layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Director of Ecommerce, DTC at Sol de Janeiro

DTC P&L & Business Strategy
Own the overall DTC P&L strategy, including revenue forecasting, margin management, budget allocation, and profitability targets across the DTC channel
Develop and drive the annual and multi-year DTC business plan, setting channel-level targets for revenue, contribution margin, customer acquisition, retention, and LTV
Partner with Finance to build financial models, track performance against plan, and deliver monthly, quarterly, and annual P&L reviews with actionable recommendations
Lead channel-level pricing, promotional, and margin optimization strategies to maximize profitability while protecting brand equity
Own the DTC budget across media, technology, and operations, optimizing spend for ROI and efficiency
Performance Media
Own the end-to-end performance media strategy and execution across paid social paid search, affiliate, and other digital acquisition and retention channels
Manage media investment and agency/technology partnerships, setting targets for CAC, ROAS, and incremental revenue
Build and optimize full-funnel media plans in partnership with Brand Marketing and Creative, aligning media to product launches, promotions, and seasonal campaigns
Lead testing roadmaps across creative, audiences, channels, and bidding strategies to continuously improve efficiency and scale
Oversee attribution, incrementality testing, and measurement frameworks to ensure accurate performance reporting and budget optimization
CRM & Lifecycle Marketing
Own the CRM and lifecycle marketing strategy across email, SMS, push, loyalty, and retention channels, driving engagement, repeat purchase, and LTV
Build and optimize customer journeys and segmentation strategies, leveraging first-party data to deliver personalized, brand-right communications
Partner with Analytics and Data teams to develop customer segmentation, RFM modeling, and predictive LTV to inform targeting and retention investment
Own the loyalty and subscription program strategy, identifying opportunities to deepen customer relationships and increase retention
Define and track CRM KPIs including list growth, engagement rates, conversion, repeat purchase rate, and revenue contribution
Site Merchandising & Digital Experience
Lead orchestrated strategy of the digital store through merchandising, content, user experience, testing, technical infrastructure, and operations to drive traffic and sales
Highlight and follow through on top site priorities and technology, product, and testing roadmaps
Oversee all site tasks including promotions, site content updates, merchandising, and product setup, ensuring functionality meets and exceeds company expectations
Maintain site ADA compliance and ensure updated standards are met by technology partners and communicated to internal stakeholders
Analyze site performance metrics and trends and deliver relevant product performance and consumer behavior insights
Own product merchandising strategy, assortment presentation, on-site search, bundling, and cross-sell/upsell optimization to drive conversion and AOV
Cross-Functional Leadership & Team Management
Lead, mentor, and grow a high-performing DTC team across ecommerce, CRM, and performance media functions
Partner with Global Product Marketing, Brand Marketing, and Creative to align the DTC calendar with product launches, exclusives, promotions, and brand moments
Collaborate with Inventory and Forecasting teams on item-level sales and buying plans to ensure alignment with channel financial targets
Identify whitespace opportunities through customer data, sales trends, and competitive analysis to inform future product development and DTC growth
Communicate key updates (site, product, promotional, performance) to senior leadership, Operations, and Customer Service teams
Champion new ideas, technologies, and DTC innovations to keep Sol de Janeiro at the forefront of digital commerce

Director of Ecommerce, DTC

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