Head of DTC

How You’ll Have an Impact at Paula’s Choice:

As the Vice President / Head of Direct-to-Consumer (DTC), you’ll lead the strategic vision, customer experience roadmap, and revenue responsibilities for PaulasChoice.com in North America and Australia. This is a pivotal opportunity to unlock the next stage of growth by taking a customer-first approach to creating best-in-class digital experiences while driving key business KPIs.

You are a problem solver who views challenges as opportunities and a champion of continuous improvements. Your success will come from harnessing the power of integrated campaigns, strong DTC activations, and ensuring alignment across omnichannel opportunities.

As Head of DTC, you will be responsible for:  

• Accelerating Growth: Drive a digital full-funnel experience that attracts, guides, converts, and retains our current and growth audiences.

• P&L Management: Manage a large P&L (50MM+) with full ownership, including forecast & reporting, setting priorities, allocating resources, and driving strategies to meet growth and profitability targets.

• Team Leadership: Hire, develop, and train top talent within the team.

• Digital Product and Growth Initiatives: Implement features and campaigns to improve the user experience via personalization, AI, etc.

• Performance Marketing: Guide and support the performance marketing team to deliver DTC KPIs and drive awareness online & offline in order to scale the brand in an omnichannel environment.

• Affiliate Marketing: Optimize program performance and drive revenue growth through strategic affiliate marketing initiatives. 

• Retention and Loyalty Programs: Create a best-in-class retention and loyalty program with channel leads that deliver improved LTV and brand affinity.

• Team Collaboration: Lead a high-performance team of experts, harnessing the capabilities of a strong team, other PC global teams, agency advisors, and Unilever Prestige centers of excellence.

• Cross-Functional Coordination: Coordinate effectively with brand, creative, content, and marketing teams who develop campaigns for North America & Australia.

• Regional Coordination: Work with the Country Manager for Australia, New Zealand, and Canadian employees to provide valuable in-country insight.

• Thought Leadership: Serve as a subject matter expert for DTC within Paula’s Choice.

• Agile Methodology: Empower the agile way of working by the team, prioritizing initiatives based on business value, ensuring focus on customers and user stories, and optimizing the agile approach.

The Details: 

• Location: Seattle Preferred  - Open to Consider Remote Candidates.

• Hours: Typical  PST Business Hours, some flexibility

• Physical requirements: Ability to handle both sitting and screen time for long periods of time 

• Travel requirements: Up to 15%

What you’ll bring to the table:

• Experience: P&L and revenue accountability for a global company with $50MM+  in eCommerce annual revenue.

• Proven Track Record: Hitting daily, weekly, revenue, and KPIs.

• DTC Experience: 8+ years in DTC for a consumer brand and 3+ years managing acquisition, retention, affiliate, and/or site for a multi-million dollar brand.

• Strategic Mindset: Ability to develop a vision and identify big ideas, and then empower teams to put them into action.

• Commercial Acumen: From identifying opportunities to developing strategies and plans to achieve and exceed forecasts.

• Leadership: Leading teams through uncharted waters and a track record in leading digital marketing performance.

• Collaboration: Ability to harness the expertise and skillset of your team.

• Agency Experience: Experience working with agencies.

• DTC Experience: In the beauty segment.

• Omnichannel Experience: Working in an omnichannel company (DTC, Amazon, Wholesale).

Approximate Salary Range Based on Experience and Location:

$220,000- $275,000 USD/annually

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