Director, Digital Sales Channels
About the role
This role is ideal for a hands-on, commercially minded builder who can translate customer demand into profitable orders, identify where the business is leaving money on the table, and build repeatable systems that allow the function to scale through AI, automation, and specialized expertise rather than incremental headcount.
Responsibilities
Own the digital P&L from revenue through contribution margin and EBITDA across True Classic’s website, app, Amazon, TikTok Shop, and emerging digital channels.
Develop a unified digital sales strategy that defines the role of each channel and how they work together as one integrated business.
Identify the highest-impact commercial opportunities and ensure contribution growth remains ahead of revenue growth.
Build a single, trustworthy view of digital sales and performance across all channels.
Drive conversion performance across each digital channel, including the path to purchase on the website and app, Buy Box and listing performance on Amazon, and the content-to-commerce funnel on TikTok Shop.
Own assortment strategy by channel, including product availability, exclusives, bundles, multipacks, and pack architecture.
Lead the cross-channel promotional calendar and evaluate incremental sales lift against margin investment.
Use customer, channel, and financial data to distinguish meaningful performance issues from normal variation and act quickly on opportunities.
Ensure product listings, digital merchandising, content, pricing, and promotional execution remain accurate, compelling, and consistent across channels.
Own marketplace health, including account standing, Buy Box share, listing integrity, catalog accuracy, and platform compliance.
Oversee external agencies and vendors supporting digital sales channels, holding partners accountable to clear performance and financial outcomes.
Maintain operating standards for sales reconciliation, reporting accuracy, assortment execution, and promotional setup.
Monitor competitive activity, marketplace trends, and platform changes to protect performance and identify new opportunities.
Design and implement AI-led workflows for reporting, listing hygiene, promotional setup, competitive tracking, merchandising operations, and other repeatable work.
Lead a highly specialized team of channel owners, setting clear standards, establishing accountability, and removing barriers to execution.
Evaluate team and workflow effectiveness based on commercial outcomes, operating leverage, and the measurable time saved through automation.
Establish a clear roadmap for the function, including an integrated performance view within the first 60 days and initial AI-led workflows within the first 90 days.
Partner with Growth to convert qualified traffic efficiently and provide clear insights into the audiences, campaigns, and traffic sources that generate profitable demand.
Collaborate with Operations to align inventory, fulfillment, delivery, and returns performance with the customer promises made across digital channels.
Coordinate with Merchandising, Creative, Finance, Technology, and Data teams to align assortment, content, pricing, reporting, and channel execution.
Manage external agencies, platform partners, and vendors to ensure work is integrated into True Classic’s broader digital sales strategy.
Qualifications
7+ years of experience in ecommerce, digital retail, marketplaces, or a related field.
Direct ownership of a scaled digital P&L, ideally representing $50 million or more in annual revenue.
Meaningful experience across multiple digital sales channels, with deep expertise in DTC ecommerce and online marketplaces.
Strong Amazon expertise, including Seller Central operations, Buy Box performance, listing optimization, catalog health, and Search Term Report analysis.
Strong commercial and analytical skills, with the ability to manage funnels, margins, conversion, average order value, and profit per session.
Demonstrated ability to translate channel and customer data into clear priorities and decisive commercial action.
Proven ability to lead specialized teams and influence cross-functional partners across Growth, Operations, Customer Experience, Finance, Merchandising, and Technology.
Hands-on experience using AI tools and automation to improve workflows, increase productivity, and reduce repetitive manual work.
Preferred Qualifications
Experience in apparel, consumer goods, or another high-volume, product-led ecommerce environment.
Hands-on experience with Amazon DSP, digital attribution, retail media, and marketplace advertising.
Experience with marketplace and ecommerce tools such as Helium 10, Pacvue, Seller Central, Shopify, and related analytics platforms.
Experience launching or scaling emerging commerce channels such as TikTok Shop, mobile applications, social commerce, or international marketplaces.
Demonstrated success improving contribution margin, promotional efficiency, marketplace health, or operating leverage across a multi-channel business.