DTC/B2B Director (Hybrid)

This role owns and grows BELLAMI’s eCommerce business, focusing on both the consumer storefront and the B2B direct business (Direct to Stylist) serving unmanaged salon accounts. It is revenue-accountable, covering promotions, strategic site optimization, brand storytelling, and execution of brand strategy, including methods and terms for the professional online channel. The position reports to the VP of eCommerce and collaborates with eCommerce and Growth teams to execute ranked priorities.

Responsibilities

• Own the performance and growth of the eCommerce business, accountable for revenue, conversion, and key growth/performance metrics.
• Scale growth programs, manage online tools, and oversee the architecture of offers and pricing strategies.
• Drive the B2B direct business for unmanaged salon and stylist accounts, strategizing acquisition, reorder, and retention through the online channel.
• Define and execute methods and terms for the professional/B2B channel (e.g., pricing tiers, eligibility, payment, and ordering terms) in line with brand strategy.
• Track, analyze, and report on business performance, translating data into clear actions and prioritized opportunities.
• Build and manage the promotional calendar across consumer and B2B segments, aligned to revenue and margin goals.
• Develop offers, bundles, and incentives that grow revenue while protecting brand equity.
• Partner with merchandising and brand teams to ensure the right products and stories are featured at the right time.
• Ensure tailored experiences and journeys for promotions and merchandising by cohort profiles, including new and returning customers.
• Lead strategic site optimization, including merchandising, navigation, landing pages, and conversion-rate optimization across the funnel.
• Identify and prioritize site improvements (UX, page speed, search, PDP/PLP experience) and partner with eCommerce and Growth teams to execute.
• Use testing and analytics to continuously improve the on-site experience for both consumer and professional audiences.
• Translate brand strategy into compelling on-site storytelling and UX that drives engagement and conversion.
• Ensure the digital experience consistently reflects the premium, professional BELLAMI brand.
• Partner with creative and content teams to bring campaigns, launches, and seasonal moments to life online.
• Partner closely with the shared resource eCommerce team to execute initiatives against ranked priorities and timelines.
• Coordinate across brand, creative, merchandising, trade/field, and operations to ensure aligned, well-resourced execution.
• Manage projects from concept through launch, keeping stakeholders informed and priorities clear.
• Advocate for the resources and roadmap needed to hit growth targets.

Requirements

• 7+ years of experience in e-commerce, digital growth, or online merchandising, with direct revenue accountability. (Beauty, professional/salon, or B2B experience a plus.)
• Proven track record growing an eCommerce business through promotions, optimization, and merchandising.
• Metric-driven leader with an entrepreneurial spirit, bridging technical execution across teams with strategic vision for the online channel.
• Experience with B2B or wholesale/professional beauty channels, including pricing, terms, and account growth, strongly preferred.
• Strong analytical skills, comfortable owning revenue numbers, interpreting site and funnel data, and prioritizing accordingly.
• Familiarity with eCommerce platforms, analytics, Tableau, and CRO/testing tools.
• A blend of commercial and creative sensibility—able to drive revenue while protecting and expressing the brand.
• Excellent project management and cross-functional collaboration skills, including working with shared/centralized teams.
• Bachelor’s degree in business, marketing, or a related field.

Pay

Base salary of $150,000–$160,000 with an additional 10% annual bonus potential.

Schedule

Hybrid schedule requiring onsite presence at the Culver City office on Tuesdays, Wednesdays, and Thursdays.

Benefits

• 401(k) with company match—dollar-for-dollar up to 4%, immediately vested.
• Vacation and holiday leave.
• Comprehensive medical, dental, and vision insurance.
• Life and AD&D insurance.
• Opportunities for growth and advancement.