About Forma

The employee benefits market is broken. Companies invest millions annually in benefits that employees neither value nor use regularly. Forma, founded in 2017, set out to challenge this one-size-fits-all approach.

Forma's flexible benefits software enables companies to offer competitive packages while reducing costs and inefficiencies. It gives employees more choice and flexibility in spending their benefit allowances. The platform also saves HR professionals countless hours managing and supporting various solutions.

With Forma, companies can choose from a suite of products, including Lifestyle Spending Accounts, Health Spending Accounts, Health Reimbursement Arrangements, Flexible Spending Accounts, and more. These products allow companies to design and deliver customized benefits programs through a single platform. Employees can then spend account funds in three ways: The Forma Store, The Forma Visa Card, or claim reimbursement.

Forma has helped hundreds of renowned companies, including Stripe, Zoom, Lululemon, and Affirm, design inclusive, flexible benefits programs for nearly a million employees. We have a 98% customer retention rate, 75 NPS, and 98 CSAT ratings from members.

Forma is backed by Emergence Capital and Ribbit Capital. It has received numerous awards for its exponential growth, software innovation, and as a "Great Place to Work."

About the Role

As an E-commerce Consultant at Forma, you will drive strategy, execution, and performance across our digital commerce ecosystem. This role sits at the intersection of eCommerce, merchandising, growth, and is responsible for unlocking revenue, improving conversion, and scaling marketplace/vendor strategies.

You will act as a strategic advisor and hands-on operator, working cross-functionally with product, marketing, partnerships, and engineering to build and optimize a best-in-class commerce experience.

You Will

Work across multiple disciplines:

Strategy + performance

• Own end-to-end eCommerce performance, including conversion, AOV, and revenue growth

• Analyze funnel performance and identify opportunities across acquisition → conversion → retention

• Define and track KPIs; translate insights into actionable recommendations

Merchandising + experience

• Lead digital merchandising strategy (assortment, placement, promotions)

• Optimize onsite experience, including landing pages, navigation, and product/vendor pages

• Develop and test personalization and recommendation strategies

Vendor + partnership strategy

• Partner with the existing team to improve vendor mix and assortment strategy based on customer demand and business goals

• Identify opportunities to drive additional value through strategic partnerships (e.g., exclusives, promotions, co-marketing)

• Introduce structure for vendor prioritization and roadmap planning

Growth + experimentation

• Design and execute A/B tests and growth experiments

• Partner with marketing to drive lifecycle and retention strategies

• Optimize campaigns to increase repeat purchase and customer lifetime value

Cross-functional leadership

• Collaborate with product and engineering to define roadmaps and requirements

• Partner with analytics to build a single source of truth for performance

• Influence stakeholders and leadership with clear, data-driven recommendations

Preferred Skills

• 8+ years in eCommerce, digital strategy, or consulting

• Experience in DTC, marketplace, or omnichannel environments

• Background in both 0>1 and 1>10 environments is ideal

• Strong analytical mindset with experience in funnel analytics and experimentation

• Deep understanding of eCommerce best practices (merchandising, CRO, lifecycle)

• Experience managing or influencing vendor/partner relationships

• Ability to operate both strategically and tactically

Benefits and Perks

• Remote-first working environment

At Forma, we value diversity, and always treat all employees and job applicants based on merit, qualifications, competence, and talent. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Duties and responsibilities may not all be covered in the description, or may change over time at the discretion of Forma. You're encouraged to apply even if your experience doesn't precisely match the job description. Your skills and passion will stand out—and set you apart—especially if your career has taken some extraordinary twists and turns. At Forma, we welcome diverse perspectives, and people who think rigorously / aren't afraid to challenge assumptions. Join us!