Senior Director, Direct-to-Consumer

FXI•Birmingham, Pennsylvania

6d•Remote

About The Position

FXI is a leading foam innovation company across Bedding, Furniture, Industrial, Home & Office, Healthcare, and Transportation markets. We're building direct consumer relationships through two owned DTC brands — Molecule, a premium performance sleep brand for athletes and recovery-conscious consumers, and Yourigami, a children's modular foam play furniture brand launching from the ground up. We're looking for a Sr. Director, Direct-to-Consumer to personally own and scale both brands. This is a hands-on builder's role: for at least the first year, you'll manage creative briefs, site performance, and paid media strategy yourself — setting the strategy and executing it, with agency and vendor support. You'll own the full DTC P&L: acquisition economics, site conversion, retention, and brand positioning. Molecule is in scale mode — sharpen acquisition, build retention, and create a board-credible growth plan. Yourigami is in launch mode — establish positioning, build the acquisition engine, and validate unit economics from zero to one.

Requirements

7–10+ years of progressive DTC/digital marketing experience, including 3–5+ years of direct channel ownership
Hands-on experience running paid social and paid search accounts yourself — not just managing an agency
Fluency in acquisition economics beyond ROAS (CAC, MER, LTV:CAC, payback period, incrementality)
Direct P&L ownership — personally accountable for revenue and margin
Experience building a DTC brand or channel from early stage to scale
Hands-on Klaviyo (or equivalent) lifecycle marketing experience
Shopify Plus site/CRO ownership
New brand launch experience from zero
Comfortable operating without a team — building one through results

Nice To Haves

Premium or considered-purchase brand experience
High-AOV, low-repeat category experience (mattresses, furniture, home, children's products)
Multi-brand portfolio management
PE-backed environment experience
Bachelor's degree in Marketing, Business, or related field; MBA a plus

Responsibilities

DTC Growth Strategy & P&L — revenue, CAC, contribution margin, and the investment case for team and budget across both brands
Paid Acquisition — hands-on management of paid social and paid search (Meta, Google, TikTok); channel mix and spend efficiency
Performance Creative — briefing and testing creative at volume; building a repeatable testing cadence with in-house and agency partners
Email, Retention & Lifecycle — full lifecycle marketing via Klaviyo (or equivalent) for both brands
SEO & Organic Acquisition — content strategy that builds owned traffic alongside paid
Influencer & Affiliate Programs — scaling existing partnerships across athlete/wellness and parent/family communities
Measurement & Reporting — incrementality testing, MER, LTV:CAC, and board-level reporting
Site & Conversion — CRO, merchandising, and checkout optimization across two Shopify Plus storefronts
Yourigami Launch — full go-to-market: positioning, channels, creative, and unit economics validation