Director of Ecommerce, DTC

What You’ll Do

We are seeking a strategic, results-driven Director of Ecommerce, DTC to own the end-to-end Direct-to-Consumer business across soldejaneiro.com and Tik Tok Shop. This role carries full accountability for the DTC P&L — owning the overall DTC P&L strategy, revenue and margin growth, customer acquisition and retention, CRM and lifecycle marketing, and performance media. You will define and execute the digital commerce vision, balancing business goals with brand storytelling, product merchandising, site experience, and data-driven media investment to drive conversion, AOV, LTV, and customer engagement.
As the senior DTC leader, you will own the strategic roadmap across site merchandising, CRM, and performance media, partnering closely with cross-functional teams in Global Product Marketing, Brand Marketing, Creative, Finance, and Technology. You will lead a high-performing team and be accountable for delivering against channel revenue, profitability, and customer growth targets.
The position will report to the VP, DTC.

What You’ll Be Working On

DTC P&L & Business Strategy

• Own the overall DTC P&L strategy, including revenue forecasting, margin management, budget allocation, and profitability targets across the DTC channel
• Develop and drive the annual and multi-year DTC business plan, setting channel-level targets for revenue, contribution margin, customer acquisition, retention, and LTV
• Partner with Finance to build financial models, track performance against plan, and deliver monthly, quarterly, and annual P&L reviews with actionable recommendations
• Lead channel-level pricing, promotional, and margin optimization strategies to maximize profitability while protecting brand equity
• Own the DTC budget across media, technology, and operations, optimizing spend for ROI and efficiency

Performance Media

• Own the end-to-end performance media strategy and execution across paid social paid search, affiliate, and other digital acquisition and retention channels
• Manage media investment and agency/technology partnerships, setting targets for CAC, ROAS, and incremental revenue
• Build and optimize full-funnel media plans in partnership with Brand Marketing and Creative, aligning media to product launches, promotions, and seasonal campaigns
• Lead testing roadmaps across creative, audiences, channels, and bidding strategies to continuously improve efficiency and scale
• Oversee attribution, incrementality testing, and measurement frameworks to ensure accurate performance reporting and budget optimization

CRM & Lifecycle Marketing

• Own the CRM and lifecycle marketing strategy across email, SMS, push, loyalty, and retention channels, driving engagement, repeat purchase, and LTV
• Build and optimize customer journeys and segmentation strategies, leveraging first-party data to deliver personalized, brand-right communications
• Partner with Analytics and Data teams to develop customer segmentation, RFM modeling, and predictive LTV to inform targeting and retention investment
• Own the loyalty and subscription program strategy, identifying opportunities to deepen customer relationships and increase retention
• Define and track CRM KPIs including list growth, engagement rates, conversion, repeat purchase rate, and revenue contribution

Site Merchandising & Digital Experience

• Lead orchestrated strategy of the digital store through merchandising, content, user experience, testing, technical infrastructure, and operations to drive traffic and sales
• Highlight and follow through on top site priorities and technology, product, and testing roadmaps
• Oversee all site tasks including promotions, site content updates, merchandising, and product setup, ensuring functionality meets and exceeds company expectations
• Maintain site ADA compliance and ensure updated standards are met by technology partners and communicated to internal stakeholders
• Analyze site performance metrics and trends and deliver relevant product performance and consumer behavior insights
• Own product merchandising strategy, assortment presentation, on-site search, bundling, and cross-sell/upsell optimization to drive conversion and AOV

Cross-Functional Leadership & Team Management

• Lead, mentor, and grow a high-performing DTC team across ecommerce, CRM, and performance media functions
• Partner with Global Product Marketing, Brand Marketing, and Creative to align the DTC calendar with product launches, exclusives, promotions, and brand moments
• Collaborate with Inventory and Forecasting teams on item-level sales and buying plans to ensure alignment with channel financial targets
• Identify whitespace opportunities through customer data, sales trends, and competitive analysis to inform future product development and DTC growth
• Communicate key updates (site, product, promotional, performance) to senior leadership, Operations, and Customer Service teams
• Champion new ideas, technologies, and DTC innovations to keep Sol de Janeiro at the forefront of digital commerce

Must Haves

• 8+ years of experience in ecommerce and/or digital marketing, with demonstrated P&L ownership; Beauty, wellness, or CPG experience strongly preferred
• 4+ years of team leadership experience, managing managers and individual contributors across multiple functions
• Proven track record of owning and growing a DTC P&L, with measurable success driving revenue, margin, and customer growth
• Deep expertise in performance media (paid social, paid search, affiliate) and CRM/lifecycle marketing, including hands-on or agency management experience
• Strong understanding of DTC best practices, ecommerce platforms (Shopify Plus preferred), and analytics tools (Google Analytics, ContentSquare, etc.)
• Experience with CRM platforms (Klaviyo, etc.), loyalty/subscription programs, and customer data platforms
• Demonstrated ability to build and manage media budgets, attribution models, and incrementality testing
• Strong communicator with the ability to present strategic ideas and financial performance holistically across all levels and functions
• Proven success working cross-functionally in a fast-paced, entrepreneurial environment
• Champion of new ideas and deep sense of curiosity
• Collaborative and solution-oriented mindset
• Strong project management, analytical, and presentation skills

Nice to Have

• Experience working with DTC-first brands transitioning from high-growth to maturity phase
• A strong aesthetic sensibility and ability to translate brand voice and storytelling into on-site merchandising
• Background in subscription models, bundling strategies, or other DTC merchandising innovations
• Experience leading international DTC expansion
• Passion for clean beauty, body positivity, and inclusive wellness — with a finger on the pulse of cultural trends that matter to our community