Sr. DTC Merchandiser

*This is a hybrid role based out of our HQ in Carlsbad, CA. In-office expectation is 4 days a week.*

ABOUT THE POSITION

The Sr. DTC Merchandiser supports the development and execution of merchandising strategies that drive long-term, sustainable growth across the direct-to-consumer business, with a primary focus on ecommerce, digital product storytelling, campaign execution, and go-to-market implementation.

This role serves as the connection point between seasonal line strategy, consumer-facing product storytelling, marketing moments, ecommerce execution, and in-season business performance. The role helps define what products the brand is speaking to, when those stories come to life, why those products matter to the consumer, and how priorities are communicated across cross-functional teams.

This role partners closely with ecommerce merchandising, marketing, creative, planning, product merchandising, and retail planning to ensure product priorities, story timing, inventory realities, and business needs are aligned across the DTC consumer journey.

HOW YOU'LL MAKE A DIFFERENCE

1. DTC Seasonal Product & GTM Planning

• Support the Senior Manager, DTC Merchandising in building, maintaining, and communicating the Seasonal Product & GTM Calendar, including key product stories, launches, category moments, campaign priorities, and consumer-led seasonal edits.

• Translate seasonal line strategy into DTC product priorities to share across DTC channels including web, email, retail, social, and paid media.

• Partner with Product Merchandising and Planning to understand line intent, key franchises, product flow, delivery timing, and inventory position.

• Maintain visibility to key launches, late adds, delivery shifts, chase opportunities, markdown moments, and promotional needs to ensure product priorities remain actionable and commercially grounded.

• Conduct ongoing competitive shopping and market research to maintain a strong pulse on the apparel landscape, identifying relevant product, pricing, color, styling, assortment, storytelling, and promotional trends.

2. Product Storytelling

• Translate product features, intent, and seasonal direction into consumer-facing product stories, including the consumer benefit, use case, outfitting opportunity, and reason-to-buy.

• Support the development of product POVs for seasonal stories, campaign moments, category pushes, launches, collections, DTC priorities, and consumer-led product edits.

• Partner with Marketing and Creative to ensure product priorities, hierarchy, selling points, styling needs, and asset requirements are clearly briefed and accurately represented.

3. Cross-Functional Channel Alignment

• Serve as a key partner in translating seasonal product priorities into actionable briefs for Marketing, Creative, Ecommerce, Site Merchandising, Retail Planning, and Commercial teams.

• Partner with ecommerce merchandising to ensure site experiences reflect the product stories, featured product priorities, inventory timing, and campaign timing.

• Partner with the Retail Assortment Planner to ensure retail windows and zone plans align with the broader product roadmap, marketing calendar, and key seasonal stories.

• Communicate roadmap updates, product pivots, delayed deliveries, late adds, campaign shifts, and priority changes clearly and consistently across teams.

4. In-Season Product Management

• Monitor weekly business performance and support the Senior Manager in identifying product risks, opportunities, and recommended actions.

• Partner with Planning to understand sell-through, inventory position, receipt flow, SKU productivity, margin, and markdown risk.

• Update the DTC product roadmap based on business performance, delivery changes, inventory shifts, marketing changes, late arrivals, markdowns, and promotional needs and communicate cross-functionally.

• Partner with Marketing, Ecommerce, Planning, and Creative to adjust product priorities and channel support based on selling trends and inventory positions.

5. Reporting, Insights & Seasonal Hindsight

• Run weekly, monthly, and seasonal reporting for the DTC merchandising function.

• Analyze product, category, collection, campaign, and channel performance to identify what is working, what is not working, and what actions are needed.

• Monitor KPIs including revenue, sell-through, inventory position, return rate, SKU productivity, and customer feedback.

• Partner with the Senior Manager to translate hindsight learnings into future product roadmap recommendations, storytelling priorities, seasonal strategies, and GTM improvements.

YOU HAVE

• 5-7+ years of experience in merchandising, DTC merchandising, GTM merchandising, product marketing, buying, ecommerce merchandising, or related apparel/retail roles.

• Experience within apparel, active, outdoor, lifestyle, footwear, or consumer products preferred.

• Strong understanding of seasonal product calendars, go-to-market processes, product storytelling, and direct-to-consumer channel execution.

• Ability to translate product features and line strategy into consumer-facing benefits, product stories, and messaging.

• Strong analytical skills with the ability to interpret selling data, inventory position, product performance, customer insights, and channel response.

• Experience partnering cross-functionally with product, planning, marketing, creative, ecommerce, site, and retail planning teams.

• Excellent communication, presentation, organization, and prioritization skills.

• Proficiency in Microsoft Excel, PowerPoint, Outlook, Teams, and reporting/analytics tools.

Preferred Qualifications

• Experience supporting apparel GTM calendars, seasonal line adoption, product launches, campaign planning, and DTC product storytelling.

• Experience developing product POVs, seasonal briefs, hindsight reports, campaign recaps, and leadership-facing presentations.

• Familiarity with product lifecycle management, assortment architecture, SKU productivity, category strategy, and channel segmentation.

• Passion for consumer behavior, product storytelling, brand building, and the outdoor/active/lifestyle apparel space.

Key Competencies

• Consumer-first mindset

• Strong product and commercial acumen

• Product storytelling and consumer benefit translation

• Cross-functional influence

• Digital and DTC fluency

• Data-driven decision making

• Detail-oriented execution

• Strong communication and presentation skills

• Agility and in-season problem solving

What Success Looks Like

• The DTC seasonal product calendar is clearly built, maintained, communicated, and updated throughout the season.

• Cross-functional teams understand what products are being prioritized, when those priorities are live, and why those products matter to the consumer.

• Product stories show up consistently across ecommerce, email, paid media, social, SMS, retail windows, and campaign moments through strong partnership with channel owners.

• Product priorities shift appropriately based on sales trends, inventory position, delivery changes, markdown needs, and chase opportunities.

• Weekly and monthly reporting provides actionable insights and clear recommendations.

#Hybrid
#prAna

This job description is not meant to be an all-inclusive list of duties and responsibilities, but constitutes a general definition of the position's scope and function in the company.