Director of Ecommerce & Digital Product

About ULTRA

Ultra is building the category-defining nicotine-free pouch brand. We’re a fast-moving, data-driven team obsessed with product quality, customer experience, and long-term brand equity. We sell across DTC, Amazon, and TikTok Shop - and we’re growing fast.

This is an early-stage role with a high ceiling. You’ll be a key operator shaping how we sell, how we convert, and how we build the digital infrastructure to support what comes next.

The Role

We’re looking for a Director of Ecommerce & Digital Product to own merchandising across all digital storefronts, site optimization, and how we architect and evolve the tech systems that power it all.

You’ll work directly with the CMO and partner closely with our growth, data, and creative teams.

The right person is a sharp operator who’s equally comfortable in a spreadsheet, a Shopify backend, and a conversation with a developer. You don’t need to code, but you need to be fluent enough to move fast - including using AI coding tools to prototype or ship small features yourself when the situation calls for it.

What You’ll Own

Storefront Merchandising

• Own the merchandising strategy and execution across Ultra’s DTC site, Amazon, and TikTok Shop.

• Manage product listings, PDPs, imagery, copy, and promotional placement to maximize discoverability and conversion.

• Build and maintain a merchandising calendar aligned with launches, promotions, and seasonal moments.

• Ensure brand consistency and product messaging are airtight across all commerce surfaces.

• Partner with creative and brand to optimize content at every stage of the shopping funnel.

Conversion Rate Optimization

• Own CRO across our key storefronts - identifying friction, forming hypotheses, and running structured tests.

• Build a systematic experimentation program: A/B testing, multivariate tests, UX improvements, and funnel analysis.

• Use data to diagnose drop-off and prioritize the highest-impact fixes.

• Partner with the data team to ensure you have clean, reliable reporting on storefront performance.

• Translate customer behavior insights into concrete site and listing improvements.

Digital Product & Tech Systems

• Own the digital product roadmap for Ultra’s ecommerce experience - what we build, buy, or integrate.

• Manage our agency and dev partners: write clear specs, run sprints, and hold execution to a high bar.

• Evaluate, implement, and optimize our ecommerce tech stack (apps, integrations, automation tools).

• Identify opportunities to architect things more efficiently - simplifying where we’re over-engineered, adding capability where we’re under-built (e.g. SMS).

• Use AI coding tools to rapidly prototype or deploy small features without waiting on a full dev cycle.

• Stay ahead of platform changes (Shopify, Amazon, TikTok Shop) and proactively adapt our systems.

Why You’re a Fit

Experience

• 5-8 years in ecommerce, digital product, or DTC operations - ideally at a consumer brand.

• Hands-on experience with Shopify (Plus preferred) and at least one major marketplace (Amazon and/or TikTok Shop).

• Track record of running CRO programs that moved the needle - not just setting up tests, but improving conversion.

• Experience owning or contributing to a digital product roadmap and managing external dev resources.

• Familiarity with modern ecommerce tooling: Klaviyo, Google Analytics/GA4, Replo or similar landing page tools.

Mindset & Approach

• You think in systems - you’re always looking for the more elegant, scalable way to do something.

• You’re comfortable with ambiguity and can set your own agenda without a lot of hand-holding.

• You move fast and ship things - you don’t let perfect be the enemy of good.

• You’re as comfortable in the weeds (fixing a PDP, QAing an integration) as you are at the strategic level.

• You’re an eager adopter of AI tools - you use them to go faster, not just to seem current.

• You have an eye for design and brand - you understand that how something looks is part of how it converts.

• Bonus: Experience at a subscription CPG brand.

Benefits and Perks

Benefits include medical, dental, and vision coverage, HSA access, a 401(k), equity, and all the Ultra pouches you could ever want.

Equal Employer Opportunity

Ultra is proud to be an equal opportunity workplace. We value a diverse workforce and an inclusive culture. We encourage applications from all qualified individuals regardless of race, color, religion, gender, sexual orientation, gender identity or expression, age, national origin, marital status, disability, or veteran status.

We comply with all applicable employment laws, including the NYC Fair Chance Act, and provide reasonable accommodations as required by law.