Summary:
The Director, Direct-to-Consumer (DTC) will execute the company's strategy for launching and running the brand’s direct-to-consumer e-commerce website, and will oversee delivery of the channel's P&L goals and targets as set by company leadership. This leader will build and run the DTC business from the ground up day-to-day, with accountability for hitting revenue growth and contribution margin targets within the strategy, guidelines, and budget the company sets — providing informed input and recommendations along the way, but operating within that framework rather than setting it independently. The role requires a hands-on operator who can execute channel strategy, run disciplined performance marketing, and partner closely with design, sourcing, supply chain, and customer service teams, while managing pricing and assortment, within company guidelines, to complement the company's wholesale and marketplace channels.
Job Title:
Director of DTC
The Director, Direct-to-Consumer (DTC) will execute the company's strategy for launching and running the brand’s direct-to-consumer e-commerce website, and will oversee delivery of the channel's P&L goals and targets as set by company leadership. This leader will build and run the DTC business from the ground up day-to-day, with accountability for hitting revenue growth and contribution margin targets within the strategy, guidelines, and budget the company sets — providing informed input and recommendations, but operating within that framework rather than setting it independently. The role requires a hands-on operator who can execute channel strategy, run disciplined performance marketing, and partner closely with design, sourcing, supply chain, and customer service teams, while managing pricing and assortment, within company guidelines to complement the company's wholesale and marketplace channels.
Responsibilities:- Execute the DTC channel strategy set by company leadership — providing input and recommendations, but operating within the agreed strategy, guidelines, and budget — and oversee delivery of the P&L, including revenue, marketing spend, and contribution margin targets
- Escalate any material changes to strategy, budget, pricing, or promotional cadence — and any discounting or spend above company-approved thresholds — to leadership for sign-off before execution
- Launch, operate, and scale the company's e-commerce website across the brand portfolio
- Manage Site Marketing and Promo calendar in partnership with Director, Digital Merchandising
- Lead paid customer acquisition across Meta, Google, TikTok, and other channels with disciplined ROAS/MER and CAC management, whether in-house or through agencies, holding spend within approved budget and contribution margin targets rather than optimizing for growth alone
- Drive conversion rate optimization across site experience, merchandising, product detail pages, and A/B testing programs
- Build retention and lifecycle marketing programs (email, SMS, loyalty) to grow repeat purchase rates and customer lifetime value
- Execute DTC pricing and assortment plans, in coordination with wholesale and marketplace channels and within company-set guidelines, to manage channel conflict with retail partners
- Establish KPI reporting and analytics infrastructure covering CAC, LTV, AOV, conversion, and contribution margin; present channel performance and recommendations to executive leadership on a monthly cadence
- Partner with supply chain and operations on demand planning, DTC fulfillment SLAs, shipping economics, and returns management
- Partner with Merchandising and Supply Chain on strategies to manage and liquidate aged and excess inventory through the DTC channel, in line with company targets
- Collaborate with design and product development on DTC-exclusive assortments and digital content requirements
- Build out B2B wholesale business on DTC site in partnership with B&M sales and Customer Service
- Recruit, develop, and lead the DTC team and manage external agency and vendor relationships
Qualifications:- Proven track record leading / scaling a profitable DTC business or channel
- Deep, hands-on performance marketing expertise, including direct management of Meta and Google ad platforms and budget allocation against ROAS/MER targets
- Strong command of e-commerce platforms (Shopify or comparable), site merchandising, and conversion optimization
- Experience with lifecycle marketing tools (e.g., Klaviyo) and building retention programs
- Highly analytical, with fluency in contribution margin economics, cohort analysis, and customer LTV modeling
- Experience balancing a DTC channel alongside established wholesale and marketplace businesses; home décor, textiles, or consumer products background preferred
- Entrepreneurial, hands-on operator comfortable building in a lean, resource-constrained environment
Education and Experience:
Bachelor's degree in Marketing, Business, or a related field; MBA a plus 10+ years of e-commerce and digital marketing experience, including 5+ years leading a DTC business or channel with P&L accountability Experience in a founder-led or private equity-backed consumer products company preferred Salary
$150,000 - $180,000
