Head of D2C – E-Commerce, Growth & CRM (m/f/d)

As Head of D2C, you will take overall responsibility for our three central D2C pillars:

• E-Commerce & Conversion: A high-performance online shop that delights customers and converts profitably.
• Performance Marketing & Growth: A data-driven marketing machine that efficiently converts demand into revenue.
• CRM & Retention: A systematic further development of our customer relationships with the goal of sustainably increasing loyalty, repurchase rates, and Customer Lifetime Value.

Your Tasks

D2C Overall Control & Commercial Responsibility

• Responsible for D2C planning, forecast, and budget; weekly KPI review with clear measures instead of reporting for the sake of reporting
• Consistently set priorities according to contribution margin – even when saying no

Performance Marketing

• Manage and optimize Meta and Google yourself, test other channels
• Allocate budget cross-border according to CAC, MER, and contribution margin (22 markets, different stages of maturity)
• Creative testing together with our content team: hypotheses, learnings, rapid iteration
• Lead external agencies and freelancers with clear economic goals

E-Commerce, Conversion & Customer Loyalty

• Commercial further development of our Shopify shop: Conversion Rate, AOV, Checkout, landing pages
• Build and prioritize a structured testing program
• Manage online merchandising and promotions – with a view to margin, not just sales volume
• Develop and expand customer loyalty mechanics in the shop: regular customer benefits, customer reviews, community

CRM & Retention

• E-mail, automation, and segmentation along the customer lifecycle
• Reactivation and repurchase with measurable results

Team & Working Style

• Lead and develop a small internal team, integrate external partners
• Use automation and AI where they save time or money
• Close cooperation with Product, Operations, Customer Care, and Finance

What you must bring

• Several years of D2C e-commerce with direct revenue and budget responsibility, ideally in fashion, footwear, or lifestyle
• Deep operational experience in Meta Ads and Google Ads – you have built campaigns yourself, not just briefed agencies
• You think in terms of contribution margin: CAC, MER, ROAS, CVR, AOV, and CLV are control parameters for you, not just vocabulary
• You have demonstrably made an e-commerce business more profitable – with numbers you can discuss in conversation
• Very good German and English

This is a plus

• Experience with Shopify (Plus) and structured conversion testing
• Attribution and efficiency measurement with getKLAR
• CRM automation, e.g., with Klaviyo
• International campaign management across multiple countries
• Experience in restructuring or turnaround phases

What defines you

• Ownership: You treat the D2C channel like your own company.
• Hands-on: You decide strategically and implement yourself – without status thinking.
• Clarity under pressure: Uncertainty and scarce resources make you more focused, not more nervous.
• Results instead of presentations: You are interested in what moves in the numbers.
• Real responsibility: You lead a channel that determines the success of the company – directly reporting to management.
• Short paths: Decisions in days, not in committees.
• A product with clear differentiation: Health, design, and lifestyle – and the entry into the outdoor segment as the next growth step.
• Compensation that fits the role: Fixed salary plus variable component, linked to the D2C contribution margin.
• Scope for design: You build organization, processes, and control as they need to function.

If you are looking for a real restart and want responsibility for numbers, we look forward to hearing from you – preferably with a short example of which lever you pulled in your last role and what it achieved.

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