Head of Direct

About Us:

Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in Canada in 2006 with our headquarters in the heart of Toronto, where we’ve been recognized as one of the top employers to work for. In recent years, we’ve expanded our reach and grown exponentially across many teams, from digital and direct, to field sales, and our growing number of Dyson Demo stores. 

We're committed to our campus culture and want to have people collaborating, developing, and learning from each other. By having everyone on campus together, we have been able to nurture a fantastic social and dynamic environment.   

About the Role:

The Head of Direct (eCommerce) is responsible for defining and delivering the growth strategy for Dyson Canada's eCommerce and Direct-to-Consumer (DTC) business. This role owns the Direct P&L and commercial strategy across DysonCanada.ca, Dyson-owned retail stores, marketplaces, and Customer Care, with primary accountability for growth through DysonCanada.ca, Dyson's flagship eCommerce channel.

Working cross-functionally across the organization, the Head of Direct (eCommerce) drives sustainable growth, exceptional customer experiences, and strong commercial performance in support of Dyson Canada's overall business objectives and premium brand positioning.

Set the Vision and Strategy for Dyson Canada's eCommerce and DTC Business

• Define and champion the long-term vision for Dyson Canada's eCommerce and DTC business.
• Own the eCommerce and DTC go-to-market strategy, creating compelling reasons for consumers to buy Direct through differentiated products, services, experiences, and commercial initiatives.
• Develop the strategic roadmap for DysonCanada.ca and the broader Direct business, identifying opportunities for sustainable growth and customer engagement.
• Create alignment across the organization behind a clear growth agenda that supports both eCommerce performance and broader business objectives.
• Act as the steward of the Dyson brand across all Direct channels, balancing premium customer experiences with commercial objectives.

Deliver Commercial Performance and Accelerate eCommerce Growth

• Own the Direct business P&L, delivering revenue, profitability, and sustainable growth.
• Lead the commercial strategy and trading agenda for DysonCanada.ca and the broader Direct business.
• Develop integrated commercial plans across trading, marketing, operations, finance, and people.
• Lead forecasting, performance management, and trading reviews to deliver against ambitious growth targets and identify opportunities and manage risks.
• Ensure the capabilities, processes, and resources are in place to support continued growth.
• Balance short-term performance with long-term strategic objectives.

Lead Go-to-Market Execution and Customer Experience

• Lead cross-functional execution of the eCommerce and DTC growth strategy across Marketing, Sales, Customer Service, Retail, Logistics, and Finance.
• Partner with Marketing and Category teams to develop go-to-market plans, media strategies, and customer acquisition initiatives that support business objectives.
• Ensure Direct priorities are embedded in product launches, commercial activations, and key business initiatives.
• Own the end-to-end customer journey across Direct channels, delivering a seamless premium experience that drives conversion, customer satisfaction, and NPS.
• Drive continuous optimization of DysonCanada.ca through consumer insights, analytics, and best practices.
• Respond with agility to changing customer, market, and competitive dynamics.

Build Capabilities for Future Growth

• Lead and develop a high-performing team focused on accountability, innovation, and continuous improvement.
• Evolve the capabilities, skills, and operating model required to support future growth.
• Strengthen eCommerce, digital, commercial, and operational capabilities across the business.
• Partner with regional and global teams to share insights, adopt best practices, and identify new opportunities.
• Champion innovation and continuous improvement to strengthen Dyson Canada's competitive position.

About You:

• 10+ years of eCommerce, digital commerce, and consumer growth leadership experience.
• Expertise in eCommerce trading, site merchandising, conversion optimization, and customer journey management.
• Strong commercial acumen with experience owning and managing P&Ls.
• Experience leading performance marketing, customer acquisition, and digital media strategies that drive growth.
• Understanding of CRM, lifecycle marketing, email marketing, and customer acquisition strategies.
• Experience developing affiliate marketing and partnership programs.
• Experience managing third-party marketplaces and platform partnerships.
• Proven success delivering growth within a premium consumer brand.
• Experience leading eCommerce businesses across owned channels and third-party platforms.
• Strong understanding of customer experience, consumer behavior, and digital commerce trends.
• Broad knowledge of eCommerce operations and infrastructure, including logistics, fulfillment, digital platforms, analytics, and marketing technology.

Skills & Competencies

• Strategic thinker with strong commercial acumen and business planning capabilities.
• Proven ability to lead in complex, matrixed environments and influence without direct authority.
• Strong leadership skills with a track record of aligning teams behind a vision and delivering results through collaboration.
• Excellent executive stakeholder management skills, with the ability to build alignment and influence decision-making across senior leadership teams.
• Exceptional communication, presentation, and storytelling abilities, translating complex data and insights into clear, compelling business narratives.
• Strong relationship builder, capable of engaging stakeholders across local, regional, and global teams.
• Strong analytical capability, leveraging data, insights, and experimentation to drive decision-making and performance.
• Comfortable operating across both strategy and execution, with a hands-on, results-oriented mindset.
• Thrives in dynamic environments and can bring clarity, structure, and direction amidst ambiguity.
• Demonstrated ability to challenge the status quo, drive change, and lead continuous improvement.
• Entrepreneurial, proactive, and accountable, with a strong sense of ownership.
• High levels of integrity, judgment, and professionalism.
• Experience in premium brands, DTC businesses, or third-party platform ecosystems is an asset.
• Ability to travel domestically and internationally as required.

Salary: $161,600 - $202,000 annually + bonus opportunity

Benefits:

At Dyson, how we reward you is linked to our high-performance culture. But it’s about more than salary and bonus. Through a package of financial, lifestyle and health benefits, we support whatever stage of life you’re in and the moments that matter.

Financial benefits:

• Dyson Matching RSP contributions
• Company Paid Life Insurance and Accidental Death and Dismemberment (AD&D)
• Short-Term and Long-Term Disability
• Employee Referral Program
• Dyson Product Discounts

Lifestyle benefits:

• Competitive Paid Time Off including Floater Holiday, Sick, and Vacation Time
• Generous Maternity Leave Program
• Employee Assistance Program

Dyson is committed to fostering an inclusive and accessible environment that reflects the diversity of the community in which we live. If requested, we will provide reasonable accommodation during the recruitment process for persons with disabilities. Contact us at [email protected] for more information. Dyson is an Equal Opportunity Employer.

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