DIRECTOR OF GROWTH & E-COMMERCE

DIRECTOR OF GROWTH & E-COMMERCE for Premier Research Labs (PRL) + Quantum Nutrition Labs (QNL)

Reports To: Chief Executive Officer (CEO)

Function: Growth / E-Commerce / Digital Commerce

Brands: Premier Research Labs (PRL) and Quantum Nutrition Labs (QNL)

Leadership Scope: Leads internal resources, agencies, technology partners, and future direct reports as the function evolves

Position Summary

The Director of Growth & E-Commerce is the accountable commercial leader for digital revenue, profitability, and the end-to-end practitioner and consumer experience across PRL and QNL. This leader builds and continuously improves an integrated digital growth engine spanning acquisition, education, product discovery, conversion, merchandising, retention, subscription and reorder, marketplaces, technology, and analytics.

For PRL, the Director ensures the digital experience advances the practitioner-first business model by connecting trusted clinical education, product understanding, account support, commerce, and ongoing engagement. For QNL, the Director translates the Active Longevity positioning into a compelling direct-to-consumer experience that helps health-conscious consumers understand their needs, select appropriate products and routines, purchase with confidence, and build lasting relationships with the brand.

The role advances PRL's mission of transforming global wellness through extraordinary quality and extraordinary innovation, empowering practitioners, patients, and health-conscious consumers to achieve optimal health and vitality within a united community. Consistent with Nick Labinsky's leadership expectations, this Director leads with integrity, servant leadership, disciplined accountability, cross-functional partnership, and an uncompromising commitment to quality. Growth must be measurable, profitable, compliant, sustainable, and worthy of the trust placed in PRL and QNL.

Key Responsibilities

Digital Growth Strategy, P&L and Planning

• Own the integrated digital growth strategy, annual operating plan, revenue forecast, and performance roadmap across PRL and QNL, translating company and brand priorities into measurable acquisition, conversion, retention, marketplace, and engagement goals.
• Manage the digital revenue plan, channel economics, operating budget, agency investments, and contribution-margin performance. Make disciplined recommendations about where to invest, optimize, test, scale, or stop.
• Build bottom-up monthly and quarterly forecasts and partner with Finance, Sales, Operations, and Supply Chain on demand planning, inventory readiness, launch assumptions, promotional volume, and variance management.
• Develop clear prioritization frameworks that balance customer and practitioner impact, financial return, strategic fit, regulatory requirements, technical feasibility, and organizational capacity.

PRL Practitioner Digital Experience and Education Activation

• Own the PRL website experience as both a commercial platform and a trusted practitioner engagement destination, improving onboarding, account experience, education, product discovery, clinical resources, ordering, and reorder.
• Build and continually improve the PRL Education Center so webinars, clinical presentations, protocols, research, expert content, product education, and training are searchable, useful, and connected to practitioner needs.
• Create a repeatable content-activation model that converts long-form education into compliant short-form video, articles, clinical summaries, FAQs, product and application guides, email content, social content, and downloadable resources.
• Use practitioner behavior, search, content consumption, account, and purchase data to improve personalization, education-to-commerce pathways, product adoption, engagement, and long-term practitioner loyalty.
• Partner with Practitioner Marketing, Sales, Clinical Education, Product Marketing, Customer Service, Regulatory, and Technology so PRL's digital experience strengthens - and never compromises - clinical credibility and practitioner trust.

QNL Consumer E-Commerce Experience

• Own the commercial performance and customer experience of the QNL website, including digital revenue, profitability, conversion, average order value, revenue per visitor, merchandising, product discovery, promotions, subscription, and the path to purchase.
• Bring QNL's Active Longevity positioning to life through need-based education, routines, bundles, recommendations, and journeys that help consumers make informed, confident choices.
• Continuously improve navigation, onsite search, collection pages, landing pages, product detail pages, cart, checkout, account and subscription portals, post-purchase experiences, mobile usability, accessibility, and site speed.
• Integrate customer feedback, support contacts, reviews, surveys, onsite search data, heatmaps, and session behavior into the digital roadmap.

Customer Acquisition and Organic Growth

• Own the strategy and economics of digital customer acquisition across paid search, paid social, affiliate, referral, SEO, and other approved performance channels, with clear expectations for CAC, MER/ROAS, payback period, customer quality, and lifetime value.
• Ensure acquisition plans align with brand priorities, product launches, claims guidance, inventory availability, gross margin, promotional strategy, and customer economics rather than optimizing media metrics in isolation.
• Partner with Creative, Brand, Clinical Education, and Regulatory to develop compliant, audience-specific landing experiences and content that communicate differentiated product value without overstating claims.
• Coordinate with the Director of Strategic Partnerships on digitally activating external partnerships; partnership origination and commercial negotiation remain with the partnerships function unless specifically assigned.

