Head of DTC Marketing
Toronto, Ontario
Our client is one of Canada’s fastest-growing DTC lifestyle consumer brands, a Canadian founder-led success story scaling rapidly across North America and globally.
We are looking for an experienced Head of DTC Marketing to help lead the company’s next stage of growth. This is a hands-across-the-business leadership role for someone who can bring together brand, growth, people, operations and marketing performance. You will lead the marketing organization and translate the company’s vision and growth objectives into clear strategy, priorities and execution.
Three Critical Areas
DTC Marketing + Brand Strategy: Deep DTC/e-commerce experience with strong instincts across growth, brand, customer and creative. You understand how acquisition, retention and the broader DTC ecosystem work together to drive profitable growth.
People + Operational Leadership: A proven leader and integrator who can manage and develop a multidisciplinary team, establish priorities and accountability, and build the operating discipline required to scale.
Financial + Marketing Performance Ownership: Commercially minded and comfortable owning significant marketing budgets, forecasting, channel economics and marketing’s contribution to the P&L.
What You’ll Own
Website & Web Team Ownership: You own the website and the web team.
This includes:
Owning the conversion rate and holding the team accountable to it.
Managing A/B testing, the developer, the website manager, and the CRO consultant.
Leading the wider team, including the art director, graphic designer, affiliate partners, and the marketing team (paid ads, social media).
Providing the direction that the web team, including those managing product launches and homepage creative, relies on.
Team & Marketing Operations
Lead, manage and develop a multidisciplinary marketing team of approximately 5–7, with direct ownership of priorities, accountability, development, resourcing and performance.
Own the marketing budget, allocation, forecasting, pacing and ongoing optimization, with accountability for marketing’s contribution to the P&L.
Build the systems, processes and operating rhythms that keep a growing organization aligned, focused and moving quickly without unnecessary bureaucracy.
Manage agency and external partners and hold them accountable for performance.
Turn strategy into clear owners, deliverables and timelines, ensuring strong execution and follow-through.
DTC Marketing Strategy, Growth & Performance
Translate company growth objectives and founder vision into an integrated marketing strategy and plan.
Lead across paid media, e-commerce/CRO, email/SMS, retention/lifecycle, organic social, content, influencers/creators, partnerships, PR, affiliates and brand/creative.
Own the master marketing calendar, ensuring campaigns, launches, promotions, creative, paid media, retention and organic efforts work together.
Determine the right channel mix based on the objective, audience and business opportunity, balancing immediate revenue with longer-term brand, customer and LTV growth.
Use performance data and channel economics to understand what’s working, what isn’t and where to invest, optimize or pull back.
Bring strong brand and creative judgment, ensuring growth and performance remain connected to the brand.
This is a hands-on leadership role, not a hands-on channel execution role. You will personally own the team, budget, marketing calendar, integrated planning, performance, prioritization and execution, while leading specialists responsible for individual channels.
What We’re Looking For
Must-Have Experience
Proven experience leading and developing a multidisciplinary DTC marketing team.
Strong DTC/e-commerce experience across paid acquisition, e-commerce/CRO, email/SMS, retention/lifecycle, organic, content, creators and brand.
Strong strategic marketing instincts with genuine brand and creative judgment.
Proven experience owning the website, CRO, and web team: A track record of driving conversion rates, managing A/B testing, and leading cross-functional web and creative resources (developers, CRO consultants, designers) to execute high-impact product launches and homepage strategy.
Meaningful budget ownership, forecasting and P&L accountability, with strong analytical and commercial instincts.
Experience building the systems, processes and accountability required to scale a growing marketing organization.
Ability to lead specialists with deep functional expertise and translate performance data into clear decisions and priorities.
Experience operating in a fast-moving, entrepreneurial environment.
Nice-to-Have Experience
Experience helping scale a high-growth DTC consumer, apparel or lifestyle brand.
Deeper expertise in retention/lifecycle, email/SMS, segmentation, loyalty, repeat purchase and LTV.
Strong performance marketing knowledge across acquisition economics, measurement and creative performance.
Experience managing agencies and a strong network across the DTC ecosystem.
Familiarity with Shopify, Klaviyo and A/B testing.
The Opportunity
The right person is not simply a growth marketer, brand marketer or operator. You bring elements of all three.
You understand the numbers, have a strong sense for the brand and customer, know how to lead experienced specialists and can bring structure and accountability to an entrepreneurial business without slowing it down.
This is an opportunity to help scale a Canadian founder-led success story into an even bigger North American and global brand.
