Brand and Go-to-Market Director (DTC) - Lovable

DIM Brands International (DBI) is an environmentally & socially responsible marketer and manufacturer of underwear under some of the strongest brands in the world (DIM, Nur Die, Lovable, Abanderado …) for the whole family. DIM is the market leader in the French market and the favorite brand of French consumers (OpinionWay study, 1059 replies, February 2025), Nur Die is market leader in the German Mass market, Lovable is a strong second in the Italian lingerie market. We are proud to be part of Regent group, including other fashion brands such as La Senza (an iconic Canadian intimate brand), Club Monaco (Designer Men’s and Women’s clothing) and Escada (a luxury brand for women’s fashion).

Founded in 1960, DBI has a long tradition of innovation and excellence. In 2022, the company has regained its independence and intends to accelerate its growth by relying on a clear strategy based on four axes: the development of its leading brands, a strong program of product innovations, a strong omnichannel strategy and a continuous operational excellence program. “Simplification and Scale” is our strategic motto. Our ambition is to open a new cycle of profitable growth and bring the DIM brand to its full global potential.

DBI headquarter is located in Rueil-Malmaison, greater Paris area, with subsidiaries across Europe (DACH, Italy, Iberia, Eastern Europe). Its Supply Chain center (manufacturing and logistics) is based in Autun, Burgundy, where more than 5 billion tights have been produced since DIM was founded! Moreover, we are deeply committed to a dynamic ESG strategy, structured around 3 pillars: Planet, Product, People. As an example, the DIM brand is CO2 neutral scope 1&2, through a mix of emission reduction and capture.

Role Purpose

The Director, Brand and Go-To-Market (GTM) is responsible for defining and executing the global Brand and Go-To-Market strategy for Lovable across Direct-to-Consumer channels (E-commerce and Retail).

This role drives profitable growth and brand desirability by integrating brand strategy, consumer insights, merchandising, commercial activations, communications, and consumer journeys into a single, cohesive Brand and GTM vision. The Brand and GTM Director balances creative excellence and brand equity with commercial rigor and P&L performance, ensuring the brand is consistent, relevant, and high performing across all markets and channels.

Operating in a decentralized, multi-market, multi-brand environment, the GTM Director acts as the central orchestrator between global strategy and local execution, connecting creative ambition to business outcomes and ensuring product, storytelling, and commercial effectiveness work in lockstep.

In that context, your main accountabilities are:

Brand Strategy, Targeting & Journeys

• Establish a clear brand positioning, value proposition, and role in the portfolio, with compelling reasons to buy direct for Lovable.
• Define priority consumer segments and missions across markets and channels
• Own the design and continuous optimization of end-to-end consumer journeys across awareness, consideration, conversion, retention and loyalty
• Lead journey mapping to identify key decision moments, emotional drivers, and friction points across digital and physical touchpoints

Global GTM & Brand Strategy

• Define, articulate, and implement the global GTM strategy for the group brands grounded in consumer insight, cultural relevance, and commercial ambition
• Translate global objectives into executable GTM plans and activation calendars across e-commerce and retail

Touchpoint Strategy & Experience Orchestration

• Define a holistic touchpoint and experience strategy across:
  • E-commerce (homepage, PLP, PDP, navigation, checkout)
  • Physical retail (store storytelling, visual merchandising, commercial moments)
  • CRM and lifecycle communications
• Ensure strong alignment between brand campaigns, product storytelling, and on-site / in-store execution
• Balance global consistency with local market relevance

Campaigns, Content & Communications

• In close collaboration with the Global Creative Studio based in Milan:
  • Lead and contribute to global campaigns, collaborations, and content initiatives
  • Ensure creative excellence, innovation, and consistency across markets and channels
  • Act as the connector between creative vision and commercial execution
• Drive measurable impact on awareness, traffic, conversion, and average basket

Operating Model & Cross-Functional Leadership

• Act as the central GTM orchestrator in a decentralized, multi-market structure
• Align HQ strategy with local execution through frameworks, playbooks, and toolkits
• Collaborate with and influence international, cross-functional teams across DTC, Marketing, Merchandising, Retail, and Franchise partners
• Enable markets to deliver a unified yet locally relevant brand and consumer experience

Profile

• Leadership experience in GTM, DTC, e-commerce and/or retail
• Proven success in multi-brand or brand-transformation environments
• Experience operating in multi-market, decentralized organizations
• Strategic, consumer-led, data-driven leader with strong influencing skills
• Strong drive for results, solution oriented and leading cross functional teams
• Culturally astute, understanding different international cultures, attracted by & curious of meeting others. Establishing respectful relationship
• International experience, having operated and lived in different countries. Language skills: English + Italian (Optional) + French (optional). Others are a plus.
• Entrepreneurial, self-starter, solution driven, loyal, nonpolitical, non-ego driven but fact based and pragmatic.

• Location: Rueil-Malmaison (Paris area, France)
• Travel: Extensive international travel required