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Salary: USD 170,000 - 190,000 / annual
quip, a design-led oral health and wellness company, is seeking a Director of DTC Channel to own the complete rebuild of its direct-to-consumer acquisition and retention strategy. This is a hands-on leadership role where you will own the full DTC channel P&L, from first-click acquisition through repeat purchase and subscription retention.
Key responsibilities include:
**Channel Ownership & P&L Management**: Own the DTC channel P&L, setting growth and profitability targets. Partner with finance on budgeting, planning, and forecasting. Coordinate promotional strategy across channels to avoid customer acquisition conflicts. Build cohort-based customer views (behavioral and demographic) to optimize strategy across the full lifecycle rather than treating the base as one group.
**Paid Acquisition**: Manage the DTC acquisition budget against CAC, payback, and contribution-margin targets. Own paid acquisition across Meta, Google, TikTok, and affiliate channels, working with external media partners. Set budget allocation and hold partners to rigorous standards. Make build-versus-buy decisions on channel tools and data infrastructure.
**Funnel & Conversion Optimization**: Own conversion at every funnel step from traffic through PDP, cart, checkout, and first repeat purchase. Prioritize fixes and quantify lift on each change. Design offer and bundle architecture that grows AOV and margin without training customers to expect discounts.
**Lifecycle & Retention**: Own the end-to-end lifecycle program (welcome, post-purchase, replenishment, winback, retention) across email and SMS. Drive subscription growth through enrollment, plan design, and mechanics like skip/swap/pause. Define creative volume and variety requirements and close feedback loops with content teams.
**Customer Experience & Measurement**: Partner with digital product and CX teams to build seamless subscription management experiences. Own CSAT and NPS for the channel. Build and maintain weekly growth reporting on CAC, blended CAC, contribution margin, LTV, payback, conversion by step, AOV, repeat rate, and subscription churn. Set and document a testing agenda across creative, offers, audiences, and landing pages.
**Team Leadership**: Lead and develop the DTC team, setting goals, priorities, and resourcing. Hold the bar on analytical rigor and ensure recommendations are sized and defensible.
In the first 90 days, you'll establish a clean baseline of the funnel and a prioritized list of customer loss drivers. You'll then drive measurable improvement in blended CAC and payback while establishing a testing cadence that documents what works.
**Requirements:**
- 8+ years in DTC or e-commerce with meaningful CPG experience (physical product, real COGS/margin math, repeat-purchase dynamics)
- Experience owning a paid acquisition budget against CAC and payback targets (in-house or through external partners)
- Hands-on experience with Shopify and Recharge, including building subscription plans, offers, and retention flows
- Deep subscription mechanics expertise: enrollment, plan design, skip/swap/pause behavior, churn, and LTV
- Full-funnel range across lifecycle, merchandising, and site conversion (not traffic alone)
- Experience managing managers or senior individual contributors
- Quantitative operating style: lead with models, size opportunities before pursuing, defend numbers
- Fluency across the stack: Meta and Google Ads managers, Klaviyo or similar, GA4, and at least one BI or attribution layer
- Track record of identifying and implementing AI-powered tools that improve team output
- SQL or query tool comfort is a plus
- Experience in oral care, personal care, beauty, or supplements is a plus
