[Hiring] Head of DTC @Rho Nutrition

Role Description

We are looking for a Head of DTC to own that business. This is not a website role. The Head of DTC owns the direct-to-consumer business end to end including:

• Overall DTC revenue, business performance, and profitability
• Website functionality, conversion, merchandising, and the end-to-end customer experience
• Ecommerce technology and the broader DTC tech stack
• Customer acquisition and engagement
• Ecommerce analytics and performance reporting
• Site operations and the systems that support the customer journey
• DTC strategy, growth initiatives, and ongoing optimization
• The KPIs that define the business: revenue, conversion, AOV, engagement, and profitability

You are accountable for the business, not for a channel, a function, or a page.

Key Responsibilities

• Own the DTC P&L. Set the targets, build the forecast, manage the levers that get us there, and answer for the result.
• Build and execute the DTC growth strategy, from the annual plan down to the decisions made this week.
• Make the trade-offs across acquisition, merchandising, pricing, promotion, and retention that produce profitable, durable growth rather than short-term volume.
• Deliver clear, honest reporting to leadership: what is working, what is not, what it is worth, and what you are doing about it.
• Own the site experience end to end including UX, UI, and conversion rate optimization.
• Direct merchandising strategy across product discovery, bundling, upsell, subscription offers, and launch moments.
• Hold a high bar for design, brand presentation, and quality on every page and in every customer touchpoint.
• Test continuously and prioritize by impact, retiring what does not work as quickly as you scale what does.
• Own the full customer journey, from first touch through repeat purchase to long-term Rho customer.
• Partner closely with the growth and paid media team to convert traffic into profitable customers, and hold the line on acquisition efficiency.
• Drive measurable improvement in repeat rate, subscription performance, retention, and lifetime value.
• Own the ecommerce technology stack: evaluate, select, implement, and consolidate the tools that run the business.
• Ensure site reliability, speed, and stability, and own the response when something breaks.
• Build the analytics and reporting layer that makes DTC performance visible, trustworthy, and current for you, for your team, and for leadership.
• Partner with operations, supply chain, and customer experience so the promise made on the site is kept after checkout.
• Lead, develop, and scale the DTC team, hiring ahead of the growth curve and raising the bar with every addition.
• Set priorities, timelines, and quality standards, and hold the team, agencies, and partners to them.
• Build the systems and processes the business needs at its next size, not the ones that worked at its last.
• Operate as a peer to our Amazon and retail leaders, making sure DTC strategy strengthens the business as a whole.

Qualifications

• Demonstrated ownership of a DTC business or P&L of meaningful scale, with a track record of driving sustained growth.
• CPG experience. This is a firm requirement.
• Experience operating at a high level in a high-growth startup environment.
• Deep command of consumer product dynamics: customer acquisition, repeat purchasing, subscriptions, retention, merchandising, product launches, promotional strategy.
• Fluency in the modern DTC stack, including Shopify, Klaviyo, and analytics tools.
• Strong analytical ability, with the judgment to turn data into a decision.
• Experience building, leading, and developing a team.
• A history of building and improving systems and processes as a company scales.

Additional Preferred Qualifications

• Experience in wellness, supplements, natural foods, health, or an adjacent category.
• Experience with a subscription-led business model.
• Experience in a multi-channel business where DTC operates alongside Amazon and national retail.
• Experience scaling a brand through the stage where the process has to be built rather than inherited.

What Does Success Look Like in This Role

• DTC revenue and profitability grow ahead of plan, and the growth is durable rather than promotional.
• Conversion, AOV, LTV, retention, and engagement improve measurably, and we understand exactly why.
• The site is best-in-class in experience and in conversion, and it keeps getting better.
• Leadership has clear, current visibility into DTC performance without having to ask for it.
• Problems are identified and resolved before they show up in the numbers.
• The DTC team is strong, accountable, and delivering high-quality work at speed.
• DTC strategy is integrated with Amazon and retail in a way that makes the whole business stronger.

Why Join Rho Nutrition

At Rho Nutrition, you’ll be part of a team that is passionate about helping people live healthier, stronger lives through evidence-based nutrition. We believe great work happens when talented people are empowered to innovate, collaborate, and grow. Joining Rho means contributing to a mission-driven company that values integrity, curiosity, and continuous improvement—while giving you the opportunity to make a real impact on the health and performance of the communities we serve.