Head of Direct-to-Consumer, Brands

Position: Head of Direct-to-Consumer, Hasbro Brands

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.

Hasbro is seeking a visionary and results-driven Head of Direct-to-Consumer (D2C) to lead our collector-focused D2C platform to new heights. This role is responsible for building and scaling a world-class D2C experience tailored to passionate fans and collectors of our most iconic brands including Transformers, GI Joe, Power Rangers, Star Wars, Marvel, and more. The scope is global with focus on US and EU.

You will drive the overall strategy and vision, global line plan (including growth verticals), consumer acquisition, loyalty, and end-to-end digital experience strategy to deliver exceptional growth and engagement. This is a unique opportunity to blend brand storytelling, community building, and digital commerce to serve one of the most passionate fanbases in the world.

Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday – Thursday at Hasbro’s new HQ location in Boston, MA. In the interim, this position will be onsite Tuesday –Thursday at Hasbro’s HQ in Pawtucket, RI or at Hasbro’s temporary location in Boston, MA.

A Day In The Life D2C Strategy & Vision

• Define and execute the multi-year global D2C strategy for Hasbro’s collector portfolio. Identify opportunities for global growth across our portfolio of Hasbro developed and licensed brands
• Align cross-functional teams (Brand, Product Development, Marketing, Digital, and Global Markets) around a shared vision for direct engagement with fans.
• Identify and prioritize high-impact initiatives to drive customer lifetime value and margin expansion.
• Drive P&L ownership for Pulse

Line Planning & Merchandising

• Lead the development of a global line plan in coordination with Brand and Product teams to ensure product exclusivity, demand planning, and seasonal strategies are optimized for D2C.
• Leverage consumer insights and purchasing behavior to inform product mix and pricing strategies.
• Identify opportunities for limited drops, pre-orders, bundles, and premium collector items tailored for core fans.
• Determine how to leverage exclusivity, collectors, and chase items to drive excitement

Global Rollout & Expansion

• Develop and implement a scalable, phased global rollout strategy that balances localization with operational efficiency.
• Partner with regional teams to support country-specific regulatory, fulfilment, and payment requirements.
• Build business cases for market entry, including demand forecasting, marketing plans, and customer support models.

Customer Acquisition & Growth Marketing

• Own the customer acquisition strategy across paid, owned, and earned channels.
• Set strategy for performance marketing;
  Oversee performance marketing campaigns (search, social, affiliate, influencer) to drive new customer growth at efficient CAC (TBD with Marketing team)
• Collaborate with content and brand teams to amplify storytelling through the funnel.

Retention, Loyalty & Community

• Create and optimize loyalty and rewards programs to deepen engagement and drive repeat purchases.
• Partner with Marketing team on customer segmentation strategies and personalized communication plans using CRM, email, and SMS.
• Build a strong fan community by leveraging social commerce, exclusives, behind-the-scenes content, and early access offers.

Digital Experience & Optimization

• Partner with D2
  
  CaaS team to define best-in-class digital shopping experience, with a focus on conversion rate optimization, mobile-first UX, and performance.
• Partner with Product and Engineering to enhance site functionality, personalization, and integration with Hasbro’s broader ecosystem.
• Partner with platform team to optimize execution

Business Management & Leadership

• Own P&L responsibility for the D2C collector business, with accountability for top‑line growth and…