About the JobCentral Garden & Pet is seeking a Senior DTC Manager to support the continued growth of the Best Bully Sticks direct-to-consumer business. Reporting to the SVP, Digital Marketing & E-Commerce, this role will be a key member of the E-Commerce & Digital Marketing team, driving initiatives across website merchandising, Search Engine Optimization (SEO), email marketing, paid digital advertising, and website optimization.
This position is responsible for the day-to-day management and merchandising of the Best Bully Sticks eCommerce website, ensuring an exceptional customer experience while maximizing conversion and revenue. The ideal candidate is passionate about direct-to-consumer (DTC) eCommerce, possesses a strong balance of creativity and analytical thinking, and thrives in a fast-paced, cross-functional environment. Key responsibilities include managing product catalog updates, optimizing site merchandising, improving user experience (UX), and developing data-driven recommendations to enhance website performance. This individual will lead Conversion Rate Optimization (CRO) initiatives from ideation through execution, leveraging customer insights, A/B testing, and analytics to improve key business metrics.
This position is on-site 5x a week at our Neptune City, NJ facility. MEASURES OF SUCCESS:- DTC Strategy & Business Planning
- Develop and execute annual, quarterly, and monthly DTC plans focused on revenue growth, marketing spend, and product assortment strategy.
- Build and manage the BBS.com promotional calendar based on business objectives, customer behavior, seasonal trends, and market opportunities.
- Own the BBS.com budget, including planning, monitoring spend, and optimizing investments to achieve revenue and profitability goals.
- Analyze business performance and identify opportunities to improve sales, customer acquisition, retention, and overall site performance.
Website Merchandising & Customer Experience
- Manage all content across BBS.com, including homepage, category pages, product detail pages (PDPs), coupon pages, informational pages, and supporting digital content.
- Oversee site merchandising strategies, including product sorting, personalization, landing page development, and user experience (UX) enhancements.
- Partner with creative teams to develop and maintain compelling, conversion-focused PDP content, including product imagery, graphics, and customer-facing assets.
- Collaborate with Customer Care to identify customer pain points and ensure website functionality and content effectively support customer needs.
- Submit and manage website content requests and project briefs through Asana.
E-Commerce Optimization & Analytics
- Track, analyze, and optimize key eCommerce performance indicators (KPIs) to drive continuous improvement across conversion, revenue, and customer engagement.
- Develop and execute website and promotional testing strategies, including A/B testing and conversion rate optimization (CRO) initiatives, to better understand and improve online shopping behavior.
- Provide data-driven recommendations to improve website performance, customer journey, and overall digital experience.
Subscription & Retention Strategy
- Drive strategies to improve subscriber acquisition and retention within Recharge by leveraging platform features, product updates, and new subscription programs.
- Analyze subscription performance and identify opportunities to increase customer lifetime value and recurring revenue.
Product & Catalog Management
- Manage product assortment strategy, including creation and maintenance of SKUs for new products, excess inventory, and new pack sizes.
- Maintain master SKU documentation, including product margins, discounts, and assortment details.
- Partner with Operations and S&OP teams to communicate promotional plans, forecast demand, and ensure inventory readiness for increased order volume.
Digital Marketing & Content Management
- Oversee email, SMS, website development, and merchandising functions to ensure alignment with DTC strategies and business objectives.
- Create and optimize user-generated content (UGC) for PDPs, email campaigns, Meta, TikTok, Instagram, and Facebook channels.
- Support social media initiatives by providing content, product assets, and customer-focused storytelling.
- Manage blog content strategy and coordinate SEO agency initiatives to improve organic traffic and search visibility.
- Oversee paid media strategy and performance to ensure campaigns align with sales goals, customer acquisition targets, and overall business KPIs.
- Manage influencer outreach initiatives and coordinate the collection of product and lifestyle assets for marketing use.
Leadership & Cross-Functional Collaboration
- Lead and support Email/SMS, Web Development, and Merchandising Specialist functions.
- Coordinate cross-functional initiatives across Creative, Finance, Consumer Care, Inventory/S&OP, Operations, and external agency partners.
- Provide leadership, prioritization, and strategic direction to ensure successful execution of DTC initiatives.
IDEAL CANDIDATE ATTRIBUTES:- BA/BS in Marketing or related field
- 7-10 years of working on DTC website with focus on CRO, SEO, app management, and content management
- Shopify experience is a must
- Hands-on experience of an e-Commerce platform, i.e., Shopify Plus, GA, A/B testing
- Technical experience with Shopify Plus, Salsify, Site merchandising tools, and subscription applications
- Proficiency using the applications within MS Office, especially Microsoft Excel
- Strong communication skills and a service-oriented approach are a must
- Strong self-direction and initiative; willingness to take complete ownership over specific activities while adapting to quick changing shifts in priorities
- Eagerness to test and learn, with a willingness to fail, but the drive to succeed
- Outstanding problem solving and prioritization skills
- Demonstrated ability to be agile and adapt while being a team player
- Ability to thrive in a creative, fast-paced environment that emphasizes excellence and teamwork
- Self-starting and proactive in conducting comprehensive research and driving strategic recommendations
