Director, Digital Experience and DTC

THE COMPANY

Back when we started Hint in 2005, our motto was Drink Water, Not Sugar. Our mission to this day is to help people fall in love with water — delicious fruit-infused water — so they can live healthier lives.

Twenty years on, we’ve attracted our share of imitators, but no one has been able to match that touch of true fruit flavor in every bottle of Hint. The craftsmanship we put into creating flavors that fully reflect their fruit origin is unparalleled. And with no sweeteners, no preservatives, and zero calories, is it any wonder our fans have turned Hint into an obsession? 

Today, Hint is sold in over 30,000 stores all over the United States. We feature dozens of amazing flavors — including perennial favorites Blackberry, Watermelon, and Cherry — as well as limited edition smash-ups, exclusive bundles, and Sparkling, all available at drinkhint.com, Amazon, e-Retail accounts, and major retailers.

OVERVIEW

The Director, Digital Experience and DTC will lead the strategy and roadmap to make drinkhint.com a highly engaging brand hub that builds awareness, generates demand, and drives revenue goals. They will work in close partnership with the retail and e-retail teams to ensure a cohesive go-to-market strategy across channels. 

This person will report to the SVP, Marketing and have one direct report. We require this person to live on the east coast, ideally within a reasonable commute to New York City.

P&L Leadership and Business Performance Management: 

• Own DTC P&L with full accountability for revenue, margin, and marketing efficiency metrics
• In partnership with Sr. Director, Marketing Analytics and Growth, drive business performance analysis covering demand, AOV, conversion rates, ROAS and CAC
• Lead merchandising and inventory optimization
• Lead promotional strategy and implementation  
• Lead strategic planning with finance, operations, and technology partners 
• Ensure a unified commercial strategy across e-commerce channels, coordinating and collaborating with retail and e-retail teams on strategy through execution
• Enables agile response to performance trends
  
  

Site Optimization and A/B Testing:

• Lead Hint’s digital experience strategy, including the overhaul of our .com to improve UX/UI and brand storytelling 
• Build and execute a data-driven experimentation roadmap to optimize key site metrics
• Align on-site merchandising with business priorities, ensuring traffic strategies meet high-impact product categories, new launches, and collections 
• Run A/B tests on pricing strategies, product recommendations, content merchandising, and promotional execution
• Leverage analytics to refine customer segmentation, personalization, and triggered marketing initiatives
• Identify and implement new digital capabilities that improve demand generation, conversion, and revenue optimization 
• Partner with Brand and the CRM/Lifecycle Manager to create and implement a robust content strategy and calendar that increases customer engagement, brand loyalty and LTV
• Overhaul and implement a new loyalty and referral program for the business 
• Collaborate on Hint’s retention marketing strategy, having accountability for email and SMS channel performance, including engagement rates and revenue 

Other:

• Own all cross-sell, upsell, repeat and winback initiatives for the drinkhint.com 
• Manage the MarTech stack and constantly seek out new tools/technologies to improve our product offering and site experience 
• Determine and streamline Opex costs for website customer service and experience tactics, leveraging best in class AI tools 
• Manage all tech partners/developers

REQUIRED QUALIFICATIONS

• Required 7-10 years of Direct-To-Consumer (DTC) experience, including ownership and management of website experience 
• Understanding of lifecycle/retention marketing including: email, sms, and loyalty
• Extensive experience in A/B testing and managing website UX/UI, order / buy flow optimization, PDP’s and website content
• Strong background in creative concepting and storytelling, bringing a brand’s USP to life across the website and all consumer touch points
• Extensive knowledge of direct-to-consumer eCommerce, retention marketing trends, and Email/CRM technologies (Shopify and Klaviyo required)
• Strong experience in customer segmentation and data analytics
• Hands on, roll-up-your-sleeves style, used to working in a fast-paced entrepreneurial environment 
• Collaborative partner with Creative, Brand, and Growth marketing teams
• Obsessed with the latest DTC customer journey and experience apps and trends
• Beverage industry experience a plus 
• Bachelor’s degree required

• Base salary of $135,000-165,000 based on territory and experience. The actual salary offer may vary based on location and work experience. The base pay range is subject to change and may be modified in the future.
• Bonus Eligible
• Unlimited Vacation Time
• Company paid holidays
• 100% of the employee and dependent healthcare premiums paid for by the company
• Life insurance/AD&D (company-paid and voluntary)
• Flexible Spending Accounts
• 401K (regular and Roth)
• $150/month health and wellness reimbursement
• $100 monthly towards your cell phone and $50 monthly towards Internet (if applicable)
• Employee Discount on Hint Water