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About the Role

The Head of Direct (eCommerce) defines and delivers the growth strategy for Dyson Canada's eCommerce and Direct-to-Consumer (DTC) business. This role owns the Direct P&L and commercial strategy across DysonCanada.ca, Dyson-owned retail stores, marketplaces, and Customer Care, with primary accountability for growth through DysonCanada.ca. The role drives sustainable growth, exceptional customer experiences, and strong commercial performance in support of Dyson Canada's overall business objectives and premium brand positioning.

Responsibilities

Define and champion the long-term vision for Dyson Canada's eCommerce and DTC business.
Own the eCommerce and DTC go-to-market strategy, creating compelling reasons for consumers to buy Direct through differentiated products, services, experiences, and commercial initiatives.
Develop the strategic roadmap for DysonCanada.ca and the broader Direct business, identifying opportunities for sustainable growth and customer engagement.
Create alignment across the organization behind a clear growth agenda that supports both eCommerce performance and broader business objectives.
Act as the steward of the Dyson brand across all Direct channels, balancing premium customer experiences with commercial objectives.
Own the Direct business P&L, delivering revenue, profitability, and sustainable growth.
Lead the commercial strategy and trading agenda for DysonCanada.ca and the broader Direct business.
Develop integrated commercial plans across trading, marketing, operations, finance, and people.
Lead forecasting, performance management, and trading reviews to deliver against ambitious growth targets and identify opportunities and manage risks.
Ensure the capabilities, processes, and resources are in place to support continued growth.
Balance short-term performance with long-term strategic objectives.
Lead cross-functional execution of the eCommerce and DTC growth strategy across Marketing, Sales, Customer Service, Retail, Logistics, and Finance.
Partner with Marketing and Category teams to develop go-to-market plans, media strategies, and customer acquisition initiatives that support business objectives.
Ensure Direct priorities are embedded in product launches, commercial activations, and key business initiatives.
Own the end-to-end customer journey across Direct channels, delivering a seamless premium experience that drives conversion, customer satisfaction, and NPS.
Drive continuous optimization of DysonCanada.ca through consumer insights, analytics, and best practices.
Respond with agility to changing customer, market, and competitive dynamics.
Lead and develop a high-performing team focused on accountability, innovation, and continuous improvement.
Evolve the capabilities, skills, and operating model required to support future growth.
Strengthen eCommerce, digital, commercial, and operational capabilities across the business.
Partner with regional and global teams to share insights, adopt best practices, and identify new opportunities.
Champion innovation and continuous improvement to strengthen Dyson Canada's competitive position.

Requirements

10+ years of eCommerce, digital commerce, and consumer growth leadership experience.
Expertise in eCommerce trading, site merchandising, conversion optimization, and customer journey management.
Strong commercial acumen with experience owning and managing P&Ls.
Experience leading performance marketing, customer acquisition, and digital media strategies that drive growth.
Understanding of CRM, lifecycle marketing, email marketing, and customer acquisition strategies.
Experience developing affiliate marketing and partnership programs.
Experience managing third-party marketplaces and platform partnerships.
Proven success delivering growth within a premium consumer brand.
Experience leading eCommerce businesses across owned channels and third-party platforms.
Strong understanding of customer experience, consumer behavior, and digital commerce trends.
Broad knowledge of eCommerce operations and infrastructure, including logistics, fulfillment, digital platforms, analytics, and marketing technology.
Experience in premium brands, DTC businesses, or third-party platform ecosystems is an asset.
Ability to travel domestically and internationally as required.

Skills

Strategic thinking
Commercial acumen
Business planning
Leadership
Influencing without direct authority
Team alignment
Collaboration
Executive stakeholder management
Communication
Presentation
Storytelling
Data analysis
Insight generation
Experimentation
Relationship building
Hands-on execution
Results-oriented mindset
Adaptability in dynamic environments
Challenging the status quo
Driving change
Continuous improvement
Entrepreneurial mindset
Proactiveness
Accountability
Integrity
Judgment
Professionalism

Location

Toronto

Work Type

Onsite

Experience Level

10+ years

Salary/Compensations

$161,600 - $202,000 annually + bonus opportunity

Benefits

Dyson Matching RSP contributions
Company Paid Life Insurance and Accidental Death and Dismemberment (AD&D)
Short-Term and Long-Term Disability
Employee Referral Program
Dyson Product Discounts
Competitive Paid Time Off including Floater Holiday, Sick, and Vacation Time
Generous Maternity Leave Program
Employee Assistance Program

About the Company

Dyson is a global technology enterprise focused on growth across more categories, locations, and people.
Dyson Canada launched in 2006 with headquarters in Toronto and has been recognized as a top employer.
The company has expanded exponentially across various teams and is committed to campus culture for collaboration, development, and learning.
Dyson fosters a fantastic social and dynamic environment through its campus culture.

Equal Opportunity

Dyson is committed to fostering an inclusive and accessible environment that reflects the diversity of the community.
Reasonable accommodation will be provided during the recruitment process for persons with disabilities upon request.
Dyson is an Equal Opportunity Employer.
Employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or any other dimension of diversity.