Founded in 2010, POP MART is a leading global pop culture and entertainment company. With IP at its core, POP MART works with artists and designers worldwide to develop and operate IPs, creating products, services and entertainment experiences for consumers. Its portfolio includes beloved IP characters such as THE MONSTERS , TWINKLE TWINKLE, CRYBABY, DIMOO, SKULLPANDA, Hirono and MOLLY. As of the first half of 2026, POP MART had more than 100 million registered members worldwide, operated 676 physical stores and over 2,800 ROBO SHOP vending machines, and reached nearly 100 countries and regions through cross-border e-commerce platforms,bringing joy to consumers around the world.

Founded in 2010, POP MART is a leading global pop culture and entertainment company. With IP at its core, POP MART works with artists and designers worldwide to develop and operate IPs, creating products, services and entertainment experiences for consumers.

Its portfolio includes beloved IP characters such as THE MONSTERS, TWINKLE TWINKLE, CRYBABY, DIMOO, SKULLPANDA, Hirono and MOLLY. As of the first half of 2026, POP MART had more than 100 million registered members worldwide, operated 676 physical stores and over 2,800 ROBO SHOP vending machines, and reached nearly 100 countries and regions through cross-border e-commerce platforms, bringing joy to consumers around the world.

Opportunity Overview

We follow an office policy with an expectation of five days per week working onsite. Being together in person helps us collaborate, stay connected, and build a strong team culture. At POP MART, we foster a high-trust environment and trust our employees to make decisions that support both the team and the business.

We are building the e-commerce organization for one of the fastest-growing collectible brands in the world, in a region where the category is being created right now. DTC is where that brand lives at full strength: popmart.com/mx is the largest single channel in the LATAM portfolio, and the only one where we own the entire customer experience — the storefront, the drop, the checkout, the data and the relationship — with no platform in between.

This role owns it. You will run the DTC business as a full P&L; — revenue, conversion, customer growth and marketing efficiency — with a team underneath you and direct lines into Merchandising, Supply Chain, Marketing, CRM, Product and Engineering. The channel already leads the portfolio on conversion; your job is to widen that lead, close the gaps we know about — payments localization is the biggest — and take the model into Brazil.

This position has a growth opportunity as the region scales up. We are hiring the DTC Lead for Mexico who we expect to grow into regional DTC leadership as Brazil and further markets launch. The person who succeeds here will not only hit the number in Mexico — they will build the playbook that gets replicated in the next markets, and they will be the one asked to lead it.

What You Will Achieve

1. Business ownership and channel P&L;

• Own the overall performance of POP MART's DTC business in Latin America: annual, quarterly and monthly business plans aligned with commercial objectives, and delivery of the key metrics — GMV, conversion rate, average order value, customer growth and contribution margin.

• Own the P&L; end to end: revenue less payment fees, fulfilment and shipping, returns, media investment and markdown — and defend contribution margin after all of it, not GMV.

• Deliver the weekly and monthly business review: performance vs. plan, drivers, risks, and a specific action plan. Numbers with a recommendation attached, not a report.

2. Merchandising, launches and inventory

• Develop merchandising and sales strategy across product assortment, new product launches, inventory planning, replenishment and key product initiatives — leveraging sales performance and market insight to optimize product mix, sell-through and inventory efficiency.





• Own the launch calendar for the storefront: allocation, listing readiness ahead of go-live, drop-day execution, and post-launch reads within the first 48–72 hours. In a drop-driven business, the calendar is the revenue plan.

• Own the local-warehouse assortment decision with Supply Chain: what sells from Mexico in 3–5 days versus what ships from origin — weighing conversion, shipping cost and ageing risk.

3. Customer Growth, Retention And Post-sale Experience

• Analyze customer behavior and the end-to-end conversion funnel to identify growth opportunities across acquisition, conversion, repeat purchase, retention and customer lifetime value.

• Own the membership and CRM agenda for the channel: registration, segmentation, lifecycle communication and the repeat-purchase mechanics this business model is built on.

• Build the demand levers that work between launches — the storefront cannot depend on the drop calendar alone to make its month.

• Own the post-sale experience with Customer Service and Logistics: enquiries and messages answered within SLA, returns, refunds and the reverse-logistics cost that comes with them. On a brand-owned store, customer experience is a P&L; line, not a service afterthought.

4. Onsite Experience, Conversion And Payments

• Develop and lead DTC campaigns across key product launches, seasonal moments and major shopping occasions — Hot Sale, El Buen Fin, holiday — defining campaign strategy, product focus, promotional mechanics and onsite experience, and continuously evaluating performance to improve business impact.

