Sr. Manager of DTC at OLIPOP

Role Overview

OLIPOP is looking for a bold, digitally native Sr. Manager of DTC to own and scale their direct-to-consumer business. This role sits at the intersection of brand, technology, and performance, driving DTC revenue while building best-in-class customer experiences across their Shopify ecosystem. You’ll lead the merchandising strategy behind their brand site, CRM, Subscription, Affiliate, Social Commerce, and Loyalty programs, turning first-party data into meaningful, long-term relationships with their community. As OLIPOP’s subject-matter expert for DTC, you’ll independently set the approach for the channel and lead high-priority, cross-functional initiatives with company-level impact, in close partnership with the VP, eCommerce and senior leaders.

Responsibilities

• You are accountable for the DTC P&L, growth, and revenue performance across drinkolipop.com, with direct impact on company-level results.
• Develop and execute end-to-end DTC strategy in partnership with the VP, eCommerce, including site experience, merchandising, Acquisition, Conversion, Retention, Subscription, and Fulfillment.
• Own omni-channel CRM/Lifecycle Marketing, and Loyalty strategy and execution.
• Manage Affiliate and Social Commerce programs, including TikTok Shop.
• Manage one direct report and multiple vendor relationships.
• Lead large, high-priority cross-functional initiatives in a matrixed environment, partnering with senior leaders across Digital Product, Customer Experience (CX), Brand, Creative, Social, and Operations to deliver a seamless, customer-first journey.
• Use data, testing, and digital best practices to continuously improve acquisition, engagement, and LTV; anticipate risks, identify root causes, and implement scalable improvements.
• Communicate performance, priorities, and recommendations to senior leadership; make high-stakes decisions independently and align stakeholders with clear rationale.
• Serve as the subject-matter expert on digital and eCommerce trends, bringing fresh ideas, outside perspective, and innovation to the DTC channel and the broader eCommerce team.

Requirements

• 12+ years of DTC, eCommerce, or digital experience at a high-growth consumer brand, with recognized subject-matter expertise in DTC.
• Deep hands-on expertise with Shopify, Klaviyo, Stay AI, TikTokShop, Impact/Rakuten (required).
• Strong background in CRM, lifecycle marketing, Acquisition, Retention, Subscription, and loyalty programs (required).
• Proven track record of owning DTC and subscription revenue and driving measurable, company-level growth.
• Demonstrated ability to lead complex, cross-functional projects and influence senior leaders and external partners.
• Highly analytical, digitally fluent, and obsessed with merchandising, optimization, and experimentation.
• Passion for building community-driven, brand-first consumer experiences.
• Beverage and BFY Beverage experience, preferred.