Overview

The Head of DTC & eCommerce DACH is responsible for defining and executing the regional Direct-to-Consumer and eCommerce strategy across Germany, Austria and partly Switzerland. The role drives profitable growth, operational excellence and customer experience across all owned and marketplace-based digital sales channels. The objective of the Head of DTC & eCommerce DACH is to build and scale a best-in-class regional DTC and eCommerce business that delivers profitable growth, outstanding customer experience and strong brand impact, while ensuring operational excellence and strategic alignment with the overall company objectives.

This is a fixed-term position with a maximum duration of 12 months.

Responsibilities

Define and own the DTC & eCommerce (inlc Amazon) strategy for the DACH region in alignment with global and European eCommerce objectives
Full P&L responsibility for DTC, Amazon Germany and regional eCommerce channels, including revenue, contribution margin and cost management
Lead and further develop all regional DTC and eCommerce sales channels (e.g. branded webshops, marketplaces, B2B eCommerce where applicable)
Drive commercial performance through assortment strategy, pricing, promotions, campaigns and conversion optimization
Own customer acquisition, retention and lifetime value strategy in close alignment with Marketing
Continuously optimize the end-to-end customer journey (traffic → conversion → fulfillment → after-sales)
Ensure strong collaboration with Retail, Key Account Management and Commercial teams to enable an integrated omnichannel approach
Manage internal and external stakeholders including agencies, platform providers and logistics partners
Lead, coach and develop the regional eCommerce team, ensuring clear targets, accountability and performance management
Provide transparent performance reporting, forecasting and actionable insights to senior management
Definition of Amazon’s role within the DTC & E‑Commerce ecosystem (vs. DTC shop & B2B)
Leadership of Amazon Key Account Management team with clear objectives and governance
Establishment of performance steering, forecasting and management reporting for Amazon
Senior stakeholder alignment with Marketing, Finance, Supply Chain and Global Amazon and DTC
Overall ownership of the B2B Ecom strategy in DACH, including growth ambition, channel role and scalability
Definition of the B2B operating model (lead‑based direct sales, order‑to‑cash, system landscape)
Leadership and enablement of B2B sales and key account team (targets, priorities, governance)
Ownership of B2B commercial frameworks (pricing logic, conditions, contract principles)
Alignment of B2B with DTC, Amazon and Retail to ensure clear channel roles and avoid conflicts
Steering of B2B performance KPIs (revenue, margin, pipeline quality) via reporting and reviews
Accountability for scalable foundations, not operational sales execution

Qualifications

University degree in Business Administration, Economics, Marketing, eCommerce, Digital Business or a comparable field
Proven professional experience in eCommerce, DTC or digital sales leadership roles
Strong commercial and financial acumen with hands-on P&L responsibility
Very good knowledge of the online market and its trends
Several years of experience in senior eCommerce or DTC leadership roles, ideally in FMCG or consumer goods
Experience managing multi-country or regional business scopes (DACH preferred)
Proven track record in scaling DTC businesses and driving sustainable growth
Strong commercial and entrepreneurial mindset
Strategic thinking combined with operational execution capability
Excellent leadership, people management and stakeholder management skills
Data-driven decision making and analytical strength
High ownership mentality and ability to work in a fast-paced environment
Fluency in English (business level); German preferred
Deep understanding of eCommerce business models, DTC operating models and omnichannel structures
Solid knowledge of digital marketing fundamentals, CRM and data-driven optimization
Experience working with fulfillment, payment and customer service processes
Strong proficiency with eCommerce platforms, analytics tools (e.g. GA, BI tools), and ERP interfaces
Confident handling of MS Office / Google Workspace