Manager, DTC US Full Time NEW

Position Title: Manager, DTC US

Department: Digital

Location: Calabasas, CA (Hybrid – 3 Days Onsite)

Reports to: Sr Manager, eCommerce, North America

Scope / Brands: US / GHD

WHO ARE WE?

Iconic brand ghd is a global leader in high‑end professional hair styling tools. Loved by stylists, consumers, and press alike – and by the people who work for the brand – ghd merges science and innovation with luxury beauty and style.

ghd pioneers cutting‑edge technologies and beautiful designs to create the most technically advanced hair tools in the world. A trusted and loved brand, ghd sells over 2 million stylers every year, with five iconic ghd products sold every minute. Award‑winning ghd tools are used by more than 200,000 stylists globally and sold in 30+ countries across 45,000 premium salons.

Renowned for game‑changing innovation and superior performance, ghd is on a mission to transform the lives of women through the power of a good hair day.

ROLE OVERVIEW

The Manager, DTC – United States is accountable for driving performance and day‑to‑day execution of ghd’s U.S. direct‑to‑consumer business. This role owns the end‑to‑end on‑site customer experience across desktop and mobile, with responsibility for translating commercial and brand priorities into a seamless, high‑converting journey.

Partnering closely with cross‑functional teams including Marketing (Acquisition and Retention), Analytics, Merchandising, and IT, the role leads key areas such as site merchandising, content management, web analytics, personalization, A/B testing, and conversion rate optimization (CRO) to deliver a best‑in‑class eCommerce experience.

This is a fast‑paced, highly visible role reporting to the Senior Manager, eCommerce, North America, requiring strong analytical rigor, attention to detail, and hands‑on experience managing premium eCommerce platforms in a performance‑driven environment.

JOB ROLE AND RESPONSIBILITIES

Site Merchandising & Content Strategy

• Owns and evolves the on‑site merchandising strategy across product listings, PDPs, PLPs, brand pages, and promotional experiences, balancing commercial performance, brand equity, and customer experience.
• Leads content optimization across imagery, copy, keywords, taxonomy, and categorization to drive conversion rate, average order value (AOV), and discoverability.
• Sets the roadmap and proposes, prioritizes, and executes A/B and multivariate testing across site content, layouts, and merchandising approaches, translating insights into measurable performance improvements.
• Identifies, evaluates, and activates opportunities for new product launches, bundles, and cross‑sell / upsell initiatives, making trade‑offs based on inventory position, growth priorities, and customer behavior.
• Serves as a decision‑maker on site execution, ensuring daily QA, site stability, and a best‑in‑class user experience while resolving complex issues that require judgment across competing priorities.
• Ensures all on‑site experiences align with channel strategy, customer expectations, brand standards, and eCommerce best practices, continuously adapting based on performance and evolving business goals.

Inventory & Product Strategy

• Partners closely with Merchandising, Supply Chain, and Planning to shape inventory strategy for core assortment, key launches, and promotional moments, balancing revenue opportunity, risk, and operational constraints.
• Provides input into inventory decisions by assessing demand signals, historical performance, and promotional strategy to minimize out‑of‑stocks while improving inventory turnover.
• Identifies and supports initiatives to resolve excess or slow‑moving inventory in ways that protect margin and brand equity.
• Acts as a thought partner in cross‑functional planning discussions, escalating risks and recommending actions based on data and site performance insights.

Performance, Analytics & Optimization

• Owns monitoring and interpretation of key commercial KPIs, including revenue, conversion rate, AOV, traffic behavior, site engagement, and customer feedback.
• Synthesizes insights into clear recommendations that influence stakeholder decisions and site investment priorities.
• Leverages analytics to guide optimization of new site functionality, features, and merchandising capabilities, ensuring investments translate into conversion and revenue impact.
• Continuously improves foundational site experiences such as navigation, taxonomy, reviews, personalization, and on‑site search, prioritizing initiatives based on customer impact and business value.
• Maintains deep awareness of U.S. eCommerce trends, platform capabilities, and evolving customer expectations, proactively adjusting strategy to drive sustainable growth.

SKILLS & QUALIFICATIONS

• Bachelor’s degree required; advanced degree a plus.
• 4+ years of experience managing DTC or eCommerce for a large or premium consumer brand.
• Hands‑on experience with eCommerce platforms and CMS tools such as Salesforce, Shopify, Adobe, Magento, Hybris, or Amplience.
• Strong analytical skills with experience using tools such as Google Analytics, Tableau, or Power BI.
• Working knowledge of paid media, SEO, SEM, affiliates, and CRM.
• Highly organized with strong attention to detail and a customer‑centric mindset.
• Collaborative, conscientious, and committed to operating with integrity
• Comfortable working in a fast‑paced, performance‑driven environment.
• Beauty industry experience is a plus.

We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, skills and in comparison to internal incumbents currently in similar roles. Pay Range: $102,000 – $110,000 salary per year. The range listed is just one component of Wella Company’s total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO).

NOTICES

All qualified applicants will receive consideration for employment without regard to race, color, sex, sexual orientation, gender identity, religion, national origin, disability, veteran status, or other legally protected status.

If you need assistance and/or a reasonable accommodation due to a disability during the application process, please email NA.Recruiting@wella.com. This email account will not respond to inquiries regarding the status of a candidate’s application.

Qualified Applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.

Information regarding your rights: Know Your Rights and Pay Transparency Nondiscrimination Provision.