Head of DTC

• Overall DTC revenue, business performance, and profitability
• Website functionality, conversion, merchandising, and the end-to-end customer experience
• Ecommerce technology and the broader DTC tech stack
• Customer acquisition and engagement
• Ecommerce analytics and performance reporting
• Site operations and the systems that support the customer journey
• DTC strategy, growth initiatives, and ongoing optimization
• The KPIs that define the business: revenue, conversion, AOV, engagement, and profitability

Business ownership and growth

• Own the DTC P&L. Set the targets, build the forecast, manage the levers that get us there, and answer for the result.
• Build and execute the DTC growth strategy, from the annual plan down to the decisions made this week.
• Make the trade-offs across acquisition, merchandising, pricing, promotion, and retention that produce profitable, durable growth rather than short-term volume.
• Deliver clear, honest reporting to leadership: what is working, what is not, what it is worth, and what you are doing about it.

Customer experience and conversion

• Own the site experience end to end including UX, UI, and conversion rate optimization. You set the standard for how the site is structured, designed, and built.
• Direct merchandising strategy across product discovery, bundling, upsell, subscription offers, and launch moments.
• Hold a high bar for design, brand presentation, and quality on every page and in every customer touchpoint.
• Test continuously and prioritize by impact, retiring what does not work as quickly as you scale what does.

Acquisition, engagement, retention, and LTV

• Own the full customer journey, from first touch through repeat purchase to long-term Rho customer. 
• Partner closely with the growth and paid media team to convert traffic into profitable customers, and hold the line on acquisition efficiency.
• Drive measurable improvement in repeat rate, subscription performance, retention, and lifetime value.

Technology, analytics, and operations

• Own the ecommerce technology stack: evaluate, select, implement, and consolidate the tools that run the business, and know what each one is earning.
• Ensure site reliability, speed, and stability, and own the response when something breaks.
• Build the analytics and reporting layer that makes DTC performance visible, trustworthy, and current for you, for your team, and for leadership.
• Partner with operations, supply chain, and customer experience so the promise made on the site is kept after checkout.

Leadership

• Lead, develop, and scale the DTC team, hiring ahead of the growth curve and raising the bar with every addition.
• Set priorities, timelines, and quality standards, and hold the team, agencies, and partners to them.
• Build the systems and processes the business needs at its next size, not the ones that worked at its last.
• Operate as a peer to our Amazon and retail leaders, making sure DTC strategy strengthens the business as a whole.

How You Will Operate

• Proactive by default — you take ownership instead of waiting for someone else to identify the problem or the opportunity.
• Commercially minded — you think in terms of revenue, margin, and payback, and you can defend a decision in those terms.
• Decisive — you make good decisions quickly and independently, with incomplete information, and you course-correct fast when you are wrong.
• Strategic and hands-on — you can set a three-year vision and personally pull apart a funnel report the same afternoon.
• Always aware — you notice the small signal before it becomes a large problem, and you stay close enough to the business to see it.
• Accountable — you move with urgency, you finish what you start, and you do not need to be chased.
• Comfortable in ambiguity — priorities shift, resources are finite, and the playbook is often being written as you run it. That energizes you rather than frustrating you.

• Demonstrated ownership of a DTC business or P&L of meaningful scale, with a track record of driving sustained growth. We care about what you have owned and what it did under your leadership, not how many years it took you to get there.
• CPG experience. This is a firm requirement.
• Experience operating at a high level in a high-growth startup environment, with a real understanding of the pace, ambiguity, resource constraints, and level of ownership required to build and scale a fast-growing business.
• Deep command of consumer product dynamics: customer acquisition, repeat purchasing, subscriptions, retention, merchandising, product launches, promotional strategy, and the relationship between DTC and the broader business.
• Fluency in the modern DTC stack, including Shopify, Klaviyo, and the analytics tools used to measure and diagnose performance.
• Strong analytical ability, with the judgment to turn data into a decision rather than a dashboard.
• Experience building, leading, and developing a team while staying close enough to the work to know whether it is good.
• A history of building and improving systems and processes as a company scales.

• Experience in wellness, supplements, natural foods, health, or an adjacent category.
• Experience with a subscription-led business model.
• Experience in a multi-channel business where DTC operates alongside Amazon and national retail.
• Experience scaling a brand through the stage where the process has to be built rather than inherited.

• DTC revenue and profitability grow ahead of plan, and the growth is durable rather than promotional.
• Conversion, AOV, LTV, retention, and engagement improve measurably, and we understand exactly why.
• The site is best-in-class in experience and in conversion, and it keeps getting better.
• Leadership has clear, current visibility into DTC performance without having to ask for it.
• Problems are identified and resolved before they show up in the numbers.
• The DTC team is strong, accountable, and delivering high-quality work at speed.
• DTC strategy is integrated with Amazon and retail in a way that makes the whole business stronger.