About Great Lakes Wellness

Great Lakes Wellness has been around long enough to know what genuinely helps people feel their best. We make clean, reliable collagen and wellness essentials designed for real life—the busy, messy, beautifully imperfect kind. As part of the Wellmore Holdings family, we have the support to grow quickly while staying focused on creating products that truly serve our consumers.

We're here to make feeling better simpler and more accessible. Our team is a sharp, grounded, good-humored group of people who care about making high-quality products and building a brand that supports the people and communities we're lucky enough to reach.

About the Role

The Ecommerce Manager will drive the next phase of GLW's digital and DTC growth by leading site operations, optimizing merchandising and promotional strategies, enhancing UX/CRO for Greatlakeswellness.com. As a manager, this person will leading a team responsible for DTC, Amazon initiatives and all other .com marketplaces where GLW is present. This role requires a data-driven operator with strong merchandising, analytics, and cross-functional collaboration experience in a fast-paced CPG environment.

This role plays a key part in shaping the full customer journey—from first touch to conversion to retention—while owning core financial metrics across the Ecommerce P&L and partnering closely with Marketing, Operations, Sales Planning, and agency teams. The role reports to the General Manager, GLW, and works closely with cross-functional partners to execute with excellence.

What You'll Do

Site & Conversion Ownership

Own the end-to-end DTC site experience and conversion funnel, including landing page performance, navigation, onsite merchandising, and checkout optimization.

Analyze user behavior weekly and provide recommendations for UX, CRO, and overall customer journey improvements.

Lead digital merchandising strategy across Shopify, ensuring product visibility, discoverability, and optimized shopping paths.

Performance, Growth & Promotions

Develop and manage Ecommerce promotional calendars in collaboration with Marketing and Sales Planning.

Execute site testing strategies (A/B, multivariate) to improve conversion rates, average order value, and retention.

Partner closely with Lifecycle/CRM, Brand Marketing, and Performance Marketing to align traffic acquisition with onsite experience.

Financial Ownership & Analysis

Own the Ecommerce P&L including revenue, margins, MAP, trade rate, and overall GM impacts.

Lead forecasting activities for DTC and support planning for Amazon and other Ecommerce channels.

Review performance dashboards and KPIs regularly to identify trends, opportunities, and risks.

Cross-Functional Partnerships

Collaborate with Operations, Supply Chain, and Sales Planning to forecast demand, manage inventory flow, and prevent stock-outs or overstocks.

Partner with Customer Service to ensure an exceptional post-purchase experience.

Work closely with external Ecommerce, Amazon, and optimization agencies; manage workflow, priorities, and deliverables.

Channel & Team Support

Execute DTC initiatives and lead Amazon and Ecommerce AO partners or agency relationships supporting channel performance.

Drive day-to-day execution with Ecommerce and Amazon support partners.

Ensure strong cross-functional communication, alignment, and accountability.

Requirements

What We're Looking For

Bachelor's degree in Marketing, Business, or a related field; MBA preferred.

5+ years of Ecommerce, DTC, or online merchandising experience; CPG strongly preferred.

Strong understanding of digital merchandising and product content best practices

Strong knowledge of Shopify, GA4, Klaviyo, CRO tools, heatmapping, and site testing platforms.

Proven experience improving conversion rates, AOV, and retention KPIs.

Experience managing Ecommerce budgets, P&L ownership, forecasts, and promotional planning.

Strong analytical skills; ability to manage large data sets and extract actionable insights

Strong project management skills

Excellent communication skills and ability to work cross-functionally and with external partners

Ability to thrive in a fast-paced, high-growth environment.

Benefits

PERKS & BENEFITS

Join us in helping people be well, more! You will have the opportunity to work with sharp, motivated humans working to make a positive impact on the planet, on people and on the communities we live in. Some of our benefits & perks for full-time employees include{{:}}

Comprehensive Health Benefits

401K with a generous match

Generous Paid Time Off and Holidays

Telemedicine & Employee Assistance Program (EAP) resources

Paid Parental Leave (primary & non-primary)

Short-term and Long-term disability

Education, Fitness & BeWell Flex Funds

Rewards & Recognition (Bucketlist, Wellie Awards & Employee of the Month)

Employee Referral Program

Free Product across all brands!

The annual base salary range for this position is $125,000-$135,000 USD/year. The actual annual base salary offered may be adjusted based on a variety of factors, including but not limited to{{:}} location, education, skills, training, and experience. This position may also be eligible for an annual discretionary bonus.

Applicants for employment in the US must have work authorization that does not now or in the future require sponsorship of a visa for employment authorization in the United States. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, disability status, age, sexual orientation, gender identity and expression, marital status, or any other legally protected factor. GLW is committed to offering reasonable accommodation to job applicants with disabilities. GLW does not accept unsolicited agency resumes and is not responsible for any agency fees related to unsolicited resumes.

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Digital Transformation Business Leader

eCommerce Manager, GLW (Wellmore)