Direct to Consumer Manager

Who we are?

JDE Peet’s is the world's leading pure-play coffee and tea company, with local roots dating back to 1753, and is headquartered in the Netherlands. We unleash the possibilities of coffee and tea in more than 100 countries with a portfolio of over 50 brands, including L’OR, Peet’s, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona.

What’s it like to work at JDE Peet’s?

We are people united by the power and possibility of tea and coffee. At JDE Peet’s, we thrive on the freedom to pursue opportunities, provoking new ideas to make an impact at scale. Our ambition is simple – JDE Peet's: unleashing the possibilities of coffee and tea.

We bring action to our intentions, following through on what was agreed, always pushing things forward. We offer our people a range of learning and development programmes to support their personal growth.

At JDE Peet's, we believe it’s amazing what can happen over a cup of coffee or tea.

Apply to unleash a cup of amazing for your career. UNLEASH YOUR POSSIBILITY!

Find out more at http://careers.jdepeets.com

JDE UK is the number 2 branded coffee supplier to the UK retail trade with an approx. 30% market share of this growing £1.2bn + rsv category.  JDE is a growth engine for the category, driving growth in Single Serve with Tassimo, L’Or and Kenco, and premiumising instant through Kenco, Millicano and L’Or. Direct to Consumer (DTC) is a fast-growing and strategically important channel for JDE UK, offering a significant opportunity to deepen consumer relationships, expand into new profit pools and accelerate brand growth across machines, capsules and subscriptions. The UK plays a key role within JDE’s global DTC footprint, acting as a top-performing market and an important driver of platform development and digital capability.

Reporting to the Head of RGM, and leading one direct report plus a wider cross-functional network across Supply Chain, Marketing, Finance, Demand Planning and Global DTC, the DTC Manager is responsible for delivering the commercial plan, shaping the multi-year strategy and driving continuous improvement across the end-to-end consumer journey. This is a senior, highly impactful role that will continue to strengthen JDE’s digital presence and unlock long-term growth for the business.

As the UK Direct to Consumer (DTC) Manager, you will lead the end-to-end development, performance and strategic evolution of JDE’s DTC businesses across Tassimo and L’OR. Working across Marketing, Demand Planning, Operations, Logistics, Sales, Finance and Global DTC teams, you will build a best-in-class DTC ecosystem that delivers NOS growth ambitions while sustaining profitability.

A strategic, data driven and consumer obsessed digital leader, you will shape the DTC strategy for JDE brands, set clear channel roles within the wider ecommerce landscape, and drive excellence across customer experience, conversion, CRM, content, trading, forecasting and operations. You will work closely with global teams to leverage shared capabilities, influence platform and technical development, and bring innovation into the UK market.

As a key member of the ecommerce leadership community, you will champion digital transformation, build capability and embed a growth-driven culture. This role requires strong cross-functional leadership, stakeholder influence and the ability to align global and local teams behind a cohesive DTC vision.

As the DTC Manager, you will take full ownership of delivering the NOS, GP and GP% ambitions for JDE’s DTC channel, ensuring strong and sustainable commercial results that support the UK’s broader growth agenda. You will lead the development of a clear, insight-driven DTC strategy that defines the role of the channel within JDE’s wider ecommerce vision and accelerates the shift toward a more digitally led, consumer centric business model.

You will lead a cross-functional team to elevate the performance of the DTC websites, shaping impactful activation plans, improving the customer journey and optimising conversion, CRM, subscriptions and retention. Working closely with marketing, brand, global commercial and global DTC teams, you will ensure campaigns, content, launches and performance activity are flawlessly executed and aligned to key KPIs.

You will also be accountable for operational excellence across forecasting, stock, fulfilment and LSP performance, ensuring the DTC channel delivers reliable and high-quality end-to-end experience for consumers. By partnering with Finance, Revenue Planning and Supply Chain, you will continuously identify opportunities to strengthen profitability and build robust financial models and business cases to support strategic decisions.

