ECommerce Senior Director; DTC)

Senior Director, Direct-to-Consumer (DTC) eCommerce

We are seeking a strategic and results-driven Senior Director, Direct-to-Consumer (DTC) eCommerce to lead and grow our direct-to-consumer business across our owned digital brands, including  and Down Lite Bedding.

This executive leadership role is responsible for developing and executing the long-term growth strategy for our DTC channel, with full accountability for revenue, profitability, customer acquisition, retention, and overall business performance. The ideal candidate combines strong commercial acumen with deep eCommerce expertise and a track record of scaling high-growth digital businesses.

Working cross-functionally with Marketing, Merchandising, Finance, Operations, IT, Supply Chain, and Customer Service, you will drive innovation, optimize the customer experience, and position the DTC channel as a key engine for long-term growth.

• Develop and execute the long-term eCommerce and DTC growth strategy aligned with company objectives.
• Own and drive revenue growth, profitability, and overall channel performance.
• Build annual business plans, budgets, forecasts, and growth roadmaps.
• Present business results, strategic initiatives, and investment recommendations to executive leadership.
• Identify new growth opportunities, technologies, platforms, and partnerships.

• Maintain full ownership of DTC financial performance, including revenue, margins, expenses, and profitability.
• Establish and monitor key business metrics and performance targets.
• Evaluate investments in marketing, technology, and operational initiatives to maximize ROI.
• Drive accountability and execution against financial goals.

• Lead the strategic direction and continuous optimization of our eCommerce platforms.
• Oversee major website enhancements, platform migrations, and digital transformation initiatives.
• Improve conversion, customer engagement, personalization, and overall user experience.
• Partner with internal teams and external vendors to ensure scalable and secure digital solutions.

• Lead customer acquisition strategies across paid search, paid social, affiliate marketing, SEO, and emerging digital channels.
• Optimize marketing performance through key metrics including ROAS, CAC, AOV, conversion rate, and customer lifetime value.
• Develop scalable growth programs that drive profitable customer acquisition and retention.
• Explore innovative digital marketing and social commerce opportunities.

• Lead lifecycle marketing, CRM, and retention strategies to increase repeat purchases and customer loyalty.
• Develop customer segmentation, personalization, and loyalty initiatives.
• Leverage customer data and analytics to improve engagement and lifetime value.
• Partner with teams to enhance marketing automation capabilities and customer insights.

• Establish dashboards and KPIs that provide visibility into revenue, marketing effectiveness, customer behavior, and profitability.
• Analyze trends and opportunities to support data-driven decision making.
• Translate complex data into actionable business recommendations for leadership.

• Build, develop, and mentor a high-performing eCommerce organization.
• Foster a culture of accountability, collaboration, innovation, and continuous improvement.
• Lead cross-functional initiatives that support growth and customer experience excellence.
• Serve as the organization's subject matter expert for digital commerce and DTC best practices.

• Bachelor's degree in Business, Marketing, eCommerce, Finance, or a related field.
• 7+ years of progressive leadership experience in direct-to-consumer, eCommerce, digital commerce, or omnichannel businesses.
• 5+ years of experience with direct responsibility for revenue, profitability, and business performance.
• Proven success scaling eCommerce businesses and delivering measurable revenue and profit growth.
• Experience developing and executing growth strategies supported by strong financial results.
• Hands-on experience with Shopify Plus, website migrations, replatforming initiatives, or digital transformations.
• Strong background in performance marketing, paid media, SEO, CRM, customer acquisition, and retention strategies.
• Demonstrated financial acumen, including budgeting, forecasting, and business planning.
• Experience managing agencies, technology partners, and strategic vendors.
• Excellent leadership, communication, presentation, and relationship management skills.

• MBA or advanced degree in Business, Marketing, Finance, or related field.
• 10+ years of leadership experience in DTC or omnichannel eCommerce.
• Experience with in consumer products, retail, manufacturing, home furnishings, or private equity-backed organizations.
• Experience managing multi-million-dollar marketing budgets and large-scale eCommerce P&Ls.
• Knowledge of loyalty programs, customer data platforms,…