, TIME, Fast Company, GQ, Gear Patrol, mg Magazine, High Times, and many more. PAX is committed to making a positive impact through PEACE BY PAX, its purpose-driven platform supporting social reform, safe access and sustainability.
We are incredibly excited about the progress of the movement, the tremendous growth of the industry, and inspired every day by our opportunity to help change lives through cannabis. Our culture is focused on putting people at the center of everything we do, making an impact together, and having fun along the way. Our team has an unparalleled passion for the plant and has helped build business at the forefront of consumer experience and well-being, including Apple, Google, Uber, Fitbit, Constellation, Honest Company, Beauty Counter, Eaze, Curaleaf, Wyld and more. PAX has raised over $430MM in capital from leading consumer and technology investors and is available for sale in some capacity in more than 40 countries around the world.
The Role:
What if you could take the helm of an iconic highly-regulated brand and redefine how consumers discover, buy, and stay loyal this brand across multiple countries and one of the most restricted advertising environments in e-commerce?
We are seeking a Director of E-Commerce to own our global DTC engine end-to-end. You'll run a multi-storefront, headless commerce operation spanning the US, Canada, UK, and EU with accountability for revenue, margin, and the customer experience. This is a role for an operator who thrives on data, moves fast without perfect information, and knows how to grow a brand when Meta, Google, and Amazon won't make it easy.
RESPONSIBILITIES
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Own the Global Storefront Ecosystem: Lead our Shopify-powered, headless storefronts (Shopify back-end, Builder.io front-end) end-to-end, driving CRO, site merchandising, catalog, promotions, and localization while supporting wholesale operations. You'll partner closely with engineering on the headless roadmap: you don't need to write the code, but you need to speak the language and prioritize the backlog.
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Fuel the Growth Engine: Direct paid media strategy and agencies (Meta, Google) within a restricted-category environment to lower CAC and improve funnel efficiency, and own organic discovery (SEO/SEM, listings, and site visibility) so customers can find us where paid reach is constrained.
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Master Attribution in a Difficult Category: Own the measurement stack (e.g., Triple Whale, GA4, Shopify) and drive attribution accuracy so budget decisions are made on ROAS and ROI.
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Master the Lifecycle: Drive high-velocity email performance via Klaviyo, using customer insights and behavioral data to shape segmentation, personalization, and lifecycle strategies that grow repeat purchase, bundles, and lifetime value, treating our owned customer base as our most valuable asset.
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Champion Loyalty & Omnichannel: Build and evolve loyalty, rewards, and referral programs that connect our DTC storefronts with retail and dispensary touchpoints, driving retention, advocacy, and customer lifetime value across every channel.
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Scale New Channels: Launch and grow referral, affiliate/creator commerce, marketplaces (Amazon), and retail-to-DTC capture programs as complements to core paid and owned channels.
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Navigate Regulatory Complexity: Own the e-commerce side of compliance execution: age verification, shipping requirements, payment processor constraints, and state/country-level rules, turning regulatory ambiguity into clear operating decisions.
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Own the Numbers: Build demand forecasts with supply chain an