• Own the conversion-rate optimization roadmap: PDP merchandising and content, search and navigation, checkout friction — turning high-traffic, low-conversion pages into revenue.

• Drive payment and checkout localization with Product and Engineering — interest-free instalments (MSI) and local payment methods are the single largest conversion lever on the current roadmap, and this role owns getting them live and measuring their impact.

5. Traffic and performance marketing

• Own the channel's paid-media plan and its efficiency: search and performance campaigns managed to a ROAS / TACOS target agreed with Marketing and Finance, including budget allocation across IP and product lines.

• Work with Brand and Marketing so that campaigns, seeding and influencer activity convert into DTC sell-out — and so that traffic quality, not just volume, improves over time.

• Own organic visibility as a growth asset: SEO health, localized content and the storefront's search presence in each market's language.

6. Leading and developing the team

• Lead the DTC operations pod from day one — reporting, listings and fulfilment, site operations — across locations and time zones: set priorities, define ways of working, review the work, and hold the standard.

• Develop them deliberately — clear objectives, regular one-to-ones, feedback that is specific, and real delegation of ownership rather than tasks.

• Work fluently with headquarters teams — Product, Engineering, general Merchandising — inside the company's operating rhythm and tools.

7. The regional track — Brazil and beyond

• Lead the Brazil DTC market entry end to end: regulatory and documentation readiness, localization of storefront, payments and content, launch execution and the first trading quarter.

• Adapt rather than copy: payments, fulfilment, tax structures and consumer behavior all change between markets.





• Build documentation and playbooks as you go. The work only scales into other countries if it is written down — and the person who writes it is the natural owner of what it becomes.

What You Will Need

Must-have

• 5+ years in e-commerce, DTC or brand-owned website operations, with real P&L; ownership — you have answered for revenue, margin and marketing efficiency on a store you ran, not supported.

• Strong end-to-end command of the DTC business. You have solid experience across merchandising, customer growth, campaign management and conversion optimization — with examples and numbers for what you personally moved.

• Hands-on analytical depth. You work inside the analytics stack yourself (GA4 / GTM or equivalent), you build your own funnel analysis, and you translate data into a decision with a recommendation and a number attached. Advanced Excel / Sheets is assumed; BI tools (Power BI, Looker, Tableau) are a plus.

• Performance-marketing management experience — you have owned or directly steered paid campaigns against a ROAS / efficiency target, and you can explain what you changed when they missed it.

• Proven experience managing people — you have had direct reports, set their objectives, given them feedback and developed at least one of them into a bigger role.

• Strong planning, project-management and cross-functional leadership skills. You can independently drive complex initiatives across Product, Engineering, Supply Chain and Marketing.

• Spanish and English, both professional working level. You will operate the market in Spanish and report, present and negotiate in English.

• Ownership as a default. This is a channel that is still being built. We need someone who closes the gap rather than reporting it.

Strongly Preferred

• Portuguese, even at a basic or intermediate level, given Brazil is the next market this role opens.

• Deep familiarity with the Mexican payments landscape — MSI / instalments, OXXO, SPEI, local wallets — and what each does to conversion.

• Experience in a category with launch or drop dynamics — collectibles, toys, sneakers, beauty, gaming, limited editions — where scarcity, allocation and hype management are part of the commercial job.

• Market-entry experience: having launched or localized a DTC operation in a new country.

• CRM / lifecycle-marketing depth: segmentation, retention programs and membership economics.

What We Offer

• Market-competitive packages

• Growth opportunities: on-the-job training, leadership development, and stretch assignments to advance your career.

• Career development: opportunities to take on larger responsibilities as POP MART's LATAM business scales rapidly.

Equal Employment Opportunity

POP MART is committed to fostering a safe, inclusive, and respectful workplace where everyone is treated with dignity and respect. We are an Equal Opportunity Employer and provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, sex, gender, gender identity or expression, sexual orientation, national origin, ancestry, age, marital status, disability, medical condition, genetic information, veteran or military status, or any other characteristic protected by applicable federal, state, or local law.

Employment decisions at POP MART are based on business needs, job requirements, and individual qualifications.

*POP MART is committed to equal pay initiatives and will not ask candidates for their current or past salary.

*As an Equal Opportunity Employer, POP MART does not discriminate against applicants or employees

because of race, color, creed, religion, sex, national origin, veteran status, disability, age, citizenship,

imarital or domestic/civil partnership status, sexual orientation, gender identity or expression or because of

any other status or condition protected by applicable federal, state or local law.

📌 DTC Lead — LATAM (Torreón)
🏢 POP MART
📍 Torreón