Head of Direct-to-Consumer

L.A.B. Golf; Creswell (OR); On-site; USD 180,000 - 280,000; Full time

Job summary

L.A.B. Golf seeks a strategic, hands-on Vice President of Direct-to-Consumer to drive ecommerce growth across channels and regions. You will own the DTC P&L, oversee performance marketing budgets, and guide lifecycle marketing from acquisition to retention.

The role requires a data-driven leader capable of scaling operations in a fast-paced, PE-backed environment. You will collaborate with executive leadership to optimize Shopify Plus investments, manage product launches, and expand

Qualifications

• 10+ years of ecommerce and DTC experience with leadership of a channel generating $25M+ in revenue and P&L ownership.
• Proven success scaling premium consumer products, ideally in sporting goods or configurable products.
• Experience leading Shopify Plus development, optimization, and ERP integrations.
• Demonstrated success managing seven-figure paid media budgets with emphasis on incrementality and profitability.

Responsibilities

• Own the annual DTC business plan and monthly forecasts, including demand, marketing spend, and product-level sales.
• Lead weekly performance reviews for executive leadership and the Board, communicating results, variances, drivers, and corrective actions.
• Manage a multimillion-dollar performance marketing budget, optimizing spend for incremental revenue and profitability.
• Lead lifecycle marketing across email, SMS, mobile app, and loyalty programs, with journeys and win-back campaigns.
• Oversee end-to-end DTC customer journey, including remote fitting capabilities and app enhancements, to improve conversion and retention.
• Lead international expansion into Japan and other markets with market-entry strategies, localization, and Shopify Markets integration.

Skills

Strategic thinking

Leadership

Cross-functional collaboration

Analytics

Forecasting

P&L management

Education

Bachelor’s degree in Business/Marketing/Ecommerce or related

Tools

Shopify Plus

Klaviyo

GA4

Meta Ads

Google Ads

ERP integrations

Job description

The Vice President of Direct-to-Consumer (DTC) leads L.A.B. Golf’s ecommerce growth, digital customer experience, and channel profitability. This role owns the DTC channel profit and loss, performance and lifecycle marketing, Shopify Plus optimization, product launch strategy, customer retention, and international expansion. Partnering with executive leadership and cross-functional teams, the VP of DTC uses data-driven insights, disciplined investment, and operational excellence to drive profitable growth and long-term business value. The ideal candidate is a strategic, commercially minded, hands-on leader with deep ecommerce expertise and a proven ability to scale teams and operations in a fast-paced, private equity-backed environment.

Responsibilities and Duties

Channel Profit and Loss and Financial Performance

• Own the annual DTC business plan and monthly forecasts, including demand, marketing spend, and product-level sales.
• Lead weekly performance reviews for executive leadership and the Board, communicating results, variances, business drivers, and corrective actions.
• Manage a multimillion-dollar performance marketing budget, optimizing spend for incremental revenue, efficiency, and profitability.
• Establish and monitor KPIs for revenue, conversion, customer acquisition, retention, and marketing efficiency.
• Partner with Finance to improve forecasting, evaluate returns on investment, and guide business decisions.

Digital Commerce and Conversion Optimization

• Partner with the SVP of Digital and Ecommerce to manage the Shopify Plus roadmap, including platform performance, checkout, Shopify Functions, Flow, and application integrations.
• Maintain an efficient technology stack by evaluating integrations, reducing complexity, and ensuring measurable value from platform investments.
• Coordinate product launches, collaborations, and limited releases across Product, Marketing, Operations, and Fulfillment, with clear timelines, demand forecasts, and inventory plans.
• Use analytics, customer insights, and experimentation to improve conversion, average order value, and retention.

Growth and Lifecycle Marketing

• Lead performance marketing across Meta, Google, YouTube, TikTok, and emerging channels, including agency performance, creative testing, and incremental revenue measurement.
• Balance customer acquisition, marketing efficiency, revenue growth, and long-term customer value.
• Own lifecycle marketing across email, SMS, mobile app, and loyalty, including welcome journeys, fitting engagement, abandoned-cart recovery, post-purchase communications, win-back campaigns, and list health.
• Partner with Brand and Creative to deliver effective creative assets for acquisition, conversion, retention, and launches.
• Establish structured testing across campaigns, audiences, messaging, and creative to improve results and guide investment.

Customer Experience and Operational Excellence

• Oversee the end-to-end DTC customer journey, from discovery and purchase through fulfillment, customer service, and post-purchase engagement.
• Advance remote fitting, AI-assisted fitting, and mobile app capabilities to improve conversion, customer confidence, and retention.
• Partner with Finance and Operations to ensure reliable ERP and Shopify integrations, order flows, inventory visibility, and reporting.
• Identify operational issues and improve fulfillment coordination, order accuracy, customer satisfaction, and scalable processes.

