Director, DTC and Social Commerce

Purpose

The purpose of this document is to provide a detailed overview of the responsibilities, requirements, qualifications, and benefits associated with the Director, DTC and Social Commerce role at Church & Dwight.

About the Role

This role is responsible for building and scaling Touchland's direct-to-consumer business across owned and social commerce channels. Specifically, this leader will own the end-to-end TikTok Shop business, including Seller Center operations, product setup, promotions, and performance optimization. They will also build and optimize the affiliate and creator ecosystem, drive authentic, conversion-focused content across various formats, and define and execute multi-year DTC growth strategy aligned with enterprise and brand priorities.

Responsibilities

• Own and grow DTC and TikTok Shop P&L, including revenue, margin, demand creation, and operating expenses.

• Deliver against GMV, profitability, and customer growth targets.

• Develop forecasting frameworks, inventory planning, and financial models across both channels.

• Lead weekly/monthly business reviews with executive stakeholders.

• Own TikTok Shop business, including Seller Center operations, product setup, promotions, and performance optimization.

• Scale TikTok Shop from a channel into a repeatable, portfolio-level growth engine.

• Build and optimize the affiliate and creator ecosystem, including: Creator recruitment, onboarding, and retention; Commission structures, incentives, and performance frameworks; Affiliate GMV, conversion, and ROI optimization; Marketplace operations including product listings, pricing, bundles, inventory, fulfillment coordination, and account health.

• Partner directly with TikTok to unlock platform growth programs, beta opportunities, and media support.

• Define and execute multi-year DTC growth strategy aligned with enterprise and brand priorities.

• Lead site merchandising, UX/UI optimization, and conversion improvement across digital properties.

• Own digital commercial planning, including product launches, promotional cadence, markdowns, and bundling strategies.

• Ensure best-in-class customer experience across the full funnel (browse → checkout → post-purchase).

• Partner with media, marketing, and creative teams to align demand generation strategies with commerce goals.

• Drive lower-funnel performance (conversion, AOV, retention) across TikTok Shop and DTC.

• Leverage creator content and affiliate outputs to power paid media and growth loops.

• Ensure rigorous measurement of campaign performance and attribution.

• Own performance measurement across TikTok Shop and DTC, including: GMV, conversion, engagement, CAC, AOV, LTV; Conduct deep-dive analysis to identify growth levers, optimize campaigns, and scale winning strategies; Translate insights into actionable recommendations across product, marketing, and merchandising; Build executive-level reporting and dashboards.

• Develop channel-specific assortments optimized for TikTok Shop and DTC conversion.

• Align merchandising strategy with creator content, trends, and seasonal opportunities.

• Drive innovation across business models (subscriptions, trial flows, exclusive drops).

• Strategically manage cross-functional teams and complex stakeholder environments.

Requirements

To succeed in this role, candidates should possess:

• A Bachelor’s degree in Business, Marketing, or a related field.

• 10+ years of experience in digital commerce, social commerce, or eCommerce leadership.

• Proven track record of owning and scaling multi-million dollar digital P&Ls.

• Deep expertise in TikTok Shop, affiliate marketing, and creator ecosystems.

• Strong analytical capabilities with ability to translate data into business decisions.

• Experience managing cross-functional teams and complex stakeholder environments.

• Hands-on experience with eCommerce platforms, marketplace tools, and performance analytics.

• Preferred qualifications include experience scaling TikTok Shop or social commerce from early-stage to meaningful revenue, background in beauty, CPG, or consumer brands, familiarity with Shopify, Amazon, or multi-channel commerce ecosystems, existing network within creator or influencer ecosystems, and existing network within creator or influencer ecosystems.

Qualifications

Candidates should demonstrate:

• A strategic operator who can zoom out (vision) and dive deep (execution).

• A builder mindset focused on creating scalable, repeatable systems.

• A customer-obsessed approach with strong instinct for trends and cultural relevance.

• A high level of ownership, bias for action, and strong resilience.

• A strong communicator with executive presence.

Benefits

The U.S. base salary range for this full-time position is $174,000-$247,700. This position is also eligible for a bonus. As a Church & Dwight US employee, you (and eligible dependents, as applicable) will have access to medical, dental, vision, basic life insurance, paid vacation and sick time, and Paid Parental Leave. U.S. employees are entitled to paid holidays, floating holidays, and vacation days starting in their first year of employment depending on hire date. You are also able to participate in our 401k retirement plan (with company match and profit-sharing) and Discounted Employee Stock Purchase Plan. The actual base pay offered to the successful candidate will be based on multiple factors, including, but not limited to, job-related knowledge/skills, experience, business needs, geographical location, and internal pay parity. Compensation decisions are dependent upon the facts and circumstances of each position and candidate. Church & Dwight is proud to be an Equal Opportunity Employer/Veterans/Individuals with Disabilities.