🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem. ⬇️ SEE EXAMPLE ⬇️

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HARRY’S TEARDOWN: 10X Health System is a premium health optimization company built on a simple but powerful idea: use your own genetic and blood data to tell you which supplements, protocols, and therapies your body actually needs — then sell you those exact products through a personalized, subscription-driven DTC ecosystem.

The entry point is a $599 genetic test or a $599 blood test. Once a customer gets their results, they’re matched to a customized supplement protocol priced at $16–$79 per product per month. Above that, the company offers hormone therapy, IV therapy, peptide treatments, and clinical wellness services through a growing network of franchised clinics — with franchise fees starting at $100,000 and total initial investment running $215K–$523K.

The platform runs on Shopify Plus. Amazon is a confirmed second channel with its own P&L. The company also operates an affiliate program recruiting health influencers, biohackers, and digital marketing creators. It is, in other words, three businesses in one: a DTC ecommerce brand (supplements + testing kits), a clinical services business, and a B2B franchise system.

Several business databases report the following:

10X Health was co-founded in 2021 by Grant Cardone, Brandon Dawson, and human biologist Gary Brecka. Cardone brought the brand — tens of millions of social media followers across platforms and a cultural movement built around the “10X” philosophy.

Dawson brought institutional credibility: he previously sold his hearing-care consulting firm, Audigy Group, for $151 million at 77x EBITDA — one of the highest multiples ever for a business of that type. And Brecka brought the scientific credibility and the content engine. That combination scaled the company from $4 million to $120 million in roughly three years.

Then Brecka left.

After a public litigation battle that settled in April 2025, Brecka launched The Ultimate Human — a competing brand backed by Mark Wahlberg that targets the identical customer with overlapping protocols. 10X Health then appointed a new President/COO (Jeff Zwiefel) in March 2026 and a new CMO (Will Sliger).

The org is in active reconstruction, and they appear to favor local candidates.

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Based on my research, this is not a “maintain and optimize” job.

This appears to be a rebuild-the-DTC-acquisition-engine-from-scratch job. The subscription infrastructure exists. The Shopify Plus storefront is live with 46+ supplement SKUs. The Amazon channel has its own P&L. The 10X brand ecosystem — Grant Cardone’s audience of entrepreneurs and performance-obsessed executives — still generates warm leads at a scale most DTC brands would kill for. What seems to be missing is the person who can take all of that and turn it into a defensible, measurable, margin-positive digital commerce business that doesn’t depend on any single celebrity.

Here’s why a qualified candidate should seriously consider this:

The health optimization and precision wellness category is real, it is enormous, and it is growing fast. The global wellness industry is a $5.6 trillion market. The global dietary supplement market alone exceeds $192 billion and is growing at a 9.1% CAGR. DTC supplement sales now account for 29% of the category and are growing 20–25% year-over-year.

That’s the customer 10X Health serves — the performance-obsessed affluent adult, typically 35–60, household income north of $150K, the type who reads Peter Attia, wears a WHOOP or Oura, and is willing to spend real money to feel ten years younger — is the highest-LTV buyer in this entire space.

When a customer buys a $599 test and subscribes to $60/month in supplements for 12 months, the lifetime value approaches $1,300+ against an estimated $150–$350 CAC. That math works beautifully — if the subscription retention holds.

Apparently, that’s the job.

Build the subscription retention infrastructure that creates genuine switching costs … Rebuild the new customer acquisition engine with channels that aren’t dependent on a single personality … Develop the incrementality measurement stack so every dollar of media spend is provably incremental … Defend Amazon branded search against a well-funded competitor who knows every converting keyword … And merchandise for EBITDA — not just topline revenue — because contribution margin is the daily proxy for cash health, and the era of growth-at-all-costs is over.

Brandon Dawson’s $151 million exit was built on this kind of disciplined, systems-driven scaling. The playbook is there. The infrastructure is there. The market is there. What’s missing is the operator who can execute it.

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ABOUT THE ROLE

The Vice President of Ecommerce is responsible for owning and scaling the entire digital commerce business for 10X Health System — including the Shopify Plus storefront, Amazon marketplace, and subscription commerce programs. The estimated digital revenue scope spans supplements, genetic tests ($599), blood tests ($599), and subscription protocols across both DTC and marketplace channels.