Conversion Optimization and Experimentation

• Build and maintain a prioritized, hypothesis-driven conversion optimization roadmap across the full funnel, including traffic-to-landing-page alignment, product discovery, education, PDPs, cart, checkout, account, and subscription experiences.
• Establish sound testing practices with defined hypotheses, guardrails, success measures, sample considerations, documented learning, and clear decisions to scale, refine, or stop.
• Reduce friction and increase trust through stronger mobile UX, page performance, product clarity, social proof, ratings and reviews, transparent offers, checkout simplicity, and compliant trust signals.
• Use personalization and automation responsibly to improve relevance and operational efficiency while protecting customer data, brand integrity, and the human relationship at the center of PRL and QNL.

Lifecycle, Subscription, Loyalty and Customer Value

• Own lifecycle strategy across CRM, email, SMS, onboarding, education, replenishment, cross-sell, win-back, reactivation, and ongoing engagement for both practitioners and consumers.
• Develop behavior- and need-based journeys that move beyond primarily promotional communication and improve repeat purchase, reorder, retention, purchase frequency, engagement, and lifetime value.
• Own the QNL subscription experience and economics, including offer architecture, attach rate, cadence options, portal usability, skip/swap flows, payment recovery, voluntary and involuntary churn, and reactivation.
• Evaluate and develop compliant loyalty and referral programs that strengthen community, advocacy, organic growth, and long-term brand relationships.

Amazon, Marketplaces and Digital Shelf

• Own Amazon and approved marketplace strategy as integrated commercial channels, with accountability for revenue, profitability, assortment, catalog quality, content, advertising, promotions, inventory, launches, and SKU productivity.
• Maintain best-in-class digital shelf execution across titles, attributes, imagery, keyword indexing, product detail content, ratings and reviews, and brand-store experiences, in partnership with Brand and Regulatory.
• Monitor pricing integrity, unauthorized seller risk, channel conflict, chargebacks, shortages, fees, and marketplace policy changes; escalate material risks and coordinate corrective action with Sales, Finance, Legal, Operations, and leadership.
• Set clear strategies, scopes, service levels, and performance expectations for marketplace agencies and partners, and make evidence-based decisions to increase, maintain, reduce, launch, or pause investment by SKU.

Digital Merchandising, Promotions and Product Launches

• Lead digital merchandising and promotional planning in partnership with Brand, Product Marketing, Practitioner Marketing, Sales, Finance, Operations, and Supply Chain.
• Determine how products, routines, bundles, subscriptions, seasonal priorities, education, and launches should be presented across each digital channel and audience.
• Ensure every promotion has a defined business objective, target audience, inventory plan, margin guardrail, measurement approach, and post-event assessment of incrementality and long-term customer behavior.
• Own digital launch readiness, including content, claims approvals, catalog setup, tracking, site stability, inventory availability, customer-service preparation, and post-launch performance review.

Technology, Data and Digital Operations

• Own the e-commerce and growth technology roadmap, including commerce platforms, CMS, CRM, subscription, search, reviews, personalization, experimentation, analytics, attribution, tag management, and integrations.
• Partner with Technology and vendors to maintain platform stability, data quality, security, privacy, accessibility, integration reliability, and readiness for major launches and commercial moments.
• Build business cases and requirements for new tools and capabilities; avoid unnecessary complexity, duplicate systems, and technology investments that do not create measurable value.
• Manage development, media, CRO, SEO, marketplace, and other external partners against clear scopes, budgets, service levels, deliverables, and performance outcomes.

Analytics, Forecasting and Performance Management

• Establish a single, trusted digital performance dashboard and operating cadence across acquisition, e-commerce, lifecycle, subscription, Amazon, content, and practitioner engagement.
• Translate data into concise leadership narratives that identify what happened, why it happened, risks and opportunities, recommended actions, owners, and expected business impact.
• Track leading and lagging indicators such as digital revenue, contribution margin, sessions, new customers and practitioners, CAC, MER/ROAS, conversion rate, AOV, revenue per visitor, repeat purchase, retention, subscription attach and churn, LTV, promotion incrementality, Amazon profitability, SKU productivity, content engagement, site performance, and customer satisfaction.
• Conduct monthly business reviews, explain material variances transparently, diagnose root causes, and implement course corrections with urgency and accountability.

