Key Responsibilities
Strategy & Growth
- Define the D2C channel strategy and value proposition aligned with the eCommerce mission and strategic frameworks.
- Own the D2C channel P&L, delivering growth across Net Sales, Conversion, CTF, EBIT, and Shopper NPS.
- Develop the annual and 3-year D2C roadmap with clear KPIs, benchmarking internally and externally.
- Shape the portfolio, pricing, and promotion architecture, minimizing channel conflict and maximizing competitiveness.
- Lead the acquisition, conversion, and loyalty strategy, partnering with marketing teams (activation, content, SEO, SEM, paid media, and marketing operations) to drive traffic, engagement, and retention.
- Operate as the Centre of Excellence for D2C strategy, capability building, playbooks, and best-practice sharing across markets.
Operations & Execution Excellence
- Oversee daily sales operations: catalog management, pricing, promotions, campaign calendar, and merchandising.
- Oversee and manage the D2C Sales Execution Managers in the regional hub, ensuring high-quality execution of campaigns and activations in close collaboration with local markets.
- Lead the transformation of the branded webstore platform, partnering with the Technical Product Manager to ensure commercial requirements are captured and prioritized in the development roadmap.
- Ensure seamless governance, workflows, and processes for D2C planning, execution, and optimization.
- Collaborate with Central Team, marketing, supply chain, IT, and logistics partners to secure future-fit enablers (3PL, fulfillment, site performance, payments, customer service).
- Partner with analytics and insights teams to monitor performance, consumer behavior, and competitor benchmarks, adjusting plans with agility.
- Represent D2C in cross-functional forums (e.g., S&OP, demand planning, commercial boards), ensuring alignment and channel advocacy.
- Manage channel conflict with other sales channels through clear frameworks and governance.
Leadership & Influence
- Provide clear direction and leadership to regional D2C Sales Execution Managers, Central Team, and market teams, ensuring strategy cascade and flawless execution.
- Act as a change agent, driving digital-first, consumer-centric thinking across the organization.
- Build strong collaboration with marketing, central, and market teams to deliver consistent, impactful execution across countries.
- Lead with resilience, adaptability and collaboratively with a wide range of stakeholders, balancing priorities and fostering consensus to accelerate results.
