Manager, DTC & Digital Commerce

About Midea America:

Midea America Corp., is one of the world’s largest home appliance brands, offering the most comprehensive selection of products in the world to fully serve the needs of day-to-day living at home, at work, or anywhere else you go. In North America we strive to aim high, put the customer first, transform and innovate the marketplace, utilizing our commitment, dedication, inclusion, and partnership with our teams. Midea America is a subsidiary of the Midea Group, a global company with over 150,000 employees and operations in more than 195 countries. As a publicly listed company, we are ranked #245 as a Fortune Global 500 company and offer one of the most comprehensive product portfolios in the industry.

Job Summary:

The Manager, DTC & Digital Commerce leads the strategy, growth, and operations of the company’s direct-to-consumer business. This role owns the end-to-end DTC strategy, including product assortment, revenue growth, profitability, digital merchandising, customer acquisition, conversion, fulfillment, CRM, retention, analytics, and emerging commerce capabilities.

The role is accountable for driving top-line and bottom-line performance, with a strong understanding of margin drivers, product mix, pricing, promotions, marketing investment, fulfillment costs, and inventory. Serving as a key cross-functional leader across Marketing, Product, IT, Finance, Supply Chain, Customer Service, Legal, Global Headquarters, and external partners, this role translates business strategy into scalable capabilities that drive profitable growth and improve the customer experience.

Duties/Responsibilities:

DTC Strategy, Revenue & Business Performance

• Help drive the DTC commerce strategy and roadmap, with accountability for revenue growth, profitability, margin performance, conversion, AOV, and customer growth.
• Develop annual and quarterly business plans, forecasts, KPIs, and growth initiatives to deliver top-line and bottom-line objectives.
• Understand and manage key margin drivers including product mix, pricing, promotions, marketing investment, fulfillment costs, and returns.
• Deliver executive-level reporting and translate performance of critical eCom KPI’s into clear business risks, opportunities, and actions.

Product & Assortment Strategy

• Own the DTC product and assortment strategy, determining the right categories, products, price points, and product mix to drive customer demand, revenue, and profitability.
• Partner with Product, Finance, Marketing, and Supply Chain to identify assortment gaps and influence product and launch strategies.
• Evaluate SKU and category performance to identify opportunities to expand, optimize, promote, or rationalize the assortment.
• Lead digital readiness for new products and categories, coordinating product data, content, pricing, inventory, merchandising, and launch requirements.

Digital Commerce & Customer Experience

• Lead the Shopify commerce roadmap, including merchandising, product taxonomy, navigation, PDPs, checkout, promotions, and conversion optimization.
• Own the end-to-end digital customer journey from product discovery through purchase and post-purchase engagement.
• Use GA4, commerce, and customer behavior data to identify friction and continuously improve conversion and customer experience.

Marketing, CRM & Customer Growth

• Partner with Marketing and agency teams to connect paid media, SEO, content, promotions, CRM, and onsite merchandising into an integrated growth strategy.
• Develop lifecycle strategies through Klaviyo across acquisition, post-purchase, product registration, education, retention, cross-sell, and re-engagement.
• Establish measurement frameworks connecting marketing investment to revenue, conversion, customer value, and profitability.
• Expand first-party customer relationships through product registration, reviews, lifecycle marketing, and connected post-purchase experiences.

Global Brand & Marketing Alignment

• Partner with Global Headquarters to align DTC initiatives with global brand guidelines, marketing standards, product positioning, and digital governance requirements.
• Ensure local commerce and marketing initiatives maintain global brand consistency while adapting experiences to U.S. market, customer, and commercial needs.
• Coordinate with Global and Legal stakeholders on applicable marketing, brand, content, and digital compliance requirements.

Technology, Data & Project Management

• Translate business needs into technical requirements, project plans, Jira stories, KPIs, and implementation priorities.
• Advance AI and automation across merchandising, product data, reporting, marketing, and commerce operations.
• Develop product-data and feed strategies supporting Google Shopping, AI-powered product discovery, and emerging commerce channels.
• Manage agency and technology-partner relationships and drive accountability against strategic and financial priorities.

Qualifications:

• Bachelor’s degree required; MBA or related advanced degree preferred.
• 5+ years of experience in direct-to-consumer (DTC) e-commerce, digital marketing, or online business operations.
• Proven success owning the end-to-end DTC lifecycle—spanning product strategy, assortment planning, customer acquisition, conversion optimization, fulfillment, and lifecycle engagement to drive revenue and margin growth.
• Strong cross-functional collaboration, strategic thinking, and executive reporting skills to align internal stakeholders and external vendor/agency partners.
• Deep technical proficiency in digital ecosystems, enterprise commerce platforms, digital merchandising, conversion optimization, CRM/lifecycle marketing, and analytics.
• Comprehensive understanding of revenue and margin drivers, supply chain, inventory forecasting, product data/feeds, and emerging AI/automation capabilities.
• Ability to balance high-level strategic vision with hands-on, individual-contributor execution in a fast-moving, global brand environment.

Disclaimer

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities. Duties, responsibilities, and activities may change at any time with or without notice.

EEO Statement

We are an equal opportunity employer and value diversity. All employment is decided based on qualifications, merit, and business need.