Director of Ecommerce

About GU Energy Labs We are a family owned, purpose led sports nutrition manufacturer born and based in Berkeley since 1993, and still the leader in sports nutrition gels. We believe movement is everything – it makes us feel alive, and we serve a global community of athletes, beginners and world record setters, who are discovering and pushing their human potential. We’re a member of 1% For the Planet, and we strive to be the most impactful sports nutrition brand. Through our products, our partnerships, and programs like GU Gives, we work to support peak athletic performance, expand access to an active life, and protect the environments we live and play in. About the Role The Director of Ecommerce drives the vision, strategy, and growth of online sales and digital marketing across Amazon, DTC, and national and regional retailer websites. This role is responsible for developing and executing strategies to enhance GU’s presence, optimize consumer digital experiences, and achieve ecommerce revenue targets. The Director of Ecommerce owns DTC and Amazon as main drivers of our business, manages emerging sport specialty online channels such as The Feed and Fleet Feet Sports, and ensures a unified and dynamic brand experience throughout. The ideal candidate has an entrepreneurial spirit and is a strategic thinker with strong leadership skills and a deep understanding of how to grow a sports nutrition, vitamin, or supplement brand online. This leader creatively develops solutions, including leveraging AI tools, to manage business efficiently. This role responds to urgent challenges while simultaneously handling long-term strategic planning with ease. This role is a hybrid-position and will be required to work from our Berkeley HQ Tuesdays-Thursdays. What You’ll Do Ecommerce Strategy, Planning & Team Management: Develop and implement a comprehensive ecommerce strategy that aligns with overall business goals and drives online revenue growth. Serve as the voice of eCommerce across the organization, educating cross-functional teams on channel dynamics, retailer expectations, and digital growth drivers. Advance eCommerce priorities in leadership discussions, ensuring digital first thinking is embedded in broader business decisions and resource allocation. Drive cross-functional alignment across Marketing, Sales, Finance, Operations, and Quality teams, gaining buy-in for priorities that support eCommerce growth. Build consensus in a complex matrixed environment and be able to influence without direct authority. Translate complex data into clear, compelling narratives, tailoring the message appropriately for all audiences, whether marketing, sales or leadership. Lead, develop, and scale a high-performing ecommerce team, setting clear expectations, fostering accountability, and creating an environment where talent can grow and deliver measurable impact. Amazon: Own day-to-day management of GU’s Amazon business, including product listings, A+ content, pricing, inventory health, and promotions. Manage Amazon advertising strategy (Search, DSP, etc.) in partnership with internal and external media teams to drive ROAS and new customer acquisition. Analyze sales performance and customer behavior using Amazon Retail Analytics, Brand Analytics, and third-party tools to identify growth opportunities. Coordinate with supply chain and customer operations to ensure inventory availability and avoid OOS or overstock situations. Monitor and improve product rankings, reviews, and seller performance metrics. Negotiate directly with Amazon vendor managers on trade terms, co-op funding, and long-term account strategy. DTC / Shopify: Own customer acquisition, website optimization, and CRO for GUenergy.com, continuously enhancing the online consumer experience, ensuring intuitive navigation, optimized site performance, and a seamless purchasing journey. Oversee online merchandising, pricing strategy, product launches, offer strategy, and bundling. Drive subscription growth, landing page performance, checkout optimization, and overall customer experience. Own retention and LTV through email, SMS, loyalty, lifecycle marketing, segmentation, and win-back campaigns. Oversee website inventory, order management, and financial integration with Shopify. Work closely with CX and fulfilment teams. Launch additional marketplaces (TikTok Shop, Faire, etc.) as they align with company and growth objectives. Omnichannel Strategy: Ensure UX/UI brand experience is aligned across DTC and all ecommerce channels, working with content and brand teams to stay consistent with brand messaging, look, feel & tone. Align online and offline promotions with traditional retail partners like Walmart and Target, incorporating tactics like Instacart as needed. Develop and lead a promotional strategy across GU’s Specialty eCommerce environment (e.g., The Feed, Road Runner Sports, Fleet Feet.com). Monitor inventory and fulfillment to prevent stockouts or overselling. Reporting & Budget Management Maintain executive dashboard to track key KPIs which drive our ecommerce business forward. Develop and manage the ecommerce budget. Own the P&L for respective platforms. Generate and implement new sales and marketing initiatives to increase eCommerce sales and profitability. Manage media budgets and partner with agency teams on Meta, Google, YouTube, Amazon and specialty channels (The Feed, Fleet Feet Sports), knowing when to scale aggressively vs. optimize efficiency. What You Bring Required Bachelor’s degree in Marketing, Business, or related field. 7+ years of experience in ecommerce, including 2+ years in a leadership capacity, preferably in CPG or nutrition/health categories. Demonstrated experience owning P&L, budget, or trade-spend responsibility for a digital retail channel. Experience growing brands with major retail partners (e.g., Amazon, Target, Walmart, etc.) at a strategic account level. Strong knowledge of Amazon Seller Central/Vendor Central. Experience with Shopify Plus. Proficiency in digital marketing tools (Google Analytics, Meta Ads, Amazon Ads). Excellent analytical and organizational skills. Demonstrated relational intelligence, ability to build trust and navigate complex challenges with positivity and grace. Excellent interpersonal communication skills. About Benefits Medical, dental, and vision insurance 401(k) with company match Paid time off, mental health & company holidays Annual wellness benefit, athletic event entries, product & other perks Opportunities to give back to the planet we play on