The Head of DTC Sales owns end-to-end direct-to-consumer revenue performance across the region. This role sets and executes the regional DTC sales strategy while remaining closely connected to day-to-day trading performance, customer engagement, and team execution.
Balancing strategic leadership with commercial pragmatism, this role drives sustainable revenue growth, conversion excellence, and premium customer experience across all DTC touchpoints.
The Head of DTC Sales partners closely with Marketing, Ecommerce, Product, and Operations to ensure regional performance aligns with global brand and commercial priorities.
We're flexible on location for this role, as our team is distributed across multiple regions. The key requirement is that you're comfortable and experienced in managing and collaborating with remote team members.
Key Responsibilities
* Own daily regional DTC sales performance across revenue, conversion, AOV and product sell through
* Translate global DTC strategy into region-specific sales plans, forecasts, and execution priorities
* Coach and develop the ecommerce sales team through live support, feedback, and practical selling techniques
Trading & Performance Management
* Oversee daily, weekly, and monthly trading performance including revenue, conversion, AOV, and sell-through
* Monitor site performance, customer behaviour, and campaign results, identifying opportunities for optimisation
* Drive optimisation across merchandising, pricing, promotions, and product storytelling
Customer Engagement & Sales Excellence
* Champion a premium, consultative sales approach across all DTC touchpoints (chat, email, social, virtual selling)
* Ensure the DTC sales experience reflects Your Reformer's position as a trusted Pilates authority
* Stay close to customer conversations to inform strategy, product priorities, and messaging
* Actively sell through chat, email, and social channels, setting the standard for customer engagement
Team Leadership & Capability Building
* Lead, coach, and develop the regional DTC sales team, setting clear expectations and performance standards
* Build a high-performance culture focused on accountability, skill development, and customer impact
* Coach through action and insight, balancing autonomy with hands‐on guidance
Cross-Functional Collaboration
* Partner with Marketing to align campaigns, launches, and content with commercial priorities
* Work with Ecommerce and Operations to improve site performance, fulfilment experience, and scalability
* Provide regional sales insight to Product and Leadership teams to influence range, inventory, and innovation decisions
Skills & Experience
* Proven leadership experience in DTC, ecommerce, or digital retail sales (premium, fitness, or wellness preferred)
* Strong commercial acumen with experience owning regional or multi-market revenue targets
* Ability to balance strategic planning with hands-on trading and execution
* Data-driven decision-maker with strong analytical and performance management skills
* Confident, people-first leader who builds trust and capability through action
* Experience with Pilates, fitness equipment, or high-consideration products highly regards
If you're a people-focused leader with DTC experience and a passion for the wellness or Pilates industry, we'd love to hear from you. Please send your resume and cover letter to .
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