Head of DTCDepartment: E-Commerce
Employment Type: Full Time
Location: Remote - US
DescriptionRole OverviewWe are looking for a Head of DTC to own that business.
This is not a website role. The Head of DTC owns the direct-to-consumer business end to end including revenue and profitability, the customer experience, the technology behind it, the acquisition that feeds it, the analytics that explain it, the operations that keep it running, and the strategy that ties it all together. You will set the direction, build the plan, lead the team, and carry the number.
This is a role for someone who thinks like an owner. DTC runs continuously - customers are buying, campaigns are live, and performance is moving whether or not anyone is watching. Owning a business that never fully pauses means staying close to what is happening, understanding what is driving performance at any given moment, and identifying problems and opportunities before anyone else raises them rather than waiting for direction.
What You'll Own- Overall DTC revenue, business performance, and profitability
- Website functionality, conversion, merchandising, and the end-to-end customer experience
- Ecommerce technology and the broader DTC tech stack
- Customer acquisition and engagement
- Ecommerce analytics and performance reporting
- Site operations and the systems that support the customer journey
- DTC strategy, growth initiatives, and ongoing optimization
- The KPIs that define the business: revenue, conversion, AOV, engagement, and profitability
You are accountable for the business, not for a channel, a function, or a page.
Key Responsibilities- Own the DTC P&L. Set the targets, build the forecast, manage the levers that get us there, and answer for the result.
- Build and execute the DTC growth strategy, from the annual plan down to the decisions made this week.
- Make the trade-offs across acquisition, merchandising, pricing, promotion, and retention that produce profitable, durable growth rather than short-term volume.
- Deliver clear, honest reporting to leadership: what is working, what is not, what it is worth, and what you are doing about it.
- Own the site experience end to end including UX, UI, and conversion rate optimization. You set the standard for how the site is structured, designed, and built.
- Direct merchandising strategy across product discovery, bundling, upsell, subscription offers, and launch moments.
- Hold a high bar for design, brand presentation, and quality on every page and in every customer touchpoint.
- Test continuously and prioritize by impact, retiring what does not work as quickly as you scale what does.
- Own the full customer journey, from first touch through repeat purchase to long-term Rho customer.
- Partner closely with the growth and paid media team to convert traffic into profitable customers, and hold the line on acquisition efficiency.
- Drive measurable improvement in repeat rate, subscription performance, retention, and lifetime value.
- Own the ecommerce technology stack: evaluate, select, implement, and consolidate the tools that run the business, and know what each one is earning.
- Ensure site reliability, speed, and stability, and own the response when something breaks.
- Build the analytics and reporting layer that makes DTC performance visible, trustworthy, and current for you, for your team, and for leadership.
- Partner with operations, supply chain, and customer experience so the promise made on the site is kept after checkout.
- Lead, develop, and scale the DTC team, hiring ahead of the growth curve and raising the bar with every addition.
- Set priorities, timelines, and quality standards, and hold the team, agencies, and partners to them.
- Build the systems and processes the business needs at its next size, not the ones that worked at its last.
- Operate as a peer to our Amazon and retail leaders, making sure DTC strategy strengthens the business as a whole.
The person who thrives in this role tends to look like this.
- Proactive by default - you take ownership instead of waiting for someone else to identify the problem or the opportunity.
- Commercially minded - you think in terms of revenue, margin, and payback, and you can defend a decision in those terms.
- Decisive - you make good decisions quickly and independently, with incomplete information, and you course-correct fast when you are wrong.
- Strategic and hands-on - you can set a three-year vision and personally pull apart a funnel report the same afternoon.
- Always aware - you notice the small signal before it becomes a large problem, and you stay close enough to the business to see it.
- Accountable - you move with urgency, you finish what you start, and you do not need to be chased.
- Comfortable in ambiguity - priorities shift, resources are finite, and the playbook is often being written as you run it. That energizes you rather than frustrating you.
Qualifications and ExperienceRequired Qualifications and Experience- Demonstrated ownership of a DTC business or P&L of meaningful scale, with a track record of driving sustained growth. We care about what you have owned and what it did under your leadership, not how many years it took you to get there.
- CPG experience. This is a firm requirement.
- Experience operating at a high level in a high-growth startup environment, with a real understanding of the pace, ambiguity, resource constraints, and level of ownership required to build and scale a fast-growing business.
- Deep command of consumer product dynamics: customer acquisition, repeat purchasing, subscriptions, retention, merchandising, product launches, promotional strategy, and the relationship between DTC and the broader business.
- Fluency in the modern DTC stack, including Shopify, Klaviyo, and the analytics tools used to measure and diagnose performance.
- Strong analytical ability, with the judgment to turn data into a decision rather than a dashboard.
- Experience building, leading, and developing a team while staying close enough to the work to know whether it is good.
- A history of building and improving systems and processes as a company scales.
Additional Preferred Qualifications- Experience in wellness, supplements, natural foods, health, or an adjacent category.
- Experience with a subscription-led business model.
- Experience in a multi-channel business where DTC operates alongside Amazon and national retail.
- Experience scaling a brand through the stage where the process has to be built rather than inherited.
What Does Success Look Like in This Role- DTC revenue and profitability grow ahead of plan, and the growth is durable rather than promotional.
- Conversion, AOV, LTV, retention, and engagement improve measurably, and we understand exactly why.
- The site is best-in-class in experience and in conversion, and it keeps getting better.
- Leadership has clear, current visibility into DTC performance without having to ask for it.
- Problems are identified and resolved before they show up in the numbers.
- The DTC team is strong, accountable, and delivering high-quality work at speed.
- DTC strategy is integrated with Amazon and retail in a way that makes the whole business stronger.
