---
title: 'Director, E-Commerce at FSAStore.com'
canonical: 'https://feeny.ai/job/director-e-commerce-fsastore-com-united-states-27rxyg8a5pdr'
type: 'job'
last_seen: '2026-10-24'
---

# Director, E-Commerce at FSAStore.com

- **Company:** FSAStore.com
- **Location:** United States
- **Work type:** remote
- **Posted:** 2026-10-23
- **Last confirmed live:** 2026-10-24
- **Apply:** https://job-boards.greenhouse.io/fsastorecom/jobs/8906458002

## Job description

About the role:

Health-E Commerce owns two of the largest benefit-dollar storefronts in the US, FSA Store and HSA Store, plus a growing virtual care business and a white label product line. We are hiring a Director, E-Commerce to set the strategy for those sites and own the cross-functional roadmap that delivers it.

This is a product-led seat, not a site operations seat. The ecommerce team here is strong on execution: merchandising runs a disciplined calendar, site operations ship reliably, and the testing program has high throughput. What it needs is a leader who defines the customer problem, decides which few bets are worth making, and prioritizes the team’s workload.

You will report to the VP of Growth Marketing and lead a team of eight across merchandising, experimentation, and site operations, with four direct reports. You will work in close partnership with engineering, paid media, lifecycle, creative, and merchandising.

Key responsibilities:

- The site strategy. Define the customer problem, the insight behind our approach, and the three or four bets that follow. Write it in prose, defend it with numbers, and revisit it quarterly.
- A single roadmap. One prioritized list across merchandising, experimentation, marketing, and product, sequenced against the constraint.
- The experimentation standard. Set the agenda for what gets tested and the minimum bet size that qualifies. Hold the program to measured, honest impact rather than a sum of claimed wins.
- Personalization. Own the strategy across onsite, working closely with paid marketing and CRM; including the identity and data work it depends on.
- The virtual care bridge. Connect our telehealth offering to the core shopping experience: eligibility unlocks, condition journeys, and the commercial case for both.
- Conversion and contribution. Own CVR, AOV, and contribution per session across both stores, with a particular focus on the checkout and mobile gaps.
- Site operations and merchandising quality. Launches, catalog and feed integrity, release QA, and the commercial calendar.
- The engineering relationship. Translate strategy into briefs with acceptance criteria, negotiate priority, and get work shipped in an environment where ecommerce competes for engineering time.
- The business review. Represent site performance to the executive team: what moved, why, and what we are doing about it.
- Your team. Develop four managers and the people under them and build the progression paths so team members grow in parallel with the company’s needs.

What success looks like

- By 90 days. A written site strategy the executive team has read and agreed to, with the bets named and sized. A single roadmap replacing the current list of parallel workstreams.
- By 6 months. Every testing lane has a live experiment tied to a named bet. Results are called within three business days of a test ending. The checkout and mobile funnel gaps are being worked rather than noted.
- By 12 months. A measured improvement in conversion and contribution per session that holds up against a holdout or conservative accounting. A functioning product practice. A team where each person owns something with its own metrics and a path to the next role.

What you'll need:

Two things you must be exceptional at:

- Writing strategy that survives scrutiny. You can define a customer problem, back it with data, name the bets, size them honestly, and defend the plan to a CFO.
- Running an evidence-based roadmap. You can show how a portfolio of tests and builds laddered to a constraint, what you killed, and what the program delivered.

Everything else is a bar to clear:

- Minimum of 8+ years in ecommerce, digital product, or growth, including time owning a transactional site's P&L contribution.
- Experience running or directly managing an experimentation program, with a point of view on test design, statistical rigor, and how to measure cumulative impact.
- Product management fundamentals: discovery, briefs, acceptance criteria, and prioritization against a constraint.
- Comfort in the data. You can interrogate a funnel yourself rather than waiting for a report.
- Enterprise CMS experience; Salesforce Commerce Cloud strongly preferred.
- Demonstrated ability to get work shipped through an engineering organization you do not control.
- People leadership, including developing managers and raising a team's standard.
- Strong financial acumen; comfortable with contribution margin, not just revenue.

## Nice to have

- Experience in a business with both products and online services, particularly telehealth or virtual care.
- Background in a category where the customer is spending constrained dollars (benefits, insurance, healthcare, or financial services).
- Hands-on familiarity with AB Tasty, Builder.io, Constructor, or comparable platforms.
- Experience building a product function where none existed.
- Private equity-backed environment experience.

Note for Current Employees:

Please use the internal job board in Greenhouse to apply. Applications submitted through this external link will not be tagged as internal.

Compensation, Benefits, & Additional Details:

Health-E Commerce's compensation philosophy is grounded in market data and internal equity to ensure fairness and consistency across the team. Individuals new to the company should generally expect offers to fall between the entry point and midpoint of the salary range.  Our goal is to provide an offer that supports growth potential within the role and allows for future salary progression.

