Senior Manager of Digital Marketing and Merchandising

Position Overview

The Senior Manager of Digital Marketing and Merchandising is a strategic and executional leader responsible for driving digital performance, merchandising excellence, and education initiatives across all Country Life, LLC brands. This role oversees the planning and execution of integrated e-commerce, paid media, content, shopper marketing, and training initiatives designed to elevate brand awareness, consumer engagement, and conversion across digital and retail touchpoints.

Reporting to the VP of Marketing, the Sr. Manager will lead a cross-functional approach to ensure that every digital interaction, whether through DTC platforms, retail partners, or social media, reflects the company’s brand values and drives measurable business results.

Key Responsibilities

Digital Strategy and Leadership

• Develop and execute comprehensive digital marketing and merchandising strategies to drive awareness, engagement, and conversion across DTC, social, and retail platforms.
• 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 and Merchandising

• 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 (MBR).
• 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.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 8+ years of experience in digital marketing, merchandising, 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

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.
• Build robust education and training programs that empower internal teams and external partners.
• Champion a data-driven, collaborative marketing culture that connects consumers with the heart of each brand.