VP, Digital Product & Ecommerce

Seed's digital experience is a primary expression of the brand — and this role owns it. The VP of Digital Product & Ecommerce is accountable for the full DTC experience: how customers discover, evaluate, purchase, and stay. From conversion mechanics to brand expression, from product roadmap to launch execution, this is a commercial and creative leadership role in equal measure.

This isn't a process role. It's an outcomes role. The person who thrives here is equally at home in product strategy and ecommerce economics, moves fast without sacrificing quality, and holds a genuinely high bar for craft.

Digital Product

• →Set the vision and standard for Seed's digital experience across web and app — conversion-optimized, brand-forward, and technically excellent
• →Drive the product roadmap in close partnership with Engineering and Design, with clear accountability for delivery, quality, and measurable results
• →Own the A/B testing and experimentation program, translating learnings into improvements in CVR, AOV, and LTV
• →Champion site performance, accessibility, and speed as non-negotiables

Ecommerce & Commercial Strategy

• →Own discount and incentive architecture, subscription mechanics, and upsell strategy
• →Lead on-site merchandising — how products are featured, sequenced, and sold
• →Partner with Product Marketing on pricing dynamics and ensure on-site execution reflects broader commercial strategy
• →Translate audience segmentation into personalized digital experiences
• →Own the digital execution for all product launches — premium, cohesive, commercially effective

Cross-Functional Leadership

• →Serve as the primary digital product voice across DTC, pricing, channel, and commercial planning conversations
• →Drive alignment across Engineering, Design, Creative, and Performance on shared priorities
• →Build a high-performing, increasingly autonomous team — operating at the strategic level, not in execution

• You have 8+ years of digital product and ecommerce experience, with meaningful depth in DTC, conversion optimization, or subscription businesses at scale
• You've defined product strategy from ambiguity — not just optimized an existing experience, but articulated what it should become and built organizational conviction around your vision
• You lead cross-functional teams by setting strategic direction, not managing delivery. Engineering, Design, and Commercial partners look to you for the "what" and "why," not just the "when"
• You connect experience decisions to business outcomes and can articulate those tradeoffs clearly to executive stakeholders
• You're analytically fluent — comfortable with CVR modeling, cohort analysis, and experiment design — and you use data to sharpen strategic bets, not just measure outputs
• You operate with urgency and proactive judgment. When work stalls, you reframe, escalate, or move on — you don't let it drift
• You're opinionated and substantive, but intellectually honest. You form strong hypotheses, defend them with reasoning, and update them when evidence says otherwise
• You hold a high bar for craft and brand expression — you understand that a premium digital experience is a commercial differentiator, not just a functional channel
• You're a clear, structured communicator who can make complex strategy legible to senior stakeholders and cross-functional partners alike
• Bonus: experience in health, wellness, or consumer brands with premium positioning; familiarity with Shopify ecosystem or subscription platforms; exposure to personalization systems or agentic commerce

• A digital experience that converts, retains, and reflects the Seed brand at its highest expression
• A product strategy grounded in data that demonstrates the value of technology investment to the business
• Strong, trust-based partnerships across PMM, Engineering, Design, and Commercial — with shared language and clear ownership
• A team operating with increasing autonomy, with this role driving strategy, not coordination