Direct to Consumer Manager

As the UK Direct to Consumer (DTC) Manager, you will lead the end-to-end development, performance and strategic evolution of JDE’s DTC businesses across Tassimo and L’OR. Working across Marketing, Demand Planning, Operations, Logistics, Sales, Finance and Global DTC teams, you will build a best-in-class DTC ecosystem that delivers NOS growth ambitions while sustaining profitability.

A strategic, data driven and consumer obsessed digital leader, you will shape the DTC strategy for JDE brands, set clear channel roles within the wider ecommerce landscape, and drive excellence across customer experience, conversion, CRM, content, trading, forecasting and operations. You will work closely with global teams to leverage shared capabilities, influence platform and technical development, and bring innovation into the UK market.

As a key member of the ecommerce leadership community, you will champion digital transformation, build capability and embed a growth-driven culture. This role requires strong cross-functional leadership, stakeholder influence and the ability to align global and local teams behind a cohesive DTC vision.

As the DTC Manager, you will take full ownership of delivering the NOS, GP and GP% ambitions for JDE’s DTC channel, ensuring strong and sustainable commercial results that support the UK’s broader growth agenda. You will lead the development of a clear, insight-driven DTC strategy that defines the role of the channel within JDE’s wider ecommerce vision and accelerates the shift toward a more digitally led, consumer centric business model.

You will lead a cross-functional team to elevate the performance of the DTC websites, shaping impactful activation plans, improving the customer journey and optimising conversion, CRM, subscriptions and retention. Working closely with marketing, brand, global commercial and global DTC teams, you will ensure campaigns, content, launches and performance activity are flawlessly executed and aligned to key KPIs.

You will also be accountable for operational excellence across forecasting, stock, fulfilment and LSP performance, ensuring the DTC channel delivers reliable and high-quality end-to-end experience for consumers. By partnering with Finance, Revenue Planning and Supply Chain, you will continuously identify opportunities to strengthen profitability and build robust financial models and business cases to support strategic decisions.

A key part of the role will be to build strong networks across both the UK and global teams—shaping the technical roadmap, driving alignment on key priorities, leveraging shared resources and ensuring the global platform continues to meet UK commercial needs. You will act as a digital leader within the organisation, developing your team’s capability, elevating DTC understanding across the wider business, and role modelling best practice digital, commercial and consumer-led decision making.

Responsibilities;

• Lead DTC AOP planning, sales forecasting and monthly commercial reviews, identifying risks, opportunities and required interventions.
• Lead the development and delivery of the multi-year DTC roadmap for JDE brands, aligning UK and global priorities to unlock growth.
• Use data and insight to define strategic channel focus areas, investment priorities and the role of DTC within the broader omnichannel strategy.
• Act as the DTC representative within UK leadership forums, driving cross-functional alignment and decision making.
• Elevate the end-to-end consumer experience across JDE’s DTC platforms, optimising the shopper journey, conversion and key KPIs including AOV, new buyers, repeat buyers and subscriptions.
• Lead the execution of campaigns, launches and promotions in partnership with Brand, Global Commercial and Global Content teams.
• Lead for the UK CRM and retention strategy, ensuring strong lifecycle performance and personalisation.
• Shape and deliver full-funnel activation plans, including traffic acquisition, conversion optimisation and product performance.
• Collaborate with media teams across paid channels (SEM, SEO, paid social, display, retargeting, affiliates, influencers) to deliver effective acquisition and awareness.
• Ensure consistent brand identity and high-quality communication across all DTC touchpoints.
• Incorporate customer feedback and insights into continuous improvements to site performance and Owner Experience.
• Track and interpret all core DTC KPIs, analysing consumer behaviour and website performance to inform decisions and communicate updates to stakeholders.
• Lead DTC AOP planning, sales forecasting and monthly commercial reviews, identifying risks, opportunities and required interventions.
• Develop and implement sales and promotional plans aligned with the DTC strategy.
• Lead forecasting with the LSP, ensure capacity and service readiness, and manage ongoing LSP performance and commercial terms.
• Work closely with Demand Planning to ensure stock accuracy, replenishment and availability.
• Partner with global operations teams and fulfilment partners to identify cost efficiencies and ensure operational excellence.
• Support Finance in developing DTC P&Ls, identifying opportunities to strengthen channel profitability.
• Build financial models and business cases for key initiatives, including bundles, subscriptions and new propositions.