Director, Direct-To-Consumer Ecommerce

Our Home & Outdoor division is united by thoughtful design and lasting quality. From kitchens to campsites, we provide consumers with premium, innovative products for life -- in and out of the home. This business unit includes our OXO, Osprey, and Hydro Flask brands, and this role may support one or more of these brands.

Look around your home, and you'll find us everywhere, in your kitchen, living room, bedroom, and bathroom. We are already making your everyday lives better. We are powered by knowledgeable, enthusiastic, and forward-thinking people committed to developing a culture of inclusion. Whether you are just starting your career or in need of a challenge, we recognize, develop, and empower talent!

Position: Director, Direct-To-Consumer Ecommerce Hydro Flask

Department: Marketing for HF

Work Location: Bend, OR, Hybrid (work 3 days onsite)

Hybrid Schedule: At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations.

What you will be doing:

Drive and manage Ecommerce and digital marketing strategies and execution for hydroflask.com. Develop and scale the Direct-to-Consumer Ecommerce business to an industry leading level and help make Hydro Flask the prominent DTC hydration lifestyle brand. Lead an empowered, collaborative team that embodies our values and culture at Helen of Troy. Be a brand champion for Hydro Flask and lead with a consumer-centric approach.

• Partner in North America brand-level objectives and business planning; set short- and mid-term objectives and goals for DTC eCommerce.

• Develop marketing plans and fiscal year calendars.

• Lead daily, weekly, and monthly traffic, conversion, and sales forecasting, as well as performance reporting (dashboard metrics and analytics) tied to the annual budget.

• Provide DTC P&L leadership to maximize profitability, including budget management, allocation, and department spend vs. Finance forecast.

• Partner with product and sales teams on ongoing optimization and market expansion of DTC offerings, including early launches and exclusive products.

• Leverage MyHydro personalization strategy to acquire new consumers and grow market share.

• Own, maintain, and optimize HydroFlask.com; lead digital property design, development, tech stack enhancements, and continuous UX/UI improvements across mobile and desktop in partnership with IT.

• Provide leadership for digital performance marketing strategy, guidelines, and planning; drive profitable traffic via paid channels, SEO, and email/SMS while guiding cohesive acquisition and retention strategies.

• Partner with leadership to define resource planning, vendor selection, and staffing/external resource needs.

• Partner with Hydro Flask brand marketing team to develop best-in-class creative with a DTC focus.

• Partner with demand planning and operations to ensure inventory availability (warehouse and website) and manage warehouse SLAs and special services (i.e., MyHydro and engraving).

• Identify efficiencies while finding ways to surprise and delight customers; stay aligned with marketplace shipping trends and customer expectations.

• Partner with the VP of Customer Service and IT to define and execute customer support and digital service strategies; maintain clear communication with the CS team regarding promotions, sales, and MAP breaks.

• Ensure optimal site functionality and content to deliver consumer service excellence.

• Support all new product introductions and catalog expansions.

• Ensure company priorities, goals, and values are supported across the team; remove obstacles and drive achievement of key goals and milestones.

• Manage and develop direct reports through performance discussions, 1:1s, delegation, and career development planning.

• Exhibit and foster best practices in time management, communication, and cross-functional collaboration.

• Continually build new processes and improve existing ones.

• Celebrate and recognize team members on a regular basis.

Skills needed to be successful in this role:

• Excellent oral and written communication skills.

• Strong knowledge of technical requirements and best practices across eCommerce, fulfillment, and consumer support.

• Knowledge of digital creative best practices.

• Proficient in analytics and data interpretation; ability to clearly communicate insights (web analytics, business analytics, database insights, etc.).

• Strong SEO and website architecture expertise.

• Strong performance marketing background with the ability to drive profitable traffic across multiple channels.

• Experience identifying and implementing tools and strategies to optimize user experience and improve website performance (e.g., usability, A/B testing).

• Proficient with eCommerce platforms, systems, and technologies (Magento, tag management, Google Analytics, feed management, Oracle ERP, product reviews, etc.).

• Proficient with digital marketing platforms, vendors, and measurement; proven track record of managing agencies and external partners.

• Advanced proficiency in Microsoft Office Suite.

Minimum Qualifications:

• Bachelor’s degree.

• 8+ years of direct-to-consumer eCommerce and digital marketing experience, including 5+ years in management role.

• 5+ years of experience working with premium consumer goods, home goods, or sporting goods industries.

• Authorized to work in the United States on a full-time basis.

Preferred Qualifications:

• Experience working with a brand with both wholesale and direct-to-consumer revenue.

Benefits: Salary + Bonus, Healthcare, Dental, Vision, Paid Holidays, Paid Parental Leave, 401(k) with company match, Basic Life Insurance, Short Term Disability (STD), Long Term Disability (LTD), Paid Time Off (PTO), Paid Charitable (volunteer) Leave, and Educational Assistance.

Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands! Have the confidence to come as who you are because your point of view, skills, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.

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For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, and Glassdoor.

Helen of Troy is an Equal Opportunity/Affirmative Action Employer.  We are committed to developing a diverse workforce and cultivating an inclusive environment.  We value diversity and believe that we are strengthened by the differences in our experiences, thoughts, cultures, and backgrounds.  All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws.

We will provide individuals with disabilities with reasonable accommodations to participate in the job application process.  If you would like to request an accommodation, please contact Human Resources at (915) 225-8000. 

Founded in 1968, Helen of Troy is a prominent player in the global consumer products industry, offering diverse career opportunities across North America, South America, Europe, and Asia. We boast a collection of renowned brands such as OXO, Hydro Flask, Osprey, Honeywell, PUR, Braun, Vicks, Hot Tools, Drybar, Curlsmith, Revlon, and Olive & June – many of which rank #1, #2, or #3 in their respective categories, making the Helen of Troy name synonymous with excellence and ingenuity.

At Helen of Troy, our strategy involves acquiring brands that we can integrate and enhance, amplifying their unique attributes to drive growth and profitability. Embracing a culture of collaboration internally and externally, we are committed to providing innovative solutions tailored to consumers, operational excellence, global scalability, and exceptional shared services to support our brand portfolio. This dedication to fostering development and success sets Helen of Troy apart as a pioneer in the industry, propelling our brands to unparalleled heights of success and recognition worldwide.

The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.