Sr. Manager, eCommerce, Direct-to-Consumer (DTC)

ABOUT the company

At the company, we’re on a mission to positively impact consumer health at scale. And we’re doing it through something simple: soda. But not just any soda, a new kind of soda: one that’s delicious, refreshing, and actually good for you.

This mission is deeply personal for our CEO, Co-Founder, and Formulator, Ben Goodwin. Like many of us, Ben grew up consuming the Standard American Diet: lots of soda and processed foods that prioritized convenience over nutrition. But at 14, he took his health into his own hands. After making significant changes to his nutrition and exercise, he lost 50 pounds and saw a transformation in his energy, mood, and emotional clarity.

Those changes sparked a deep curiosity about the connection between nutrition and health. Ben became a relentless student of the gut microbiome and the ways it supports overall wellness. The more he discovered, the more passionate he became about finding credible, science-backed ways to make consumer health accessible to everyone.

The mission was clear. The vehicle? Less so. After exploring the possibilities, Ben landed on an unexpected yet familiar choice: soda. It was something he loved as a kid, and he knew millions shared that same nostalgia. But this wouldn’t be just any soda. With most Americans falling short on daily fiber, Ben set out to create a version with more fiber and less sugar, one that was perfectly balanced. The result? A deliciously refreshing soda with 6 to 9 grams of fiber and 2 to 5 grams of sugar, delivering science-backed benefits without sacrificing the classic taste people crave.

In 2018, the first the company cans hit the shelves, bringing Ben’s vision to life with a functional soda that anyone could enjoy. And by reimagining soda, we’re also reshaping culture. That means creating products that support health for all and building a business grounded in humanistic values: empathy, integrity, and a belief in better for everyone. From the ingredients we source to the culture we foster, we’re committed to proving that business (and beverage!) can be a force for good, and that soda has the power to bring people together.

So join us, and let’s write a new American soda story together. One we can all feel good about. One the company at a time.

Role Overview

The company is looking for a bold, digitally native Sr. Manager of DTC to own and scale our 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 our Shopify ecosystem. You’ll lead the merchandising strategy behind our brand site, CRM, Subscription, Affiliate, Social Commerce and Loyalty programs, turning first-party data into meaningful, long-term relationships with our community. As the company’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 drinkthe company.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 Tik Tok 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 & 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.

Reports to: VP, eCommerce

Compensation: $135k-$155k base + bonus

HOW WE WORK

We may be fully remote, but we’re anything but disconnected. The company has grown from a few passionate people around a table to a nationwide team, and we’ve done it without losing our collaborative spirit or sense of purpose.

Connection here is intentional. From cross-functional projects and IRL offsites to thoughtful Slack threads and spontaneous gifs, we make the effort to stay close, even across time zones. Sure, we move quickly, but we lead with trust, transparency, and a shared commitment to doing work that matters.

We value thoughtful debate. We give feedback with care and receive it with curiosity, knowing that real growth, both personal and collective, comes from listening as much as leading. Because at the company, it’s not just about getting things done. It’s about growing together, staying true to what matters, and building something with lasting impact.

WHAT WE VALUE

At the company, our values aren’t just posters on a wall. They shape how we show up: for each other, for our customers, and for the mission we’re chasing together.

• Mission Connectivity : Everything we do ladders up to our shared goal: supporting human health. Whether launching a new flavor or conducting clinical research, the mission stays front and center.

• Indomitable Spirit : When things get messy, we get inventive. We stay curious, adapt quickly, and find the path forward, most likely with a dedicated Slack thread and a beautifully overbuilt deck.

• Lead at Every Level : Leadership isn’t about titles, it’s about ownership. We speak up, follow through, and lift each other up. If you’ve got ideas and initiative, you’ve got influence.

• Courageous Humility: We’re confident in what we bring and curious about what we don’t know (yet). We give feedback with care, take it with grace, and know that real growth takes both.

WHAT WE’RE LOOKING FOR

Success at the company doesn’t come from checking boxes; it comes from living our values, staying curious, and finding energy in both the pace and the purpose. We’re building something big, and we’re looking for people who:

• Think big, move fast, and take thoughtful risks

• Thrive in a high-performance, feedback-rich environment

• Value real human connection and honest collaboration

• Are fired up by building something new, and making it better every day

Startup life at the company is equally fun and fast-paced. If you’re energized by a dynamic environment, eager to grow, and excited to help shape something meaningful from the inside out, the company is a one-of-a-kind ride.

We are committed to providing reasonable accommodations to qualified individuals with disabilities or other needs during the application process and employment. To request an accommodation, please contact The People Team at [link for members]

We are proud to be an Equal Opportunity Employer.  The company will consider all qualified applicants without regard to race, religion, gender (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, veteran status, or any other characteristics protected by law.

Submission of Application Materials

Applicants are required to submit only the materials specifically requested as part of the application process. Please do not include any unsolicited materials, as they will not be reviewed or considered.

Unsolicited materials may include, but are not limited to

• Marketing or promotional concepts

• Business ideas or strategies

• Photographs, videos, or other media

• Presentations, designs, or other creative content

By submitting any materials beyond those explicitly requested, you agree that:

• You are voluntarily providing such materials;

• You irrevocably assign all rights, title, and interest in and to those materials to the company Inc.; and

• the company Inc. may use, reproduce, modify, distribute, or otherwise exploit such materials for any purpose anywhere in the world, without restriction or compensation.