DTC Lead

About us

We are a global retail brand and we provide a wide range of comfortable and on‑trend footwear DTC across many countries and regions worldwide.

Role Overview

As the core operator of the company's global DTC business, you will be fully responsible for the overall operations and growth of our self-operated official website across global markets. Reporting directly to senior leadership, you will own the overall performance and final Profit & Loss (P&L) of the official website business.

Responsibilities

• Global Strategy & Planning: Formulate and drive the overall operational strategy and annual/quarterly business plans for the official website, balancing global consistency with local operations to drive growth in each market.
• P&L Ownership & Growth: Take full ownership of the official website's P&L, breaking down and managing core metrics such as revenue, traffic, conversion rate, AOV, repurchase rate, and ROI. Continuously optimize cost structure and profitability.
• User Experience & Conversion: Lead user experience and conversion rate optimization (CRO) for the official website, driving continuous iteration, A/B testing, and conversion improvements for key paths like the homepage, PDP, cart, and checkout process.
• Growth & Marketing: Oversee performance marketing, SEO, content, and campaign operations. Collaborate with brand and regional teams to plan major promotions and marketing rhythms, enhancing traffic scale and quality.
• Merchandise & Membership: Oversee merchandise operations and assortment strategies for the official website. Build and operate the CRM/loyalty program to improve user retention, Lifetime Value (LTV), and loyalty.
• Data-Driven Decision Making: Establish and refine the data analysis and business monitoring system for the official website, using user behavior and business data to identify opportunities and drive operational decisions.
• Team & Cross-functional Collaboration: Build, mentor, and lead a high-performance team of 30+ for official website operations, collaborating efficiently with headquarters functions such as Product, Supply Chain, and Technology.

Qualifications

• Track Record: Proven success in leading large-scale brand official website / DTC / e-commerce businesses. Industry background is open (e.g., fashion footwear, beauty, home, consumer electronics/3C).
• Professional Expertise: Deep understanding of the complete DTC conversion funnel (Acquisition, Conversion, Retention, LTV) with extensive hands-on experience in official website operations and CRO.
• Leadership: Strong leadership and experience in managing teams of 30+ people, capable of driving a team to achieve business goals at the billion-RMB scale.
• Data & Business Acumen: Excellent data analysis and P&L ownership skills, with the ability to translate data into actionable operational decisions.
• Problem-Solving: Ability to keenly identify problems, conduct independent analysis, and drive solutions, proactively finding and addressing pain points in the website and business.
• Language & Collaboration: Fluent in English as the working language, with the ability to lead cross-cultural teams and collaborate efficiently across time zones.