DTC Lead - LATAM

DTC Lead — LATAM

Location: Mexico City

Department: E-Commerce

Reports To: Head of E-Commerce, LATAM

Scope: Mexico & Brazil

Direct Reports: 2

Opportunity Overview

We are building the e-commerce organization for one of the world’s fastest-growing collectible brands, with DTC playing a critical role in our growth across Latin America.

As DTC Lead — LATAM , you will own our brand-operated e-commerce business, beginning with Mexico and expanding into Brazil. You will manage the channel as a business—owning revenue, profitability, conversion, customer growth, marketing efficiency, merchandising, and the end-to-end customer experience.

This position offers significant growth potential as the business scales. The successful candidate will help build the DTC playbook in Mexico, lead the expansion into Brazil, and have the opportunity to grow into broader regional DTC leadership as additional LATAM markets launch.

What You Will Achieve

Business & P&L Ownership

• Own DTC performance across revenue, conversion, average order value, customer growth, and contribution margin.
• Develop annual, quarterly, and monthly business plans aligned with commercial goals.
• Manage the channel P&L, including payment fees, fulfillment, shipping, returns, media investment, and markdowns.
• Lead weekly and monthly business reviews, identifying performance drivers, risks, and actions.

Merchandising & Product Launches

• Develop merchandising and sales strategies across assortment, launches, inventory, replenishment, and key product initiatives.
• Own the DTC launch calendar and ensure strong execution across major product drops.
• Partner with Supply Chain to optimize local assortment, availability, shipping speed, and inventory efficiency.

Customer Growth & Retention

• Analyze the customer journey to identify opportunities across acquisition, conversion, repeat purchase, retention, and lifetime value.
• Lead CRM and membership strategies, including segmentation and lifecycle communications.
• Partner with Customer Service and Logistics to improve the post-purchase experience, returns, refunds, and service levels.

Conversion & Customer Experience

• Lead DTC campaigns around product launches, seasonal moments, and major shopping events.
• Own the conversion optimization roadmap across product pages, search, navigation, content, and checkout.
• Partner with Product and Engineering to improve payment localization, including installments and local payment methods.

Performance Marketing

• Own paid-media performance against established ROAS and TACOS targets.
• Partner with Brand and Marketing to convert campaigns, influencer activity, and traffic into measurable DTC sales.
• Improve organic visibility through SEO and localized content.

Team Leadership

• Lead and develop the DTC operations team across reporting, listings, fulfillment, and site operations.
• Establish clear objectives, ownership, accountability, and development plans.
• Collaborate closely with global and regional Product, Engineering, Merchandising, Marketing, Finance, and Supply Chain teams.

LATAM Expansion

• Lead the Brazil DTC launch, including storefront localization, payments, content, operational readiness, and launch execution.
• Build scalable processes and playbooks that can be replicated across future LATAM markets.

What Success Looks Like in Year One

First 30 Days

• Assess P&L, conversion, payments, marketing, CRM, customer experience, SEO, and team ownership. Prioritize the biggest opportunities.

First 90 Days

• Establish dashboards, operating rhythms, and clear ownership. Launch initial payment, checkout, and conversion improvements.

Six Months

• Deliver conversion and margin targets, improve media efficiency and repeat purchases, and successfully launch DTC in Brazil.

Twelve Months

• Build a predictable and profitable DTC business across two markets with a scalable playbook and foundation for continued LATAM growth.

What You Need to Have

• 5+ years of experience in e-commerce, DTC, or brand-owned website operations.
• Direct ownership of revenue, margin, P&L, and marketing efficiency.
• Strong experience across merchandising, customer growth, campaigns, and conversion optimization.
• Hands-on experience with GA4, GTM, Excel/Google Sheets, or similar analytics tools.
• Experience managing paid media against ROAS, TACOS, or comparable performance targets.
• Proven experience managing and developing direct reports.
• Strong project management and cross-functional leadership skills.
• Ability to partner effectively across Product, Engineering, Supply Chain, Marketing, Finance, and Operations.
• Professional working proficiency in Spanish and English .
• Strong ownership mentality with the ability to identify opportunities and drive solutions through execution.

Preferred Qualifications

• Portuguese language skills.
• Knowledge of the Mexican payments landscape, including MSI/installments and local payment methods.
• Experience in a launch- or drop-driven category such as collectibles, toys, sneakers, beauty, gaming, or limited editions.
• Experience launching or localizing DTC operations in a new country.
• CRM, lifecycle marketing, membership, or retention experience.

Growth Opportunity

This position is designed to grow with the business. The DTC Lead will initially focus on Mexico and the expansion into Brazil, with the opportunity to take on broader DTC leadership across Latin America as the region continues to scale.