Associate Director, Direct-to-Consumer

Define and execute the Direct-to-Consumer growth strategy, including annual sales, marketing, and P&L objectives working collaboratively with the leaders of each of these functions.

Translate corporate goals into actionable plans for marketing, sales, and service execution.

Partner with Strategy and Marketing to optimize the value proposition, pricing, and go-to-market strategies for D2C offerings.

Oversee the lead generation strategy and execution between Marketing and Product optimizing for CAC, quality of customers and number of customers.

Oversee the team managing all inbound leads, ensuring exceptional customer experience, rapid response times, and strong conversion metrics.

Define the overall strategy to manage inbound leads and outbound communications for the channel.

Continuously optimize the sales funnel from awareness through application to funding, identifying friction points and opportunities for improvement.

Work with marketing to define the nurture strategy and oversee execution. Optimize the direct-to-consumer journey including marketing support.

Implement and monitor KPIs that measure lead quality, conversion, cost per acquisition, and customer satisfaction.

Build and refine processes, tools, and training to enable efficient and consistent execution across the D2C funnel.

Lead CRM and digital tool strategy and implementation to support scalability and performance.

Ensure data quality, compliance, and regulatory adherence across all customer touchpoints.

Champion digital transformation within the D2C business — leveraging automation, analytics, and new technologies (e.g., chatbots, AI lead scoring) to enhance efficiency and customer experience.

Partner with Technology and Data teams to evolve the sales and marketing tech stack, enabling real-time insights and streamlined workflows.

Lead, coach, and develop a high-performing team across sales operations, customer engagement, and marketing enablement.

Foster a culture of accountability, collaboration, and continuous improvement.

Champion the voice of the customer and frontline teams across the organization.

Work closely with Legal & Compliance, Credit, Product, and Marketing to ensure alignment on programs, policies, and brand standards.

Serve as the business owner for all D2C initiatives, driving alignment and decision-making across multiple stakeholders.

Bachelor’s degree in Business, Marketing, Economics, or related field.

10+ years of experience in direct-to-consumer leadership roles spanning sales, marketing, or operations; experience in financial services or fintech an asset.

Ideally experience as a General Manager with many indirect relationships being managed.

Proven track record in building and scaling high-performing D2C sales and marketing organizations.

Deep experience with CRM systems (Microsoft Dynamics preferred), performance dashboards, and marketing/sales automation tools.

Strong analytical, strategic, and financial acumen, with the ability to interpret data and translate insights into action.

Demonstrated success leading cross-functional teams and managing multiple priorities in a fast-paced, growth-oriented environment.

Excellent communication and leadership skills with the ability to influence at all levels.

Requires a balance of strategic thinking and hands-on execution, driving both growth and operational discipline.

Must quickly understand the product, market, and customer base to make informed decisions that drive revenue and customer satisfaction.

Operates in a dynamic, high-growth environment requiring adaptability, creativity, and a test-and-learn mindset.

Involves collaboration across multiple departments with competing priorities — requiring strong relationship-building and influence skills.

Must maintain a start-up mentality within a larger organization, combining entrepreneurial drive with structure and accountability.

The incumbent will directly…