Senior Director of Digital

Reports to: CEO

Location: Los Angeles, CA - hybrid (2-3 days in-office)

Mane is looking for a highly strategic and deeply hands-on Senior Director, Digital to lead all digital revenue channels - Amazon, DTC, TikTok Shop, paid media, and full-funnel performance analytics. You will be a critical partner to the CEO, Marketing, Creative, Operations, and Finance teams, ensuring every digital touchpoint ladders up to profitable, scalable growth.

This leader will bring a proven track record of scaling fast-moving consumer brands, with particular depth in DTC and Amazon. You thrive in environments where you can be both architect and executor - comfortable building systems, managing budgets, optimizing creative, analyzing performance, and driving clear forecasting discipline.

This is an opportunity to help architect Mane’s next stage of omnichannel commercial growth and build a digital capability that sets the bar in our category.

What You’ll Own

DTC (heymane.com)

• Own HeyMane.com P&L, strategy, and revenue + conversion performance across all pages, ensuring delivery of sales targets
• Develop and execute retention programs across email, SMS, and lifecycle
• Build a scalable acquisition roadmap tied to revenue, CAC, and LTV goals
• Drive landing page optimization, CRO, and site experimentation
• Build clear channel testing roadmaps & DTC merchandising plans (offers, creative, funnels, bundles, hero launches)
• Improve onsite UX in close partnership with Creative & Product
• Leverage 1P DTC data to inform broader channel strategy (Amazon, retail, wholesale), including demand patterns, hero SKUs, messaging, and customer segmentation
• Identify priority growth channels (TikTok Shop, affiliates, paid partnerships, etc.) and test into them with clear hypotheses and KPIs

Amazon  

• Own the Amazon P&L, strategy, and roadmap to scale growth and hit revenue targets
• Lead all Amazon advertising programs (DSP, PPC, etc.) to drive efficient TACOS
• Oversee content, PDP optimization, review strategy, and conversion improvements
• Develop pricing & promo guardrails to prevent channel conflict, and to protect margins + brand positioning
• Partner with Operations on inventory planning, forecasting, and preventing stockouts
• Own channel-specific assortment strategy, ensuring each platform (DTC vs Amazon) has a clear role, hero SKUs, and differentiated value props
• Build A+ content and testing frameworks
• Manage agencies or build in-house capabilities as needed

Paid Media & Growth

• Develop and execute paid media strategy with an omnichannel approach across Meta, TikTok, Google Ads, and Amazon Ads
• Build full-funnel performance architecture, attribution model, and reporting
• Partner with Marketing & Creative to generate high-performing, scalable asset pipelines
• Develop paid strategy approach to support Sephora.com and other wholesale digital channels as needed to grow those channels 
• Test new channels and placements to efficiently scale reach and acquisition
• Own CAC, MER, LTV, ROAS, cohort and attribution reporting

Cross-Functional Leadership

• Partner closely with Marketing to align brand storytelling with performance needs
• Work with Creative on rapid iteration of digital-first assets
• Collaborate with the Operations and Product Development team to align launches, hero SKUs, and promos
• Work with the CEO and Finance on budgets, forecasting, and pacing
• Confidently interface with the Board, advisors, and retail partners
• Build structure, process, and digital rigor within a fast-moving organization

Requirements

What You Bring

• 8+ years of experience
• Strong experience owning Amazon end-to-end (must have)
• Proven track record of scaling a high-growth consumer brand (beauty or adjacent categories)
• Deep DTC experience including CRO, lifecycle, funnels, and channel testing
• Experience scaling a brand on TikTok Shop a plus
• Paid media fluency across Meta, TikTok, Google Ads, and AMZ
• Strong analytical orientation with the ability to build models and forecasts
• Experience collaborating cross-functionally with Marketing & Creative
• Ability to move between high-level strategy and hands-on execution
• Comfortable in fast-paced founder-led environments
• Builder mindset: systems, processes, and structure where needed
• Experience with Shopify, Attentive, Triple Whale, Power BI, Google Analytics, a plus.

ABOUT MANE

Founded in 2023 by celebrity hairstylist Jen Atkin, Mane is the brainchild of Mane Addicts, a beauty website founded in 2014 dedicated to hair as a medium for identity, education, and self-expression. The company provides consumers with top quality hair care products including, hot tools, brushes, clips, hair ties, headbands and corresponding accessories that are expert-vetted and deliver high-performance results for beginners, experimenters and hair stylists. Mane’s products are priced between $12-$125 USD and available on HeyMane.com, Sephora.com and at Sephora stores across the U.S. and Canada. Find us at @mane_____

Mane is an Equal Opportunity Employer.