About the Company
Our client is a fast-scaling CPG coffee brand (name withheld for confidentiality) known for bold flavors and a loyal, rapidly growing direct-to-consumer following. With a strong subscription program at the core of the business, the company is investing further in performance marketing and lifecycle strategy to fuel its next stage of growth.
Role Overview
The Sr. Manager, eCommerce & DTC Growth will support, plan, and execute the company's DTC growth strategy, owning the day-to-day management and optimization of performance marketing campaigns and customer lifecycle programs to drive revenue growth and improve marketing efficiency. The ideal candidate brings hands-on expertise in subscription-based businesses, digital media, and a strong working knowledge of email/SMS marketing, paired with an analytical mindset and a passion for data-driven decision-making. This individual will report to the VP of Marketing and work closely with cross-functional partners throughout the business to drive growth initiatives.
Areas of Responsibility
Growth Execution & Analysis
- Support the DTC growth roadmap by executing acquisition, conversion, and retention initiatives across paid and owned channels.
- Track and report on key performance metrics including MER, CAC, ROAS, AOV, LTV, and churn, surfacing insights and recommendations to leadership.
- Assist in media budget management and contribute to revenue and new customer forecasting.
- Execute and document a structured testing framework across channels, creative, and audiences to continuously improve conversion performance (CRO).
- Collaborate with cross-functional teams including product, creative, finance, and operations to align campaign execution with broader business goals.
Digital Advertising (Acquisition & Growth)
- Monitor day-to-day execution of paid media campaigns across Meta, Google, YouTube, TikTok, and emerging channels with the media agency.
- Implement and analyze creative, copy, audience, and landing page tests to improve acquisition efficiency.
- Develop and maintain dashboards and ensure clear visibility into channel performance and attribution.
- Coordinate with creative and brand teams to align campaigns with product launches, promotions, and site initiatives, including CRO efforts.
Lifecycle Marketing (Email & SMS)
- Support the execution of lifecycle marketing programs designed to drive repeat purchases and increase LTV.
- Work with the agency team to assist in segmentation, automation, and personalization efforts.
- Help ensure consistent messaging across acquisition and retention touchpoints including email, SMS, and loyalty programs.
- Apply learnings from paid channels to retention initiatives for a cohesive full-funnel customer experience.
Subscription & Loyalty Programs
- Support the strategy and day-to-day execution of the monthly subscription program, with a focus on driving recurring revenue, reducing churn, and improving subscriber LTV.
- Partner with the CRM and retention teams to develop targeted acquisition and re-engagement campaigns that convert one-time buyers into subscribers.
- Manage and optimize the loyalty program to drive repeat purchases, increase engagement, and deepen customer relationships.
- Identify opportunities to integrate subscription and loyalty messaging across paid media, email, SMS, and on-site experiences to maximize enrollment and retention.
- Track and report on key subscription and loyalty metrics including MRR, subscriber growth, churn rate, redemption rates, and program ROI.
- Collaborate with the site and product teams to ensure seamless subscriber and loyalty member experiences across all touchpoints.
- Develop and test promotional offers, incentive structures, and subscriber-exclusive benefits to improve program performance.
What You Bring
- 5-7 years of experience in DTC or eCommerce marketing, with hands-on experience in subscriptions, paid media, and familiarity with email/SMS programs.
- Demonstrated ability to manage and optimize paid campaigns with measurable impact on revenue and efficiency metrics (MER, ROAS, CAC, LTV).
- Strong analytical skills with proficiency in Excel/Sheets, GA4, and marketing analytics platforms (e.g., Triple Whale, Northbeam).
- Experience managing Shopify ecosystems, including plugins and partnerships.
- Collaborative team player who can work effectively across creative, eCommerce, and operations functions.
- Highly organized, detail-oriented, and motivated by testing and continuous improvement.
- Experience managing media budgets and coordinating with agency or internal channel teams.
- Ability to travel up to 15%.
This is a remote-eligible, full-time role with a strong preference for candidates based in Cape Coral, FL; Minneapolis, MN; or Rogers, AR.
Benefits
- Remote-eligible role with a casual, creative work environment.
- Coffee discounts and a fun, collaborative team culture.
- Growth opportunities in a fast-scaling company.