Head of DTC

Department: E-Commerce

Employment Type: Full Time

Location: Remote - US

Rho Nutrition was founded to bring integrity and innovation to supplement manufacturing by prioritizing medically studied, high-quality formulations. Our products feature clinically proven ingredients using next-generation bio-delivery technologies to enhance cellular-level absorption and drive measurable health benefits. Founded with the vision to deliver unparalleled cellular absorption, we focus on transparency, effectiveness, and empowering individuals to understand and optimize their supplementation. Rho is committed to advancing the science behind wellness and helping customers invest in their health with efficacy-driven solutions.

Operating across Shopify DTC, Amazon, and national retail, Rho serves hundreds of thousands of customers and is scaling rapidly while maintaining our strict standards.

We 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.

• 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.

• 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…