The Digital-First Revolution: How D2C Businesses are Shifting to Owned Channels
.png?v=a88e7f9d72ac1b586fba89af843f4ddb)
Direct-to-consumer (D2C) brands have been at the forefront of digital-first innovation in marketing. Traditionally, these brands relied heavily on third-party retailers and marketplaces to reach consumers. However, a noticeable shift has occurred over the past few years. D2C businesses are increasingly becoming digital-first, focusing on their owned channels and e-commerce stores. This transformation has permanently changed their operations and significantly impacted the required marketing talent.
The Rise of Owned Channels
D2C brands are moving away from the traditional retail model, which often relies heavily on intermediaries and lacks control over the customer experience. Instead, they are embracing owned channels, which include their e-commerce websites, mobile apps, and email marketing. This shift allows D2C businesses to interact with their customers directly, gather valuable data, and build brand loyalty.
The Impact on Marketing Talent
1) Digital Marketing Expertise
With D2C brands prioritising their owned channels, the demand for digital marketing experts has skyrocketed. These professionals are skilled in various online marketing strategies, such as search engine optimisation (SEO), pay-per-click advertising, content marketing, and social media marketing. And they must navigate the ever-changing digital landscape to drive traffic and conversions on the brand's e-commerce platform.
2) Data Analysis and Customer Insights
D2C businesses now rely heavily on data to inform their marketing strategies. Data analysts and experts in customer insights play a pivotal role in helping these brands understand their customer base, track key performance indicators, and make data-driven decisions. Knowing how to interpret and act upon the data is crucial for sustained growth.
3) E-commerce and User Experience (UX) Specialists
A seamless and user-friendly e-commerce experience is paramount for D2C success. E-commerce specialists and UX designers are in high demand to create and optimise online stores, ensuring customers have a smooth and enjoyable shopping journey whilst increasing sales and customer satisfaction.
4) Content Creators
Content marketing remains a cornerstone of D2C marketing. Brands require content creators - including copywriters, graphic designers, and videographers - to produce compelling and engaging content for product descriptions, social media posts, email campaigns, and more.
5) Email Marketing and CRM Experts
Email marketing and customer relationship management (CRM) are vital components of D2C strategies. Email marketing and CRM automation specialists are essential to creating personalised, timely, and relevant customer communication, fostering brand loyalty and increasing customer lifetime value.
6) Influencer Marketing and Partnerships
D2C brands often collaborate with influencers and establish partnerships to expand their reach. Talent that can identify suitable influencers and manage these relationships is a valuable asset. These marketing professionals understand the importance of aligning brand values with those of influencers and partners.
The transformation of D2C businesses into digital-first, owned-channel-focused entities has fundamentally changed the landscape of marketing talent. Professionals with expertise in digital marketing, data analysis, e-commerce, content creation, email marketing, and influencer partnerships are in high demand. As D2C brands continue to grow and adapt to new consumer behaviours and preferences, the demand for these skills will only increase.
In this digital-first era, the ability to connect with customers directly and provide a seamless online shopping experience is paramount. The marketing talent that supports these efforts is crucial to the success and sustainability of D2C businesses in the changing world of e-commerce.
Interested in Driving Your D2C Brand to New Heights?
The shift to digital-first and owned channels is not just a trend; it's the future of direct-to-consumer business. Whether you're looking to enhance your digital marketing strategy, improve your e-commerce experience, or leverage data for deeper customer insights, the right talent can make all the difference.
If you're ready to elevate your D2C brand with the expertise it deserves, let's connect. Our team is dedicated to helping brands like yours find the marketing talent they need to thrive in this digital-first era. Reach out today and take the first step towards transforming your D2C strategy for unparalleled growth and success.
Sign up for more insights
Enter your email address below and you will be registered to receive the latest content and insights direct to your inbox.If you have selected a category or content type you will receive the latest insights from that area.

Related jobs
Salary
£75000 - £85000 per annum + Bonus + Benefits
Location
London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£80,000 - £99,999
Sector
Financial Services
City
London
Description
Campaign Manager - B2B Property
Reference
RPIT_1742993376
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£60000 - £65000 per annum
Location
London
Job Type
Permanent
Discipline
Media Relations & PR
Work From Home
Work From Home
Seniority
Executive
Salary
£60,000 - £79,000
Sector
Agency
City
London
Description
EMR is working with a boutique PR & Communications agency in their search to hire a Senior Account Director.
Reference
SAD0131_1741949808
Expiry Date
01/01/0001
Author
Mark ChildsAuthor
Mark ChildsSalary
£30000 - £35000 per annum + Benefits
Location
Edinburgh
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£30,000 - £44,999
Country
United Kingdom
Sector
Financial Services
Description
Marketing Executive - B2B Insurance
Reference
RPAI_1741787604
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
Up to £28000 per annum
Location
London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Assistant
Salary
0 - £29,999
Sector
Leisure Travel & Sport
City
London
Description
This is an exciting opportunity to work in a fast-paced, high-end industry, supporting a broad range of marketing initiatives
Reference
PR/132605_1741776711
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampRelated posts

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Attracting top-tier marketing talent is challenging. The best candidates often have multiple options, allowing them to pick out a company they would feel proud to work for. This is where the power of

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/20/2025
Summary
Hiring a marketing manager is no small task. Marketing plays a pivotal role in any business, and the right hire can send both brand perception and revenue on an upward trajectory. From campaign execu

Teaser
Hiring adviceContent Type
ArticlesPublish date
03/05/2025
Summary
With Employer National Insurance (NI) contributions set to rise in 2025, businesses must rethink their hiring strategies, particularly in marketing, where agility and cost-efficiency are key. Hiring d

Teaser
Hiring adviceContent Type
ArticlesPublish date
02/28/2025
Summary
Does your business need expert marketing leadership but isn’t ready for a full-time hire? A fractional Chief Marketing Officeer (fractional CMO) could be the perfect solution. Offering strategic guid
by
Mal Galuszczynska

Teaser
Industry newsContent Type
ArticlesPublish date
01/30/2025
Summary
In recent years, consumer expectations have shifted significantly, with individuals increasingly seeking brands that embody authenticity, transparency, and social responsibility. This change in consum

Teaser
Industry newsContent Type
ArticlesPublish date
01/24/2025
Summary
AI and automation are no longer optional extras for marketers, they’ve become essential tools in navigating today’s competitive marketplace. As these technologies redefine the standards of efficiency,

Teaser
Career adviceContent Type
ArticlesPublish date
01/03/2025
Summary
As 2025 approaches, organisations are focusing on professionals who combine technical expertise, strategic thinking, and adaptability. For marketers refining their skills or employers aiming to build

Teaser
Hiring adviceContent Type
ArticlesPublish date
01/02/2025
Summary
Hiring in today’s unpredictable job market isn’t without its hurdles. With economic uncertainty, constrained budgets, and shifting business priorities, hiring managers are often forced to make tough c

Teaser
Senior appointmentsContent Type
ArticlesPublish date
12/13/2024
Summary
Hiring a Marketing Director is one of the most critical decisions your business can make. This senior leadership role goes beyond managing marketing strategies. The right Marketing Director will align
.png)
Teaser
Career adviceContent Type
ArticlesPublish date
12/09/2024
Summary
With 2025 fast approaching, senior marketers find themselves in a whirlwind of technological advancements, changes in customer behaviours, and ongoing global disruption. Success is not easy to come by
Recently viewed jobs