DTC Manager

Overview of the Company

For paws, fins, and wings – Pets Choice is proud to offer a diverse range of products across a portfolio of much-loved brands such as Webbox, Hownd, Vets Kitchen, Bob Martin, TastyBone and Felight. Our products are available in both UK and International retail and we’re also home to a family of DTC stores, giving pet lovers even more ways to treat their furry (or scaly, or feathery) friends.

Overview of the Role

As the Direct to Consumer Manager, you will be responsible for driving the growth and performance of the DTC channel, delivering profitable online sales through best-in-class e-commerce execution, digital acquisition, and customer journey optimisation. You will develop and execute a data-led DTC strategy across multiple brand websites and platforms, supporting wider commercial and brand objectives. You will also manage daily performance marketing and e-commerce operations, ensuring alignment with stock availability, promotions, and business priorities.

Main Responsibilities

Digital Performance & Acquisition

• Lead execution of “always-on” paid media campaigns across
• Google Ads and Meta.
• Drive growth through social commerce channels, including TikTok Shop.
• Manage and scale affiliate marketing programmes to expand reach and revenue.
• Implement structured A/B testing across creatives, audiences and landing pages.

E-commerce Operations

• Own day-to-day management of DTC platforms (Shopify / WooCommerce), ensuring accuracy of product, pricing and promotions.
• Deliver promotional calendar execution across website, email and paid channels.
• Optimise the end-to-end customer journey to improve conversion and retention.

Commercial Performance & Reporting

• Monitor and report on core KPIs (ROAS, CPA, conversion rate).
• Manage the digital marketing budget, reallocating spend to maximise ROI.
• Provide clear, actionable performance insights to key stakeholders.

Cross-Functional Working

• Collaborate with Supply Chain, Customer Service and Finance to align stock, fulfilment and promotions.
• Work with internal teams and external agencies to deliver integrated campaigns.

People & Capability

• Manage and develop the Senior Digital Marketing Executive.
• Build capability within the DTC channel and embed best-in-class ways of working.

Skills, Experience and Qualifications required 

Essential

• 3+ years’ experience in DTC e-commerce and digital acquisition. 
• Hands-on experience managing Google Ads and Meta advertising platforms. 
• Strong knowledge of Shopify and/or WooCommerce. 
• Experience with social commerce (TikTok Shop highly advantageous).  
• Experience managing affiliate marketing programmes.  
• Strong analytical and data interpretation skills.  
• Ability to manage multiple brands and campaigns simultaneously.  
• Strong communication and stakeholder management skills.  
• Experience managing or mentoring direct reports. 

Desirable

• FMCG/ Pet Care Industry experience