We are seeking a Senior Manager, DTC to help lead our brands through best-in-class digital commerce experiences. This role will play a key part in growing our DTC business.
As a senior member of the DTC team, you will own critical aspects of the digital storefront, driving merchandising strategy, optimizing product storytelling and collections, and leading promotional execution to deliver a premium, seamless, and highly shoppable experience. You will partner closely with cross-functional teams to bring our digital vision to life while supporting the continued growth and evolution of our DTC business.
Key Responsibilities: Business Ownership & Strategy
- Own DTC P&L and core performance metrics, including revenue, margin, conversion, AOV, traffic, retention, and customer acquisition costs.
- Develop, forecast, and execute a comprehensive DTC growth strategy aligned with brand, BU, and company objectives in partnership with Finance and Supply Chain.
- Report on sales performance, margin drivers, customer metrics, and promotional effectiveness to senior leadership, translating insights into action.
Site Management & Digital Experience
- Oversee day-to-day DTC site operations across merchandising, UX, content, checkout, and mobile experience on Salesforce Commerce Cloud.
- Lead onsite merchandising strategy, including product assortment, collections, navigation, storytelling, and seasonal campaign execution.
- Own promotional planning and execution in partnership with Marketing and Brand, balancing impact, customer experience, and profitability.
- Drive continuous optimization of the end-to-end site experience to improve conversion, AOV, retention, and overall user experience.
SEO/GEO & Acquisition
- Develop and execute a comprehensive SEO/GEO strategy with external agencies to drive qualified organic traffic and improve search visibility.
- Lead ongoing SEO/GEO audits, keyword research, and page-level optimizations to balance search performance and customer experience.
- Partner with performance marketing, CRM, email, and social teams to deliver an integrated acquisition and retention strategy.
Inventory & Operations
- Partner with inventory planning and operations teams to ensure optimal stock levels, product availability, and fulfillment performance.
- Monitor sell-through, SKU performance, and site analytics to inform demand planning, replenishment, and markdown strategy.
- Ensure operational excellence across pricing, content accuracy, and site readiness.
Customer Service & Experience
- Partner with customer service and CX teams to deliver timely, brand-aligned support and improve post-purchase communication.
- Use customer feedback, return data, and support insights to identify friction points, reduce WISMO inquiries, and improve policies and processes.
Leadership & Collaboration
- Work closely with creative, IT, and customer service teams to deliver a best-in-class customer experience.
- Manage vendor and agency relationships for platforms, Salesforce, SEO and site development.
Qualifications:
- 5–10 years of experience in DTC eCommerce, digital merchandising, or online retail
- Proven track record of driving growth and optimization in an owned eCommerce channel
- Strong understanding of DTC KPIs, conversion optimization, and customer journey best practices
- Experience / Proficient in Salesforce Commerce Cloud
- Experience partnering cross-functionally in a matrixed organization
- Data-driven mindset with the ability to translate insights into action
- Excellent communication and stakeholder management skills
- Experience in consumer, beauty, lifestyle, or retail brands preferred
Environmental Factors:
- Working conditions are normal for an office environment.
- Must be able to sit for extended periods of time.
- Must be able to use a computer keyboard and view a monitor for extended periods of time.
- This role requires Stamford, CT office on-site presence Monday through Thursday, with the flexibility to work remotely from anywhere on Fridays.
Patti Richards