Sr. DTC Manager

Job Description

Job Description

Central 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 a DTC website with a focus on CRO, SEO, app management, and content management.
• Shopify experience is a must.
• Hands-on experience with 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.

BENEFITS PACKAGE & EMPLOYEE PROGRAMS:

• Comprehensive Medical, Dental, and Vision Insurance.
• Free Life and Disability Insurance.
• Health and Dependent Care Flexible Spending Accounts.
• 401 (k) with a 3% company match and annual employer discretionary contribution.
• Paid vacation, holidays, and sick time.
• Employee Assistance Program.
• Access to thousands of free online courses.
• Discounts on cell phones, movie tickets, gym memberships, and more!
• Education Assistance (both college degrees and professional certifications).
• Referral Program with a cash bonus.
• Access to on-demand pay.
• Paid parental leave.

At Central Garden & Pet (NASDAQ: CENT and CENTA), we believe home is at the center of our lives, and our employees are driven by our purpose to nurture happy and healthy homes. Our company is made up of thousands of people across North America, with an emerging footprint across the U.K., Mexico, China, and Canada - all dedicated to helping gardens bloom bigger, pets live healthier, and communities grow stronger. We are united by our mission to lead the future of the garden and pet industries…one blade of grass and one wagging tail at a time. Visit our website at to learn more.

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, sexual orientation, gender identity, or any other characteristic protected by law.