Sr. DTC Manager

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.

• Develop and execute annual, quarterly, and monthly DTC plans focused on revenue growth, marketing spend, and product assortment strategy.
• Build and manage the  promotional calendar based on business objectives, customer behavior, seasonal trends, and market opportunities.
• Own the  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.
• Manage all content across , 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.

• 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.
• 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.
• 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.

• 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, Tik Tok, Instagram, and Facebook channels.
• Support social media initiatives by providing content, product assets, and customer-focused storytelling.
• Manage blog content strategy and…