DTC/B2B Director (Hybrid)

Description 

The DTC/B2B Director will own and grow BELLAMI’s eCommerce business, with a dual focus: the consumer storefront and the B2B direct business (Direct to Stylist) serving unmanaged salon accounts. This is a revenue-accountable role responsible for promotions, strategic site optimization, brand storytelling, and the execution of brand strategy, including the methods and terms that govern the professional online channel. This role will report to our VP of eCommerce and you’ll work together with eCommerce and Growth teams to execute against ranked priorities, balancing quick wins with longer-term growth.

Base Salary: $150K+ based on experience and level of education 

Annual Bonus Eligibility: 10% annual bonus based on individual and company performance 

Hybrid Schedule: This role requires to be onsite at our Culver City office on Tuesday, Wednesday and Thursdays 

Key Responsibilities  

eCommerce Business & Revenue  

• Own the performance and growth of the eCommerce business, accountable for revenue, conversion, and key growth/performance metrics.
• Scale growth programs, manage online tools and oversee the architecture of our offers and pricing strategies. 
• Own where business is landing, pacing and where we need to close with action plans to scale. 
• Drive the B2B direct business for unmanaged salon and stylist accounts, strategizing acquisition, reorder, and retention through the online channel.
• Define and execute methods and terms for the professional/B2B channel (e.g., pricing tiers, eligibility, payment and ordering terms) in line with brand strategy.
• Track, analyze, and report on business performance, translating data into clear actions and prioritized opportunities.

Promotions & Merchandising  

• Build and manage the promotional calendar across consumer and B2B segments, aligned to revenue and margin goals.
• Develop offers, bundles, and incentives that grow revenue while protecting brand equity.
• Partner with merchandising and brand teams to ensure the right products and stories are featured at the right time.
• Ensure the right experiences and journeys for Promotions and Merchandising by cohort profiles, new and returning customers. 

Site Optimization & Experience  

• Lead strategic site optimization merchandising, navigation, landing pages, and conversion-rate optimization across the funnel.
• Identify and prioritize site improvements (UX, page speed, search, PDP/PLP experience) and partner with eCommerce and Growth teams to execute.
• Use testing and analytics to continuously improve the on-site experience for both consumer and professional audiences.

Storytelling & Brand Execution  

• Translate brand strategy into compelling on-site storytelling and UX that drives engagement and conversion.
• Ensure the digital experience consistently reflects the premium, professional BELLAMI brand.
• Partner with creative and content teams to bring campaigns, launches, and seasonal moments to life online.

Partnership & Execution  

• Partner closely with the shared resource eCommerce team to execute initiatives against ranked priorities and timelines.
• Coordinate across brand, creative, merchandising, trade/field, and operations to ensure aligned, well-resourced execution.
• Manage projects from concept through launch, keeping stakeholders informed and priorities clear.
• Advocate for the resources and roadmap needed to hit growth targets.

Requirements 

• 7+ years of experience in e-commerce, digital growth, or online merchandising, with direct revenue accountability. (Beauty, professional/salon, or B2B experience a plus.)  
• Proven track record growing an eCommerce business through promotions, optimization, and merchandising.
• A metric driven leader who has an entrepreneurial spirit that can bridge technical execution across teams with strategic vision for online channel 
• Experience with B2B or wholesale/professional beauty channels, including pricing, terms, and account growth, strongly preferred.
• Strong analytical skills comfortable owning revenue numbers, reading site and funnel data, and prioritizing accordingly.
• Familiarity with eCommerce platforms, analytics, Tableau, and CRO/testing tools.
• A blend of commercial and creative sensibility - able to drive revenue while protecting and expressing the brand.
• Excellent project management and cross-functional collaboration skills, including working with shared/centralized teams.
• Bachelor’s degree in business, marketing, or related

Benefits And Perks  

• Base pay of $150-160K with additional 10% annual bonus potential 
• 401(k) with company match - $ for $ up to 4% - immediately vested
• Vacation/Holiday Leave
• Great Medical/Dental/Vision Insurance
• Life and AD&D Insurance
• Opportunities for growth and advancement
• And so much more!

Equal Employment Opportunity at Beauty Industry Group  

At Beauty Industry Group, we are proud to be an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.

We consider all qualified applicants for employment without regard to race, color, religion, sex, pregnancy, national origin, age, sexual orientation, gender identity or expression, disability, genetic information, protected veteran status, or any other legally protected characteristic.