Chief Digital Officer

BODY ART ALLIANCE•Hanover, MD

10d•Onsite

About The Position

This Chief Digital Officer (CDO) seat at Body Art Alliance is open, and it's a big one. You'd be stepping into a capable team and real infrastructure across a multi-brand global platform, with real scale across the US and international markets, but growth has stalled and the operating model needs a reset. The ideal candidate will be able to see all of it clearly, diagnose what's actually not working, and fix it, including building the direct-to-consumer channel that doesn't exist yet. You're inheriting real infrastructure and people who know this business well. Your job is to figure out why growth has stalled, rebuild the operating model, and unify the strategy across our brands and markets. Body Art Alliance is a global house of brands powering the world of tattooing, piercing, and body jewelry, including Painful Pleasures, Killer Ink, Anatometal, and NeoMetal. Our products fuel creativity, craftsmanship, and self-expression. We move fast, think big, and care deeply about our people and our customers. Operational excellence matters here, and so do culture, collaboration, and having fun while building something great. We're building one commercial operating model at BAA, where Product, Marketing, Sales, Digital, Supply Chain, Operations, and Finance actually work together instead of around each other. As CDO, digital commercial capability is yours: ecommerce, digital marketing technology, CRM, customer analytics, loyalty, personalization, merchandising, marketplaces, and a new direct to consumer channel. You'll lead a team that knows this business well, across a house of brands with real scale in the US and internationally, with the VP of Digital Operations, VP of Ecommerce, and the Product team, as a whole, reporting directly to you. There's no single head of product today, so how you structure that is part of what you'd build. You'll also partner closely with our COO, CFO, SVP of Marketing, VP of Supply Chain, and Head of Sales. None of this works if you try to do it alone in a silo, and we're not looking for someone who wants to.

Requirements

12 or more years in senior digital, ecommerce, or CRM leadership, including real ownership of a P&L or a channel level revenue number, not just an advisory seat
You've built or scaled a direct-to-consumer business before, ideally one that had to coexist with an existing wholesale or distribution business
You're genuinely hands on with ecommerce platforms, martech, CRM, personalization, and analytics, and you know the difference between what's worth building and what you should just buy
You've led digital across more than one brand or business unit at once, ideally across multiple countries too, in consumer products, beauty, lifestyle, or something in that same family
You've worked somewhere private equity backed or otherwise fast moving, where you had to make real calls with limited resources
You actually like leading a team and working across a leadership table. This role falls apart if you'd rather build in isolation than lead the VP of Digital Operations, VP of Ecommerce, and the Product team while partnering with the COO, CFO, SVP of Marketing, VP of Supply Chain, and Head of Sales
You can read the data yourself, and you can also explain what it means to people who don't live in it all day

Responsibilities

Set BAA's global digital and ecommerce strategy and make sure it actually maps to where the business is trying to go
Push for real, profitable growth across ecommerce, marketplace, and DTC, not just top line revenue
Get more out of our existing ecommerce platforms across our house of brands
Sharpen how we show up on Amazon and other marketplaces
Take charge of CRM, personalization, customer analytics, subscriptions, and loyalty, the things that actually keep customers coming back
Decide where digital dollars and people go so the money lands on the highest return work first
Build a DTC business for body jewelry and aftercare from scratch. This is the headline project, and it hasn't existed here before
Set DTC pricing and positioning carefully, so we're growing it without undercutting our wholesale distributors
Work hand in hand with our distribution sales team on one shared playbook: they build the relationship, you help scale it through CRM, education, personalization, loyalty, and digital engagement
Take ownership of the digital experience across every BAA channel, even the ones where the revenue technically sits somewhere else, working closely with our COO, CFO, SVP of Marketing, VP of Supply Chain, and Head of Sales
Own the customer facing side: UX, conversion, site search, SEO, taxonomy, product pages, content, and the unglamorous but necessary QA work
Handle merchandising, storytelling, and cross selling across our house of brands, and whatever DTC brands come next
Get us to a place where decisions are actually backed by data: forecasting, channel visibility, real metrics, real accountability
Work with the COO and Head of Sales on the channel conflict that's bound to come up between ecommerce, marketplaces, and distribution
Own the digital tech roadmap: our ecommerce platform, martech stack, and analytics infrastructure
Make sure digital operations work as well for the new DTC build as they do for our existing B2B and distribution business
Look for new digital revenue in the markets we're already in, and help us think through adjacent and international expansion
Support new product launches and innovation work as it goes to market
Lead and develop a team that knows this business, and bring the operating rigor and clear expectations it needs to start performing at a higher level
Hold people accountable and keep pushing for improvement across channels, functions, and geographies
Get every digital revenue channel you own back to sustainable, organic growth
Build a clear prioritization framework for BAA's digital assets, and actually move team time to match it
Raise the digital experience across our priority channels, and get the DTC channel for body jewelry and aftercare launched and scaling
Stand up a digital operating model that works across our global footprint, and get our international brands' digital assets fully integrated across the US, EU, and UK