From what I can tell, your mission will be to …

• Rebuild the DTC acquisition engine on a foundation of measurable incrementality and contribution margin discipline. This means moving beyond blended ROAS and last-click attribution to understand the true marginal revenue generated by each channel — paid social, search, influencer, and affiliate — net of variable costs, so every dollar of ad spend can be justified on its actual profit contribution, not vanity metrics.
• Stabilize and grow the subscription base by building genuine switching costs through personalized, biomarker-driven lifecycle marketing. Rather than relying on discounts or inertia to retain subscribers, this approach leverages individual health data, usage patterns, and outcome signals to create a continuously personalized experience that becomes more valuable over time — raising the perceived cost of cancellation and compressing churn at every stage of the customer lifecycle.
• Defend and expand Amazon marketplace performance against a direct competitive threat from a former co-founder’s new venture. This requires a dual offensive and defensive posture: strengthening the brand’s review velocity, Buy Box ownership, and sponsored placement share while closely monitoring the competitor’s keyword strategy, pricing moves, and ASIN portfolio to respond with surgical precision before category share erodes.

THIS IS NOT A MAINTENANCE ROLE — this is a build-from-rebuild mandate with full P&L accountability.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

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Areas of Oversight

• Digital Revenue Performance & Contribution Margin Management. Own the complete Shopify Plus storefront P&L — revenue, conversion rate, revenue per visitor, average order value, and contribution margin — managing to margin as the daily proxy for cash health, not topline revenue.
• Build and maintain the Revenue Layer Cake model: separate new customer revenue from existing customer revenue in Shopify analytics so you can diagnose whether the acquisition engine, the retention base, or both are the binding constraint.
• Architect and optimize the digital customer journey from first visit through purchase, including landing pages, product pages, checkout flows, and post-purchase experiences — with rigorous A/B testing programs at every stage.
• Partner with paid media leadership to optimize traffic-to-revenue conversion across campaigns and landing experiences, ensuring every media dollar is measured by incremental contribution to new customer revenue — not platform-reported ROAS.

• Subscription Commerce & Retention Architecture. Own online subscription conversion rates, renewal rates, subscriber lifetime value, and churn metrics — with a clear-eyed understanding that the subscription file is the asset and everything else is a cost center supporting it.
• Optimize subscription enrollment flows on Shopify Plus: A/B test subscription vs. one-time purchase framing, implement subscription-first presentation as the default, and build enrollment incentives tied to protocol continuity rather than discounts.
• Build Klaviyo lifecycle trigger maps tied to specific genetic and blood test results: days 1, 7, 14, 30, 60, and 90 post-test-completion should each fire a personalized sequence that creates the one genuine switching cost available — a subscriber whose supplement recommendations are anchored to their personal biomarker data.
• Audit subscription tenure by acquisition source to isolate cohort-specific churn drivers. Customers acquired through different content channels will exhibit materially different LTV curves, and each requires a targeted retention response — not a generic email sequence.
• Partner with lifecycle marketing to align on-site messaging with retention campaigns, win-back flows (30/60/90-day post-churn sequences anchored to new protocol updates, not discounts), and SMS reorder reminders framed as protocol accountability.

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• Digital Merchandising & Conversion Rate Optimization. Own the digital merchandising strategy across all 46+ supplement SKUs, genetic tests, blood tests, bundles, cross-sells, upsells, and product collections — categorizing every SKU into Champions, Growth Drivers, Hidden Gems, and Underperformers to focus media investment where efficiency is highest.
• Build bundles that increase AOV and extend protocol commitment: the genetic test + 90-day supplement protocol bundle is the correct merchandising unit, not individual SKUs. Bundles increase AOV, reduce per-unit fulfillment cost, and create a stronger switching-cost narrative.
• Develop promotional and merchandising strategies tied to culturally relevant sales peaks — New Year’s protocol launch, quarterly 10X Conference events, Father’s Day (high-income male demographic), and custom brand moments — because the ad auction rewards brands that manufacture urgency.
• Implement dynamic pricing by SKU demand, charging more for high-velocity variants and less for slow-moving SKUs to maintain media efficiency and prevent out-of-stock events on top performers.
• Build and deploy a product match quiz (“What’s Your Protocol?”) as both a lead capture tool and a personalization engine that presells the test purchase as the natural next step in the customer’s health optimization journey.

