Senior Director, Direct to Consumer

Russell Stover•Kansas City, MO

About The Position

The Senior Director, Direct to Consumer (D2C) + Digital leads Russell Stover’s direct-to-consumer business across Retail Shops, Digital Commerce, Amazon, Click to Mortar, Eshop, B2B/Corporate Gifting, Inside Sales, and eCommerce fulfillment partnerships. This senior leader sets D2C and Digital strategy, the operating model, and performance agenda to drive profitable growth across physical and digital channels. The role partners with Marketing, Sales, Finance, Operations, Supply Chain, IT, and Lindt & Sprüngli Group partners to strengthen consumer engagement, expand gifting occasions, and deliver a premium, seamless consumer experience. The role owns the D2C P&L, budget, forecast, and KPI scorecard, and oversees the consumer experience and execution across retail, eCommerce, digital merchandising, CRM/email, analytics, performance marketing, seasonal readiness, fulfillment partnerships, and technology priorities. It develops gifting, B2B, inside sales, and direct-selling programs; uses consumer insights and analytics to improve decisions; and leads teams across retail, eCommerce, consumer experience, and direct selling. When visiting manufacturing plants, the role must follow Good Manufacturing Practices (GMP), complete and follow FSQA training and programs, promptly report food safety hazards or process deviations to the designated plant supervisor, and support continuous improvement of the company’s Food Safety Culture. Other duties may be assigned. Employment is contingent upon I-9 Employment Eligibility Verification, passing a urinalysis drug screen, education verification, and satisfactory reference and background checks.

Requirements

Bachelor’s degree in Business, Marketing, Retail Management, eCommerce, Digital Commerce, or a related field.
12+ years of progressive experience in D2C, retail, eCommerce, digital commerce, consumer products, hospitality, or premium brand environments.
5+ years of senior leadership experience, including leading multi-channel, consumer-facing teams and partnering cross-functionally to drive business results.
Strong experience in retail operations, eCommerce, digital marketing, merchandising, consumer experience, analytics, and P&L management.
Proven ability to set growth strategy, manage financial performance, use data to guide decisions, and identify risks and opportunities early.
Executive presence, integrity, communication, collaboration, and influencing skills.
Ability to speak, read, and write English fluently, with or without an accommodation.

Nice To Haves

Master’s degree or MBA.
Experience in chocolate, confectionery, premium brand, specialty retail, gifting, food, or fast-moving consumer packaged goods.
Experience leading both physical retail and eCommerce businesses, including store operations, digital commerce, gifting, and direct sales.
Proven success scaling profitable D2C growth through traffic, conversion, CRM, loyalty, digital media, merchandising, and consumer data.
Experience working with global parent-company partners, shared services, or international D2C, retail, or digital commerce teams.
Track record of building high-performing teams through change, growth, or transformation.
Experience with major retail/eCommerce systems and highly seasonal businesses, including peak demand, fulfillment, and consumer service expectations.

Responsibilities

Set the vision, operating model, and growth agenda for Retail Shops, eCommerce, Amazon, Click to Mortar, corporate gifting, B2B/inside sales, and other direct consumer channels.
Own the D2C P&L, budget, forecast, and KPI scorecard, with focus on sales, traffic, conversion, margin, fulfillment cost, labor productivity, customer satisfaction, and profitability.
Improve the end-to-end consumer journey across stores, digital commerce, gifting, merchandising, service standards, loyalty, product storytelling, and post-purchase engagement.
Oversee store performance, site experience, digital merchandising, CRM/email, analytics, performance marketing, seasonal readiness, fulfillment partnerships, and technology roadmap priorities.
Scale corporate gifting, inside sales, independent retailer support, and direct-selling programs to expand seasonal and everyday occasions and improve customer acquisition and retention.
Partner with Marketing, Sales, Finance, Operations, Supply Chain, Customer Service, IT, LSNA shared services, and Lindt & Sprüngli Group partners to align assortment, pricing, promotions, inventory, demand generation, fulfillment, and service delivery.
Champion tools, reporting, analytics, and consumer insights to improve personalization, channel performance, and business results.
Attract, retain, develop, and inspire high-performing teams across retail, eCommerce, consumer experience, and direct selling while building accountability, collaboration, ownership, and continuous improvement.
Ensure D2C programs align with company policies, consumer privacy expectations, promotional requirements, food safety standards, and brand guidelines.
When visiting manufacturing plants, follow GMP and FSQA training and programs, promptly report food safety hazards or process deviations, and support continuous improvement of the company’s Food Safety Culture.
Perform other duties as assigned.