Chief Digital Officer

Why we're hiring this role

This Chief Digital Officer (CDO) seat at Body Art Alliance is open, and it's a big one. Here's the honest version: you'd be stepping into a capable team and real infrastructure across a multi-brand global platform, with real scale across the US and international markets, but growth has stalled and the operating model needs a reset. We want one leader who can see all of it clearly, diagnose what's actually not working, and fix it, including building the direct-to-consumer channel we don't have yet.

You're inheriting real infrastructure and people who know this business well. Your job is to figure out why growth has stalled, rebuild the operating model, and unify the strategy across our brands and markets.

About Body Art Alliance Body Art Alliance is a global house of brands powering the world of tattooing, piercing, and body jewelry, including Painful Pleasures, Killer Ink, Anatometal, and Neo Metal. Our products fuel creativity, craftsmanship, and self-expression. We move fast, think big, and care deeply about our people and our customers. Operational excellence matters here, and so do culture, collaboration, and having fun while building something great.

The role, in plain terms

We're building one commercial operating model at BAA, where Product, Marketing, Sales, Digital, Supply Chain, Operations, and Finance actually work together instead of around each other. As CDO, digital commercial capability is yours: ecommerce, digital marketing technology, CRM, customer analytics, loyalty, personalization, merchandising, marketplaces, and a new direct to consumer channel. You'll lead a team that knows this business well, across a house of brands with real scale in the US and internationally, with the VP of Digital Operations, VP of Ecommerce, and the Product team, as a whole, reporting directly to you.

There's no single head of product today, so how you structure that is part of what you'd build. You'll also partner closely with our COO, CFO, SVP of Marketing, VP of Supply Chain, and Head of Sales. None of this works if you try to do it alone in a silo, and we're not looking for someone who wants to.

What you'd actually be doing

Set the digital strategy, then run itSet BAA's global digital and ecommerce strategy and make sure it actually maps to where the business is trying to goPush for real, profitable growth across ecommerce, marketplace, and DTC, not just top line revenue

Ecommerce and marketplace

Get more out of our existing ecommerce platforms across our house of brands

Sharpen how we show up on Amazon and other marketplaces

Take charge of CRM, personalization, customer analytics, subscriptions, and loyalty, the things that actually keep customers coming back Decide where digital dollars and people go so the money lands on the highest return work first

Build the direct-to-consumer business

Build a DTC business for body jewelry and aftercare from scratch. This is the headline project, and it hasn't existed here before

Set DTC pricing and positioning carefully, so we're growing it without undercutting our wholesale distributors

Work hand in hand with our distribution sales team on one shared playbook: they build the relationship, you help scale it through CRM, education, personalization, loyalty, and digital engagement

Own the digital experience, everywhere

Take ownership of the digital experience across every BAA channel, even the ones where the revenue technically sits somewhere else, working closely with our COO, CFO, SVP of Marketing, VP of Supply Chain, and Head of Sales Own the customer facing side: UX, conversion, site search, SEO, taxonomy, product pages, content, and the unglamorous but necessary QA work Handle merchandising, storytelling, and cross selling across our house of brands, and whatever DTC brands come next

Get serious about data and the tech stack

Get us to a place where decisions are actually backed by data: forecasting, channel visibility, real metrics, real accountability

Work with the COO and Head of Sales on the channel conflict that's bound to come up between ecommerce, marketplaces, and distribution

Own the digital tech roadmap: our ecommerce platform, martech stack, and analytics infrastructure

Make sure digital operations work as well for the new DTC build as they do for our existing B2B and distribution business

Look ahead

Look for new digital revenue in the markets we're already in, and help us think through adjacent and international expansion

Support new product launches and…