Role Overview

The ANIMAL brand is looking for an Ecommerce CRM Manager to own the execution and optimization of our end-to-end direct-to-consumer experience - from the website to email, SMS, loyalty, and subscription. This is the bridge between strategy and execution: bringing our brand, products, and campaigns to life across every owned channel while driving acquisition, engagement, retention, and lifetime value.

At their core, this person is a digital marketer with a customer mindset and a sharp analytical edge. They are equally comfortable building lifecycle programs, optimizing the on-site experience, and partnering across brand, creative, and performance teams. Critically, they understand that discovery is shifting: search is no longer just Google, and this role is expected to lead ANIMAL's readiness for AI-driven, LLM-powered shopping.

Key Responsibilities

CRM, Lifecycle & Retention

• Own and execute CRM strategy across email, SMS, and other owned channels.
• Build and continuously optimize lifecycle programs: welcome, post-purchase, reorder, win-back, and churn.
• Manage targeted campaigns using segmentation, behavioral data, and personalization; own the campaign calendar and automation workflows.
• Own the loyalty and referral programs; drive repeat purchase and reduce churn.
• Own the subscription program and drive adoption, retention, and LTV.
• Manage external CRM and lifecycle agencies and partners to deliver against targets.

Site Operations & Merchandising

• Monitor website performance in real time and analyze demand by product and category to adjust the e-merchandising plan.
• Develop and run A/B tests to improve add-to-cart and conversion rates.
• Manage on-site content updates: homepage banners, landing and department pages, e-merchandising, and editorial/blog content.
• Identify and scope new tools or enhancements to improve funnel performance.

Campaigns & Product Launches

• Partner with Marketing and Creative to develop brand-centric emails, homepage displays, department landing pages, and blogs that promote key products and categories.
• Bring product launches and campaigns to life consistently across web, email, SMS, loyalty, and subscription.

Customer Journey, UX & Conversion

• Regularly review the site to identify friction in navigation and checkout, and recommend optimizations for PDPs, PLPs, and landing pages.
• Ensure a consistent ANIMAL brand experience across all digital touchpoints.
• Monitor on-site search and product-recommendation performance.
• Use data analysis and usability testing to enhance site usability and lift conversion.

AI Search & Discovery Optimization (GEO / AEO)

Customers increasingly discover and decide through AI assistants - ChatGPT, Perplexity, Google AI Overviews and AI Mode, Gemini, and Claude - which synthesize answers and recommend products directly. Classic SEO ranks links; AI engines cite sources. This role owns ANIMAL's shift from "searchable" to "AI-ready."

• Optimize product data, content, and site structure so ANIMAL is surfaced and cited in AI-generated shopping answers - not just ranked in traditional search results.
• Apply Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) practices: clean and accurate product feeds, structured data / schema, clear entity and brand signals, and content written to answer real customer questions.
• Ensure the site is technically accessible to AI crawlers and that key content is not hidden behind rendering, login, or other barriers.
• Monitor AI visibility and "share of answer" - tracking how often and how accurately ANIMAL is mentioned and cited across AI engines, and acting on the gaps.
• Partner with SEO and content teams to evolve from an SEO-only approach to a combined SEO + GEO discovery strategy, keeping pace with a fast-moving landscape.

Reporting & Analytics

• Own weekly and monthly reporting on site and CRM KPIs: traffic, conversion, AOV, revenue, open rate, CTR, retention, and LTV.
• Monitor selling velocity by product and category, flagging bestsellers and slow movers.
• Analyze the site funnel (homepage/landing → PDP → cart → checkout) and recommend improvements.
• Report on promotions, campaigns, new features, and emerging AI-visibility metrics, translating insights into action.
• Conduct external analysis of industry trends, competitor strategies, and consumer preferences.

Requirements

• 3-5 years of experience in ecommerce, CRM, lifecycle, CX, or retention roles - ideally with high-growth DTC or subscription brands.
• Hands-on experience with Shopify Plus.
• Familiarity with CRM and lifecycle tools such as Klaviyo, Skio, and Yotpo (or similar).
• Solid working knowledge of analytics tools such as GA4, Northbeam, and SimilarWeb (or similar).
• Working understanding of AI search and how LLMs now drive ecommerce discovery - a grasp that SEO alone is no longer enough, plus familiarity with GEO/AEO concepts and AI-visibility monitoring tools (strongly preferred; willingness to build this skill quickly is essential).
• Experience working with or managing external agencies and partners.
• Strong segmentation and analytical mindset; comfort with performance dashboards and testing platforms.
• Excellent project management and stakeholder communication skills.
• Highly organized, detail-oriented, process-driven, and proactive.

Schedule

Hybrid schedule for individuals residing within a ~40-mile radius of New Brunswick, NJ: 4 days onsite / 1 day remote.

What We Offer

• Competitive salary of $90,000 - $110,000, based on skillset and merit.
• Bonus eligibility (short-term incentive) per role and company guidelines.
• Medical, Dental, and Vision insurance, cost-shared between employer and employee.
• 401(k) match of up to 5%.
• Employer-sponsored Life, Basic AD&D, Short-Term and Long-Term Disability insurance, with additional buy-up options.
• Competitive paid time off and paid sick leave.
• Employee Resource Center and telehealth offerings.

Pay Range: $85,000 - $135,000 per hour