---
title: Who to hire first in an e-commerce or D2C startup
description: E-commerce and D2C startups should hire to protect margin first, with an ops and supply chain lead, a retention owner, then in-house performance marketing.
---
[Startup Hiring Insights & Guides | funded.club](https://funded.club/blog)
# [Who to hire first in an e-commerce or D2C startup](https://funded.club/blog/hiring-in-ecommerce-startups)
Written by [Ray Gibson](https://funded.club/blog/author/ray-gibson) | Oct 5, 2026, 8:53:23 AM
*Updated October 2026*
In an e-commerce or D2C startup, hire an operations and supply chain lead first, then a retention and CRM owner, then someone in-house who owns performance marketing against contribution margin, with creative production close behind. These roles protect the margin on every order, and margin is what lets a consumer brand survive long enough to scale.
## Protect margin before you chase growth
Most D2C founders hire for growth first because revenue is what investors ask about. We think the first hires should protect margin before they chase growth. An operations lead who renegotiates freight and gets landed cost right will often save more than a growth marketer earns in the same year.
The same logic applies to paid acquisition. Outside partners can run your ads well, but someone on your own team has to own the decision to spend, and that person must read contribution margin per order and per channel, not just return on ad spend.
Margin protectors (hire first)
- Operations lead: landed cost, 3PL rates
- Retention owner: repeat orders
- In-house owner of paid spend who reads contribution margin
- Finance: cash tied up in stock
Growth drivers (hire once margin holds)
- Extra paid channels and bigger media budgets
- Influencer and affiliate managers
- Brand and PR
- Wholesale and retail sales
## Who to hire, in order, and what each one needs
### 1. Operations and supply chain lead
Look for someone who has managed contract manufacturers, minimum order quantities, a 3PL and inbound freight, and who can build a landed cost model by SKU. In supplements, food or cosmetics, experience with batch testing, labelling and shelf life is a strong plus.
### 2. Retention and CRM owner
This person owns email and SMS flows, subscriptions and win-back. The best candidates talk about cohorts and reorder windows before open rates.
### 3. Performance marketing owner
Hire someone who has managed paid budgets with a P&L in front of them. Outside partners can run the accounts, but this person sets targets in margin terms and stops spend that grows revenue at a loss. Our guide to [hiring a growth marketer](https://funded.club/blog/hire-growth-marketer-startup) covers the interviews.
### 4. Creative production and customer experience
Paid social eats creative, so a producer who briefs creators and tests angles pays back sooner than a brand designer. Customer experience follows, because subscription changes and product feedback all land there.
### 5. Technical generalist and finance
Most D2C brands run on a hosted store platform, so one technical generalist who handles integrations and tracking usually beats a small engineering team. Finance arrives sooner than in software, because every stock order ties up cash for months.
Suggested split of the first five hires by function (illustrative, swap in your own)
Operations and supply chain
40%
Retention and customer experience
20%
Performance marketing and creative
20%
Finance
10%
Store platform and integrations
10%
## A worked plan: a Seed-stage sports nutrition brand
Take a Seed-stage D2C sports nutrition brand around its first year of sales, with five people: two founders, a designer, a customer service contractor and a freelance media buyer. Products come from a contract manufacturer and ship from a 3PL. Below is an illustrative 15-month plan; swap in your own timings.
| When | Hire | Why at this point |
| --- | --- | --- |
| Month 0 to 2 | **Operations and supply chain lead** | Owns the manufacturer, the 3PL and landed cost. Stops stockouts and dead stock. |
| Month 2 to 4 | **Retention and CRM owner** | Email and SMS flows timed to reorder cycles, the cheapest revenue a supplement brand has. |
| Month 3 to 5 | **Performance marketing owner (in-house)** | Judges spend on contribution margin and briefs the outside partners who run the ads. |
| Month 5 to 8 | **Creative producer** | Keeps paid social fed with new ads. Briefs creators and athletes. |
| Month 6 to 9 | **Customer experience lead** | Subscriptions, damaged orders and flavour feedback, passed on to product and ops. |
| Month 8 to 12 | **Finance and FP&A lead (part time first)** | A weekly cash and margin model before the next large stock order. |
| Month 10 to 15 | **Technical generalist** | Store platform, apps, subscriptions and integrations, instead of an engineering team. |
There is no head of brand and no engineering team here. The founders keep brand voice, and the freelance media buyer stays on as an outside partner, now briefed by the in-house performance owner.
## Common mistakes in early D2C hiring
- **Handing paid spend entirely to outside partners.** They optimise the metrics they are paid on. Keep the margin decision inside the company.
- **Hiring a big-brand marketer for a ten-person company.** Screen for people who have built flows and briefed creative themselves.
- **Leaving operations with a founder for too long.** Stockouts during a good month cost more than the salary of the person who would have prevented them.
## Where Funded.club fits
We are a fixed-fee recruiting partner for funded startups and fast-growing teams across North America, Europe and APAC, and we have helped 500+ startups from Seed to Series D, including consumer brands such as VKTRY Gear. One dedicated recruiter runs each search end to end, with first screened candidates within 7 days.
The fee is agreed upfront and averages 6 to 9% of salary, against the 20 to 25% typical of contingency recruiters. As an illustration, an operations lead on a $95,000 salary falls in the up to $110,000 band, so the fee is $7,500. Part of the fee is an advance at the start of the search, and if we don't deliver a shortlist of at least 3 qualified candidates within 30 days, you can claim the advance back in full. See [pricing](https://funded.club/pricing), and for the operations role specifically, our guide to [hiring a COO or head of operations](https://funded.club/blog/hire-coo-head-of-operations-startup).
## Frequently asked questions
### Who should be the first hire in a D2C startup?
For most D2C brands the first hire should be an operations and supply chain lead who owns manufacturing, the 3PL and landed cost. That role protects margin on every order and frees the founders to focus on product and customers.
### Should a D2C brand hire a growth marketer or use outside partners for ads?
Outside partners can run the ad accounts, but a D2C brand should have one person in-house who owns paid spend and judges it on contribution margin. That person briefs the partners and decides when to scale or cut budgets.
### Does an e-commerce startup need an engineering team early?
Usually not. A brand on a hosted store platform is better served by one technical generalist who manages the store, apps and integrations, with contractors for one-off projects.
### When should a D2C startup hire finance?
Sooner than a software company would, often within the first year after Seed. Inventory ties up cash and margins shift with freight and returns, so a part-time finance lead with a weekly margin model earns their keep quickly.
Worth a brief chat about your next hire? [Book a free call](https://funded.club/contact-us).
[View full post](https://funded.club/blog/hiring-in-ecommerce-startups)
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