Digital Transformation Director

About the brands

Parfums de Marly is a French Haute Parfumerie Maison, inspired by the splendor of the avant-garde spirit of the Château de Marly and XVIIIth century art de vivre, creating unique and refined fragrances.

Initio Parfums Privés is a pioneer in functional fragrances since 2015, goes beyond traditional perfumery, harnessing the science of scent to empower emotions, influence behavior and shape destinies.

Both brands are French, based out of Dubai, with affiliates in the USA, UK, France and UAE and distributing in over 80 countries.

About the Role

Advent acquired Parfums de Marly and Initio in September 2023 with the ambition to grow and transform the company over the next couple of years. Digital acceleration is at the cornerstone of that transformation. We are looking for a dynamic and experienced Director of Digital Transformation to drive this strategic change, with a mission to accelerate our share of D2C in total sales and step up in digital maturity.

The Director of Digital Transformation leads the digital team’s growth and transformation efforts, reporting to the Chief Digital Officer. Responsibilities include developing and governing the digital transformation roadmap, managing strategic cross functional projects, overseeing analytics to identify data-driven growth opportunities, managing D2C operations and driving financial planning with a focus on revenue forecasting and cost optimization.

This role will work closely with the rest of the digital, operations, brand and market teams as well as our PE investor’s digital team. The role will involve the hiring and reporting of an analytics team who will be in charge of recommending data driven growth and transformation opportunities.

Key Responsibilities

A - Lead the digital transformation and ensure delivery of the digital roadmap

• Jointly build the transformation roadmap with the CDO
• Set up the governance around the digital transformation to ensure its delivery : worstreams, objectives, reporting, etc
• Track KPIs and report back to the CDO, CEO, Advent
• Lead ad-hoc transformation projects (ie payments / BNPL, CDP, etc)

B – Lead digital analytics and identify growth opportunities

• Build tracking and reporting to drive and monitor the digital performance and transformation
• Eshop commercial performance including bundles, cross selling, marketing activities etc
• Demand planning / forecasting, inventory management
• Conversion Rate Optimization (CRO)
• Digital Marketing performance and optimization
• Customer analytics (Cohorts, LTV, etc)
• Recommend tangible and data driven growth opportunities on eshop performance, UX, Digital Marketing and Customer / CRM.
• Work with cross-functional teams to formulate test hypotheses , track performance, and implement winning variants at scale
• Spearhead enterprise-wide data and digital transformation initiatives , including omnichannel data integrations . Collaborate with marketing, finance, supply chain, and product teams to align business goals with data-driven insights.

C – Maintain relationship with the ops teams / warehouses as the main D2C stakeholder

• Lead D2C logistics and warehouse workstreams (stock separation in each warehouse, logistics and transportation cost and timing optimization, implementation of express shipping, implementation of a returns policy)
• Work with markets and other teams as needed to ensure seamless project completion and and go to market execution (no Out of Stocks, product launches, stock take, etc)
• Drive strategic Ops D2C projects (i.e. Festive readiness or IT enhancements)

D – Lead financial planning and budgeting

• Drive data-driven revenue forecasting , P&L modeling, and scenario analysis to support executive decision-making
• Reduce cost-to-serve using demand forecasts, fulfilment cost optimization to improve gross margins

E – Oversee digital product roadmap and Tech / IT coordination

• Jointly build product roadmap for website, client / omnichannel and experiences / services
• Act as Business Owner in the IT Digital task force
• Measure impact

F – CEO / Board / Investor reporting

• Preparation of monthly reports to the CEO
• Preparation of Board of Directors reporting (2-3 times a year)
• Frequent alignment with the Investor’s Support team and Digital team

Qualifications

• 5+ years of experience in a top Strategy Consulting Company
• Strong analytical skills
• Agile, entrepreneurial mindset
• Strong interpersonal and collaboration skills and ability to lead with influence across several teams
• Previous experience working on digital or e-commerce / strong understanding of digital topics
• High EQ, low ego
• Previous experience in the Luxury industry is a plus
• Fluent English speaking, French is a plus