Growth Marketing Manager, Digital (DTC)

Job Description
Job Summary:
Shape and execute digital marketing strategies to drive direct-to-consumer (DTC) revenue growth, profitability, customer acquisition, and long-term loyalty for Primal Kitchen. As DTC manager, you'll manage day-to-day DTC operations, , collaborating with internal and external teams, and optimizing the DTC funnel to bring growth-driving experiences to life-ensuring your work delivers measurable results within a focused, manageable scope.
Essential Functions and Responsibilities:
Website & CRO Ownership

• Own day-to-day DTC website management, including homepage updates, merchandising, PDP optimization, and SEO.
• Manage website dev team to ensure site stability, performance, ADA/GDPR compliance and roll out CRO tests that align with DTC goals.
• Collaborate with analytics and eCommerce teams to optimize the online customer experience, improve conversion rates, and support retention initiatives.
• Optimize for performance by A/B testing (offers, loyalty, UX) and strategic CRO initiatives to amplify growth

Lifecycle Marketing & Retention

• Manage team responsible for email, SMS, and loyalty program.
• Guide strategy for lifecycle campaigns to support customer acquisition, repeat purchase, and long-term retention.
• Collaborate cross-functionally to ensure that lifecycle marketing ladders up to campaign and channel goals.

SEO & Content Optimization

• Partner with content and creative teams to shape SEO strategy across landing pages, PDPs, blog content and homepage storytelling.
• Bring forward new organic opportunities and best practices to improve search visibility and keyword growth.
• Ensure all DTC-facing content aligns with both user intent and performance needs (conversion, time on page, etc.)

Cross-Functional Execution

• Partner with channel owners (media, CRM, eCommerce, creative) to coordinate campaigns, ensuring strategic alignment and strong execution.
• Work alongside the Head of Paid Media, Social Media, and organic/ earned channel leads to manage attribution, ensuring accurate measurement and optimization of DTC performance.
• Analyze DTC performance data and consumer insights to identify opportunities and inform tactical adjustments.
• Work with operations and customer support teams to ensure site messaging reflects inventory, packaging or regulatory changes.

Performance, Reporting & Analytics

• Analyze DTC performance data and consumer insights to identify opportunities and inform tactical adjustments
• Support budget tracking and KPI reporting, providing insights and recommendations for continuous improvement
• Stay current on digital trends and best practices, sharing learnings with the broader organization

• Develop and recommend DTC marketing & growth strategies that support topline revenue and profit goals, working closely with the growth team leadership
• Analyze DTC performance data and consumer insights to identify opportunities and inform tactical adjustments
• Partner with channel owners (media, CRM, eCommerce, creative) to coordinate campaigns, ensuring strategic alignment and strong execution
• Collaborate with analytics and eCommerce teams to optimize the online customer experience, improve conversion rates, and support retention initiatives
• Cross-functionally: Work alongside the Head of Paid Media, Social Media, and organic/ earned channel leads to manage attribution, ensuring accurate measurement and optimization of DTC performance
• Support budget tracking and KPI reporting, providing insights and recommendations for continuous improvement
• Manage website dev and technical teams to maintain infrastructure and ensure compliance
• Optimize for performance to amplify growth, examples include A/B and CRO testing)
• Stay current on digital trends and best practices, sharing learnings with the broader organization

Measures of Success:

• Achievement of DTC revenue and profitability targets set by leadership
• Growth in customer acquisition, retention, and lifetime value
• Improvement in site performance: conversion rate, organic traffic, bounce rate, and AOV
• Effective collaboration and alignment with key internal partners

Qualifications:

• Bachelor's degree in Marketing, Business, or related field
• 5+ years of digital marketing experience, with a focus on DTC/eCommerce
• Expertise in Google Analytics 4, Shopify Analytics, Email Marketing Tools (Ex. Klaviyo), etc.
• Strong analytical and project management skills
• Experience collaborating in cross-functional teams
• Excellent communication and organizational skills
• Passion for health, wellness, and innovative consumer brands

Our Total Rewards philosophy is to provide a meaningful and flexible spectrum of programs that equitably support our diverse workforce and their families and complement Kraft Heinz' strategy and values.
New Hire Base Salary Range:
$102,100.00 - $127,600.00
Bonus: This position is eligible for a performance-based bonus as provided by the plan terms and governing documents.
The compensation offered will take into account internal equity and may vary depending on the candidate's geographic region, job-related knowledge, skills, and experience among other factors
Benefits: Coverage for employees (and their eligible dependents) through affordable access to healthcare, protection, and saving for the future, we offer plans tailored to meet you and your family's needs. Coverage for benefits will be in accordance with the terms and conditions of the applicable plans and associated governing plan documents.
Wellbeing: We offer events, resources, and learning opportunities that inspire a physical, social, emotional, and financial well-being lifestyle for our employees and their families.
You'll be able to participate in a variety of benefits and wellbeing programs that may vary by role, country, region, union status, and other employment status factors, for example:

• Physical - Medical, Prescription Drug, Dental, Vision, Screenings/Assessments
• Social - Paid Time Off, Company Holidays, Leave of Absence, Flexible Work Arrangements, Recognition, Training
• Emotional - Employee Assistance Program , Wellbeing Programs, Family Support Programs
• Financial - 401k, Life, Accidental Death & Dismemberment, Disability

Location(s)
Home Based GEO PK
Kraft Heinz is an Equal Opportunity Employer - Underrepresented Ethnic Minority Groups/Women/Veterans/Individuals with Disabilities/Sexual Orientation/Gender Identity and other protected classes. In order to ensure reasonable accommodation for protected individuals, applicants that require accommodation in the job application process may contact [email protected] for assistance.