Senior Director, Direct to Consumer

At Revlon, we create beauty innovations for everyone that inspire confidence and ignite joy every day.

Breaking beauty boundaries is in our company’s DNA. Since its game-changing launch of the first opaque nail enamel in 1932 (and later, the first long-wear foundation), Revlon has provided consumers with high-quality product innovation, performance, and sophisticated glamour. Elizabeth Arden made waves as a woman-led beauty company in the 1920s. In 1931, Almay became the original hypoallergenic, fragrance-free beauty brand.

Today, Revlon resiliently continues its legacy as a leading global beauty company. Our diverse portfolio—which consists of some of the world’s most iconic brands and product offerings in color cosmetics, skin care, hair color & care, personal care, and fragrances—is sold around the world through prestige, professional, mass, and direct-to-consumer retail channels. These brands include Revlon, Revlon Professional, Elizabeth Arden, Almay, American Crew, CND, Cutex, Mitchum, Sinful Colors, Creme of Nature, Britney Spears, Christina Aguilera, John Varvatos, Juicy Couture, Ed Hardy and more.

We honor our heritage, embrace change, and applaud diversity. We champion our employees and celebrate our consumers.

We are Revlon, together, transforming beauty.

MAJOR DUTIES

The Sr Director of DTC, Elizabeth Arden, reports directly to the GM, Elizabeth Arden NA & Prestige Sales and will be responsible for leading all aspects of the Brand DTC E-Commerce businesses including, but not limited to; margin, sales, promotional impact, site metrics and marketing channels to optimize the business to the fullest potential. We’re looking for a data-driven leader who is a structured thinker that can see the big picture and not afraid to roll up your sleeves and execute rapidly.

The Sr Director of DTC will combine an understanding of what drives e-commerce sales and a passion for user experience to improve the onsite shopping experience. As an expert on customer behavior, this role will advocate for the needs of our customers and serve as the go-to person for insight on site traffic and merchandising performance. Projects must be delivered on-time, on-budget and with quality efficiency.

The Sr Director of DTC E-Commerce will deliver profit and revenue for the Elizabeth Arden brand website. The candidate must have a proven track record in running successful e-commerce businesses that maintained significant YOY growth by driving consumer acquisition and retention strategies. This position sits within Sales working collaboratively with Brand Marketing, the Consumer Activation Team, Creative, Media, Demand Planning, IT Development and Finance.

It’s important that we find individuals who are a great fit for our business. Our team has an energetic and purposeful intensity, and we are relentless in our determination to deliver. We are always accountable for our actions and will not be deterred by any obstacles. We respond quickly to business challenges and opportunities and are creative to make things happen fast so we can exceed the expectations of our consumers. Builds team’s business acumen, participates in interviews, mentors those with less experience and champions the Elizabeth Arden brand and culture both internally and externally. The Sr Director of DTC E-Commerce has 2 Direct Reports and will lead a team of 7.

Primary responsibilities will include, but will not be limited to:

• Develop E-Commerce Commercial Plans: Own commercial and promotional planning of the US E-Commerce business, working closely with US Marketing & Finance business leads to create offers with high conversion, high margin and keep tight control on offer levels to ensure optimum margin.
• Lead/PM E-Commerce agencies and teams internally supporting the migration of E-Commerce platforms, frontend UX, OMS, WMS and defined tech optimizations that strategically drive sales and conversions, enhance, and continually elevate the brand sites as digital flagship destination.
• Define and ensure business requirements are fully understood and met by our implementation partners.
• Oversee multiple digital marketing channels which include, owned Email, Paid Social, SEM, SEO, Display, Retargeting, PLAs, Affiliates, Programmatic Media.
• Deliver sales funnel goals, specifically focusing on increasing new customer acquisition opportunities and engaging existing leads through retention programs.
• Drive the full Customer Relationship Management (CRM) process from the planning, costing, model building and execution of ongoing campaigns.
• Support multi-channel campaigns across Email, SMS, Push Notification, Onsite-Personalization, Social Commerce & Media (TikTok/FB/IG/Pinterest), Direct Response, Direct Mail, Brand Media channels and Programmatic Marketing to improve customers engagement rates.
• Deliver operational and promotional actions supporting long-term marketing strategy to increase AOV, reduce churn, improve overall lifetime value (LTV) and therefore support net revenue growth of the business.
• Liaise with the brand marketing, product, analytics, and regional teams to design marketing initiatives and test new innovative ideas
• Ensure compliance all applicable regulations and legislation and that all risks within areas of responsibility are identified and managed effectively.
• Contribute to the enterprise integration initiatives with respect to the E-Commerce sites with enterprise backend systems including ESP, CDP, SAP, JD Edwards, Shopify.
• Lead third party vendors and internal teams for on project delivery including requirement analysis, system design, coding, QA, deployment, and maintenance according to corporate standard process, SLA, KPI and best practices.
• Partner with the Analytics team in direction for site tagging to balance site performance and features for the creation and utilization of dashboard reporting.
  
