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Director, Direct-to-Consumer Ecommerce

Hydro Flask

Hydro Flask

New York, NY, USA
Posted on Thursday, September 7, 2023

Join our OXO team at Helen of Troy as our Director, Direct-to-Consumer Ecommerce - OXO and make an immediate impact on our trusted brands. Together, we build innovative and useful products that elevate people's lives everywhere every day!

At OXO, we're on a quest to make every day better. For 30 years, we've made household tools that delight our customers and exceed their expectations. When we have an idea, we're going to make it happen, even if it hasn't been done before - especially if it hasn't been done before. If you've ever thought, "There's got to be a better way to do this," then you belong here.

We balance hard work with a thriving office culture; community isn't just a buzzword at OXO, it's a way of life. With a guest speaker series covering topics like service robots and crafting hard-to-write letters, book and bike clubs, and volunteering opportunities, we like coming to work every day and think you should, too.

Hybrid schedule: Our NYC team has transitioned back to working in the office on a regular hybrid schedule. At present, team members are expected in the office an average of three (3) days a week. Decisions regarding any changes to our hybrid schedule will be communicated.

What you will be doing:

Reporting to the Vice President of DTC eCommerce, our Director will drive and manage eCommerce and digital marketing strategies and execution for OXO.com

Develop and scale the Direct-to-Consumer e-commerce business to an industry-leading level and help make OXO the prominent DTC home good brand. Lead an empowered, collaborative team that embodies our values and culture at Helen of Troy. Be a brand champion for OXO and lead with a consumer-centric approach.

  • Partner in North American-level objectives and business planning
  • Short/midterm objectives and goal setting for DTC eCommerce
  • Develop marketing plans and fiscal year calendars
  • Lead daily/weekly/monthly traffic, conversion, and sales forecasting tied to yearly budget
  • Provide DTC P&L leadership to enhance profitability and lead budgets
  • Partner with product and sales team on ongoing optimization and market expansion of DTC offerings including early launches and exclusive product
  • Champion tech stack enhancements via the gold project. Partner with the IT team to deliver best-in-class user experience across the website
  • Provide key leadership for digital performance marketing strategy, guidelines, and planning for DTC eCommerce. Partner with the director of acquisition and retention to define the paid media strategy
  • Drive profitable traffic to OXO.com via relevant digital paid channels, SEO optimization, and email/SMS communications
  • Partner with leadership for resource planning, vendor selection, and in-house team planning
  • Lead budget management and allocation process
  • Run daily/weekly/monthly dashboard sales metrics and site analytics.
  • Work with the DTC analytics manager to build reliable, easily understood reporting
  • Partner with the OXO brand marketing team to develop best-in-class creative with a DTC focus
  • Partner with demand planning and operations to ensure direct channel inventory availability (warehouse & website)
  • Partner with ops on the management of warehouse SLA and special services
  • Identify efficiencies while also finding ways to surprise and delight the customer
  • Be cognizant of marketplace-free shipping trends and consumer expectations
  • Partner with the VP of customer service to resolve strategy and execution for consumer support touchpoints (phones, email, chat, and text)
  • Maintain clear and timely communication with the CS team regarding planned promotions, sales, and map breaks
  • Partner with the IT department to ensure outstanding digital customer service experience
  • Lead optimal function & content on OXO.com to ensure consumer service excellence
  • Own, maintain and optimize OXO.com
  • Lead OXO digital property design, development, and user experience
  • Support all new product introductions and catalog expansions
  • Constantly look for ways to improve the UX/UI across both mobile and desktop
  • Ensure company priorities, goals and values are supported within the direct and indirect teams (and encourage a shared vision with the team)
  • Lead direct reports via half-yearly performance discussions, weekly 1:1 meetings, and defining clear career development plans
  • Delegate to and develop direct reports within the department (provide new challenges and opportunities to improve their career)
  • Exhibit and foster standard processes regarding effective time use/meetings, communication, and cross-functional teamwork
  • Run department spend vs. Finance forecast

Skills needed to be successful in this role:

