Head of eCommerce & Lifecycle

Company Description

Lettuce Grow, an initiative of the Farm Project, is dedicated to making fresh, sustainable food accessible to every home. Our mission is to empower individuals to grow their own healthy and abundant harvests with ease, using our innovative self-watering, self-fertilizing hydroponic systems. By simplifying the grow-your-own experience, we aim to make sustainable food cultivation more reliable, enjoyable, and anxiety-free. Join us in our efforts to transform the future of food and create a more sustainable food system.

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Role Description

We’re looking for a fractional Head of eCommerce & Lifecycle to help optimize our direct customer revenue engine. This role will focus on improving conversion, onboarding, retention, and upgrade paths across our Shopify storefront and lifecycle marketing programs. The goal is to help more customers succeed with growing while increasing long-term customer value.

You’ll work closely with our founders and marketing team to analyze acquisition and lifecycle performance, design better funnels, improve merchandising and landing pages, and build segmentation and CRM strategies that increase repeat purchases and upgrades.

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What you'll work on

• Improving conversion, merchandising, and landing page performance across our Shopify storefront
• Analyzing lifecycle and cohort data to understand customer behavior and retention patterns
• Designing funnels and lifecycle campaigns that increase refill frequency and repeat purchases
• Building segmentation strategies based on product ownership, behavior, and acquisition channel
• Optimizing upgrade paths across our ecosystem (e.g., Counterstand → Nook → Grow Packs and accessories)
• Implementing loyalty programs
• Testing offers, bundles, and promotions that increase AOV and lifetime value

This role collaborates closely with our paid media, CRM and creative teams but focuses specifically on DTC lifecycle revenue and commerce optimization.

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Who should apply

This role is ideal for someone who has helped build or scale the lifecycle and revenue engine at a DTC or omni-channel brand.

You might have previously been:

• Head of eCommerce
• Director of eCommerce
• Head of Lifecycle / Retention
• DTC Growth Lead

You likely have experience:

• Working in Shopify-based businesses
• Improving conversion rate and customer lifecycle performance
• Designing funnels, segmentation strategies, loyalty or subscription programs and CRM flows
• Running experiments that increase repeat purchases and lifetime value
• Operating in lean teams where strategy and execution are closely connected

This role is hands-on and analytical — perfect for someone who enjoys building systems that improve customer outcomes and long-term revenue.

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How to Apply

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