  

Experience

• 15+ years of corporate brand digital marketing and DTC e-commerce background.
• Luxury/Prestige experience in beauty or fashion preferred.
  
  

Knowledge, Skills & Abilities

Thorough technical and operational understanding of DTC e-commerce:

• Experience with various e-commerce platforms and systems such as Shopify, Klaviyo, Wunderkind, Bazaarvoice, Gorgias, Signifyd, Narvar.
• Exposure to technology platforms and principles around responsive design, Mobile UX, Analytics, Reporting, SEO, ADA compliance, Ratings & Reviews.
• Understanding of systems integration and web security concepts – Webservices, Batch, EDI, sFTP, PIM, CDP, BI Database, SAP, HTML, CSS, JavaScript.
• Functional knowledge of confluence and Jira board project management tools.
• In-depth knowledge of Google products: Analytics, Merchant, AdWords & Search Console.
• Operational experience with both internal and external 3Ps; order management (including fraud), distribution, fulfillment, and customer service.
• Background in managing creative production and website and OMS front/backend development oversight.
  
  

PROFESSIONAL

• Experience working with internal and external partners across multiple disciplines
• Technical knowledge of websites and digital marketing/advertising methods
• Excellent oral and written communication/presentation skills
• Understanding of media planning principles and core marketing concepts
• Direct budget, accounting, and P&L responsibility
• Strong interpersonal, cross functional and vendor relationship management expertise
• Experienced project management lead with highest degree of quality output
• Strong contract and SOW negotiation skills, specifically around vendor selection and 3rd party management services
• Implementation experience with loyalty program & first party data to increase customer acquisition & retention
  
  

INTERPERSONAL

• Superior ability to manage short- and long-term projects simultaneously, assessing in-house and 3rd party human capital to achieve company objectives
• Can effectively cope with change; can shift gears comfortably; can decide and act without having the full picture
• Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks.
• Looks toward the broadest possible view of an issue/challenge; has broad-ranging personal and business interests and pursuits; can easily pose future scenarios; can think globally
• Uses rigorous logic and methods to solve difficult problems with effective solutions; probes all fruitful sources for answers; can see hidden problems; is excellent at honest analysis; looks beyond the obvious and doesn’t stop at the first answers.
• Be a source of knowledge and expert on analytics tools and offerings including keeping up to date with industry trends, services, and technologies
• Highly resourceful, flexible, and creative in solving problems and strong sense of urgency to prioritize tasks and delivery on time
• Handle ambiguous or subjective situations professionally, including balancing operational efficiency, data analysis and various cross-functional teams’ input
  
  

EDUCATION

A bachelor’s degree in a relevant field, experience working with consumer brands; graduate degree preferred

The base pay range for this position in New York City is $200,000 - $230,000/year; however base pay offered may vary depending on skills, experience, job-related knowledge, and location. Certain positions may also be eligible for short and/or long-term incentives as part of total compensation.

Employees (and their families) are eligible for medical, dental, and vision benefits. Employees are covered by the company-paid basic life insurance policy. Other benefits offered to employees include but are not limited to the following: long-term disability, supplemental life insurances, flexible spending accounts, critical illness insurance, group legal, identity theft protection, etc. Employees are also able to enroll in our 401k Retirement Savings Plan.

Employees are also enrolled in our company-paid short-term disability insurance (the benefit commences upon hire and allows for a portion of base salary for up to 26 weeks if you are disabled).

Employees will also receive 3 weeks of vacation, pro-rated based on date of hire for the 1st year of employment and twelve paid holidays throughout the calendar year.