Director of DTC

ROLEVimergy is seeking to hire an exceptional executive to serve as the leader of the brand's website business. This person will be a key member of the leadership team reporting to the VP & GM of Website Sales and will spearhead the strategic development and management of the digital-ecosystem across the ecommerce website, digital marketing, CRM, and loyalty. The Director is responsible fordriving revenue, profit, and brand trial & loyalty by developing, launching, and scaling plans to strengthen the brand franchise through targeted consumer acquisition campaigns, partnerships, and a world-class UX and grow consumer retention through onsite community engagement programs combined with segmented off-site programs at the lowest cost. This new position requires a seasoned and savvy digital leader with a proven track record, using both quantitative and qualitative analytics to inform and drive business decisions, optimizing the customer experience and steering the overall growth strategy.The ideal candidate is willing to roll up their sleeves, is comfortable multi-tasking and enjoys the challenge of utilizing a broad range of skills in a fast-paced, agile and rapidly growing environment.ESSENTIAL FUNCTIONS:Lead the website channel P&L including net revenue, volume, gross margin, contribution profit, and operating expenseDevelop and scale an innovative direct-to-consumer digital strategy to drive community member acquisitions and website salesBring to life an immersive, educational on-site experience for community members that seamlessly ties to the off-site brand & consumption experienceActivate the brand experience on the brand's websites to maximize engagement, shifting visitors from customers to community members and brand advocatesPartner with cross-functional leaders to ensure integrated campaigns and consistent brand and product experiences across all channels and touchpointsDemonstrate a strategic and broad view of the business, industry, and consumer environment to anticipate and plan for the futureSignificantly and sustainably grow website channel sales as a percent of revenue.Define and curate the digital customer experience including personalization, recommendations, rewards, emails, and social mediaHelp define the technical structure of the site (design, content, navigation, information architecture, and functionality) to drive business growthCollect, analyze, and utilize key business metrics including key product sales, site traffic, conversion analysis, and registered user growth and behaviorEstablish a culture of experimentation to efficiently grow the performance media budget in an ROI-positive wayPosition products and develop an annual channel calendar that synergizes with cross-functional initiatives (new product launches, new advertising campaigns, etc.) to drive recruitment and repeat purchases through the website channelIdentify new package-price opportunities in the channel, and collaborate with cross-functional leaders to develop offerings that are exclusively tailored to the needs of website shoppersAggressively reach and acquire new Vimergy community members via multi-channel organic, paid, and earned media investments including paid search, paid social, affiliates, influencers, SEO, and emerging channels; leverage new product launches and 360 trial generation plans to drive recruitment and product basket among web channel shoppersDevelop a highly segmented, targeted CRM strategy and loyalty program that will maximize the lifetime value of the customer and minimize chum. Analyze, measure, and adjust programs on customer behavior and responseLead through influence investments in upper funnel tactics led by Brand Development leadSKILLS:Inspiring leader and people manager who can drive the team towards ambitious but achievable goalsPersuasive, collaborative - able to work across multiple stakeholders and influence based on data and customer insightsCurious, analytical, with a strong personal drive for excellenceAble to give direct, constructive feedback, can explain and contextualize decisions so that people can understand and learn from themGreat at building and maintaining relationships, fostering an environment of mutual respect, understanding, and trustQUALIFICATIONS AND EDUCATION REQUIREMENTS:Bachelor's degree in business, marketing, or a similar field; Master's preferred.10+ years working experience in Digital MarketingProven excellence in the leadership and execution of a premier website business with deep knowledge of the drivers of that businessStrong general management and leadership skills; ability to grow and manage a team and work well cross-functionallySuccessful track record in building direct-to-consumer businesses and in managing a website channel P&L - with experience using technology, vendor management and negotiation, marketing, merchandising, and commercial/sales levers to drive profitable growthTrack record of successfully increasing site conversion through modem best-in-class web channel tactics, technologies, and strategiesHighly analytical/data-driven and understands how to optimize commercial and marketing levers to deliver upon overall company goals and metricsPerformance marketing and digital traffic-driving experience across paid social, paid search, affiliates, influencers, etc.Strong understanding of the consumer mindset; possesses consumer empathy and a dedication to creating great consumer experiencesProven track record of hiring, developing, and retaining top website channel talentStrong written and verbal communication skills; ability to present ideas, processes, and metrics in a simple and clear manner (to both internal and external stakeholders)

Created: 2025-01-14