  • Proven ability to achieve results contributing to sales/profit growth and successful brand-building
  • Strong digital marketing chops gained from successfully leading digital performance marketing campaigns that delivered strong ROAS
  • Demonstrated success leading website development roadmaps and interfacing/leading development teams to achieve site improvements, platform updates, and efficient user experiences
  • Proficient in understanding, strategizing around, and completing website analytics
  • Consistent record of leading and marketing using a consumer database
  • Proven track record with building and maintaining sophisticated marketing calendars
  • Ability to prepare business/financial analyses
  • Talent management experience with the ability to attract, cultivate, and retain top performers in an elite eCommerce organization
  • Ability to influence and empower cross-functional teams
  • Consistent record with go-to-market processes and launching new products
  • Excellent oral and written communication skills

Minimum Qualifications:

  • Bachelor’s degree
  • 8-10+ years of direct-to-consumer eCommerce and digital marketing experience with 5+ years in a management role
  • 5+ years working with premium consumer goods, home goods, or sporting goods
  • Knowledge of standard technical requirements and ideal practices surrounding eCommerce, fulfillment & consumer support
  • Strong SEO & website architecture knowledge
  • Strong performance marketing background; able to drive profitable traffic from a variety of web channels
  • Knowledge of creative practices as it relates to digital
  • Proficient with eCommerce platforms/systems/technology
  • Proficient with analytics and data; can communicate using data (web analytics, business analytics, database insights, etc.)
  • Proficient with digital marketing platforms, vendors, and measurement.
  • Consistent track record managing interactive agencies and digital marketing vendors
  • Experience identifying new tools and approaches to optimize the user experience and improve website performance (usability, a/b testing, etc.)
  • Skilled in the use of Microsoft Office software
  • Authorized to work in the United States on a full-time basis

Preferred Qualifications:

  • Experience working with a brand with both wholesale and direct-to-consumer revenue
  • Magento, tag management, Google Analytics, feed management, Oracle ERP, product reviews, etc.

In New York City, the standard base pay range for this role is $ 144,719 - 217,078.90 annually. This base pay range is specific to New York City and may not be applicable to other locations. Actual salaries will vary based on several factors, including but not limited to location, experience, skill level, and performance. The range listed is just one component of the total compensation package for employees.

Benefits: Salary + Bonus, Healthcare, Dental, Vision, Paid Holidays, Paid Parental Leave, 401(k) with company match, Basic Life Insurance, Short Term Disability (STD), Long Term Disability (LTD), Paid Time Off (PTO), Paid Charitable (volunteer) Leave, and Educational Assistance.

Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands. Have the confidence to come as who you are because your point of view, skills, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.


For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, Glassdoor, Facebook, Instagram and Twitter.

Helen of Troy is an Equal Opportunity/Affirmative Action Employer. We are committed to developing a diverse workforce and cultivating an inclusive environment. We value diversity and believe that we are strengthened by the differences in our experiences, thinking, culture and background. We do not discriminate on the basis of race, color, religion, sex, national origin, sexual orientation, gender identity, age, marital status, disability, protected veteran status or any protected basis.

We will provide individuals with disabilities reasonable accommodation to participate in the job application process. If you would like to request an accommodation, please contact Human Resources at (915) 225-8000.

Incorporated in 1968, Helen of Troy has grown into a leading global consumer products company with career opportunities in North America, South America, Europe and Asia. We offer creative solutions for our customers through a diversified portfolio of well-recognized and widely trusted brands, including OXO®, Hydro Flask®, Osprey®, Honeywell®, PUR®, Braun®, Vicks®, Hot Tools®, Drybar®. Most of these brands rank #1 or #2 in their respective categories.

We boldly bring brands into our family, where we nurture what makes them great. We collaborate internally and externally, always striving to provide the consumer-centric innovation, operational excellence, scale, global reach, and stellar shared services to make them soar.

The above statements are intended to describe the general nature and level of work performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities and duties required of personnel so classified. Management retains the right to add or to change duties of the position at any time.