Head of D2C

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^{eBrands · Direct-to-Consumer · Head of Channel · Helsinki (hybrid) Reports to: CEO/COO}‍

About eBrands

eBrands is a commerce operator and growth platform headquartered in Helsinki, scaling consumer brands across D2C, global marketplaces, and retail in Europe and North America. We run execution end-to-end — channel operations, pricing, marketing, inventory, and fulfillment — acting as Merchant of Record across 50+ brands: ~20 we own, ~30 we operate for brand partners. Our proprietary AI and data platform, Apollo, powers every decision, and we expect everyone to build with AI as a default tool. You'll work with leading consumer brands — category winners in their home markets — and take them to the world.

We hire for a growth mindset. We test, iterate, and scale — and we expect people to get better every quarter, learn faster than the market, and treat every miss as input for the next move. If you want a playbook handed to you, this isn't the place. If you want to write it, it is.

About the role

Own the D2C channel P&L and steer both the team and the commercial agenda across a portfolio of 50+ brands. The channel is growing 25%+ year over year with a clear 2026 growth mandate — your job is to keep that trajectory and improve the margin quality behind it.

You connect day-to-day execution to the bigger vision, lead the D2C team, and work alongside the business line leads to make it happen. You are the commercial bridge between the channel and the rest of the business. This is a head-of-channel role with full ownership of the channel's performance — for both our owned brands and our brand partners.

What you'll own

• The D2C channel P&L: revenue, gross margin, spend and budget across the portfolio.
• Running D2C as a service for both our owned brands and our 3P brand partners — from full storefront management to Merchant-of-Record-only setups — treating partner-brand growth as a first-class part of the channel target.
• The campaign calendar and the wider commercial plan — seasonal pushes, launches and promotions, and how they ladder up to the channel target. You own it; you don't execute every piece yourself.
• The paid media strategy and budget across Meta, Google, TikTok and other acquisition channels — how spend is allocated, what efficiency it has to hit, and how it ladders into the channel P&L. You set the direction and hold the performance function accountable to CAC and contribution targets.
• Budget and spend decisions, and holding the channel accountable to its numbers.
• Leading the D2C team, including the Ecommerce Manager, and steering priorities across it.
• Bridging the practical day-to-day and the longer-term vision.
• Partnering with the category leads (Beauty & Wellness, Sports & Lifestyle) to align D2C plans with brand and category strategy.
• Reporting channel performance to leadership.
• Championing AI across the channel — setting the expectation that the team builds with Claude and finds real leverage through it.

What you'll bring

• Genuine commercial and P&L ownership. You have run a channel or business unit to a number, not just executed someone else's plan.
• Fluency with profitability, budgeting and spend allocation.
• A track record of leading a team and steering execution.
• A deep understanding of D2C economics — CAC, contribution margin, payback, and the levers that move channel profit.
• A working command of performance marketing across Meta, Google, TikTok and the wider paid landscape — enough to read a ROAS or CAC report critically, challenge how budget is split across channels, judge whether spend is buying profitable growth, and set direction for the people who run it.
• Comfortable working cross-functionally with category, brand and finance.
• An understanding of AI's role in how a modern channel runs, and the willingness to lead a team that uses Claude as a default tool.
• A growth mindset — you raise your own bar continuously, treat misses as data, and build a team culture where improving together beats defending the status quo.

Nice to have

• Multi-brand or portfolio experience.
• Experience operating channels on behalf of partner brands (agency, enabler, or platform side).
• A hands-on ecommerce background before moving into a commercial role, so you can credibly lead the Ecommerce Manager.
• Hands-on time in performance marketing platforms earlier in your career, so you can credibly pressure-test the paid plan.
• Deep Shopify familiarity.