International Expansion

• Lead DTC expansion into Japan and other priority international markets, including the broader Asia-Pacific region.
• Develop market-entry strategies covering localized storefronts, pricing, payments, duties, taxes, fulfillment, marketing, and customer experience.
• Leverage Shopify Markets to support international commerce and localized shopping experiences.
• Partner cross-functionally to assess market readiness, investment needs, operational capabilities, and revenue opportunities.
• Establish market-specific forecasts, launch plans, and performance measures, adapting strategies based on results and customer behavior.

Team Leadership and Organizational Development

• Build and lead a high-performing DTC organization spanning Ecommerce, Lifecycle Marketing, and Outlet, supported by contract engineering, program management, and UX partners.
• Set clear priorities, performance expectations, decision rights, and accountability.
• Develop talent, strengthen capabilities, and create opportunities for professional growth and leadership development.
• Foster ownership, analytical rigor, experimentation, collaboration, and continuous improvement.
• Establish operating rhythms, service-level agreements, and escalation processes with cross-functional partners.
• Represent DTC in executive discussions, translating performance and customer insights into strategic recommendations.

Analytics and Cross-Functional Leadership

• Maintain reliable DTC dashboards, attribution methodologies, reporting standards, and a single source of truth for business-critical metrics.
• Provide timely visibility into demand, revenue, marketing efficiency, conversion, acquisition, retention, and product performance.
• Lead performance reviews that identify trends, risks, opportunities, and clear next steps.
• Partner with the SVP of Digital and Ecommerce and leaders across Product, Brand, Creative, Marketing, Finance, Sales, Supply Chain, Customer Service, and Operations to align priorities and deliver profitable growth.
• Translate customer and performance insights into actionable decisions regarding launches, merchandising, inventory, marketing investment, and customer experience.
• Balance near‑term revenue targets with long‑term customer value, digital capabilities, and sustainable growth.

Qualifications, Skills And Attributes

Education

Bachelor’s degree in Business, Marketing, Ecommerce, or a related field preferred; equivalent relevant experience considered.

Experience

• 10+ years of ecommerce and DTC experience, including 5+ years leading a channel generating $25M+ in revenue with P&L ownership.
• Proven success scaling premium consumer products, ideally in sporting goods, hardware, or configurable products.
• Experience leading Shopify Plus development, optimization, and ERP integrations.
• Demonstrated success managing seven‑figure paid media budgets with a focus on incrementality and profitability.
• Experience with product launches, limited releases, and international DTC expansion preferred.

Technical Skills

• Expert knowledge of Shopify Plus, including Checkout Extensibility, Functions, Markets, Flow, and platform optimization.
• Proficiency in Klaviyo, GA4, Meta Ads, Google Ads, and ecommerce analytics.
• Strong capabilities in conversion optimization, lifecycle marketing, attribution, and performance forecasting.
• Experience with ERP/OMS integrations, fulfillment models, and ecommerce reporting systems.
• Practical understanding of AI applications in fitting, merchandising, customer service, and analytics.

Desired Attributes

• Strategic, commercially minded, and accountable for measurable results.
• Hands‑on leader who balances execution with long‑term strategy.
• Strong analytical, communication, and cross‑functional leadership skills.
• Proven ability to develop teams, manage agencies, and drive accountability.
• Comfortable operating in a fast‑paced, private equity‑backed environment focused on growth and value creation.
• Passion for golf or a strong understanding of golfers and premium golf equipment.

Physical and Cognitive Requirements

Physical Requirements

• Ability to sit and work at a computer for extended periods while reviewing performance, analyzing reports, and attending meetings.
• Ability to move through office, production, and warehouse areas for collaboration and operational reviews.
• Frequent use of hands and fingers to operate computers, mobile devices, and office equipment.
• Ability to review detailed dashboards, spreadsheets, website layouts, and digital creative assets accurately, with or without corrective lenses.
• Occasional standing, walking, bending, or reaching during meetings, collaborative sessions, and site visits.

Cognitive Requirements

• Ability to translate complex ecommerce, marketing, customer, and financial data into actionable growth and profitability strategies.
• Strong analytical, problem‑solving, forecasting, P&L management, and investment evaluation skills.
• Ability to balance strategic planning with hands‑on execution and manage multiple priorities.
• Ability to lead cross‑functional teams and coordinate time‑sensitive product launches.
• Sound judgment in identifying opportunities, evaluating risks, and making data‑driven decisions.
• Strong communication and influencing skills to align executives and cross‑functional partners.
• Ability to lead change, develop talent, adopt emerging technologies, and scale digital commerce operations for continued growth and international expansion.