Location:

Irvine, California Employment Type:

Full-Time, On-Site Base Salary:

$100,000-$130,000 annually

Target Total Annual Compensation:

$150,000-$220,000+ based on performance About

TACLAB TACLAB

is a growing direct-to-consumer consumer brand specializing in high-performance tactical gloves, functional apparel, and outdoor equipment. Our flagship REAPER glove series has built a strong customer base in the U.S., and we are continuing to expand our product portfolio with new glove models, winter products, apparel, and additional tactical and outdoor gear. As TACLAB enters its next stage of growth, we are seeking an experienced Director of DTC Growth & E-Commerce to lead customer acquisition, performance marketing, e-commerce growth, retention, and international expansion. This is a hands-on growth leadership role . We are looking for someone who can take business objectives, products, inventory, budgets, customer data, and team resources and turn them into an executable growth plan that produces measurable, profitable revenue growth. This is not a role focused only on managing advertising campaigns or presenting marketing strategies. The right person must be able to develop the strategy, lead execution, analyze results, identify problems and opportunities, and continuously improve performance. What You Will Own You will lead TACLAB's DTC growth across the U.S. and selected international markets, working directly with the CEO and coordinating our existing e-commerce, marketing, creative, and website teams. DTC Growth & Revenue Strategy Develop and execute TACLAB's overall DTC growth strategy. Translate company revenue objectives into actionable plans across products, customer segments, markets, channels, budgets, and campaigns. Identify the highest-impact opportunities for customer acquisition, conversion, retention, and profitable revenue growth. Analyze product performance, inventory, margins, customer behavior, and marketing data to determine where and how to invest resources. Build measurable growth plans with clear priorities, KPIs, timelines, and accountability. Product Marketing & Customer Strategy Understand why customers buy each product , who the highest-potential customer segments are, and which product benefits, use cases, and emotional or functional motivations drive purchase decisions. Translate customer insights into compelling product positioning, selling points, offers, landing pages, advertising messages, and creative concepts. Develop different marketing angles for relevant customer segments and use cases. Lead go-to-market strategies for new products, product launches, seasonal campaigns, bundles, and promotions. Continuously test messaging, positioning, offers, audiences, and product presentation to improve conversion and sales. Performance Marketing & Customer Acquisition Lead and optimize customer acquisition across Meta, Google, YouTube, and other relevant digital channels . Manage substantial advertising budgets and allocate spend based on actual performance, growth opportunities, inventory, and profitability. Build systematic testing frameworks across audiences, products, offers, creative, landing pages, and campaigns. Scale successful campaigns while maintaining disciplined CAC and contribution profitability. Quickly identify underperforming campaigns and take corrective action. Measure performance through Revenue, CAC, ROAS/MER, CTR, CVR, AOV, LTV, and contribution profit . Creative Strategy Develop performance-driven creative strategies based on customer motivations and campaign data. Create and direct advertising concepts, hooks, messaging, video concepts, scripts, UGC ideas, and AI-assisted creative testing. Provide clear briefs and direction to designers, photographers, video creators, and content team members. Use performance data to determine what creative should be produced, tested, improved, or discontinued. E-Commerce & Conversion Optimization Lead continuous improvement of TACLAB's Shopify DTC business. Analyze the complete customer journey from traffic through product page, add-to-cart, checkout, purchase, and repeat purchase. Improve conversion rate, average order value, revenue per visitor, and checkout performance . Develop and test landing pages, product-page positioning, bundles, upsells, cross-sells, promotions, and merchandising strategies. Build an ongoing CRO and A/B testing process based on measurable results. Retention & Customer Lifetime Value Develop strategies across Email, SMS, segmentation, remarketing, cross-sell, upsell, and lifecycle marketing . Increase repeat purchase rates and customer lifetime value as TACLAB's product portfolio expands. Identify opportunities to turn first-time customers into repeat and multi-product customers. Measure the incremental revenue and profitability generated through retention initiatives. International Growth Develop actionable growth strategies for selected international markets, including Canada, Europe, Japan, and South Korea . Evaluate customer demand, acquisition economics, localization requirements, competitive positioning, and commercial opportunities. Prioritize markets based on measurable demand and business potential. Coordinate localized advertising, content, offers, and e-commerce initiatives with internal teams and external partners. Leadership & Execution Work directly with the CEO to translate company objectives into growth plans and measurable initiatives. Lead and coordinate existing e-commerce, advertising, creative, content, and website resources . Establish clear priorities, responsibilities, deadlines, KPIs, and reporting. Personally step into execution and problem-solving when needed. Build a culture of testing, speed, accountability, and data-driven decision-making. Take ownership of results—not simply activities. Required Qualifications 5+ years of experience in DTC e-commerce, performance marketing, or growth. 2+ years leading growth initiatives or cross-functional marketing teams. Proven experience generating measurable revenue growth for a consumer products / DTC business . Demonstrated experience personally managing or overseeing $100,000+ per month in digital advertising spend . Strong working knowledge of Meta Ads, Google Ads, Shopify, GA4, and e-commerce analytics . Strong understanding of customer acquisition, product positioning, consumer behavior, conversion optimization, and retention. Ability to take a product and clearly determine who should buy it, why they should buy it, how it should be positioned, and how that positioning should translate into advertising, creative, and the online shopping experience. Strong understanding of CAC, ROAS/MER, CVR, AOV, LTV, contribution margin, and advertising profitability . Ability to independently develop growth strategies and personally drive their execution. Strong creative judgment and the ability to develop or direct performance-oriented advertising concepts and content. Strong analytical, commercial, communication, and leadership skills. Comfortable operating in a fast-moving environment where strategy and hands-on execution are both required. Preferred Qualifications Experience helping scale a DTC consumer brand from approximately $3M to $10M+ in annual revenue . Experience with outdoor equipment, sporting goods, tactical gear, performance apparel, accessories, or related consumer products. Experience managing $1M+ in annual digital advertising spend . Experience developing international DTC markets. Experience with Klaviyo, Shopify Markets, attribution platforms, CRO/testing tools, and AI-assisted marketing workflows . Experience building or developing an in-house growth team. Current Growth Opportunity TACLAB is preparing for a significant stage of expansion, including: Continued growth of the REAPER product family and new product launches. A planned digital advertising budget of up to $1 million during a four-month seasonal sales period . A company-wide seasonal revenue objective of approximately $5 million . Continued U.S. customer acquisition and expansion into Canada, Europe, Japan, South Korea, and other international markets. Development of a scalable growth infrastructure to support the company's next stage. These figures represent business objectives and available resources , not guaranteed results or mandatory advertising expenditures.

Compensation & Performance Incentives Base Salary:

$100,000-$130,000 annually

Target Total Annual Compensation:

$150,000-$220,000+ , depending on individual performance and achievement of agreed-upon business objectives. Performance incentives will be tied to measurable business outcomes, including: Profitable incremental revenue growth New customer acquisition and acquisition efficiency Contribution profitability and advertising efficiency E-commerce conversion improvements Customer retention and lifetime value Successful execution of agreed-upon growth initiatives Specific performance targets, measurement methods, bonus eligibility, and payment terms will be established in a written compensation agreement. TACLAB is prepared to provide significant upside for a growth leader who consistently creates substantial, measurable business value.

Job Type:

Full-time Pay:

$100,000.00 - $130,000.00 per year

Benefits:

401(k) Employee discount Health insurance Ability to

Relocate:

Irvine, CA 92618: Relocate before starting work (Required)

Work Location:

In person