Director, Direct to Consumer
3 days ago
Boca Raton
Job Description General Summary The Director of Direct-to-Consumer & eCommerce will lead the strategy, growth, and operational performance of Twin Star International’s owned digital commerce ecosystem, including Walkeredison.com, TwinStarHome.com, and ClassicAccessories.com. This role is responsible for driving profitable revenue growth across all three sites through conversion optimization, digital merchandising, lifecycle marketing, SEO expansion, assortment strategy, and B2B development. The position requires a highly strategic leader who can also execute; someone capable of scaling the business with limited resources while building the operational foundation for long-term growth. The Director will lead a cross-functional team spanning marketing, merchandising, UX, customer experience, and development, working closely with Product, Sales, Operations, and Marketing leadership to restore consumer trust, improve conversion, and expand revenue opportunities. The goal of this role is to scale the DTC business within the next 18–24 months through disciplined execution across several key growth pillars. Primary / Key Essential Functions and Responsibilities DTC Strategy & Business Ownership • Own the direct-to-consumer business strategy and P&L performance across Walkeredison.com, TwinStarHome.com, and ClassicAccessories.com., • Develop and execute a multi-year growth roadmap to scale revenue, improve profitability, and increase customer lifetime value., • Lead initiatives focused on conversion rate improvement, AOV growth, lifecycle marketing, and organic demand generation., • Lead efforts to restore and improve site conversion rates through UX optimization, testing, and customer trust rebuilding., • Oversee site experience improvements including:, • Product page optimization, • Mobile experience enhancements, • Website speed improvements, • Merchandising and navigation improvements, • Trust messaging and social proof integration, • Lead merchandising strategy to maximize product discoverability, conversion, and average order value., • Develop initiatives to expand AOV through:, • Bundling strategies, • Room collections, • Cross-sell and upsell programs, • Accessory attachment, • Promotional and financing messaging, • Build and scale the company’s lifecycle marketing engine to drive email and retention revenue., • Oversee strategy and execution of:, • Email and SMS marketing, • Customer segmentation, • Post-purchase journeys, • Win back campaigns, • Review generation, • Loyalty and retention programs, • Lead long-term SEO strategy to increase organic sessions., • Partner with external SEO agencies and internal teams to:, • Expand keyword coverage, • Optimize product and category pages, • Scale content-driven traffic, • Lead development of a new B2B / trade revenue channel, targeting interior designers, property managers, hospitality groups, builders, and corporate buyers., • Oversee implementation of Shopify B2B capabilities, including:, • Trade pricing structures, • Volume discounts, • Dedicated landing pages, • CRM workflows, • Repeat order systems, • Build scalable processes that allow the business to grow efficiently despite limited resources., • Prioritize investments across tools, platforms, and personnel to maximize revenue impact., • Act as the internal champion for the DTC business, ensuring organizational alignment around growth priorities., • Lead a small but highly effective cross-functional team including digital merchandising, marketing, and operational partners., • Foster a culture of data-driven decision making, experimentation, and accountability., • Bachelor’s degree in business, Marketing, Digital Commerce, or related field, • 10+ years in eCommerce or direct-to-consumer leadership, • Proven experience scaling Shopify or Shopify Plus businesses, • Experience managing multi-brand digital commerce portfolios, • Experience leading digital merchandising, lifecycle marketing, and conversion optimization, • Deep expertise in Shopify / Shopify Plus ecosystem, • Strong understanding of CRO, digital merchandising, and customer lifecycle marketing, • Data-driven decision maker with strong analytical capabilities, • Proven ability to scale revenue with limited resources, • Strong leadership presence with ability to influence cross-functional teams, • Responsible for yearly budget allocations by department., • Responsible for the delivery of P&L by category to budgeted goals The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle, or feel objects, tools or controls; reach with hands and arms; balance; stoop, kneel, crouch or crawl; talk or hear. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. The employee is exposed to outside weather conditions. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions. External and internal applicants, as well as position incumbents who become disabled, must be able to perform the essential job functions either unaided or with assistance of a reasonable accommodation as determined on a case by case basis. Standard Specifications The above statements are intended to describe the general nature and level of work performed and represents minimum levels of knowledge, skills, and/or abilities. To perform this job successfully, the incumbent will possess the abilities or aptitudes to perform each duty proficiently. A review of this description has excluded the marginal functions of the position that are incidental to the performance of fundamental job duties and is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice. Employees will be required to perform any other job-related duties assigned by their supervisor. This document does not create an employment contract, implied or otherwise, other than an "at will" employment relationship. Twin Star Home is an Equal Employment Opportunity employer. We are committed to recruiting, hiring, retaining, and promoting qualified individuals without regard to age, race, religion, color, sex, national origin, marital status, physical or mental disability, citizenship, military status, sexual orientation, genetic information, or any category protected by federal, state or local law.