Moon Juice
Head of People Operations @ Moon Juice | Transforming HR Operations
Moon Juice VP of Direct-to-Consumer (DTC)
Santa Monica, CA / Full Time / Hybrid (on-site 2 days per week)
Moon Juice is seeking a strategic and hands‑on
VP of Direct-to-Consumer
to lead and scale our DTC business across acquisition, retention and digital experience. Reporting directly to the CEO, this leader will own the P&L for the DTC channel, overseeing all aspects of performance marketing, lifecycle and CRM, digital product and ecommerce operations.
This is a critical role at the intersection of brand, growth and technology — responsible for accelerating revenue, improving profitability and creating a best‑in‑class customer experience that reflects Moon Juice’s brand ethos.
The ideal candidate is a data‑driven operator with deep experience in high‑growth CPG or wellness brands, expert in full‑funnel DTC performance and passionate about building brands that inspire loyalty and advocacy.
As a member of the senior leadership team, the VP of Direct‑to‑Consumer must be a positive cultural leader who exhibits confidence balanced with humility and a growth mindset. This person is inclusive, collaborative, and transparent and will build strong relationships at all levels, internally and externally. Excellent communication skills and empathy are a must, and this person enjoys mentoring team members across all functions and levels.
Key Responsibilities Strategic Leadership
Develop and execute the long‑term DTC growth strategy, aligned with Moon Juice’s overall business objectives and brand direction.
Translate company vision into actionable quarterly plans across acquisition, retention and digital product experience.
Own DTC P&L performance and ensure revenue, margin and CAC/LTV goals are met or exceeded.
Own the DTC tech stack (Shopify, Klaviyo, subscription, analytics, CX tools) to ensure seamless integration, reporting accuracy, and scalability.
Collaborate with Amazon and Retail channel leads to ensure consistent messaging, pricing, and customer experience across all touchpoints.
Acquisition & Paid Media
Lead paid media strategy across Paid Social, Paid Search and other Paid channels (Influencer, Podcast, Affiliate, etc.).
Optimize creative, audience and spend allocation to drive efficient CAC and scalable growth.
Partner with internal creative team and external partners to test and refine high‑performing growth assets.
Introduce media attribution frameworks and incrementality testing to improve decision‑making.
Lifecycle, Retention & CRM
Build a robust retention engine through lifecycle marketing, email/SMS, loyalty and subscription programs.
Drive CRM segmentation, personalization and automation to increase LTV and repeat purchase rate.
Drive acquisition through email and SMS list growth strategies, including on‑site capture, lead‑generation campaigns and optimized signup flows to convert new visitors into subscribers and customers.
Partner with Customer Experience to ensure high satisfaction and brand consistency across touchpoints.
Own customer feedback loops including NPS and post‑purchase surveys to inform lifecycle and product experience improvements.
Subscriptions
Own subscription strategy, experience and economics to drive retention and recurring revenue.
Develop and optimize subscription acquisition, onboarding and retention journeys (pricing, cadence, bundling, pause/reactivation flows).
Analyze churn, cohort performance and satisfaction metrics to continuously improve the subscription experience.
Oversee all aspects of MoonJuice.com performance, from UX/UI to product merchandising and site speed.
Own conversion rate optimization (CRO) roadmap - landing pages, checkout flow, A/B testing and personalization.
Collaborate with Ops and Finance to manage inventory visibility, pricing strategy and promotional calendars.
Ensure the website reflects Moon Juice’s brand identity, storytelling and educational content with best‑in‑class design and functionality.
Customer Experience & Support
Oversee the Customer Experience/Support function, ensuring timely and brand‑aligned communication across all customer touchpoints.
Manage customer service operations related to order fulfillment, product inquiries, returns/exchanges and subscription support.
Establish service standards, response SLAs, and escalation protocols that reflect Moon Juice’s brand values and commitment to quality.
Partner with Operations to proactively identify and resolve recurring customer issues (e.g., fulfillment delays, product concerns).
Leverage customer feedback, NPS and support insights to improve the digital experience and retention strategies.