Regulatory, Quality and Brand Stewardship

• Ensure digital content, product claims, testimonials, reviews, promotions, and customer journeys comply with applicable FDA, FTC, privacy, accessibility, and company requirements in partnership with Quality, Regulatory, and Legal resources.
• Maintain disciplined review and approval workflows while improving speed through clear briefs, early alignment, reusable standards, and accurate source documentation.
• Protect PRL's Quality Without Compromise standard and both brands' credibility by refusing growth tactics that create misleading expectations, erode practitioner trust, or place short-term revenue ahead of long-term reputation.

Cross-Functional and People Leadership

• Serve as the digital connector across Brand, Practitioner Marketing, Product Marketing, Clinical Education, Creative, Sales, Strategic Partnerships, Operations, Supply Chain, Finance, Customer Service, Quality, Regulatory, Technology, and external partners.
• Establish clear briefs, decision rights, priorities, owners, timelines, dependencies, and performance expectations so initiatives move from strategy to execution with speed and accountability.
• Build the capabilities, processes, agency model, and future team structure required for the next stage of profitable digital growth; hire, coach, develop, and hold team members accountable as the organization expands.
• Model servant leadership by removing barriers, inviting constructive challenge, sharing credit, addressing problems directly, and creating an environment where people can do extraordinary work together.
• Perform other responsibilities reasonably assigned in support of company priorities and business needs.

Experience and Leadership Profile

Required Experience and Capabilities

• 8+ years of progressive experience in e-commerce, digital growth, or digital commerce, including at least 3 years leading teams, agencies, or a significant commercial function.
• Demonstrated success owning digital revenue, budgets, forecasts, and profitability for a DTC, health and wellness, dietary supplement, healthcare, or CPG business; multi-brand or omnichannel experience strongly preferred.
• Broad command of acquisition, CRO, digital merchandising, lifecycle marketing, subscription, marketplaces, content-to-commerce, analytics, and customer experience.
• Experience managing modern e-commerce platforms, analytics and attribution tools, CRM/email/SMS systems, subscription technology, testing platforms, and development or agency partners.
• Strong financial and analytical judgment, including comfort with contribution margin, CAC, payback, LTV, cohort performance, forecasting, promotion incrementality, and SKU/channel economics.
• Working knowledge of dietary supplement advertising and claims considerations, including the importance of FDA/FTC compliance and disciplined Quality and Regulatory review.
• Proven ability to translate complex science, education, and product differentiation into clear, trustworthy, high-converting digital experiences.
• Strong written, verbal, and executive communication skills, with the ability to turn complex data into priorities and decisions.

Leadership Characteristics

• Owner's mindset: accepts accountability for outcomes, communicates risks and variances early, and follows through on commitments.
• Strategic builder: creates structure from ambiguity and can move fluidly between long-range strategy and hands-on execution.
• Quality-centered judgment: protects accuracy, compliance, brand credibility, and practitioner and consumer trust at every stage.
• Collaborative influence: aligns leaders and teams without relying solely on formal authority and treats cross-functional partners with respect.
• Continuous improvement: tests thoughtfully, learns quickly, challenges assumptions with evidence, and scales what works.
• Servant leadership: develops people, removes obstacles, listens well, shares knowledge, and puts the mission and team ahead of personal credit.
• Mission connection: is energized by helping practitioners, patients, and health-conscious consumers pursue optimal health and vitality.

What Success Looks Like

• PRL becomes a more valuable digital destination for practitioners, bringing together credible education, clinical resources, product discovery, commerce, reorder, and ongoing engagement in one connected experience.
• QNL acquires the right consumers efficiently, communicates Active Longevity clearly, improves conversion and subscription participation, and builds durable customer relationships.
• Digital revenue grows with stronger contribution economics, sound forecasting, effective inventory coordination, and disciplined investment decisions.
• The organization develops a dependable test-and-learn culture, a trusted performance view, and faster cross-functional execution with clear ownership and accountability.
• Digital growth consistently strengthens product quality, regulatory compliance, practitioner trust, customer experience, and the long-term reputation of PRL and QNL.

PRL Values in Action

Transformation: Build digital experiences and capabilities that meaningfully improve how practitioners and consumers learn, engage, purchase, and achieve better health outcomes.

Extraordinary: Set a high bar for quality, innovation, clarity, execution, and measurable performance. Pursue excellence without compromising integrity.

Community: Create connected experiences and collaborative ways of working that strengthen relationships among practitioners, patients, consumers, employees, and partners.

Originally posted on Himalayas