Head of Direct-to-Consumer, Hasbro Brands

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come. Hasbro is seeking a visionary and results-driven Head of Direct-to-Consumer (D2C) to lead our collector-focused D2C platform to new heights. This role is responsible for building and scaling a world-class D2C experience tailored to passionate fans and collectors of our most iconic brands including Transformers, GI Joe, Power Rangers, Star Wars, Marvel, and more. The scope is global with focus on US and EU. You will drive the overall strategy and vision, global line plan (including growth verticals), consumer acquisition, loyalty, and end-to-end digital experience strategy to deliver exceptional growth and engagement. This is a unique opportunity to blend brand storytelling, community building, and digital commerce to serve one of the most passionate fanbases in the world. Effective from the date that Hasbro opens its new Boston location, this position will be onsite Tuesday – Thursday at Hasbro’s new HQ location in Boston, MA. In the interim, this position will be onsite Tuesday –Thursday at Hasbro’s HQ in Pawtucket, RI or at Hasbro’s temporary location in Boston, MA. A Day In The Life: D2C Strategy & Vision: • Define and execute the multi-year global D2C strategy for Hasbro’s collector portfolio. Identify opportunities for global growth across our portfolio of Hasbro developed and licensed brands • Align cross-functional teams (Brand, Product Development, Marketing, Digital, and Global Markets) around a shared vision for direct engagement with fans. • Identify and prioritize high-impact initiatives to drive customer lifetime value and margin expansion. • Drive P&L ownership for Pulse Line Planning & Merchandising: • Lead the development of a global line plan in coordination with Brand and Product teams to ensure product exclusivity, demand planning, and seasonal strategies are optimized for D2C. • Leverage consumer insights and purchasing behavior to inform product mix and pricing strategies. • Identify opportunities for limited drops, pre-orders, bundles, and premium collector items tailored for core fans. • Determine how to leverage exclusivity, collectors, and chase items to drive excitement Global Rollout & Expansion: • Develop and implement a scalable, phased global rollout strategy that balances localization with operational efficiency. • Partner with regional teams to support country-specific regulatory, fulfilment, and payment requirements. • Build business cases for market entry, including demand forecasting, marketing plans, and customer support models. Customer Acquisition & Growth Marketing: • Own the customer acquisition strategy across paid, owned, and earned channels. • Set strategy for performance marketing; Oversee performance marketing campaigns (search, social, affiliate, influencer) to drive new customer growth at efficient CAC (TBD with Marketing team) • Collaborate with content and brand teams to amplify storytelling through the funnel. Retention, Loyalty & Community: • Create and optimize loyalty and rewards programs to deepen engagement and drive repeat purchases. • Partner with Marketing team on customer segmentation strategies and personalized communication plans using CRM, email, and SMS. • Build a strong fan community by leveraging social commerce, exclusives, behind-the-scenes content, and early access offers. Digital Experience & Optimization: • Partner with D2CaaS team to define best-in-class digital shopping experience, with a focus on conversion rate optimization, mobile-first UX, and performance. • Partner with Product and Engineering to enhance site functionality, personalization, and integration with Hasbro’s broader ecosystem. • Partner with platform team to optimize execution Business Management & Leadership: • Own P&L responsibility for the D2C collector business, with accountability for top-line growth and profitability. • Lead a cross-functional team across eCommerce, Marketing, Merchandising, Operations, and Analytics. • Foster a culture of innovation, agility, and consumer obsession. • Partner with D2CaaS lead to ensure alignment between commercial goals and technical activity What You’ll Bring: • 10+ years of experience in eCommerce, D2C, or digital retail, ideally with a focus on consumer products, collectibles, or fandom-driven businesses. • Proven track record of scaling a high-performing D2C business, from strategy through execution. • Strong merchandising acumen and experience building global line plans. • Deep understanding of digital marketing, customer acquisition, and lifecycle marketing. • Strong leadership skills and experience managing cross-functional teams and agency partners. • Data-driven decision maker with a bias for action. • Passion for fan culture, collector communities, or entertainment IPs a strong plus. We are an Equal Opportunity / Affirmative Action Employer Hasbro is committed to equality of opportunity in all aspects of employment. We are committed to making all employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, marital status, or any other legally protected status. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. If you have a disability and require assistance in this application process and need to request an accommodation, please contact your recruiter or coordinator. The base salary range for this position is $262,600 to $394,000. The hiring range will vary based on factors such as experience, skills, location and market conditions. Additionally, employees may be eligible for annual and long-term incentives as part of their overall compensation package. Our Comprehensive Benefits Package Includes: Health & Wellness: Medical, Dental, and Vision Insurance Time Off to Recharge: Paid Vacation & Holidays Financial Well-being: Generous 401(k) Match Life & Family Support: Paid Parental Leave Giving Back: Volunteer & Employee Giving Programs Level Up Your Skills: Tuition Reimbursement Exclusive Perks: Product Discounts & More!