REMOTE-BEFORE-RELOCATION – With more than 100 ecommerce searches each year, EcommerceRecruiter.com is the leading contingency-based recruiting firm serving the NRF, IR-1000, and B2B communities. To opt-in to our popular “Ecommerce Job of the Day” email, click here.

One of the coolest ecommerce jobs around!

HARRY’S COMMENTS: In their search for a world-class General Manager, Direct-to-Consumer Division, we are working with a $130 million health supplement etailer based in the southeast USA.

NOTE: This is a remote role initially, but this GM will be asked to relocate at some point in the next 12-24 months at the client’s expense.

About the Company

Our client is a CPG company that has established itself as one of the most successful operators in the ecommerce space. Founded in 2014 with a single product and no outside funding, the company has grown into a $130M+ annual revenue operation focused on building and scaling beauty and lifestyle brands for the U.S. market and beyond. With its strong foundation and proven track record, the client has committed to an ambitious goal: to become the largest player in the supplements industry within the next 10 years.

What sets the client apart is not just scale, but operational excellence. The company manages 100+ products, serving over 10 million customers with 567,000+ positive reviews. With a Top 50 ranking in Amazon’s Beauty & Personal Care category, the client has demonstrated mastery of the world’s most important ecommerce platform.

The company is headquartered in Miami, Florida, with its main office located in the vibrant Brickell district, where the founder is also based. In addition, the company maintains a secondary office in Belgrade, Serbia. This structure provides meaningful cost advantages while maintaining strong proximity to the American market.

The client’s newest brand represents the company’s entry into the supplement category—and it’s already a remarkable success story. In just three years, the team built the brand from an idea into an 9-figure enterprise, making it one of the fastest-growing supplement brands on Amazon. The brand currently operates at a $105M+ run-rate for 2025, up from $45M the previous year.

Now comes the pivotal moment. The brand has reached an inflection point where the Amazon business could be sold today for a strong outcome, or it could be leveraged as the economic engine to build a true billion-dollar multi-channel enterprise. The founder, who has successfully built and exited multiple consumer brands to eight-figure outcomes, has chosen the latter path. This General Manager role is the cornerstone of that decision.

With this client, hiring is not a support function—it is the foundation of the entire business model. The company has codified this philosophy into a formal mandate that defines how they approach recruitment, why it’s central to their success, and what they expect from every leader. This isn’t an HR guideline; it’s their constitution. Success is measured by the quality of people leaders bring in and the standards they protect.

About the Industry

The supplement industry is experiencing one of the most significant growth periods in its history, fueled by demographic shifts, wellness trends, and accelerated digital adoption. U.S. supplement usage jumped from 57.6% to 75% of adults post-pandemic, with online sales rising from under 7% in 2018 to approximately one-third of all sales by 2025. The U.S. market, valued at $64–70 billion in 2024, is expected to grow at a 5.5%–7.5% CAGR through 2030, with some optimistic forecasts reaching 9%+ CAGR, potentially pushing the market toward $100–120 billion by the early 2030s.

Amazon has become the dominant force in supplement ecommerce, capturing 43.2% of online vitamin sales—representing $11.1B of the $25.6B total online market. This platform dominance creates unprecedented advantages for brands that understand how to win there, providing both customer acquisition scale and the cash flow necessary to fund multi-channel expansion.

The DTC channel represents an even more compelling opportunity. Digitally-native brands now make up nearly 10% of sleep and focus supplement categories, and consumers increasingly demonstrate willingness to pay premiums for transparency, targeted formulations, and distinct branding. Companies like Ritual have scaled past $250M in revenue by building premium DTC brands that command customer loyalty and justify higher price points than traditional retail.

The current political and regulatory environment may provide additional tailwinds. With discussions around potential supplement coverage through FSA, HSA, and SNAP programs, along with generally favorable regulatory oversight, the industry could see accelerated adoption and reduced customer acquisition costs in coming years.

Social media platforms, particularly TikTok and Meta, have become central to supplement discovery and customer engagement. Influencer marketing, social commerce integration, and platform-native shopping experiences are rewriting the playbook for how supplement brands reach and convert customers. The brands that master these channels early will capture disproportionate market share.

However, the industry also faces real challenges. Supply chain volatility remains significant, with most vitamins sold in the U.S. depending on ingredients imported from China and India. Tariffs on specialty ingredients have risen sharply, creating margin pressure. The regulatory landscape, while currently favorable, shifts frequently and requires sophisticated compliance infrastructure.

Amazon’s marketplace faces increasing scrutiny over product quality, safety, and efficacy, with FDA actions against unsafe supplements potentially damaging the entire ecosystem. This quality backlash may actually accelerate the shift toward premium DTC brands that can control their entire customer experience and build direct trust.

The market remains fragmented, with major retailers like GNC, Walmart, and Target enhancing their online strategies while DTC brands build loyalty through personalized subscriptions. The winners in the next decade will be operators who can build authentic brands, manage complex supply chains, master performance marketing across multiple platforms, and maintain regulatory compliance—all while scaling profitably.

