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sr. manager - direct to consumer (dtc)

Sales

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Title

JOOLA is seeking for an experienced Senior Manager, Direct to Consumer (DTC) will lead the strategic development and operational execution of the company's direct-to-consumer initiatives. This role is pivotal in driving growth, improving customer experience (from acquisition to customer service), and optimizing online sales performance. The Senior Manager will have the opportunity to work with a cross-functional team to enhance the end-to-end customer journey, while leveraging data and insights to shape digital strategies and long-term business objectives. The ideal candidate will have a strong sense of ownership and extensive experience in e-commerce, POS sales, a deep understanding of digital marketing channels, and strong leadership capabilities. 

 

JOOLA was first established in 1952 and built a global reputation as a pioneer in table tennis. In 2022, JOOLA expanded into the rapidly growing pickleball scene and quickly attracted the biggest names in the sport. As an official table tennis sponsor for three Summer Olympic Games and the official sponsor of pickleball's top athletes and the Professional Pickleball Association (PPA), the team at JOOLA combines its storied expertise with fresh perspectives to bring innovation to both sports. JOOLA creates a variety of equipment, apparel, and accessories for both table tennis and pickleball players, professional and recreational. With offices in US, Germany, Brazil, and China, JOOLA has a global presence and wide distributor network. 

 

Location: Rockville, MD (In-office) 

 

Responsibilities: 

  • Strategic Leadership: Develop, lead, and execute comprehensive DTC strategies to drive customer acquisition, retention, and revenue growth, in alignment with overall business goals 
  • E-commerce Performance Management: Oversee the online store’s daily operations, including site performance, conversion rate optimization, user experience (UX), and customer journey improvements 
  • POS Sales Performance Management: Oversee event POS experience and in-store sales and related metrics 
  • Revenue Growth: Implement initiatives to drive sales and increase key metrics such as Average Order Value (AOV), Customer Lifetime Value (CLV), and traffic-to-conversion ratios 
  • Team Leadership: Manage, mentor, and develop a high-performing DTC team, including e-commerce managers, digital marketing specialists, and customer service manager and representatives 
  • Digital Marketing: Partner with the digital marketing team to lead efforts across paid search, SEO, email marketing, social media, and other performance marketing channels to drive qualified traffic and maximize ROI 
  • Customer Experience Optimization: Lead efforts to continually improve the online (and in-store) shopping experience through personalization, A/B testing, and enhanced user journeys across mobile and desktop platforms 
  • Data-Driven Decision Making: Analyze key performance metrics to guide business decisions and shape digital initiatives. Utilize tools such as Google Analytics, Shopify, and customer data platforms (CDPs) to track performance 
  • Cross-Functional Collaboration: Collaborate with product, finance, supply chain, customer service, and IT teams to ensure the successful execution of DTC initiatives, from product launches to order fulfillment 
  • Inventory & Logistics Coordination: Partner with supply chain and logistics teams to ensure inventory management, stock availability, and efficient order processing 
  • Customer Retention & Loyalty: Oversee customer retention strategies, including loyalty programs, subscription models, and post-purchase engagement to drive repeat business and customer loyalty 
  • Budget Management: Manage the DTC budget, including forecasting, allocation of resources, and ensuring that initiatives are executed within financial targets 
  • Vendor & Partner Management: Oversee relationships with third-party vendors and platforms that support DTC operations, including marketing agencies, technology providers, and fulfillment partners 

 

Required Skills & Qualifications: 

  • Bachelor’s degree in Business, Marketing, E-commerce, or a related field. An MBA is a plus 
  • 7+ years of experience in e-commerce, digital marketing, or a direct-to-consumer environment, with at least 3+ years in a leadership role 
  • Proven track record of driving e-commerce growth and improving key metrics (conversion rates, AOV, CLV, traffic) 
  • Strong understanding of e-commerce platforms (Shopify, Magento, or BigCommerce) and digital marketing tools (Google Analytics, SEMrush, Klaviyo, etc.) 
  • Experience managing and optimizing multiple digital marketing channels, including SEO, paid search, email marketing, and social media advertising 
  • Strong analytical skills, with the ability to interpret data and use insights to drive business strategy 
  • Experience leading and managing cross-functional teams and collaborating across departments 
  • Excellent project management skills and the ability to juggle multiple projects and priorities 
  • Strong communication and leadership skills, with experience presenting to senior leadership 
  • Deep understanding of customer retention strategies, including loyalty programs, CRM, and customer engagement tools 

 

Preferred Qualifications: 

  • Experience in consumer goods, retail, fashion, beauty, or health & wellness industries 
  • Expertise in e-commerce personalization strategies and platforms 
  • Strong knowledge of A/B testing methodologies and conversion optimization techniques 
  • Familiarity with customer data platforms (CDPs) and advanced analytics tools 

Interested in this role?

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