• Amazon Marketplace & Brand Defense. Oversee the full Amazon marketplace P&L including PPC spend, ROAS, ACOS (branded vs. non-branded split), and category rankings — with a clear understanding that Amazon captures demand created by Meta, YouTube, TikTok, and PR; it does not generate incremental demand.
• Implement brand defense strategies on all primary branded search terms (10X Health, Superhuman Protocol, 10X supplements) as a non-negotiable priority. A former co-founder’s competing brand will target these exact keywords with inside knowledge of every converting term.
• Run Amazon incrementality studies before increasing spend: measure whether additional investment produces incremental total digital revenue or merely redistributes existing demand from .com to Amazon at higher cost.
• Use Amazon as a market intelligence source: track search term reports, category ranking data, and competitor review velocity in adjacent supplement categories (immune, cognitive, cardiovascular) to identify which product categories are being commoditized fastest.
• Evaluate expansion opportunities to additional digital marketplaces, including TikTok Shop as a top-of-funnel affiliate hybrid that drives value realization across the entire digital ecosystem.

• Technology, Analytics & Attribution Infrastructure. Own the Shopify Plus technology stack and ecommerce roadmap, including integrations, applications, and infrastructure powering the digital storefront — and conduct a Core Web Vitals audit (LCP under 2.5s, INP under 100ms, CLS under 0.1) as a first-month deliverable, because three years of app bloat creates technical debt that kills conversion before any A/B test runs.
• Build or oversee the development of dashboards connecting site performance to revenue outcomes, with contribution margin as the governing metric — not vanity metrics.
• Establish geo holdout incrementality measurement infrastructure (Northbeam, Triple Whale, or custom test design) as the foundation for every channel spend decision. Platform-reported ROAS without incrementality validation actively misallocates budget.
• Apply JSON-LD structured data markup to every product page (Product schema, Review schema, FAQ schema) to unlock rich snippets and increase organic CTR at zero incremental cost.
• Implement BIMI (Brand Indicators for Message Identification) in email so the verified 10X Health logo appears in the inbox before the email is opened — a disproportionately high-leverage trust signal for a premium brand.

• Content Engine & Brand-Accretive Customer Acquisition. Build the post-departure content engine using a Help-Hub-Hero architecture: 80% tactical SEO content answering questions the target customer is already Googling (“What does an MTHFR mutation mean for your supplement protocol?”), Hub-level evergreen frameworks (gated playbooks, quarterly newsletters), and 3–4 Hero campaigns per year tied to cultural moments.
• Develop a topic cluster SEO architecture with 5–7 pillar pages (health optimization, genetic testing for wellness, personalized supplements, blood testing at home, testosterone optimization, cognitive performance supplements) each linked to 8–10 long-tail cluster posts — a compounding organic search position that no paid competitor can buy around.
• Build a systematic customer outcome collection program: at days 30, 60, and 90 of a protocol, trigger automated video testimonial requests structured around “What was your health before? What did you do? How do you feel now?” These are simultaneously conversion assets, retention assets, and word-of-mouth referral engines.
• Engineer shareable outcomes: when a customer’s bloodwork shows meaningful improvement, deliver a beautifully designed “shareable result card” — the health optimization equivalent of Spotify Wrapped — personal, status-conferring, and inherently viral among high-income peer networks.
• Scale the affiliate program from commission-based sales to identity-based ambassador program: provide ambassadors with a free protocol (test + 90 days of supplements) in exchange for documented outcome content. More credible, more compliant, more brand-accretive than discount codes.

🟥 JOB SEARCH GOT YOU STUCK? Book an hour with VP/CMO ecommerce recruiter, Harry Joiner, who prepared this analysis. Includes a 3-month membership to NEXTgig™

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Qualifications

EDUCATION & CERTIFICATION

• Bachelor’s degree in marketing, business, or a related field — or equivalent experience building and scaling DTC ecommerce businesses. An MBA or advanced degree is a plus but not required if the results speak for themselves.

