Head of Direct


€ competitive
Retail Sales
Amsterdam - The Netherlands


The Head of Direct will be responsible for creating the vision and business strategy of the Dyson Benelux Direct Business. As a leader in the business you will be tasked with building and evolving a complex team centred on delivering world class owner experience. The Head of Direct will have strong P&L management and creative strategic planning skills as well as deliver market leading brand plans. Located in Amsterdam, Netherlands, the reports to the Managing Director for Benelux and sits on within Leadership Team.
Direct is an integral part of the Dyson business and continues to grow across a wide range of owner touchpoints; e-commerce, direct stores, concession stores, events, TV shopping and customer services.  The Head of Direct is the central point of owner experience for the brand and is part of a global network of direct leaders throughout the Dyson global management team.


  • Set the market vision for direct owner acquisition and experience through both existing and new channels.
  • Be a visible and inspiring figurehead, leading the charge to bring direct channel opportunities to life.
  • Define the long term strategy to build a sustainable direct business, based on local market dynamics and Dyson group principles.
  • Build and develop a team that is future fit and supports our growth plans.
  • Motivate people behind clear strategic plans that will fully exploit direct opportunities whilst growing overall market profitability and protecting the Dyson brand.
  • Develop the trading framework and own performance of direct sales (Full P&L)
  • Take accountability for the P&L for direct revenue generation and trading profitability.
  • Own, drive and track the relevant channel targets, including overall performance and planned sales volumes (annual, monthly, etc).

Business planning

  • Define range and pricing strategies across all categories.
  • Design and execute end to end marketing activation plans across all channels.
  • Partner with marketing to achieve category plans that are in line with business objectives (ROI, and business profitability KPI’s).
  • Define annual budget and volumes per category/channel.
  • Create a globally leading omni channel retail business
  • Create a 5 year plan across all key owner and retail touch points.
  • Create a team that supports growth plans across direct retail including Dyson stores, e-commerce, market places and contact centre.
  • Manage teams that balance campaign planning, business planning and retail execution.
  • Bring a single-minded focus to strive for seamless, advocacy-creating direct customer experiences.
  • Ensure customer journeys across direct channels make sense and always deliver.
  • Collaborate closely with functions that impact customer delivery – e.g., logistics, supply, property.
  • Bring personal passion to the wide range of operational complexities impacting direct customer experiences e.g. store experience, e-commerce experience, customer care, property portfolio considerations etc.

Team Management

  • Manage an immediate team of 8 with an extended team within the wider business structure.
  • Provide leadership to all members of the Direct team delivered through high performance culture (HPC) coaching, feedback, 1:1’s and clear objective setting. 
  • Lead the organisation by building participation, collaboration and consistent delivery of the agreed direct strategies through the range of ‘matrixed’ customer facing functions.


  • Highly experienced in e-commerce, ideally in premium branded products/retail.
    Bachelor or Master degree.
  • Strong all-round Marketing and Commercial Manager with a deep digital marketing capability.
    P&L and budget management.
  • Clear understanding of consumer digital shopping behaviour of the consumer journey.
  • Passionate people manager with demonstrated examples of building highly engaged teams.
  • Ability to leverage insights into a strategic selling story which drives growth.
  • Hands-on experience in both commercial as well as technological drivers of ecommerce, ranging from front end to back end, tools and systems (Knowledge of Google Analytics preferred).
  • Highly analytical with the ability to interpret data/ numbers.
  • Ability to quickly adapt into a new organization and make immediate impact through positive and proactive nature, high energy level and credible experience.
  • Hands-on, dynamic and collaborative personality, looking to work in a fast paced and continuously changing environment.


  • Discount on Dyson products
  • Company bonus scheme
  • Pension scheme and holiday plan
  • Company fitness plan
  • Fresh fruits and Friday quiz

Posted: 02 August 2019