Head of D2C (E‑commerce Lead)

About the role

We are looking for a senior leader to own and grow our direct‑to‑consumer (D2C) channel. You will start hands‑on, shaping the growth roadmap for our international Shopify stores, then build and lead a team as revenue targets are hit.

Key responsibilities

• Full P&L ownership for D2C revenue, profitability and unit economics.
• Define and execute a multi‑market growth strategy across Shopify, 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 on Meta, Google Ads, creative production and lifecycle campaigns.
• Drive organic growth through SEO, content and AI‑driven discoverability.
• Own day‑to‑day metrics such as CAC, LTV, MER, ROAS, AOV and CVR, running experiments and scaling successful tactics.

Required profile

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

Required skills

• Shopify
• Meta Ads (Facebook/Instagram)
• Google Ads
• Email / lifecycle marketing
• Conversion Rate Optimization (CRO)
• Google Analytics 4 (GA4)
• Attribution platforms such as Triple Whale or Northbeam