Overview
Head of Digital (eCommerce & Performance)
Company: EHPLabs
Employment Type: Full-Time
We are hiring a Head of Digital to own and scale our DTC ecommerce business while evolving digital from "performance only" into a broader growth engine that supports the whole brand across channels.
About the Role
You will be the clear owner of ecommerce P&L, paid media, CRM (EDM + push), onsite conversion, and forecasting and profitability, while partnering with the CGO, CEO, Director of Marketing and Brand team who are deeply involved in strategic direction.
This is a high-accountability role that blends commercial leadership + performance execution + creative sensibility.
Responsibilities
* Commercial ownership and forecasting
o Own the ecommerce P&L end-to-end (revenue, margin, CAC, opex, contribution margin).
o Build and run weekly and monthly forecasting, trading cadence, and performance reporting.
o Drive profitability through pricing, promotions, AOV strategy, offer architecture, and MER/ROAS governance.
o Lead annual budget planning for ecommerce and digital channel investment.
* Paid media leadership (Meta, TikTok, Google)
o Own channel strategy and execution across Meta, TikTok, Google (Search, Shopping, YouTube as relevant).
o Implement a testing system for creative, audiences, landing pages, and offers with clear learning agendas.
o Strengthen measurement and incrementality (clean attribution approach, lift testing, blended metrics).
o Manage media buying resource (in-house) and/or agency to output world-class results.
o Own Klaviyo strategy across campaigns and flows, segmentation, deliverability, list growth, and retention.
o Build a lifecycle engine that improves repeat, LTV, and subscription outcomes.
o Own onsite capture, quizzes, sign-up flows, and customer journeys.
o Partner with Creative/Brand to ensure copy and creative are premium and performance-driven.
* Shopify and conversion rate optimization
o Own the Shopify roadmap: site merchandising, bundles, landing pages, speed, UX, and checkout optimisation.
o Lead CRO testing program with a clear backlog (A/B tests, heatmaps, funnel analysis).
o Partner with dev/design resources to ship improvements fast without compromising brand.
* Creative sensibility and channel-ready content
o Be fluent in performance creative: briefs, hooks, UGC formats, angles, landing page copy.
o Raise the standard of copy and content that fuels ads, email, and onsite.
o Collaborate with Brand/Creative to turn brand ideas into conversion outcomes.
* Leadership and operating rhythm
o Lead and develop the digital team with clear priorities, scorecards, and accountability.
o Create a high-performance culture: weekly WIPs, monthly business reviews, quarterly planning.
o Coordinate cross-functionally with Supply Chain, Customer Service, Finance, and Brand to hit targets.
About you
Must-have
* 8+ years in digital / ecommerce growth, with 3+ years leading a team.
* Proven ownership of ecommerce P&L, forecasting, and profitability levers.
* Deep hands-on proficiency in Meta Ads, TikTok Ads, Google Ads (search/shopping).
* Strong working mastery of Shopify and Klaviyo (flows, segmentation, deliverability, reporting).
* Demonstrated ability to scale spend while managing blended efficiency and margin outcomes.
* Strong commercial acumen: understands COGS, margin, pricing, promo strategy, and merchandising.
Highly valued
* Creative skills or strong creative judgement: can write or direct high-performing copy and briefs.
* Experience in FMCG, supplements, functional beverages, or high-velocity DTC brands.
* Advanced analytics mindset: cohort analysis, LTV modelling, incrementality, attribution trade-offs.
* Leader who can set standards, coach, and drive accountability without drama.
* Fast, structured operator: prioritises the highest-leverage work and ships consistently.
* Strong stakeholder management: confident partnering with CEO, CGO, Marketing and Brand.
About EHPlabs
At EHPlabs we are about leading health and fitness through our ethos of 'we rise by lifting others'. Our prefix 'EHP' stands for 'Empowered Human Potential' as we believe in empowering our community with the tools and vital information to make better-informed decisions leading to healthier, happier lifestyles.
Since our launch in 2012 we are proud to have positively impacted millions of people's lives through our industry-leading fitness supplements as well as our high-impact marketing through digital channels.
We are a team of passionate people who strive for continuous and never-ending improvement. To learn more about us please visit our website: http://ehplabs.com
Benefits
* Fun, supportive, high-performance culture
* Discounted supplements, energy drinks and protein bars
Note: To be considered for this role, you must have the right to live and work in Australia.
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