Coach and mentor the Customer Support team to foster a culture of care, curiosity, and accountability.
Define and track KPIs such as CSAT, response time, ticket volume trends and repeat‑contact rate to drive continuous improvement.
Data, Analytics & Insights
Establish a data‑driven culture and dashboards to track KPIs across acquisition, retention and site performance.
Conduct cohort analysis, AOV optimization and customer journey mapping to identify growth opportunities.
Partner with finance and demand planning to forecast revenue, evaluate ROI and monitor performance versus plan.
Build, lead and mentor a high‑performing DTC team including managers for Paid Media, Lifecycle/CRM, Ecommerce and Customer Experience.
Foster cross‑functional collaboration with Marketing, Creative, Finance and Operations.
Drive a culture of accountability, experimentation and continuous learning.
Qualifications
Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
10+ years of experience in DTC leadership roles within consumer brands (CPG, wellness or lifestyle).
Proven success scaling DTC revenue through performance marketing and lifecycle excellence.
Deep understanding of Shopify ecosystems, analytics tools (GA4, attribution systems, Klaviyo, etc.) and CRO best practices.
Hands‑on experience with paid media execution, channel attribution and full‑funnel optimization.
Strong analytical, financial and strategic planning skills with P&L ownership.
Demonstrated ability to lead, develop and inspire cross‑functional teams.
Comfortable operating in a fast‑paced, entrepreneurial and evolving environment.
About Moon Juice Moon Juice makes next‑level supplements you can trust and feel. We go to great lengths to ensure the best Source, Dose, Form™ with 100% traceable, potently dosed, and bioavailable ingredients. Bringing the plants, science, and wisdom since 2011.
Please note before submitting an application: Interviewing with Moon Juice may include video and phone interviews, written projects, and/or on‑site interviews. We may be unable to follow‑up with each and every applicant. If you are an individual with a disability and need an accommodation in order to apply for a posted job, please contact careers@moonjuice.com. Applicants and employees are protected from discrimination under federal law. Moon Juice is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
#J-18808-Ljbffr
Santa Monica, CA / Full Time / Hybrid (on-site 2 days per week)
Moon Juice is seeking a strategic and hands‑on
VP of Direct-to-Consumer
to lead and scale our DTC business across acquisition, retention and digital experience. Reporting directly to the CEO, this leader will own the P&L for the DTC channel, overseeing all aspects of performance marketing, lifecycle and CRM, digital product and ecommerce operations.
This is a critical role at the intersection of brand, growth and technology — responsible for accelerating revenue, improving profitability and creating a best‑in‑class customer experience that reflects Moon Juice’s brand ethos.
The ideal candidate is a data‑driven operator with deep experience in high‑growth CPG or wellness brands, expert in full‑funnel DTC performance and passionate about building brands that inspire loyalty and advocacy.
As a member of the senior leadership team, the VP of Direct‑to‑Consumer must be a positive cultural leader who exhibits confidence balanced with humility and a growth mindset. This person is inclusive, collaborative, and transparent and will build strong relationships at all levels, internally and externally. Excellent communication skills and empathy are a must, and this person enjoys mentoring team members across all functions and levels.
Key Responsibilities Strategic Leadership
Develop and execute the long‑term DTC growth strategy, aligned with Moon Juice’s overall business objectives and brand direction.
Translate company vision into actionable quarterly plans across acquisition, retention and digital product experience.
Own DTC P&L performance and ensure revenue, margin and CAC/LTV goals are met or exceeded.
Own the DTC tech stack (Shopify, Klaviyo, subscription, analytics, CX tools) to ensure seamless integration, reporting accuracy, and scalability.
Collaborate with Amazon and Retail channel leads to ensure consistent messaging, pricing, and customer experience across all touchpoints.
Acquisition & Paid Media
Lead paid media strategy across Paid Social, Paid Search and other Paid channels (Influencer, Podcast, Affiliate, etc.).
Optimize creative, audience and spend allocation to drive efficient CAC and scalable growth.
