Director of Ecommerce

About the company

We’re a long-established consumer products business that sells through major retailers and online marketplaces. We’re now building our own direct-to-consumer channel, and we need a leader to launch it, run it, and make it profitable.

The role

You’ll own the DTC business from first launch through scale. You’ll be accountable for revenue growth and contribution margin, working within a strategy, budget, and pricing guardrails set by senior leadership. You’ll shape that strategy with your recommendations, and you’ll execute it hands-on. You’ll work closely with design, sourcing, supply chain, and customer service, and you’ll keep the channel complementary to our existing wholesale and marketplace partners.

What you’ll do

• Launch and operate our branded e-commerce storefront across the portfolio, and own its P&L
• Run paid acquisition across Meta, Google, TikTok, and other channels, in-house or with agencies, and stay inside approved budgets and margin targets
• Improve conversion across the site through merchandising, product pages, and a structured testing program
• Build email, SMS, and loyalty programs that grow repeat purchase and customer lifetime value
• Set DTC pricing and assortment in coordination with wholesale and marketplace teams, so retail partners aren’t undercut
• Plan the promotional calendar with the digital merchandising lead, and take any spend or discounting beyond approved thresholds to leadership for sign-off
• Build the reporting foundation (CAC, LTV, AOV, conversion, contribution margin) and present results to the executive team monthly
• Partner with operations on demand planning, fulfillment service levels, shipping costs, and returns
• Use the channel to move excess and aged inventory in line with company targets
• Develop DTC-exclusive products and content with design and product development
• Open a B2B ordering experience on the site, alongside our sales and customer service teams
• Hire and lead the DTC team and manage agency and vendor partners

What we’re looking for

• 10+ years in e-commerce and digital marketing, including 5+ years leading a DTC business or channel with P&L accountability
• A record of building or scaling a profitable DTC channel
• Hands-on paid media expertise, including direct management of Meta and Google and budget allocation against ROAS/MER targets
• Strong command of Shopify or a comparable platform, plus merchandising and conversion optimization
• Lifecycle marketing experience (e.g. Klaviyo) and a history of building retention programs
• Analytical depth: contribution margin economics, cohort analysis, and LTV modeling
• Experience running DTC alongside established wholesale or marketplace channels; home, textiles, or consumer products background is a plus
• A builder’s mindset and comfort working in a lean, resource-constrained environment
• Bachelor’s degree in marketing, business, or a related field; MBA a plus

What's we're offering

• Base salary up to $180K
• Bonus potential
• 401k with company match
• Health, vision, dental insurance
• 15d PTO