Head of D2C (E-commerce Lead)

About Us:

Parents shouldn't have to trade sleep for peace of mind, and this is why we’ve built baby

monitoring solutions for the nursery, designed to work flawlessly at 3 AM, with no unnecessary

noise and no anxiety-inducing data.

About the role

Parents shouldn't have to trade sleep for peace of mind, and this is why we’ve built baby

monitoring solutions for the nursery, designed to work flawlessly at 3 AM, with no unnecessary

noise and no anxiety-inducing data.

Our direct-to-consumer channel is where that promise meets parents most directly. We’re

looking for an owner who has run full scale D2C before, who can lead the channel, hands-on

role first and a leadership role later, challenge every third-party supplier on strategy and

performance, and innovate us to scale.

What you'll own

• Channel P&L. End-to-end accountability for D2C revenue, profitability, and unit
• economics.
• Channel strategy. A clear growth roadmap across our international Shopify stores, with
• the pricing, assortment, and promo calls that come with it.
• Funnel and CRO. Owning the full journey: discovery and search platforms, landing page
• experience, checkout, and post-purchase upsell.
• Paid media and email marketing. Direction and challenge of external agencies and
• internal/freelance buyers across Meta, Google Ads, email marketing, creative
• production, etc.
• Organic, social and AI discoverability. SEO and content, plus making sure our
• products are found and recommended when parents ask an AI assistant which monitor
• to buy.
• Hands-on execution. Day-to-day ownership of CAC, LTV, MER, ROAS, AOV, and
• CVR, running growth experiments in phase one, then structuring and hiring the team as
• revenue targets are met.

What we're looking for

• 5+ years in D2C e-commerce, including at least 3 years owning a Shopify D2C channel
• end-to-end for a consumer brand at meaningful sales volume.
• Full-eCommerce depth: Shopify, paid media, email/lifecycle, and CRO. You've been
• close enough to the execution to know when an agency is underdelivering or selling you a story.
• A track record of managing agencies and contractors well: setting the brief, running the
• review cadence, and renegotiating or replacing partners who don't perform.
• Genuinely data-driven. You're comfortable with attribution models, cohort, analysis, and
• margin math, and you use them to make fast investment calls.
• Professional-level English.

Strong fit:

• Experience with a global brand operating across the US/UK/EU.
• Physical consumer products, especially consumer electronics.
• Hands-on with tools like GA4 and attribution platforms like Triple Whale, Northbeam, or
• equivalent.