Senior Manager of Digital Marketing (for Direct-to-Consumer Channel)
Position Summary: The Senior Manager of Digital Marketing is a strategic and executional leader responsible for driving digital performance across all Country Life, LLC brands. This role oversees the planning and execution of integrated e-commerce, paid media, content, initiatives designed to elevate brand awareness, consumer engagement, and conversion across digital touchpoints such as direct-to-consumer websites, along with other social platforms such as TikTok.
Reporting to the VP of Marketing, the Senior Manager will lead a cross-functional approach to ensure that every digital interaction, whether through DTC platforms or other social media, reflects the company’s brand values and drives measurable business results.
Position Responsibilities:
Digital Strategy and Leadership
- Develop and execute comprehensive digital marketing strategies to drive awareness, engagement, and conversion across DTC and all other social levers.
- Define and implement a unified digital roadmap across all Country Life, LLC brands, in collaboration with Brand, Sales, and E-commerce teams.
- Provide leadership on emerging digital opportunities, including new commerce models, social commerce, and content innovation.
- Align digital priorities with overall brand strategy and company objectives, reporting directly to the VP of Marketing.
E-Commerce
- Lead the strategic development and optimization of DTC websites to maximize conversion, sales, and customer experience.
- Oversee digital merchandising, ensuring product assortments, descriptions, imagery, and campaigns are consistent with brand positioning and seasonal objectives.
- Partner with the Amazon Sales Team to support content updates, promotions, and digital merchandising enhancements.
- Maintain product portfolios and ensure accurate, optimized product listings across all digital retail environments.
- Lead strategic development and management of TikTok Shop for Country Life, LLC. Brands
Paid Media and Campaign Management
- Direct paid media strategies across search, social, programmatic, and influencer channels to meet performance goals for awareness, acquisition, and retention.
- Collaborate with Brand Managers to develop launch campaigns and digital activations for new products and key seasonal programs.
- Lead digital creative briefing, ensuring assets align with brand voice, storytelling, and performance targets.
- Evaluate and optimize media performance using data-driven insights and industry best practices.
Analytics and Reporting
- Own DTC and paid media reporting, including weekly business summaries and Monthly Business Reviews (MBRs).
- Monitor KPIs across traffic, conversion, ROAS, and engagement; provide actionable recommendations for improvement.
- Partner with Brand and E-commerce teams to derive insights from data that inform marketing strategy, product planning, and content optimization.
Team Leadership and Collaboration
- Partner closely with Brand, Sales, Creative, and Operations teams to ensure brand consistency and performance across channels.
- Cultivate a collaborative, high-performing culture focused on innovation, agility, and results.
The above is not intended to be an all-inclusive list of responsibilities. Other activities may be assigned as required by management.
QUALIFICATIONS
Experience and Skills:
- 5+ years of experience in digital marketing and/or e-commerce, ideally within consumer goods, beauty, or wellness industries.
- Proven success in leading paid digital campaigns, optimizing DTC sites, and managing omni-channel brand experiences.
- Strong leadership skills with experience mentoring cross-functional teams.
- Expertise in Google Analytics, Meta Ads Manager, email automation, and e-commerce platforms (Shopify, Amazon Seller Central, etc.).
- Exceptional written, verbal, and presentation skills, with an ability to translate strategy into clear action.
- A balance of creative thinking and analytical rigor, with a passion for innovation and continuous improvement.
- Travel: As needed
Education and Certifications:
- Bachelor’s degree in Marketing, Business, Communications, or related field (MBA preferred).
Success in This Role
The ideal candidate will:
- Deliver measurable growth in digital sales and engagement across all Country Life, LLC brands.
- Strengthen brand visibility and storytelling through strategic digital merchandising and media.
- Champion a data-driven, collaborative marketing culture that connects consumers with the heart of each brand.
