Moon Juice · 1 week ago
VP of Direct-to-Consumer (DTC)
LA Metro Area
Full-time
Hybrid
Director/Executive
10+ years expMoon Juice is seeking a strategic and hands-on VP of Direct-to-Consumer (DTC) to lead and scale their DTC business across acquisition, retention, and digital experience. This role involves owning the P&L for the DTC channel and overseeing performance marketing, lifecycle, CRM, digital product, and ecommerce operations to accelerate revenue and improve profitability.
BeautyHealth CareWellness
Hiring Manager
T. Antoinette Jones
Responsibilities
Develop and execute the long-term DTC growth strategy, aligned with Moon Juice’s overall business objectives and brand direction
Translate company vision into actionable quarterly plans across acquisition, retention and digital product experience
Own DTC P&L performance and ensure revenue, margin and CAC/LTV goals are met or exceeded
Own the DTC tech stack (Shopify, Klaviyo, subscription, analytics, CX tools) to ensure seamless integration, reporting accuracy, and scalability
Collaborate with Amazon and Retail channel leads to ensure consistent messaging, pricing, and customer experience across all touchpoints
Lead paid media strategy across Paid Social, Paid Search and other Paid channels (Influencer, Podcast, Affiliate, etc.)
Optimize creative, audience and spend allocation to drive efficient CAC and scalable growth
Partner with internal creative team and external partners to test and refine high-performing growth assets
Introduce media attribution frameworks and incrementality testing to improve decision-making
Build a robust retention engine through lifecycle marketing, email/SMS, loyalty and subscription programs
Drive CRM segmentation, personalization and automation to increase LTV and repeat purchase rate
Drive acquisition through email and SMS list growth strategies, including on-site capture, lead-generation campaigns and optimized signup flows to convert new visitors into subscribers and customers
Partner with Customer Experience to ensure high satisfaction and brand consistency across touchpoints
Own customer feedback loops including NPS and post-purchase surveys to inform lifecycle and product experience improvements
Own subscription strategy, experience and economics to drive retention and recurring revenue
Develop and optimize subscription acquisition, onboarding and retention journeys (pricing, cadence, bundling, pause/reactivation flows)
Analyze churn, cohort performance and satisfaction metrics to continuously improve the subscription experience
Oversee all aspects of MoonJuice.com performance, from UX/UI to product merchandising and site speed
Own conversion rate optimization (CRO) roadmap - landing pages, checkout flow, A/B testing and personalization
Collaborate with Ops and Finance to manage inventory visibility, pricing strategy and promotional calendars
Ensure the website reflects Moon Juice’s brand identity, storytelling and educational content with best-in-class design and functionality
Oversee the Customer Experience/Support function, ensuring timely and brand-aligned communication across all customer touchpoints
Manage customer service operations related to order fulfillment, product inquiries, returns/exchanges and subscription support
Establish service standards, response SLAs, and escalation protocols that reflect Moon Juice’s brand values and commitment to quality
Partner with Operations to proactively identify and resolve recurring customer issues (e.g., fulfillment delays, product concerns)
Leverage customer feedback, NPS and support insights to improve the digital experience and retention strategies
Coach and mentor the Customer Support team to foster a culture of care, curiosity, and accountability
Define and track KPIs such as CSAT, response time, ticket volume trends and repeat-contact rate to drive continuous improvement
Establish a data-driven culture and dashboards to track KPIs across acquisition, retention and site performance
Conduct cohort analysis, AOV optimization and customer journey mapping to identify growth opportunities
Partner with finance and demand planning to forecast revenue, evaluate ROI and monitor performance vs. plan
Build, lead and mentor a high-performing DTC team including managers for Paid Media, Lifecycle/CRM, Ecommerce and Customer Experience
Foster cross-functional collaboration with Marketing, Creative, Finance and Operations
Drive a culture of accountability, experimentation and continuous learning
Qualification
Required
Bachelor's degree in Marketing, Business, or related field
10+ years of experience in DTC leadership roles within consumer brands (CPG, wellness or lifestyle)
Proven success scaling DTC revenue through performance marketing and lifecycle excellence
Deep understanding of Shopify ecosystems, analytics tools (GA4, attribution systems, Klaviyo, etc.) and CRO best practices
Hands-on experience with paid media execution, channel attribution and full-funnel optimization
Strong analytical, financial and strategic planning skills with P&L ownership
Demonstrated ability to lead, develop and inspire cross-functional teams
Comfortable operating in a fast-paced, entrepreneurial and evolving environment
Preferred
MBA preferred
Company
Moon Juice
Moon Juice bridges the gap between alchemy and biology for health benefits.
11-50 employees
Funding
Current Stage
Growth StageTotal Funding
$7MKey Investors
True Beauty Ventures
2022-01-13Series C· $7M
2019-11-26Series Unknown
Leadership Team
Federico Troiani
Chief Executive Officer
Recent News
2025-05-10
2025-04-24
Company data provided by crunchbase