- Compensation: $150,000 - $180,000
- Discretionary Annual Bonus Eligibility: Up to 20%
- Medical, Dental, Vision, and 401K with a company match
- Dependent Care, FSA & HSA accounts
- Paid Parental & Bonding Leave
- Flexible PTO & office closure on all major holidays
- Monthly wellness & internet reimbursements
- Professional development including certification support & leadership coaching
- Mental Health resources
- 100% remote within the United States
- Must be able to work EST hours

[Candidate Privacy Notice](https://www.health-ecommerce.com/employee-privacy-notice)

## About FSAStore.com

## Company Overview
- **One-liner**: FSAStore.com is the largest online retailer dedicated exclusively to FSA-eligible products, providing a one-stop shop and educational resource for consumers using Flexible Spending Accounts.
- **Entity Type**: Private
- **Headquarters**: New York, NY, USA
- **Founded**: 2010
- **Founders**: Not publicly available

## Core Business
- **Primary Industry**: E-commerce / Healthcare Consumer Goods
- **Target Customers**: B2C – primarily the ~35 million Americans who have a Flexible Spending Account (FSA) or Health Savings Account (HSA) through their employer.
- **Mission**: To help millions of FSA and HSA account holders manage and use their tax-free health money easily, eliminating the guesswork of what is eligible.

## Products & Services
- **FSAstore.com**: An e-commerce platform selling thousands of guaranteed FSA-eligible health, wellness, and personal care products. It also features an FSA Calculator, an Eligibility List, a Learning Center, and a Services section connecting users to 300,000+ practitioners.
- **HSAstore.com**: A dedicated store for Health Savings Account (HSA) eligible products, operating under the same parent company.
- **WellDeservedHealth.com**: A brand offering health and wellness products.
- **Caring Mill**: A private-label brand for personal care and wellness items.

## Market Standing
- **Valuation/Market Cap**: Not publicly available (Private company).
- **Key Metric**: Total Funding – $3M (source: [craft.co](https://craft.co/fsastorecom)).
- **Notable Investors/Partners**: Not publicly listed. Partners include major payment processors and FSA administrators.
- **Growth Signals**: The company operates multiple brands (FSAstore.com, HSAstore.com, WellDeservedHealth.com, Caring Mill) and serves a large, stable market of ~35 million FSA users. Active hiring across multiple departments (Engineering, Marketing, Data) indicates growth.

## Competitive Advantages
- **Exclusive Focus**: The only major standalone e-commerce site dedicated exclusively to FSA/HSA eligible products, removing the guesswork for consumers.
- **Integrated Resource Hub**: Combines shopping with education (Learning Center), tools (FSA Calculator), and service provider discovery, making it a one-stop platform for FSA management.
- **Strong Brand Trust**: Accepts all FSA debit cards and major credit cards, offers 24/7 customer service, fast shipping (1-2 day turnaround), and free shipping on orders over $50.

## Strategic Focus
- **Multi-Brand Expansion**: Growing a portfolio of brands (FSAstore, HSAstore, WellDeservedHealth, Caring Mill) to capture more of the tax-advantaged health spending market.
- **Data-Driven Personalization**: Actively hiring for a Marketing Data & Personalization Lead, signaling a focus on leveraging customer data to improve the shopping experience and marketing ROI.
- **Performance Marketing**: Hiring a Director of Performance Marketing and Performance Marketing Associates, indicating a push to scale customer acquisition.

## Why Work Here
- **Mission-Driven**: Work that directly helps millions of Americans save money on healthcare and use their benefits effectively.
- **Growth Stage**: As a private company with active hiring across multiple functions (Engineering, Data, Marketing), employees have the opportunity to shape the company’s trajectory.
- **Engineering & Data Focus**: The company is investing in its data and engineering teams (hiring Data Engineers, Senior Data Engineers, and a Cloud Support Engineer), suggesting a modern tech stack and data-centric culture.
- **Location**: Headquarters in New York, NY, with some remote roles available (e.g., Performance Marketing Associate).
- **Brand Portfolio**: Opportunity to work across multiple recognized brands in the health and wellness space.

## Sources
1. [fsastore.com](https://fsastore.com/)
2. [craft.co](https://craft.co/fsastorecom)
3. [help.fsastore.com](https://help.fsastore.com/hc/en-us/articles/9525139145623-What-is-FSAstore-com)
4. [job-boards.greenhouse.io](https://job-boards.greenhouse.io/fsastorecom)
5. [job-boards.greenhouse.io (jobs listing)](https://job-boards.greenhouse.io/fsastorecom/jobs/8524870002)

## Other roles at FSAStore.com

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- [Sr. Manager or Director, Growth Marketing](https://feeny.ai/job/sr-manager-or-director-growth-marketing-fsastore-com-united-states-1j8z757jmdd0) — United States
- [VP of Marketing - Telehealth](https://feeny.ai/job/vp-of-marketing-telehealth-fsastore-com-united-states-08rg4xfjsn5f) — United States
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- [Technical Sales Engineer](https://feeny.ai/job/technical-sales-engineer-fsastore-com-united-states-jtmp30kgnvwf) — United States
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