Director, Direct to Consumer

That's it.

Director, Direct to Consumer

Los Angeles HQ Based | Fulltime | Exempt

That’s it. bars grew from the idea that nature knows best. We agree. We believe that adding a bunch of extra stuff to natural fruit only takes away from the purity + balance that nature intended. Ingredient lists have never been this simple + this clean until now. We use only natural, GMO-free fruit + nothing else. Our goal is to make it convenient for people to get their “2-a-day”. That means that you get 2 whole servings of fruit from just 1 That’s it. bar. With taste, convenience + portion control, That’s it. has raised the bar on fruit.           

The Director, Direct to Consumer is responsible for all aspects of brand communication and sales online.  S/he identifies + develops digital marketing plans + tactics necessary to build consumer trial + brand awareness, and maximize e-commerce ( + third-party .coms to help achieve company sales goals. This role oversees web, digital, social + email marketing.


  • Business Planning Contribution
    • Gathers, analyzes + applies all digital consumer data to grow e-commerce opportunities
    • Builds digital marketing strategies to support brand sales + marketing goals
    • Contributes to sales tools + marketing plans that support product launches + campaigns
    • Ensures execution of plans by tracking execution, translating reports + recapping
    • Implements metrics + tracking systems to accurately measure ROI
    • Supports brand development and new product development

    E-Commerce Ownership

    • Directly manages the development, UX and growth strategies of the official brand website
    • Responsible for meeting annual targeted e-commerce channel sales goals
    • Continuously updates website to support marketing campaigns + cross-functional company needs
    • Oversees blog content and promotion strategy

    Digital Media + Email Management

    • Directs digital ad buys and oversees related agencies for search, SEO, display, affiliate and social to support brand awareness, offline channels and ecommerce
    • Directs email acquisition + email content strategy to increase customer retention
    • Responsible for implementing and tracking media buys for .com resellers and partners

    • BA in business, marketing or related field required; MBA/MFA highly preferred
    • Minimum 7 years of combined e-com, digital + social marketing experience required
    • Minimum 2 years of people management experience required
    • BigCommerce/Shopify platform experience highly preferred
    • Proven experience interacting with + selling in to key e-com stakeholders/buyers
    • Proven experience analyzing + applying online consumer data
    • Proven experience with UX, e-commerce sales, search, display, affiliate, mobile, programmatic, social + email
    • Proven experience in measuring + recapping ROI + replicating best practice conversion tactics
    • Proficiency with Word/Notes, Excel/Books, PowerPoint required
    • Experience with the creative design process, media buying + agency relations highly-preferred


    • Balanced sense of urgency with strong strategic skillset
    • Highly self-motivated + competitive, yet team-spirited
    • Dynamic communicator, engaging + persuasive public speaker/presenter
    • Optimistic + motivating manager with coaching + developmental record
    • Exceptional, organized planner + project manager
    • Entrepreneurial, resourceful + adaptable to changing environments
    • Savvy professional who tactfully finds + communicates resolution in ambiguity
    • Lives + represents That’s it. culture 

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