Director of Digital Merchandising & GTM

Role Description

Own RYZE's product mix and sell strategy across DTC and marketplace — Amazon, TikTok Shop (incl. international), Walmart, and Target. You decide what products and bundles we sell, where they're sold, how they're promoted, and how we bring a new product and its sell strategy to life.

You work hand-in-hand with product innovation, carrying the commercial and channel lens into what we build and owning the go-to-market that brings it to life.

You also run the launch program itself — the cadence, the cross-functional orchestration, and the executive visibility that carry a GTM plan from concept through a coordinated, multi-channel launch.

What You'll Own

• Product Mix & Sell Strategy:
  • Define the products, bundles, and pack types we sell, and where each appears across DTC, marketplace, and subscription.
  • Build the bundling, add-on, and attach strategy that grows basket size and lifetime value.
  • Position products as subscription versus one-time purchase.
  • Translate each new product into a clear sell strategy — offer, message, placement, and prominence.
• Commercial Strategy & Offers:
  • Own discount and incentive architecture, subscription mechanics, and upsell strategy.
  • Own the cross-channel promotional calendar — what we promote, when, and how it ladders into bigger commercial moments.
  • Partner with Product Marketing on pricing, ensuring on-site execution reflects the commercial strategy.
  • Coordinate promotions, gifts, offers, and pricing so DTC and marketplace reinforce rather than compete.
• Merchandising & On-Site Experience:
  • Lead on-site merchandising — how products, bundles, offers, and plans are featured and sequenced to drive conversion and AOV.
  • Champion navigation, search, and product-page improvements with Product Management.
  • Drive site content and calendar with Marketing to fuel demand, acquisition, and loyalty across site and email.
  • Translate audience segmentation into personalized digital experiences.
  • Own premium, cohesive digital execution for all product launches.
• Go-to-Market & Product Innovation:
  • Partner with Innovation and R&D from concept, bringing the commercial and channel lens into the pipeline early.
  • Turn innovation into go-to-market: positioning, offer, bundle, pricing, and channel plan.
  • Build the launch narrative and sell story for new and reformulated products.
  • Own how we launch — sequencing, channel mix, offer, and merchandising from announcement through sustained availability.
  • Use consumer insight and early signals to refine GTM and inform the next wave of innovation.
  • Run the cadence of launch kickoffs and give leadership structured, forward-looking visibility into progress and risk.
  • Sharpen GTM playbooks after every launch, using retros to identify what should carry forward and what needs to change.
  • Evolve the tools and processes — including AI-assisted reporting — that keep an expanding, multi-brand launch calendar organized and visible.
  • Quantify the ROI of past launches to inform how we prioritize and sequence the ones ahead.
• Channel Strategy:
  • Think holistically across DTC, Amazon, TikTok Shop, Walmart, and Target — how product, offer, and pricing differ by channel and shopper.
  • Decide where each product is sold and featured, tailoring assortment and offer to each channel.
• Forecasting & Operations:
  • Partner with Operations on demand forecasting, inventory readiness, and launch timing so promotions and launches are backed by supply.
  • Use sell-through to refine the mix, retire underperformers, and scale what's working.
• Cross-Functional Leadership:
  • Serve as the primary digital product voice across DTC, pricing, channel, and commercial planning.
  • Drive alignment across Engineering, Design, Creative, and Performance.
  • Partner with Consumer Insights on customer needs and Innovation on the pipeline.
  • Build a high-performing, increasingly autonomous team — operating strategically, not in execution.
  • Serve as the connective tissue between teams, turning dense launch detail into clear, actionable direction for whoever needs it next.
  • Read company strategy closely enough to spot roadblocks before they land, and push them to resolution quickly.

Qualifications

• 5+ years of experience leading digital merchandising, product marketing, commercial strategy, or go-to-market initiatives for a consumer brand.
• 4+ years of experience managing complex cross-functional projects and product launches within DTC, CPG, or eCommerce environments.
• Experience with Shopify, Amazon, TikTok Shop, and other digital marketplaces is strongly preferred.
• Walmart and Target experience is a plus.

What We're Looking For

• A strategic leader who has built product and go-to-market strategies from the ground up.
• Ability to create the right product, offer, and customer experience across channels.
• Proficiency in using data, customer insights, and experimentation to drive conversion and business growth.
• Excellent at building scalable processes and managing multiple high-priority initiatives simultaneously.
• Comfortable partnering with Engineering, Design, Marketing, Operations, Finance, and Commercial teams.
• Ability to influence without authority, communicate with clarity, and anticipate risks before they become issues.
• Balance strategic thinking with operational excellence.

Benefits

• Competitive salary and performance-based bonuses.
• Comprehensive health, dental, and vision insurance.
• Flexible working hours and remote work options.
• Professional development opportunities.
• Employee discounts on products.