Director, Ecommerce (DTC)

About Us

Headquartered in New York City with over 65 employees, Halo Dream, Inc. is a designer, developer, marketer and distributor of juvenile products to hospitals and consumers, including swaddles, wearable blankets, bassinets, cribs, crib liners and mattresses. These industry-leading products offer innovations that make safer, longer and healthier sleep easier for parents. More information at https://halosleep.com.

Title: Director, Direct-to-Consumer (DTC)

Reports To: SVP of Brand Marketing & eCommerce

Location: New York Metro Area (Hybrid)

Position Summary

We are hiring a Director of Direct-to-Consumer (DTC) to lead the next phase of strategic growth for our Shopify business at halosleep.com. This role owns the performance, profitability, and customer experience of our direct-to-consumer channel — translating brand positioning, product priorities, and campaign momentum into a high-performing digital storefront.

Our DTC business has strong fundamentals — consistent YoY growth, a rapidly expanding owned audiences, maturing lifecycle programs, increasing bundle penetration, and established agency partnerships. The opportunity now is to scale that foundation with greater rigor, speed, and operational discipline.

Equal parts revenue driver and business operator, this leader will oversee the DTC team and P&L, while improving conversion, expanding repeat purchase behavior, strengthening site merchandising, and aligning the on-site experience with our full-funnel marketing strategy.

What You’ll be Doing:

DTC Strategy & P&L Ownership

• Develop and execute the annual strategic DTC growth roadmap aligned with company revenue targets
• Own revenue performance, conversion rate, AOV, repeat purchase rate, and contribution margin for Shopify
• Identify and prioritize incremental growth levers, including bundles, lifecycle expansion, personalization, and merchandising improvements
• Partner with Finance on forecasting, pacing, and margin management

Shopify Experience & Conversion Optimization

• Oversee performance of halosleep.com, ensuring optimal functionality, navigation clarity, and frictionless checkout
• Lead a structured experimentation roadmap across PDPs, collections, landing pages, and checkout experience
• Analyze customer behavior and site performance data to identify opportunities to improve conversion and user experience
• Improve mobile performance, site speed, and cross-selling architecture

Lifecycle & Retention

• Lead the Lifecycle Manager to set lifecycle priorities that improve repeat purchase, customer lifetime value, and engagement
• Translate DTC business goals into lifecycle testing roadmaps across email and SMS
• Ensure lifecycle programs support product launches, promotions, and merchandising priorities
• Monitor cohort performance (M1 / M3 / M6 repeat rates) and guide optimization priorities

Merchandising & Customer Experience

• Develop merchandising strategies that improve product discovery and cross-category attachment
• Expand bundle penetration and strengthen system-based merchandising across sleep stages
• Ensure promotional and merchandising strategies balance revenue growth with margin discipline

Cross-Functional Leadership

• Partner closely with paid media and marketing partners to align traffic quality, landing page strategy, and offer architecture
• Collaborate with Brand and Creative teams to translate campaign messaging into high-performing DTC experiences
• Work with Product, Operations, and Customer Care teams to ensure a seamless end-to-end customer journey
• Report key insights and opportunities to executive leadership

Team & Partner Management

• Lead and develop DTC team members responsible for site merchandising and lifecycle marketing
• Manage external partners including CRO, development, and lifecycle agencies
• Establish clear operating rhythms for reporting, testing, and roadmap execution

What We’re Looking For:

Education: Bachelor’s degree in a related field

Experience:

• 7–10 years of experience leading or owning the direct-to-consumer channel for a consumer brand
• Shopify expertise with a deep understanding of conversion optimization and merchandising frameworks
• Proven ability to scale online revenue while protecting contribution margin
• Experience translating business objectives into clear growth roadmaps and measurable results
• Strong analytical capabilities with fluency in key eCommerce metrics including CVR, AOV,

CAC, LTV, and cohort performance

• Experience leading direct reports and leading cross-functional initiatives

• Advanced knowledge of analytics platforms and testing frameworks

• Excellent project management, communication, and presentation skills

Accountability: Problem solver with a high degree of integrity

Creativity: Demonstrated curiosity and initiative to lead implementation of new systems and processes

Collaboration: works with “win together” mentality with cross-functional partners

Nimbleness: Ability to be analytical and operate with flexibility and manage multiple priorities in a fast-paced environment.

Boldness: Operates with a growth mindset

Strong Communication: Strong written and verbal ability with cross-functional partners

Halo Dream, Inc. provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Salary ranges are based on paying competitively for our size and industry, and are one part of our compensation package, which also includes a comprehensive set of benefits and incentive plan. The base salary hiring range for this position is $135,000 – 145,000 but the final compensation offer will ultimately be based on the candidate's location, skill level and experience.