Head of Direct Retail

About the company

Dyson is a global technology business that is expanding quickly across product categories, geographies, and headcount. The company entered the US market in 2002 and has since scaled significantly. Its US headquarters sits in Chicago’s Fulton Market area, with another office in New York City. Dyson also employs teams in field sales, service centers, and a growing network of Dyson Demo Stores nationwide.

The company emphasizes an in-office, collaborative environment where people can learn from one another, grow together, and contribute to a vibrant campus culture.

Role overview

In this senior leadership position, you will join the Americas Direct Leadership Team and report to the VP of Dyson Direct Americas. You will help define the broader Americas Direct vision, strategy, and culture while owning the performance of the retail network.

The role carries end-to-end responsibility for retail operations and store teams, with a focus on growth, profitability, operational discipline, and an elevated customer journey. Dyson is building an ambitious Direct Retail portfolio that includes flagship locations, boutique stores, and retail-service concepts. The ideal candidate will bring creativity, strong commercial judgment, and the ability to turn retail space into an engaging, educational experience that showcases technology and Dyson machines.

Strategic leadership and portfolio management

• Build, update, and refine the retail strategy for the Americas, including evaluating new sites, improving the store network, and testing new store formats.
• Use feedback loops with operations and partner teams to align the retail plan with wider Direct function goals and cross-functional priorities.
• Convert strategic objectives into operational and financial plans that drive customer experience, revenue growth, and profitability.
• Contribute to the annual budget process for the retail function, secure leadership alignment, and work with store managers to balance ambitious targets with realistic forecasts.
• Track performance continuously, identify areas of underperformance, and act on improvement opportunities early.
• Engage confidently with senior executives, including global C-level leaders and shareholders.
• Operate with a P&L-owner mindset, balancing growth, margin, SG&A, assortment, and marketing plans across the full integrated business plan.

Operational excellence

• Create and sustain a learning and improvement agenda that combines immediate optimizations with longer-term initiatives to keep the retail business competitive.
• Spend time in stores with teams and customers to uncover critical issues and ensure day-to-day execution reflects strategic priorities.
• Support store managers in operational decision-making, including resource planning within their area of responsibility.
• Lead the retail operations team in managing store issues and ongoing operational needs such as repairs, utilities, maintenance, and POS rollouts or changes, while also supporting local office facilities.
• Ensure full compliance with security, health, and safety policies, and help drive any required changes to meet legal and statutory obligations while minimizing risk.
• Oversee visual merchandising compliance with global creative standards and conduct quarterly audits with retail marketing.
• Improve consumer impact, efficiency, and productivity through localization efforts in partnership with global leadership.
• Develop practical, cost-conscious stock generation approaches and review inventory weekly to support monthly sales targets and bottom-line goals.
• Partner with IT on required changes or upgrades to store systems and point-of-sale technology.

Team leadership and people development

• Work with the HR business partner to prioritize employee development, address people-management issues, and ensure HR policies are followed.
• Build a strong service and sales-led culture within the operations team through coaching, advice, and hands-on leadership support for store managers.
• Review store manager and team performance regularly, set clear objectives and targets, and work with training leaders to create tailored development plans.

Candidate profile

• At least 10 years of retail store management experience is required.
• At least 5 years of experience managing multiple retail locations in the US market is required.
• Background in operational planning and execution is required.
• Prior P&L ownership experience is required.
• Strong customer orientation is essential.
• You should be able to understand and protect the Dyson brand.
• Excellent organization and the ability to manage several priorities at once are important.
• The right person will be motivated, energetic, collaborative, and passionate about creating innovative customer experiences.
• You should be comfortable thinking strategically, analytically, and operationally to deliver measurable results.
• The role calls for a curious problem-solver who can work effectively across functions to achieve business goals.
• You must be able to inspire and guide a growing team in a fast-moving environment.
• This position requires a strong people developer who leads through influence and coaching.
• Excellent written and verbal communication skills are necessary for working with all audiences and leadership levels.
• You must be comfortable engaging with senior executives, including global C-suite leaders and shareholders.
• A bachelor’s degree is strongly preferred, and a master’s degree is considered an advantage.
• Ability to travel up to 50% of the time is required.
• You must be able to work a varied schedule, including key shopping holidays, nights, and weekends when needed.
• The job requires the ability to lift, push, or pull up to 30 lbs.
• Experience in premium and/or electronics retail is an advantage.
• Experience in the Canada market is also a plus.

Compensation and benefits

The annual base salary range for this role is $195,200 to $244,000, plus bonus opportunity.

Dyson offers a benefits package designed to support employees across financial, lifestyle, and health needs.

• 401(k) plan with company match of up to 4%.
• Company-paid life insurance and accidental death and dismemberment coverage.
• Flexible Spending Account and Health Savings Account options.
• Paid time off package with separate holiday, sick, and vacation time.
• Pre-tax commuter benefits in eligible locations.
• Generous child care leave program.
• Wellness program.
• Employee assistance program.
• Dyson product discounts.
• Multiple healthcare coverage options.
• Vision and dental coverage.
• Company-paid short-term and long-term disability coverage.

Equal opportunity and accessibility

Dyson is committed to building an inclusive and accessible workplace that reflects the diversity of the communities it serves. Reasonable accommodation can be provided during the hiring process for candidates with disabilities. Dyson is an equal opportunity employer and makes employment decisions without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status, or any other protected characteristic.