Director, DTC and Social Commerce

About the role

This role owns end-to-end P&L performance, with a specific mandate to transform TikTok Shop into a scalable growth engine while accelerating DTC revenue, customer acquisition, and lifetime value. This leader bridges creator-led commerce, digital experience, and enterprise growth strategy, ensuring TikTok Shop and DTC operate as an integrated demand engine across the broader omni-channel ecosystem. Work Environment : This role is open to both hybrid and remote candidates, with a preference for a hybrid work arrangement. The final work location arrangement will be determined during the interview process based on candidate location and business requirements. Hybrid: If designated as hybrid, the role will be based in Ewing, NJ or New York City. NYC requires in- person attendance on Mondays, Tuesdays, Thursdays, with remote work options on Wednesdays and Fridays. Ewing, NJ requires in- person attendance on Tuesdays, Wednesdays, and Thursdays, with remote work options on Mondays and Fridays. Remote: If designated as remote, the role will be performed on a remote basis, with occasional in - person attendance required as business needs dictate. Role Accountabilities and Responsibilities P&L Ownership & Growth Leadership Own and grow DTC and TikTok Shop P&L, including revenue, margin, demand creation, and operating expenses Deliver against GMV, profitability, and customer growth targets Develop forecasting frameworks, inventory planning, and financial models across both channels Lead weekly/monthly business reviews with executive stakeholders TikTok Shop Business Build & Scale Own the end-to-end TikTok Shop business, including Seller Center operations, product setup, promotions, and performance optimization Scale TikTok Shop from a channel into a repeatable, portfolio-level growth engine Build and optimize the affiliate and creator ecosystem, including: Creator recruitment, onboarding, and retention Commission structures, incentives, and performance frameworks Affiliate GMV, conversion, and ROI optimization Lead marketplace operations including product listings, pricing, bundles, inventory, fulfillment coordination, and account health Partner directly with TikTok to unlock platform growth programs, beta opportunities, and media support Creator & Affiliate Ecosystem Development Build a high-performing creator flywheel that drives always-on content and scalable demand Establish frameworks for creator performance management, content optimization, and relationship development Serve as senior point of contact for agencies, talent managers, and key creators Drive authentic, conversion-focused content across tutorials, routines, and storytelling DTC Strategy & Digital Commerce Leadership Define and execute multi-year DTC growth strategy aligned with enterprise and brand priorities Lead site merchandising, UX/UI optimization, and conversion improvement across digital properties Own digital commercial planning, including product launches, promotional cadence, markdowns, and bundling strategies Ensure best-in-class customer experience across the full funnel (browse → checkout → post-purchase) Demand Generation & Performance Marketing Integration Partner with media, marketing, and creative teams to align demand generation strategies with commerce goals Drive lower-funnel performance (conversion, AOV, retention) across TikTok Shop and DTC Leverage creator content and affiliate outputs to power paid media and growth loops Ensure rigorous measurement of campaign performance and attribution Data, Analytics & Insights Own performance measurement across TikTok Shop and DTC, including: GMV, conversion, engagement, CAC, AOV, LTV Conduct deep-dive analysis to identify growth levers, optimize campaigns, and scale winning strategies Translate insights into actionable recommendations across product, marketing, and merchandising Build executive-level reporting and dashboards Merchandising & Assortment Strategy Develop channel-specific assortments optimized for

Benefits

Additional Information

A collective energy and ambition. A place where you can make a real difference. We're a company that genuinely cares about our people, our products, our consumers and the environment. Our unique, informal culture champions courage, determination and collaboration. Knowing we have an open and supportive team means each of us has the freedom to take responsibility and ownership. We have a shared passion to work hard, innovate and push boundaries. United by the belief that when we strive for growth, anything is possible. While we might not be the largest company in our industry, we believe we can have the biggest impact because: Together We Have the Power to Win. Job Summary Church & Dwight is seeking a Director, DTC and Social Commerce ,to join our team. The Director, DTC and Social Commerce is a commercial leader responsible for building and scaling Touchland's direct-to-consumer business across owned and social commerce channels.

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