Head of D2C (E-commerce Lead)

About the role

We are looking for a hands‑on leader to own and scale our direct‑to‑consumer (D2C) e‑commerce channel. The role starts with day‑to‑day execution and evolves into a strategic leadership position, driving growth across our international Shopify stores.

Key responsibilities

• Full P&L ownership for D2C revenue, profitability and unit economics.
• Define and execute a growth roadmap for Shopify stores, including pricing, assortment and promotions.
• Manage the complete conversion funnel – discovery, landing pages, checkout and post‑purchase upsell.
• Direct paid media and email marketing efforts, overseeing agencies and freelance talent across Meta, Google Ads, email platforms and creative production.
• Lead SEO, content and AI discoverability initiatives to ensure product visibility in organic and voice‑assistant searches.
• Own day‑to‑day metrics such as CAC, LTV, MER, ROAS, AOV and CVR, run growth experiments and build the team as targets are met.

Required profile

• 5+ years of D2C e‑commerce experience, with at least 3 years managing a Shopify channel for a consumer brand at meaningful sales volume.
• Proven ability to manage agencies and contractors, set briefs, run review cadences and replace under‑performing partners.
• Data‑driven decision‑making using attribution models, cohort analysis and margin calculations.
• Professional‑level English and experience with global brands operating in the US, UK or EU.
• Background in physical consumer products, preferably consumer electronics.

Required skills

• Shopify
• Paid media (Meta, Google Ads)
• Email / lifecycle marketing
• CRO (Conversion Rate Optimization)
• GA4
• Attribution platforms (e.g., Triple Whale, Northbeam)