DTC ECOMMERCE MANAGER
Marketing | Direct-to-Consumer | Remote
Department: Marketing
Reports To: VP of Marketing & Strategic Partnerships
FLSA Status: Exempt
Employment Type: Full-Time | W-2 Employee
Location: Remote (U.S.) — periodic travel to Salem, OH required
Compensation: $75,000 – $95,000 / Year
POSITION OVERVIEW
Xterra Health is a fast-moving, mission-driven organization built to empower veterans through transparent access to the care, benefits, and support they've earned. We are launching a direct-to-consumer physical product line built for the same veteran community we already serve.
We need someone with an entrepreneurial mindset to run this like it's their own business.
The DTC Ecommerce Manager owns our online store end to end. You will stand up our Shopify storefront and integrate it into the existing XterraHealth.com experience, build the product catalog, decide how we fulfill orders, manage inventory and suppliers, merchandise the shop, and own the day-to-day operation of a real physical-goods business. This starts as a one-person shop. You will be the buyer, the merchandiser, the operator, and the person who makes sure orders actually arrive.
This is an operator role for someone who has built a store before and wants to build another one — this time with a mission and a growing company behind it. As volume grows, this role grows with additional headcount as needed. This role will eventually transition into leadership of the DTC function.
If you have ever run a small ecommerce business and secretly enjoyed the day to day lever-pulling in Shopify, if you know and love the veteran community, and you have great taste in quality CPG products, then this role is for you.
KEY RESPONSIBILITIES
Store Build & Platform Ownership
- Stand up and own our Shopify storefront from scratch — theme, navigation, product pages, apps, payments, and shipping configuration
- Integrate the store into the existing XterraHealth.com WordPress site so customers move between services and products in one seamless brand experience
- Implement and manage subscription and recurring-order functionality as the catalog matures
- Own store uptime, integrations, and troubleshooting; know what you can fix and when to pull in our web developer or software engineer
Merchandising & Product Catalog
- Build and maintain the product catalog: SKUs, variants, pricing, collections, imagery, and product copy
- Merchandise the store to drive average order value — bundles, collections, cross-sell, and featured placements
- Plan and execute limited-edition drops and seasonal releases, including co-branded collaborations
- Partner with Brand Marketing on product photography, launch assets, and storytelling
Inventory & Fulfillment Operations
- Recommend and implement our fulfillment model — third-party logistics or in-house from our Salem, Ohio facility. We are deliberately leaving this open and will defer to your experience and judgment
- Own inventory management: stock levels, reorder points, safety stock, demand forecasting, and inventory accuracy
- Manage carrier relationships, shipping rates and zones, packaging, and delivery performance
- Own the returns and replacement process for damaged, lost, and returned product
- As volume warrants, help build and supervise a small fulfillment team
Sourcing, Suppliers & Co-Brand Execution
- Manage supplier and co-manufacturer relationships, including minimum order quantities, lead times, sampling, and production timelines
- Execute co-branded product collaborations in close partnership with our Director of Strategic Partnerships, who leads those relationships — you own the operational and production side of bringing them to market
- Source apparel and merchandise, including limited runs and print-on-demand where it makes sense
Margin & Business Performance
- Own landed cost and per-SKU margin; know what every product actually makes
- Report on revenue, contribution margin, average order value, repeat purchase rate, and inventory turns
- Reconcile store transactions against Finance records on a regular cadence and resolve discrepancies quickly
- Performance in this role is measured in part against the DTC P&L
Compliance & Brand Integrity
- Ensure product labeling and packaging meet applicable requirements for consumable goods, including nutrition and supplement facts, ingredient and allergen disclosure, and lot coding sufficient to support traceability
- Keep product claims substantiated and within brand guardrails — we are a physician-led company and our products will never imply a medical benefit we cannot support
- Coordinate with Finance and Legal on multi-state sales tax registration and economic nexus obligations as we ship into new states
- Maintain documentation and standard operating procedures for every core store and fulfillment workflow
Customer Experience
- Own order-related customer support: order status, shipping issues, damages, and replacements
- Coordinate with the broader team so product customers get the same standard of care as our services customers
QUALIFICATIONS
Required
- 3+ years owning direct-to-consumer ecommerce operations for physical products
- You have personally built and launched a Shopify store from scratch. This is a hard requirement — we need someone who has done the setup, not just managed a store someone else built
- You have owned a DTC store end to end as a solo operator or within a small team, rather than as a specialist inside a large ecommerce organization
- Hands-on experience with physical goods: inventory management, fulfillment, shipping, and returns
- Supplier and vendor management experience, including negotiating minimum order quantities and managing lead times
- Comfort with unit economics — landed cost, COGS, and margin by SKU
- Strong attention to detail, particularly around inventory accuracy and financial reconciliation
- Self-directed and comfortable building structure where none exists yet
Preferred
- Experience with apparel and consumable products — beverage, coffee, or supplements — and familiarity with applicable labeling and claims requirements
- Experience selecting and managing a third-party logistics partner, or standing up in-house fulfillment
- Amazon Seller Central or other marketplace channel experience
- Subscription or recurring-revenue ecommerce tooling
- WordPress integration experience
- Apparel, print-on-demand, or limited-run drop experience
- Multi-state sales tax and nexus familiarity
- Experience at a veteran-facing organization, in the military or government services space, or with military-connected audiences
- Military service or a personal connection to the veteran community
CORE COMPETENCIES
Shopify Platform Build & Administration- Merchandising & Catalog Management
- Inventory Planning & Fulfillment Operations
- Supplier & Co-Manufacturer Management
- Unit Economics & Margin Ownership
- Consumable Product Compliance
- Process Documentation & SOP Development
- Operator Mentality — Owns the Outcome
WHAT THE FIRST YEAR LOOKS LIKE
Months 1 through 3: Decide and stand up. Recommend our fulfillment model, build the Shopify store, integrate it with XterraHealth.com, and get our first products live and shipping accurately.
Months 4 through 6: Operate and prove it. The store runs on your systems. Inventory and reorder discipline are in place, our first co-branded release is in market, and margin reporting is clean and regular.
Months 7 through 12: Build for scale. Expand the catalog, launch subscriptions, evaluate marketplace channels, and build the documentation and fulfillment capacity to handle real volume without manual workarounds.
Beyond year one: scope, title, and compensation reviewed based on revenue growth and demonstrated impact. As the DTC business grows, so does this role — including the opportunity to lead the function and build the team under it.
COMPENSATION & BENEFITS
- Base salary: $75,000 – $95,000, commensurate with experience
- Medical, Dental & Vision: Eligible the first of the month following 30 days; Xterra Health covers 75% of employee premiums
- Unlimited PTO, plus 10 paid company holidays
- 401(k): 100% employer match up to 4% of eligible compensation; immediate vesting; enrollment the first of the month following 90 days
- Remote position; home office support provided
Our mission is to empower veterans through transparent access to the care, benefits, and support they've earned. We build teams that reflect that mission.
