Director, DTC and Social Commerce

Church & Dwight•Ewing, NJ

3d•Hybrid

About The Position

Church & Dwight is seeking a Director, DTC and Social Commerce to join their team. This role is a commercial leader responsible for building and scaling Touchland’s direct-to-consumer business across owned and social commerce channels. The 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.

Requirements

Bachelor’s degree in Business, Marketing, or related field
10+ years of experience in digital commerce, social commerce, or eCommerce leadership
Proven track record of owning and scaling multi-million dollar digital P&Ls
Deep expertise in TikTok Shop, affiliate marketing, and creator ecosystems
Strong analytical capabilities with ability to translate data into business decisions
Experience managing cross-functional teams and complex stakeholder environments
Hands-on experience with eCommerce platforms, marketplace tools, and performance analytics

Nice To Haves

Experience scaling TikTok Shop or social commerce from early-stage to meaningful revenue
Background in beauty, CPG, or consumer brands
Experience integrating DTC, marketplace, and retail strategies
Familiarity with Shopify, Amazon, or multi-channel commerce ecosystems
Existing network within creator or influencer ecosystems

Responsibilities

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
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
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
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)
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
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
Develop channel-specific assortments optimized for TikTok Shop and DTC conversion
Lead SKU strategy, bundling, pricing, and promotional optimization
Align merchandising strategy with creator content, trends, and seasonal opportunities
Drive innovation across business models (subscriptions, trial flows, exclusive drops)