Partner with internal creative team and external partners to test and refine high‑performing growth assets.
Introduce media attribution frameworks and incrementality testing to improve decision‑making.
Lifecycle, Retention & CRM
Build a robust retention engine through lifecycle marketing, email/SMS, loyalty and subscription programs.
Drive CRM segmentation, personalization and automation to increase LTV and repeat purchase rate.
Drive acquisition through email and SMS list growth strategies, including on‑site capture, lead‑generation campaigns and optimized signup flows to convert new visitors into subscribers and customers.
Partner with Customer Experience to ensure high satisfaction and brand consistency across touchpoints.
Own customer feedback loops including NPS and post‑purchase surveys to inform lifecycle and product experience improvements.
Subscriptions
Own subscription strategy, experience and economics to drive retention and recurring revenue.
Develop and optimize subscription acquisition, onboarding and retention journeys (pricing, cadence, bundling, pause/reactivation flows).
Analyze churn, cohort performance and satisfaction metrics to continuously improve the subscription experience.
Oversee all aspects of MoonJuice.com performance, from UX/UI to product merchandising and site speed.
Own conversion rate optimization (CRO) roadmap - landing pages, checkout flow, A/B testing and personalization.
Collaborate with Ops and Finance to manage inventory visibility, pricing strategy and promotional calendars.
Ensure the website reflects Moon Juice’s brand identity, storytelling and educational content with best‑in‑class design and functionality.
Customer Experience & Support
Oversee the Customer Experience/Support function, ensuring timely and brand‑aligned communication across all customer touchpoints.
Manage customer service operations related to order fulfillment, product inquiries, returns/exchanges and subscription support.
Establish service standards, response SLAs, and escalation protocols that reflect Moon Juice’s brand values and commitment to quality.
Partner with Operations to proactively identify and resolve recurring customer issues (e.g., fulfillment delays, product concerns).
Leverage customer feedback, NPS and support insights to improve the digital experience and retention strategies.
Coach and mentor the Customer Support team to foster a culture of care, curiosity, and accountability.
Define and track KPIs such as CSAT, response time, ticket volume trends and repeat‑contact rate to drive continuous improvement.
Data, Analytics & Insights
Establish a data‑driven culture and dashboards to track KPIs across acquisition, retention and site performance.
Conduct cohort analysis, AOV optimization and customer journey mapping to identify growth opportunities.
Partner with finance and demand planning to forecast revenue, evaluate ROI and monitor performance versus plan.
Build, lead and mentor a high‑performing DTC team including managers for Paid Media, Lifecycle/CRM, Ecommerce and Customer Experience.
Foster cross‑functional collaboration with Marketing, Creative, Finance and Operations.
Drive a culture of accountability, experimentation and continuous learning.
Qualifications
Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
10+ years of experience in DTC leadership roles within consumer brands (CPG, wellness or lifestyle).
Proven success scaling DTC revenue through performance marketing and lifecycle excellence.
Deep understanding of Shopify ecosystems, analytics tools (GA4, attribution systems, Klaviyo, etc.) and CRO best practices.
Hands‑on experience with paid media execution, channel attribution and full‑funnel optimization.
Strong analytical, financial and strategic planning skills with P&L ownership.
Demonstrated ability to lead, develop and inspire cross‑functional teams.
Comfortable operating in a fast‑paced, entrepreneurial and evolving environment.
About Moon Juice Moon Juice makes next‑level supplements you can trust and feel. We go to great lengths to ensure the best Source, Dose, Form™ with 100% traceable, potently dosed, and bioavailable ingredients. Bringing the plants, science, and wisdom since 2011.
Please note before submitting an application: Interviewing with Moon Juice may include video and phone interviews, written projects, and/or on‑site interviews. We may be unable to follow‑up with each and every applicant. If you are an individual with a disability and need an accommodation in order to apply for a posted job, please contact careers@moonjuice.com. Applicants and employees are protected from discrimination under federal law. Moon Juice is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
#J-18808-Ljbffr