The posting
nicity is a health intervention company. We connect people with the products, the app, and the community that together can genuinely change their health — starting with our yerba maté formulated to support fasting and a fibre drink that slows carb absorption at mealtime, brought together in the Feel Great program. Our customers don't just buy a supplement; they start a program that reshapes how they eat, how they feel, and how they live. That means the experience we build — from the first page someone lands on, through checkout, into the app, and across every week after — is what determines whether a customer actually transforms their health or drifts away.
About the Role
We're hiring a Director of Growth to own the entire e-commerce funnel, acquisition and retention - from a customer's first visit through checkout, first-purchase activation, and long-term repeat revenue. You'll lead two initiatives (Web/CRO and Email/Lifecycle) and be accountable for how they work as one system rather than two silos handing customers back and forth.
This is a builder-operator role, not a strategy-deck role. We want someone with hundreds of reps running structured experiments, who reads a funnel like a P&L, and who has personally shipped the tests, not just approved someone else's roadmap. You'll set the growth strategy and then implement it.
We are in the middle of redefining our tech stack, and you’ll collaborate directly with the Director of Product and Tech Leads to make sure your team has the tools it needs to succeed.
What You'll Own
- The full funnel, as one number. Conversion, AOV, activation, repeat rate, and customer LTV — one connected model, not a web metric and an email metric that never meet. You'll know exactly where visitors drop off across the entire lifecycle and why.
- A high-velocity testing program. Build and run the experimentation engine across landing pages, product pages, checkout, onboarding, and lifecycle email/SMS. Prioritize by expected impact, ship weekly, and hold the team to a real read on what won and what didn't. Our traffic comes with high built-in intent rather than from paid ads — so tests have to be designed for the volume and audience we actually have.
- First-purchase acquisition. Maximize the yield of every visit: page experience, offer structure, and first-purchase conversion. Our customers arrive with intent already established, so the job is to convert that intent — not manufacture it.
- Retention and lifecycle. Oversee our email/SMS team, onboarding, activation into the Feel Great app, re-order, winback, and reactivation. Grow repeat revenue and LTV as deliberately as first-purchase conversion.
- The promo and launch calendar. Ship the site pages, offers, and lifecycle flows behind product launches and promotions, coordinating timelines across marketing and design.
- Instrumentation and truth. Own tracking and reporting so the whole company sees the same funnel weekly, and turn it into a visible, prioritized hypothesis backlog. Bring the qualitative "why" — reviews, support tickets, surveys, session replays — because we can't lean on paid-channel data for audience insight.
- The team. Manage, coach, and raise the bar for the employees on the team (currently 4 people across Web/CRO and Email/Lifecycle); hire to fill gaps; set the operating cadence (weekly test reviews, roadmap, reporting).
What We're Looking For
- 6+ years in growth, CRO, lifecycle, or e-commerce, with 2+ years leading people — ideally at a high-performing DTC or subscription brand.
- A serious testing track record: you can talk through dozens of specific experiments you designed, the hypotheses, and what you learned when they lost.
- Full-funnel range — you've owned or worked hands-on across both acquisition/CRO and retention/lifecycle, not just one side.
- Fluency in the numbers: you build your own analysis, size opportunities before you test them, and understand statistical significance well enough to not fool yourself. SQL a strong plus; GA4/analytics and an experimentation tool (Optimizely, VWO, Convert, or similar) expected.
- Comfortable in the tools of the funnel — enough HTML/CSS to unblock a test, and hands-on experience with an ESP/lifecycle platform (Iterable, Klaviyo or similar).
- A leader who stays close to the work — sets direction and still reads the test results line by line.
- Genuine interest in metabolic health, fasting, or wellness is a plus, not a requirement.
Nice to Have
- Experience with affiliate-, influencer-, or referral-driven e-commerce (where attribution is different and on-site experience matters more).
- Shopify or comparable platform depth.
- Subscription/re-order or app-activation experience — moving people into a connected digital product, not just re-selling a SKU.
- Experience building a testing culture on a team, not just running tests yourself.
