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Salary: USD 160,000 - 180,000 / annual
Sol de Janeiro, a globally recognized beauty brand founded in 2015 and headquartered in New York, is seeking a Director of Ecommerce, DTC to own the end-to-end Direct-to-Consumer business across soldejaneiro.com and TikTok Shop. This is a strategic leadership role with full accountability for the DTC P&L, reporting to the VP, DTC.
In this role, you will define and execute the digital commerce vision, balancing business goals with brand storytelling, product merchandising, site experience, and data-driven media investment. You will drive conversion, AOV, LTV, and customer engagement while leading a high-performing team across ecommerce, CRM, and performance media functions.
Key responsibilities include:
**DTC P&L & Business Strategy:** Own the overall DTC P&L strategy, including revenue forecasting, margin management, budget allocation, and profitability targets. Develop and drive annual and multi-year DTC business plans, setting channel-level targets for revenue, contribution margin, customer acquisition, retention, and LTV. Partner with Finance to build financial models and deliver monthly, quarterly, and annual P&L reviews. Lead channel-level pricing, promotional, and margin optimization strategies while protecting brand equity. Own the DTC budget across media, technology, and operations, optimizing spend for ROI.
**Performance Media:** Own 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. Lead testing roadmaps across creative, audiences, channels, and bidding strategies. Oversee attribution, incrementality testing, and measurement frameworks.
**CRM & Lifecycle Marketing:** Own 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. Partner with Analytics and Data teams to develop customer segmentation, RFM modeling, and predictive LTV. Own loyalty and subscription program strategy. 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. Oversee site priorities and technology, product, and testing roadmaps. Manage all site tasks including promotions, content updates, merchandising, and product setup. Maintain site ADA compliance. Analyze site performance metrics and deliver product performance and consumer behavior insights. Own product merchandising strategy, assortment presentation, on-site search, bundling, and cross-sell/upsell optimization.
**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. Identify whitespace opportunities through customer data, sales trends, and competitive analysis. Communicate key updates to senior leadership, Operations, and Customer Service teams. Champion new ideas, technologies, and DTC innovations.
**Requirements:**
- 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 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
- 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 awareness of cultural trends
