Senior Manager, Direct to Consumer (DTC)

We are growing fast—and we’re looking for a builder.

Someone who lives at the intersection of performance marketing, consumer insight, and data-driven brand growth. Someone who thrives in a small, highly entrepreneurial team, loves rolling up their sleeves, and is excited to shape the future of a category-defining wellness brand.

If you’re energized by scaling digital engines, optimizing every stage of the funnel, and owning the full DTC experience end-to-end—you’ll feel right at home here.

THE OPPORTUNITY

As Senior Manager of Direct-to-Consumer (DTC) reporting to the CEO, you’ll own the full e-commerce engine—from acquisition and retention to site experience, analytics, and performance optimization.

You will lead our end-to-end DTC strategy, build a high-performing growth engine, partner closely with Brand, Innovation, and Sales, and craft a seamless digital experience that reflects the power and credibility of our brand.

This is a role for someone who is equal parts strategic and scrappy. Someone comfortable with ambiguity, energized by possibility, and ready to help build something special inside our new Chicago office.

WHAT YOU’LL DO

Growth & DTC Leadership

• Lead and evolve our full DTC strategy—acquisition, retention, LTV growth, and channel expansion.
• Own performance marketing across paid social, paid search, SEO, affiliate, and influencer channels.
• Build and manage a data-driven acquisition engine grounded in ongoing testing and iteration.
• Partner with Brand Marketing to ensure cohesive storytelling and best-in-class digital expression.
• Partner with our eCommerce and Retail teams to create a truly customer-centric digital channel strategy

E-Commerce & Site Optimization

• Oversee e-commerce performance, UX/UI, CRO, merchandising, and on-site customer experience.
• Use A/B testing, analytics, and consumer insights to drive continuous improvement.
• Collaborate with product, creative, and engineering partners to optimize conversion and site flow.
• Manage onsite content strategy, navigation, and promotional calendar.

Retention & Lifecycle Marketing

• Own CRM, email, SMS, segmentation, personalization, and full-funnel lifecycle strategy.
• Improve LTV, repeat purchase rate, subscription adoption, and retention KPIs.
• Lead customer journey optimization using insights, timing, and message testing.
• Develop loyalty, community, and relationship-building initiatives.

Analytics, Reporting & P&L Ownership

• Establish KPIs, dashboards, and reporting structures for all DTC performance.
• Analyze behavior, purchase patterns, and funnel performance to inform business decisions.
• Manage DTC P&L—forecasting, budgeting, and optimizing ROI.
• Ensure compliance with data privacy, security, and consumer protection standards.

Cross-Functional Leadership

• Serve as the connective tissue across Marketing, Product, Sales, Supply Chain, and Finance.
• Guide cross-functional teams through digital launches and GTM planning.
• Partner with Operations and Supply Chain to anticipate demand, inventory needs, and fulfillment performance.
• Bring clarity, communication, and alignment across stakeholders.

Culture & Team Impact

• Thrive in a small, collaborative, hands-on team with a strong sense of ownership.
• Champion curiosity, testing, and continuous improvement.
• Bring a resourceful, entrepreneurial mindset that mirrors our mission-driven culture.
• Mentor and develop DTC specialists, agencies, or partners.

WHO YOU ARE

• 7–10 years of DTC, e-commerce, or digital marketing experience within CPG, wellness, or natural products.
• Proven success scaling DTC revenue and improving CAC, ROAS, CVR, LTV, and retention.
• Deep understanding of acquisition funnels, omnichannel marketing, and performance optimization.
• Hands-on experience with Shopify, Klaviyo, Google Analytics, and major ad platforms (Meta, Google).
• Analytical, financially astute, and comfortable owning budgets and forecasts.
• Strong collaborator who thrives in fast-moving, entrepreneurial environments.
• Consumer-obsessed with deep understanding of digital behavior and purchase psychology.
• Passionate about wellness, functional ingredients, and building category-defining brands.

Salary: 140K-180K 15% bonus