You've led ecommerce for a DTC brand before, and you know growth doesn't stop at the first order: it's repeat purchase, campaign performance, and long-term customer value. That's the kind of person this DTC brand needs right now: they're scaling across four sales channels and four European markets at once, and the ecommerce function is still being built in real time. That's not a red flag, it's an opportunity: whoever takes this role gets to shape the pricing calendar, the growth roadmap, and the team, not just execute what leadership has already decided. 

You'll inherit a Shopify first operation and a live international rollout already in motion (Spain launched, UK and Benelux landing this summer, Nordics next). That tension between acquisition and retention, keeping customers converting and coming back, is where this role lives. Bring structure to the scale, get the experimentation pipeline running at full speed, and you'll be running one of the most exciting growth functions in European DTC within a year. 

WHO THEY ARE

A founder-led German DTC health and nutrition brand selling meal replacement shakes, collagen, protein supplements, and probiotics. They started as an online shop and grew into one of Germany's fastest-growing health brands, with products available through their own subscription-first webshop and in major German retail chains including dm, Rossmann, and Müller. The brand is profitable, growing fast, and built around a product people genuinely love.

This is a full-time, remote role, closely embedded with the Hamburg team (regular travel to the Hamburg office is required).

WHAT'S IN IT FOR YOU

• You inherit a real team, not a blank page. A function already in motion, with room for you to build it out your way.
• You shape strategy, not just execute it. The pricing and launch calendar is yours to help build, not just deliver.
• Your fixes actually count. Scoping, capacity, alignment: solve these and you change how the whole function runs.
• Your role grows as the company does. Two new manager-level hires (Localisation, CRO) join as your direct reports, and responsibility scales fast from there.
• Direct line to leadership. You report straight into the CMO, with the founder closely involved on the big calls.

WHAT YOU'RE GETTING INTO

• Own ecommerce strategy and execution across Shopify, driving CVR, AOV, and RPV as your core KPIs, without losing sight of repeat purchase and long term customer value.
• Take the localisation rollout across Spain, Benelux, the UK, and the Nordics from "in progress" to running smoothly, market by market.
• Build out and run the CRO experimentation programme with your incoming CRO Manager, deciding what gets tested and greenlit.
• Guide the Funnel Strategist on landing pages and funnel performance across the site, making sure everything is converting and running correctly.
• Bring structure to a team that's scaling fast: realistic scoping, clear priorities, and a process stakeholders can actually rely on.
• Manage and develop a growing team, including a Development and IT lead (with two of their own direct reports) and a Funnel Strategist today, plus a Localisation Manager and CRO Manager you'll help hire and onboard.
• Be a hands-on, present leader, close to the team day to day, not managing purely from a distance. 
• Partner with the CMO to move from executing the promo and launch calendar to helping shape it.
• Turn subscriptions and bundles from an idea into a tested, scaled part of the funnel.

WHO YOU ARE

• You've led ecommerce for a DTC brand with a recurring revenue or subscription model, not just a one time purchase funnel.
• You have a strong CRO and growth background and know how to run a real experimentation programme, not just approve one.
• You've managed through other managers, not just individual contributors, and know how to build operating rhythm across a still maturing team.
• You know Shopify well, ideally Shopify Plus or Shopify Markets, and you're not intimidated by picking up new CRO, subscription, or analytics tools.
• You've operated in a scaling, slightly chaotic environment before and know how to bring order without killing momentum, including saying no when scope gets unrealistic.
• You have DTC ecommerce in your bones: you think in CVR, AOV, MER, and RPV without needing them explained.
• You're fluent in English (bonus if you speak German) and able to work full time within CET/CEST hours, closely embedded with the Hamburg team.

WHAT SUCCESS LOOKS LIKE

• 30 days: You're onboarded with the team, you've mapped the current experimentation backlog and localisation status market by market, and you understand the pricing and launch calendar the CMO and founder are working against.
• 60 days: Hiring is underway for your Localisation Manager and CRO Manager, the first round of experiments under your steer has shipped, and you've resolved at least one live rollout issue end to end in a launched market.
• 90 days: The experimentation programme is running at full pace with your CRO Manager, UK and Benelux are stable, a subscriptions or bundles pilot is live, and you're co-owning next quarter's pricing and launch calendar with the CMO.