Senior Manager, Direct-to-Consumer (DTC)
Employment Type: Full-Time
Hybrid: 1 day / week in office
Our client is a high-growth consumer beauty and wellness brand seeking a commercially minded Senior Manager, Direct-to-Consumer (DTC) to lead the strategy, performance, and optimization of its digital commerce business.
This highly visible role will own the end-to-end digital customer experience, product roadmap, merchandising strategy, and growth initiatives across the DTC channel. The ideal candidate combines strategic leadership with strong operational execution, using customer insights, analytics, and experimentation to improve revenue, conversion, customer retention, and lifetime value.
What You’ll Do
- Develop and execute the DTC growth strategy in alignment with overall business objectives.
- Own core business metrics, including revenue, conversion rate, average order value, repeat purchase, and customer lifetime value.
- Identify and prioritize opportunities to improve performance through customer experience, merchandising, technology, and optimization initiatives.
- Own the digital product roadmap, prioritizing enhancements that improve customer experience and commercial outcomes.
- Lead site improvements across navigation, search, product detail pages, collection pages, checkout, customer accounts, and post-purchase journeys.
- Evaluate and implement commerce technologies, tools, and integrations that support scalable growth.
- Lead DTC activation plans for product launches, seasonal campaigns, promotions, and ecommerce-exclusive moments.
- Partner with Marketing and Creative on site, email, and SMS execution for key commercial initiatives.
- Own digital merchandising and promotional strategy, including product prioritization, bundles, sampling, gifts with purchase, offers, and campaign calendars.
- Optimize homepage, collection pages, search, product recommendations, cross-sell, upsell, and category merchandising.
- Build and manage an ongoing testing roadmap using A/B testing, customer research, behavioral analytics, and usability findings.
- Establish performance dashboards and translate business data into clear recommendations for senior leadership.
- Lead weekly and monthly DTC business reviews, identifying sales opportunities and translating insights into merchandising, promotional, and marketing actions.
- Collaborate with marketplace and social-commerce partners to align launches, promotions, customer insights, and cross-channel growth opportunities.
- Manage and develop an Ecommerce Coordinator, providing priorities, coaching, and oversight across site operations, merchandising updates, launches, and lifecycle marketing execution.
What You’ll Bring
- Bachelor’s degree in Business, Marketing, Ecommerce, Digital Product, or a related field.
- 5–8+ years of experience in DTC, ecommerce, digital product management, digital experience, or digital commerce.
- At least 2 years of people-management experience.
- Experience leading DTC growth for a high-growth consumer brand with significant ecommerce revenue.
- Demonstrated success improving revenue, conversion, average order value, and customer retention.
- Experience owning a digital product roadmap and partnering with Engineering or Technology teams on customer-facing capabilities.
- Strong knowledge of Shopify or comparable enterprise commerce platforms.
- Experience with digital merchandising, personalization, customer journey mapping, and UX best practices.
- Proficiency with web and customer analytics platforms.
- Strong analytical, strategic-thinking, project-management, and stakeholder-management skills.
- Experience in beauty, prestige retail, wellness, luxury, or consumer products is strongly preferred.
- Ability to thrive in a fast-paced, high-growth environment while balancing strategic priorities with day-to-day execution.
Location
New York City or commuting distance preferred.
