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Vice President of eCommerce USA


United States - Chicago Office

About Us:

Dyson is a global technology enterprise. We’re growing fast and our ambition is huge – more categories, more locations and more people. Dyson launched in the US in 2002, and since then operations have grown exponentially. Our US headquarters is based in Chicago's Fulton Market neighborhood. We also have employees working in field sales, our service centers, and in our growing number of Dyson Demo Stores across the county.

About the Team:

Mission Statement of the Direct Team:

‘We aim to be a leader in the fast-paced Direct-to-consumer industry, by always evolving and reinventing ourselves, systems, and our practices to best serve new and existing owners resulting in increased growth and relevance. ‘

About the Role:

As the Vice President of E-Commerce, you will define and drive the long-term strategy to aggressively grow the United States Direct business. You will play an important voice at the leadership table, providing a strong and challenging influence across the entire market leadership team bringing thought leadership and energy to challenge the market’s traditional retailer sales strategies by continuously developing new and existing Direct channel alternatives. You will need to champion the Direct business in planning, delivery, and performance.


Strategy & Execution - You define the strategy, set the market ambitions for the US E-Commerce business, selling Direct to our customers through both existing and new channels

  • Build a sustainable Direct business, based on local market dynamics and Dyson global strategic ambitions

  • Maintain the interest, confidence and momentum that rapidly boosts the range and effectiveness of Direct channels

  • Build and deploy online sales strategies, accounting for range, pricing and innovation

  • Own the Direct ‘white spaces’ opportunities to develop incremental revenue and service channels (eg: refurbished goods)

  • Review resources and capability requirements to continue the expansion of the Direct business (IT infrastructure, Media and Marketing, Projects, Partnerships, etc)

  • Drive first class execution of Direct strategies and activities across a wide range of customer touchpoints including & Marketplaces, such as eBay and Walmart, ensuring negotiations, onboarding, experience, etc support the Dyson brand

Leadership – You are a visible and inspiring leader, to bring Direct customer opportunities to life and are a critical member of the US Leadership Team.

  • Motivate people behind clear strategic plans that will fully exploit Direct opportunities whilst growing overall market profitability and protecting the Dyson brand

  • Work collaboratively with cross functional teams – in market & global commercial teams, Customer Service & Contact Center including inbound phone and chat sales to develop and ensure that all necessary building blocks (people, processes, and systems) needed to deliver against Direct ambitions are effectively in place and working towards shared goals

  • Provide the strong and broad-based, cross-functional leadership necessary to assure participation, collaboration and consistent delivery of the agreed Direct strategies through the range of matrix customer facing functions including:

    • Sales - key accounts/channels & demonstrators

    • Customer Service - call center & service center

    • Marketing - digital marketing & online experts

  • Actively engage with the global Direct leadership team; share market findings, explore new ideas, and continue to build pioneering activations via learnings from other markets and industries

  • Own talent and people development, early careers Direct program and manage a team of Directors, people managers and individual contributors

Ownership – You develop the trading framework and own performance of Direct sales (volume and revenue)

  • Own the Direct P&L for the US

  • Set, drive and track relevant targets, including overall performance, planned sales volumes, gross margin, trading profits and P&L efficiencies (cost management)

  • Continue to grow the US’s percentage of Direct business in both volume and profits, and in the short and long term

E-Commerce – You develop our E-Commerce practice, deepen our knowledge and execute flawlessly

  • Execute the sales strategy to deliver financial targets

  • Own E-Commerce merchandising, strategy and execution, in collaboration with Digital Marketing, Creative CoE, IT and Operations functions

  • Own affiliate strategy and execution

  • Own social commerce strategy and execution

  • Own our testing and E-Commerce operations, as well as our SEO practice

  • Partner with Sales to ensure the strategy and results for online and offline sales are aligned and complimentary to overall achievement of growth targets for the market

Customer Experience – You are owner obsessed to bring a world class customer experience to our Direct online properties

  • Bring a single-minded focus to strive for seamless, advocacy-creating Direct customer experiences to achieve incremental purchases from existing owners – driving the ‘Dyson home/multiple products’

  • Champion the execution of the CRM strategy, including retention and loyalty strategies

  • Ensure customer journeys across Direct channels make sense and deliver on owner KPIs

  • Collaborate closely with functions that impact customer delivery – e.g., logistics, supply, customer service, etc

About You:

  • 10-15 years' work experience in Direct sales (manufacturers/brands, retailers, DTC, omnichannel businesses) with relevant experience in consumer electronics, luxury, beauty in the E-Commerce space

  • Proven track record of leading Direct organizations and managing a matrix culture

  • Strong commercial experience including P&L ownership, delivering tactical and strategic performance, negotiations, planning, financials, etc

  • Strong marketing background including experience in partnering and executing on digital marketing strategies, SEO, affiliates, social commerce, etc

  • Can credibly understand and lead retail infrastructure, e.g. logistics, warehousing, IT, customer service, finance, etc

  • ‘General Management’ capabilities and “GM” mindset to be accountable to the Direct business with a 360 approach, be a people leader and a critical member of the Americas Executive Team

  • A challenger, with entrepreneurial outlook and behaviors; energized by thinking differently, not being constrained by classic ‘rules’; critically evaluates and ‘challenges the system

  • Gets a clear thrill from driving and delivering change, has a transformation mindset and ‘can-do’ attitude

  • Highly collaborative, team player, will advocate for the Direct business within market and globally, but can see the big picture of delivering overall business objectives outside of channel silos


At Dyson, how we reward you is linked to our high-performance culture. But it’s about more than salary and bonus. Through a package of financial, lifestyle and health benefits, we support whatever stage of life you’re in and the moments that matter. 

Financial benefits: 

  • 401K with up to a 4% match 

  • Company paid Life Insurance and AD&D 

  • Flexible Savings Account (FSA) and Health Savings Account (HSA)

Lifestyle benefits: 

  • Competitive Paid Time Off Benefits including Separate Holiday, Sick, and Vacation Time 

  • Pre-tax Commuter Benefits (applicable areas only) 

  • Generous Child Care Leave Program 

  • Wellness Program 

  • Employee Assistance Program 

  • Generous Dyson Product Discounts 

Health benefits: 

  • Multi-Level Healthcare Coverage Options 

  • Vision & Dental Coverage 

  • Company paid Short-Term and Long-Term Disability 


Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.