A key part of the role will be to build strong networks across both the UK and global teams—shaping the technical roadmap, driving alignment on key priorities, leveraging shared resources and ensuring the global platform continues to meet UK commercial needs. You will act as a digital leader within the organisation, developing your team’s capability, elevating DTC understanding across the wider business, and role modelling best practice digital, commercial and consumer-led decision making.

Responsibilities;

• Lead DTC AOP planning, sales forecasting and monthly commercial reviews, identifying risks, opportunities and required interventions.
• Lead the development and delivery of the multi-year DTC roadmap for JDE brands, aligning UK and global priorities to unlock growth.
• Use data and insight to define strategic channel focus areas, investment priorities and the role of DTC within the broader omnichannel strategy.
• Act as the DTC representative within UK leadership forums, driving cross-functional alignment and decision making.
• Elevate the end-to-end consumer experience across JDE’s DTC platforms, optimising the shopper journey, conversion and key KPIs including AOV, new buyers, repeat buyers and subscriptions.
• Lead the execution of campaigns, launches and promotions in partnership with Brand, Global Commercial and Global Content teams.
• Lead for the UK CRM and retention strategy, ensuring strong lifecycle performance and personalisation.
• Shape and deliver full-funnel activation plans, including traffic acquisition, conversion optimisation and product performance.
• Collaborate with media teams across paid channels (SEM, SEO, paid social, display, retargeting, affiliates, influencers) to deliver effective acquisition and awareness.
• Ensure consistent brand identity and high-quality communication across all DTC touchpoints.
• Incorporate customer feedback and insights into continuous improvements to site performance and Owner Experience.
• Track and interpret all core DTC KPIs, analysing consumer behaviour and website performance to inform decisions and communicate updates to stakeholders.
• Lead DTC AOP planning, sales forecasting and monthly commercial reviews, identifying risks, opportunities and required interventions.
• Develop and implement sales and promotional plans aligned with the DTC strategy.
• Lead forecasting with the LSP, ensure capacity and service readiness, and manage ongoing LSP performance and commercial terms.
• Work closely with Demand Planning to ensure stock accuracy, replenishment and availability.
• Partner with global operations teams and fulfilment partners to identify cost efficiencies and ensure operational excellence.
• Support Finance in developing DTC P&Ls, identifying opportunities to strengthen channel profitability.
• Build financial models and business cases for key initiatives, including bundles, subscriptions and new propositions.

Functional & Technical Skills

• Ideally 4–5 years’ experience in ecommerce or DTC, within FMCG or consumer goods.
• Proven experience delivering growth through the consumer decision journey in a DTC environment.
• Strong working knowledge of digital marketing tools, performance channels and content optimisation.
• Analytical strength with the ability to interpret data from GA, Power BI or similar; SQL knowledge advantageous.
• Experience in forecasting (volume, NOS, orders) and working with LSPs.
• Strong understanding of ecommerce architecture, CMS and technical set-up.
• Demonstrated ability to influence, collaborate and communicate effectively across multiple stakeholders.
• Entrepreneurial mindset suited to a fast paced, high growth environment.

Builds Winning Partnerships

• Able to co create plans with cross-functional and global teams, aligning stakeholders behind shared outcomes.
• Builds strong, collaborative relationships across Marketing, Sales, Supply Chain, Finance and global ecommerce teams.

Creates Clarity and Discipline

• Develops simple, actionable plans and role-models effective digital decision making.
• Applies consumer and shopper insight to shape strategies and optimise execution.

Drives a Growth Mindset

• Uses commercial acumen to identify growth opportunities and challenge existing processes.
• Innovates across consumer experience, performance marketing and operational efficiency.
• Anticipates future consumer needs and digital trends to drive competitive advantage.

Develops Self and Others

• Coaches teams in digital and DTC capabilities, embedding strong ways of working.
• Sets high expectations and fosters a culture of accountability, learning and continuous improvement.
• Cross-functional experience (marketing, supply chain, finance, category or shopper) highly beneficial.
• Degree educated (or equivalent).

#li-hybrid