About the Role

This is not an incremental role. This is a foundational, entrepreneurial mission to build the core pillar of a billion-dollar company.

The client is seeking a world-class General Manager to be the singular owner and architect of the brand’s non-Amazon growth. Your mandate is clear and concrete: build a $200M+ revenue DTC business unit by architecting two powerful growth channels—a $150M+ engine on Meta and a $50M+ engine on TikTok.

Currently, the brand generates 99% of its revenue through Amazon and only 1% through DTC channels. You will build the operational and strategic infrastructure from the ground up to fundamentally transform this ratio. You are not optimizing an existing business; you are creating an entirely new division.

As the founder transitions into a Visionary/Chairman capacity, you will have unparalleled autonomy, resources, and a direct mandate to execute. You are not joining a team—you are building an enterprise. You will have full P&L responsibility for what will become the company’s main growth pillar.

Building World-Class Growth Teams

You will recruit, mentor, and lead elite Heads of Growth for both Meta and TikTok, empowering them to build and scale their respective customer acquisition machines. These are not ordinary marketing managers—they are channel leaders who will own eight-figure annual budgets and drive the majority of the division’s revenue. Your ability to identify, attract, and retain A-player talent at this level will determine your success.

You will also build a department of Brand Managers. These leaders will define product strategy, positioning, pricing, and ultimately determine what customers buy and why.

Executing a Sophisticated Matrix Operating Model

You will implement and lead a collaborative structure where Brand Managers (the “WHAT”—product, positioning, P&L) work in tight synergy with Heads of Growth (the “HOW”—customer acquisition, channel strategy). This matrix model reflects how modern FMCG leaders win, and your ability to make this structure function effectively will be critical.

Leveraging Proven Playbooks for Speed

You will not be starting from zero. You will build your R&D and operational functions by adapting and scaling the proven, in-house playbooks that built the client’s core Amazon business. This gives you an immediate and powerful unfair advantage—you inherit operational excellence, supply chain relationships, product development expertise, and customer insights that most DTC startups spend years trying to develop.

Launching and Scaling Multiple Channels

Your first 100 days will focus on delivering a roadmap for scaling, hiring your Head of Recruitment and potentially first Head(s) of Growth, selecting initial agency partners, and launching the Shopify and TikTok stores with initial product offerings.

With this foundation in place, the next stage is about translating strategy into execution and measurable growth, like …

• 12 months (from the hire of the first Head of Growth): Deliver $15M in DTC revenue
• 24 months: Scale to $60M in DTC revenue
• Final Goal: Build a $200M+ DTC business unit, with $150M from Meta and $50M from TikTok

The core of this build will take place in the United States. You will establish and expand the Miami office as the hub of DTC growth, leading the hiring of top-tier U.S. talent and building the leadership bench. While the Belgrade office will continue to support operations, the U.S. team will drive strategy, execution, and rapid scaling across channels.

The Economic Reality

This role comes with founder-level economic upside. The equity package is designed to reflect the reality that you are building a core pillar of a billion-dollar company. You will have base compensation between $200,000-$350,000 annually, performance-based bonuses tied to revenue growth KPIs, and meaningful equity participation designed to deliver life-changing financial returns upon success.

You will work directly with a founder who has successfully built and exited multiple companies and understands the value of delegating to A-players. He will provide you with trust, capital, and autonomy to execute your vision.

Why This Opportunity is Different

You are building on top of a highly profitable, nine-figure enterprise with immense brand equity and proven operational playbooks. The typical startup risks have been eliminated. You have a cash-flow-positive fortress funding your growth, established supplier relationships, proven products with hundreds of thousands of positive reviews, and deep customer insights from serving over 10 million customers.

You have radical autonomy with a proven partner. You have a clear, ambitious, unwavering mission. The client is not experimenting—they are executing a clear plan to build a category-defining, billion-dollar omnichannel brand. You will be the operational architect of its most critical growth engine.

You won’t believe how much we know about this search …

I spent a ton of time on the phone with the client teasing out exactly what you’ll need to KNOW and DO to hit the ground running in this role. Some of the things I can share with highly qualified candidates include …

1. The “real” background requirements for this position, along with the top five things all resumes MUST have to be considered for the role.
2. The top five problems that exist due to this position being open. These are the little brush fires you will be expected to put out during your first month on the job. Every ecommerce job has these — and this one’s no different.
3. What your average day/week will look like in this role. There’s what you read in the standard ecommerce job posting … then there’s reality. We’ve got the reality.
4. The leading and lagging KPIs that will determine your success in this role. In a nutshell: How you’ll keep score.
5. The major projects you’ll need to complete by Day 100 to be considered a home-run in this position. We’ve got the lowdown on how you can plug-and-play and drive REAL value in this ecommerce job.

