DTC and Social Commerce Manager

A bit about Health & Happiness

At Health & Happiness (H&H), our vision is focused on premium nutrition and lifetime wellness; to inspire and achieve this vision we bring together seven international brands as we strive to make people around the world healthier and happier. We have established market positions in more than 15 countries in Asia-Pacific, Europe, North America and Oceania with more than 3,400 employees working across the globe. We are excited about our future as we expand these premium, proven and aspirational brands to new markets, greeting consumers in all life stages.

Zesty Paws® specializes in providing premium products that are formulated with one important goal in mind – to keep our loving pets as strong as the bond they share with us. With a company culture rooted in passion, quality, transparency, and innovation, we are committed to making wellness more achievable and enjoyable for the four-legged member of your family.

Solid Gold was founded in 1974 on the belief that food can support the system at its core for lifelong health. That’s why we are so passionate about supporting the system, not masking problems. Solid Gold takes a holistic approach to gut health because we know that healthy digestion positively impacts both the immune system and overall wellness of pets. We proudly represent our products in specialty pet stores across the US and Canada

What this means for you

The variety of work creates unlimited opportunities to excel across a breadth of disciplines; you will be presented with a wealth of new pathways and opportunities to explore throughout your career. Working with us will be more than just a job; we guarantee a life-changing experience as you step into an environment that moves quickly and presents new challenges daily.

Our success as an organization is directly attributed to the health and happiness of our team. As a new team member, you will be empowered to positively contribute to our high-impact culture and be supported in bringing your whole self to work.

Your role within the team

Reporting to the Omni Digital Channel Director, the DTC & Social Commerce Manager is responsible for driving growth and operational excellence across ZestyPaws.com, SolidGoldPet.com, and TikTok Shop. You will lead channel performance, merchandising, demand planning, and forecasting, while acting as both a strategic leader and a hands-on operator.

Duties and responsibilities

Channel Ownership & Performance

• Serve as the primary channel owner for ZestyPaws.com, SolidGoldPet.com, and TikTok Shop, responsible for delivering revenue, P&L, and growth targets.
• Lead channel performance optimization through strategic merchandising, promotional planning, conversion improvements, and full-funnel activation.
• Provide regular performance updates and strategic readouts to cross-functional teams and company leadership, serving as the central point of accountability for DTC and TikTok Shop performance.

Business Management, Demand Planning & Forecasting

• Lead demand planning, sales forecasting, and inventory alignment across both DTC sites and TikTok Shop.
• Monitor daily/weekly KPIs and translate insights into strategic and tactical actions across supply chain, marketing, CX, and product.
• Oversee budgeting, MAP compliance, operational rigor, and agency partner accountability.
• Manage and maintain a robust website & promotional calendar, ensuring alignment with marketing initiatives, inventory positions, product launches, and seasonal sales cycles.

TikTok Shop Leadership

• Serve as the primary driver of TikTok Shop performance across both brands, owning strategy, execution, and daily operations.
• Lead TikTok agency partners to accelerate creator activation, paid campaign performance, and content velocity.
• Operate hands-on within TikTok Seller Center, managing storefronts, product setup, merchandising, promotions, and analytics.

DTC Affiliate Program Leadership

• Own and scale the affiliate programs for ZestyPaws.com and SolidGoldPet.com from strategy through execution.
• Identify, recruit, and manage affiliate partners to generate incremental revenue and new customer acquisition.
• Optimize affiliate offer structures, performance reporting, and cross-channel alignment to ensure efficient growth.

Merchandising, Site Experience & Content Excellence

• Direct the digital merchandising strategy for both brand websites, including assortment planning, PDP optimization, navigation improvements, and promotional strategy.
• Ensure a cohesive and premium brand experience across ZestyPaws.com, SolidGoldPet.com, and TikTok Shop.
• Elevate shopper experience and retention through UX enhancements, subscription program growth, review generation strategies, and ongoing site content optimization.
• Align all on-site initiatives with the website & promotional calendar, ensuring consistency with broader marketing and channel goals.

Growth

• Partner with marketing to launch new products with coordinated demand generation across DTC and TikTok Shop.
• Drive acquisition and conversion through SEO, paid media, retargeting, affiliate marketing, creator partnerships, and optimized promotional strategies.
• Leverage consumer insights and performance data to improve customer lifetime value, repeat purchase behavior, and long-term loyalty.

Desired Skills and Experience

• 7+ years of experience managing DTC website within a consumer goods business.
• Proven track record of owning channel P&L and delivering revenue, growth, and profitability targets.
• Hands-on experience managing Shopify merchandising, promotions, and onsite optimization.
• Experience operating within TikTok Shop, Meta Shop, or other social commerce platforms.
• Demonstrated success leading affiliate programs, influencer/creator-driven commerce, or performance partnerships.
• Proficiency in analytics and eCommerce tools (Google Analytics, Shopify Analytics, Triple Whale, CMS platforms, subscription/review tools).
• Strong understanding of DTC performance levers including CRO, SEO, paid media, retargeting, merchandising, and promotional strategy.
• Experience managing agencies and cross-functional partners across marketing, supply chain, CX, and product.
• Strong communication skills with the ability to present performance readouts to leadership and translate insights into action.
• Expertise in full-funnel DTC growth, customer acquisition, conversion, and retention.
• Ability to operate both strategically and hands-on in a fast-paced, data-driven environment.
• Highly organized, detail-oriented, and able to manage timelines, promotions, and operational workflows.

Local employees will be required to work in the office 3 days per week. Non-local employees may be required to travel up to 20% of the time, depending on business needs.

At H&H Group, we believe an equitable and inclusive work environment and a diverse, empowered team are key to achieving our mission. We’re not looking for candidates who are “culture fits.” We’re looking for candidates who can expand our culture and challenge business as usual. We strive to foster an environment where all staff can bring their whole selves to work, by their own definition, and we strive to provide all candidates with an equitable and accessible recruitment process.

We provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, veteran status, or genetics.

In addition to federal law requirements, we comply with applicable state and local laws governing non discrimination in employment in every location in which the company has facilities.

This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

If we can offer accommodations for you in the recruitment process, or if you have feedback on how to make our recruiting more equitable or accessible, please let us know!