Manager, Direct-to-Consumer & Growth

Position Title: Manager, Direct-to-Consumer & Growth

Location: NY Office, Midtown Manhattan

Reporting to: Senior Director, Digital Growth and Commerce

Salary Range: $120k

About the Role:

We're looking for a Manager of Direct-to-Consumer & Growth to help drive our owned e-commerce channel (brand.com) and CRM programs, while supporting our presence across key marketplaces (Amazon, Walmart, Target, Macy's). This is a hybrid strategy-and-execution role: you'll manage and grow our email and SMS programs end-to-end, dig into customer and promotional data to find what's working, support paid media evaluation, and act as a key digital partner to the creative and marketing teams — making sure nothing falls through the cracks on shot lists and content needs. You'll work closely with the broader Digital Commerce & Growth team, as well as creative, marketing, and marketplace partners, to ensure our DTC and CRM efforts are data-informed, well-coordinated, and consistently driving revenue.

What You'll Do:

Dotcom Performance, UX & Analysis

• Own day-to-day management of the brand.com channel, working with the broader team to ensure site content, promotions, and product pages are accurate and optimized.
• Own day-to-day site UX for brand.com — user journey, navigation, page performance, and conversion path — flagging friction points and opportunities on an ongoing basis.
• Monitor site performance metrics (conversion rate, page speed, bounce rate, organic traffic/rankings) and hold agency partners accountable to agreed-upon KPIs.
• Assist with promotional analysis (discount performance, margin impact, cannibalization) to inform future promotional planning.
• Assist with customer behavior analysis (purchase patterns, LTV, repeat rate, cohort trends) to identify growth opportunities and inform CRM segmentation.
• Partner with the Senior Director on testing initiatives (site experience, promotional offers, email/SMS strategy) and help translate results into actionable next steps.

CRM: Email & SMS

• Own the day-to-day management and growth of the email and SMS programs, including strategy, segmentation, and campaign execution.
• Build and maintain the email/SMS content calendar in coordination with the broader marketing calendar (product launches, promotions, seasonal moments).
• Develop and test send strategies (cadence, timing, segmentation, personalization) to improve open rates, click through rates, conversion, and list health.
• Partner with creative to brief and produce on-brand email/SMS content, ensuring assets are ready ahead of send dates.
• Monitor deliverability, list growth/attrition, and compliance (CAN-SPAM, TCPA, opt-in/opt-out management).
• Report regularly on email/SMS performance and translate results into recommendations for future campaigns.

Paid Media

• Support evaluation of paid media performance across channels, helping identify what's working, what isn't, and why.
• Stay current on paid media best practices and platform changes relevant to the brand's channels.

Creative & Content Coordination

• Partner with the creative and marketing teams to build shot lists that cover all digital needs — email, SMS, dotcom, marketplace, paid media — ensuring no channel is missed in production planning.
• Act as a digital point person during shoots and content planning sessions, flagging gaps or additional asset needs in real time.
• Maintain a running list of asset needs across CRM, dotcom, and marketplace channels to keep production planning proactive rather than reactive.

Customer Service & Cross-Functional Follow-Up

• Manage inbound customer service inquiries, ensuring timely, on-brand responses and appropriate escalation when needed.
• Identify recurring customer issues (product concerns, shipping/fulfillment problems, site or checkout friction) and route them to the right internal owner.

Marketplace Support

• Support marketplace efforts across Amazon, Walmart, Target, and Macy's — including listing accuracy, promotional calendar coordination, and content needs.
• Coordinate with marketplace partners/agencies as needed to keep listings, assets, and promotions current.

What You'll Bring:

• 5+ years of experience in CRM, email/SMS marketing, DTC e-commerce, or growth marketing, ideally in beauty, fragrance, or lifestyle/CPG.
• Hands-on experience building and growing email and SMS programs, including platform management (Klaviyo, Attentive, Iterable, or similar).
• Strong analytical skills — comfortable pulling and interpreting data on promotions, customer behavior, and campaign performance.
• Familiarity with marketplace platforms (Amazon Seller/Vendor Central, Walmart Marketplace, Target Plus, Macy's Marketplace) and their content/promotional requirements.
• Working knowledge of paid media channels and metrics, with the ability to assess performance and make recommendations.
• Excellent organizational and project management skills; comfortable managing multiple calendars and channels simultaneously.
• Strong cross-functional communication skills, with experience partnering with creative teams on production planning.
• Experience managing external agency relationships (web dev, SEO, or similar), including briefing, prioritization, and performance accountability.
• Working knowledge of site UX/CRO principles and SEO fundamentals — enough to evaluate agency recommendations and push back when needed.
• Experience handling customer-facing communication with professionalism, empathy, and sound judgment on when to escalate.
• Comfortable driving accountability across cross-functional teams (Product Development, Operations) without formal authority over them.
• Proficiency with Excel/Google Sheets for data analysis; familiarity with BI or reporting tools, Google Analytics, and Search Console is a plus.

Nice to Have:

• Experience with A/B testing platforms or CRO tools.
• Familiarity with site platforms (Shopify, Salesforce Commerce Cloud, or similar).
• Experience with marketplace advertising (Amazon Ads, Walmart Connect, Target Roundel).
• Basic understanding of email/SMS design best practices and light asset editing skills.

Success Metrics (First 12 Months):

• Measurable growth in email and SMS list size, engagement rates, and channel-attributed revenue.
• A documented promotional analysis framework informing future promotional calendar decisions.
• Improved customer segmentation and targeting based on behavior analysis, reflected in campaign performance.
• Marketplace listings and promotions consistently accurate and aligned with brand.com and CRM calendars.
• Reliable, proactive shot-list and asset-need coordination with the creative team, with no missed digital deliverables.
• Clear, data-backed recommendations delivered on paid media performance and budget allocation.
• A well-managed web dev and SEO agency relationship, with measurable improvement in site conversion rate, page performance, and organic search visibility.
• Consistent, timely handling of inbound customer service inquiries, with a documented process for escalation and resolution.