I have a massive amount of proprietary intel to share with qualified candidates. My industry research for this assignment exceeds 100 pages! Be sure to TEXT me, Harry Joiner, at (404) 281-2025 for this info. Or simply use the email link when you apply for the role below.

Requirements

• Proven DTC scaling track record: Demonstrated ability to scale a business from $0 to $20M+ within aggressive timelines (growth pace matters – reaching $5M in 5 years is insufficient). Additionally, a proven track record of leading and orchestrating teams of 40–70 people, ensuring cross-functional alignment, operational efficiency, and cohesive execution toward rapid growth milestones.
• Full P&L ownership: Previous experience managing full profit & loss responsibility at tens of millions scale, ideally $20M+ annually
• Deep unit economics expertise: First-principles-based understanding of DTC unit economics including CAC, LTV, contribution margins, and working capital management (non-negotiable)
• Performance marketing mastery: Strategic expertise with Meta and/or TikTok with proven experience managing eight-figure annual advertising budgets
• FMCG and growth expertise: Hands-on experience with Shopify, TikTok Shop, and attribution tools; sharp understanding of product-channel fit in fast-moving consumer goods
• Elite team building capability: History of recruiting and successfully managing top-tier talent, including individuals with compensation packages of $250K+ annually
• Systems thinking: Ability to bring structure and clarity to complex, fast-moving situations; first-principles thinker who can design scalable systems from ambiguity
• Rapid execution capability: Track record of launching major initiatives (new channels, brands, product lines, regions) from idea to revenue in under 12 months
• Vision translation ability: If scaling someone else’s business, must demonstrate ability to internalize founder vision and translate it into clear multi-year execution plans
• High autonomy operation: Thrives with minimal oversight while maintaining alignment with company strategy; comfortable being the strategic partner a visionary founder trusts to execute independently
• International team management: Experience coordinating operations across multiple time zones and managing both U.S.-based and international teams

Responsibilities

Strategic Leadership:

• Own and architect the entire DTC ecosystem for the brand with full P&L responsibility for $200M+ revenue target
• Deliver and execute roadmap for scaling to $30M+ DTC revenue within 18 months, $60M within 24 months
• Build strategic frameworks and operating models that leverage personal network and industry best practices
• Translate founder vision into concrete execution plans with measurable milestones
• Maintain full operational authority based on mutual understanding with founder

Team Building & Organizational Development:

• Recruit and lead elite Head of Growth for Meta
• Recruit and lead elite Head of Growth for TikTok (from top 25 supplement brands on TikTok, excluding founder-led operations)
• Hire Head of Recruitment who can build recruitment function, structure department for senior talent acquisition, and operate based on the client’s hiring mandate
• Build department of Brand Managers who act as “mini-CEOs” of product lines with full P&L ownership
• Hire Head of Brand Management to scale collaboration between brand managers, product development, and Heads of Growth
• Build and manage 30+ person organization across U.S. and Belgrade, Serbia locations
• Ensure all Heads of Growth hit quarterly targets consistently

Channel Development & Scaling:

• Launch and scale Shopify storefront targeting $5M+ revenue within 12 months
• Develop and scale TikTok Shop operations to $10M+ revenue within 12 months
• Build $150M Meta advertising ecosystem through Facebook and Instagram
• Build $50M TikTok advertising platform and paid acquisition channels
• Develop Google Ads, affiliate marketing, and influencer partnership programs
• Create omnichannel integration between DTC channels and existing Amazon business
• Port Amazon-proven winners into DTC channels strategically

Performance Marketing & Growth:

• Manage eight-figure annual advertising budgets across multiple channels with profitable ROAS
• Implement sophisticated attribution modeling across Meta, TikTok, and other channels
• Optimize cost per acquisition across all paid channels while maximizing lifetime value
• Design and execute upselling, cross-selling, and product bundling strategies
• Build subscription model development for recurring revenue and loyalty programs
• Deploy email and SMS marketing automation for customer retention
• Implement A/B testing platforms and conversion optimization across all touchpoints

Operations & Systems:

• Select and manage initial agency partners for hiring, paid media, Shopify, and TikTok development
• Build technology and analytics infrastructure including attribution tools and performance dashboards
• Establish supply chain coordination with existing operations for DTC fulfillment
• Deploy Just-in-Time inventory management and working capital optimization
• Implement quality assurance systems aligned with supplement regulatory requirements

Brand & Product Management:

• Execute sophisticated matrix operating model coordinating Brand Managers (product strategy) with Heads of Growth (customer acquisition)
• Ensure multi-channel brand consistency across Amazon, DTC, and social channels
• Guide product differentiation strategy leveraging exclusive products and brand storytelling
• Monitor customer satisfaction metrics including NPS scores and review ratings
• Implement pricing and promotional strategies across channels
• Launch initial Shopify/TikTok store with 1-2 products and offer testing

Applications for this ecommerce job are being coordinated by Harry Joiner. To apply, CLICK HERE. Candidates, please be sure to email Harry for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.