FUNCTIONAL COMPETENCIES — SKILLS, KNOWLEDGE & EXPERIENCE

• 10+ years of ecommerce leadership experience with at least 5 years owning a full digital commerce P&L — not just managing a channel, but owning revenue, margin, and cash flow.
• Proven track record scaling direct-to-consumer revenue for health, wellness, supplement, or CPG brands. Candidates from adjacent premium DTC categories (beauty, fitness, functional food) will be considered if the metrics are there.
• Deep, hands-on expertise with Shopify Plus and digital storefront optimization — including checkout flow architecture, app stack management, Liquid theme customization, and subscription app integration (Recharge, Skio, or equivalent).
• Amazon marketplace experience including PPC campaign management, branded search defense, listing optimization, and P&L ownership. You understand that Amazon is a demand capture channel, not a demand creation channel — and you can prove it with incrementality data.
• Demonstrated experience building subscription commerce programs with measurable improvements to enrollment rates, subscriber tenure, and lifetime value. You know the difference between forced retention (hard-to-cancel subscriptions) and earned retention (customers who stay because the product and experience are genuinely irreplaceable).
• Proficiency with GA4, Shopify analytics, and business intelligence tools. Familiarity with incrementality measurement platforms (Northbeam, Triple Whale, Measured, or custom geo holdout test design) strongly preferred.
• Experience with Klaviyo or equivalent ESP for lifecycle marketing — specifically, building triggered sequences tied to customer behavior events (not just generic welcome flows) and segmenting by acquisition source for cohort-specific retention strategies.
• Fluency in contribution margin accounting, unit economics (CAC, LTV, LTV:CAC ratio, payback period), and cash conversion cycle management. You manage to margin, not to topline revenue.
• Experience building or managing affiliate and influencer programs in health, wellness, or supplements — including FTC disclosure compliance, ambassador vetting, and outcome-based compensation structures.

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LEADERSHIP & MANAGEMENT COMPETENCIES

• Proven ability to build and scale high-performing teams responsible for digital merchandising, marketplace performance, site optimization, and analytics. You hire practitioners, not generalists.
• Comfort operating with full P&L accountability and communicating digital performance, opportunities, and strategic priorities to executive leadership — including translating complex performance data into clear strategic recommendations for non-technical stakeholders.
• Experience aligning marketing, product, and technology teams around shared digital revenue objectives in a fast-moving environment where the organizational structure is still being built.
• Ability to partner effectively with paid media, lifecycle marketing, product development, and franchise operations — because this business has multiple revenue engines that must be coordinated, not siloed.
• Track record of making sound decisions under ambiguity: prioritizing digital initiatives when not all the data is available, focusing resources on the changes most likely to produce measurable revenue impact, and killing underperforming initiatives quickly.

PERSONAL CHARACTERISTICS

• Builder mentality. You are energized by constructing systems from incomplete blueprints, not by maintaining systems someone else designed. This is a moat-building role, not a moat-defending role.
• High integrity and transparency. You will own compliance-adjacent decisions (health claims on landing pages, FTC disclosure on influencer content, earnings substantiation) and you take those responsibilities seriously.
• Self-directed and accountable. You don’t wait for permission to pull the Amazon branded search defense report or run the incrementality study. You do it because the business needs it.
• Commercially minded. You see every product page, every checkout flow, every email sequence as a revenue lever — and you can quantify the impact of each change in contribution margin terms.
• Resilient under scrutiny. This brand operates in a category with public critics, regulatory attention, and a competitive threat from a former co-founder. You are unflappable in the face of negative press and you respond with data, not defensiveness.
• Strong communicator who can present complex ecommerce performance data to executive leadership with clarity and conviction — and who can write a product page headline that converts as effectively as the dashboard they just built.
• Intellectually curious. You follow the health optimization, longevity, and precision wellness category because it genuinely interests you — not because it’s a job requirement. The best candidates in this space are also customers.
• Bias for speed with operational discipline. You understand that in a rebuild, the cost of moving slowly exceeds the cost of making a correctable mistake — but you never skip the incrementality baseline or the compliance review.

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🟥 EMPLOYERS: Separate from recruiting, I write investment‑grade recruiting briefs that walk A‑player ecommerce candidates through the real business case for your role – the market, channels, KPIs, tech stack, team, and AI issues – before they ever get on Zoom with you. I research / write it. YOU bless it. YOU own it.

RESULT: Your first‑round conversations are with 6-8 highly informed A-players who already understand where/how they can drive EBITDA. To have me write and send your posting out to this list, text Harry Joiner at (404) 281‑2025. Confidential briefs / application process are no problem.