Title: DTC Strategy & Planning Lead Department: Marketing Location: Remote (or in Berkley, CA headquarters)
Position Scope: The DTC Strategy & Planning Lead will play in critical role in conducting data analysis and providing insights to strategically grow our ecommerce channel. The ideal candidate will have strong direct-to-consumer ecommerce experience with an entrepreneurial spirit and the ability to think strategically while rolling up their sleeves and executing. This position is highly cross-functional and should be able to evaluate all parts of the ecommerce business, including marketing/media analytics, financial performance, operational KPIs in addition to ongoing sales analysis. This role will report into the Director of Ecommerce & Digital Marketing.
Job Responsibilities & Duties: This role will focus on providing key business insights to accelerate profitable growth within our direct to-consumer channel. Individual must be able to mine data while also providing analysis and recommendations.
Core responsibilities include, but are not limited to: • Help to set and refine the data analytics foundation for the direct-to-consumer channel, including building out standardizing reporting to drive sales growth and improve key areas across the business • Management and analysis of DTC growth model customer data, including sales, retention, churn, order frequency, etc., monitor ROI of marketing spend and bring forward insights to aid in the development of programs to drive revenue, loyalty/retention and CLTV • Provide weekly reporting and insights to cross-functional team (finance and operations) to support day-to-day business management, including demand planning/forecasting, inventory management, promotions, marketing programs • Deliver monthly ecommerce sales and revenue forecast along with sku-level demand forecast leveraging historical trends and marketing spend and activity to ensure accuracy • Publish regular KPI dashboards and reporting to executive leadership and Board of Directors • Perform ongoing customer segmentation analysis to better understand most loyal and at-risk customers to aid in developing programs to address relevant cohorts and to define acquisition targets for prospecting and maximizing RFM • Deep dive into DTC portfolio to understand product interactions and on-going trends to inform opportunities for cross-selling/incrementality, sku rationalization, product/inventory gaps and/or pricing optimization opportunities • Partner with digital team to help optimize marketing efficiency and effectiveness, including analyzing A/B testing results across channels to drive customer conversion and retention • Conduct price elasticity analysis as needed and provide pricing recommendations on new product launches • Ensure ongoing data integrity and data security; works to continuously optimize tools and processes for efficiency; document business requirements, processes, data mapping for stakeholders • Project support, reporting and adhoc requests for CMO as needed
Requirements: • 2-5 years work experience as a business or sales analyst or in a role conducting marketing mix modeling, data modeling • Experience in a DTC ecommerce business, ideally experience with a subscription business within CPG/food and beverage industry • Degree in Data Science, Information Systems, Mathematics, Statistics or Business with related work experience; MBA desired • Knowledge of data warehouse fundamentals & development • Advance knowledge of SQL or similar querying language, ELT/ETL tools, Google Analytics, media metrics and reporting tools, marketing attribution models, data visualization tools • Experience modeling disparate data sets and visualizing data with the ability to convey meaningful and accurate insights • Understanding of digital media metrics, including CPM, CPC, CPA, CAC, CVR, ROAS, CLTV and all marketing levers to drive a DTC business • Strong project management, organizational skills and superior attention to detail • Self-starter with the ability to collaborate in a team-oriented environment and the ability to adapt to evolving priorities and business needs • Ability to communicate complex ideas clearly and concisely; strong presentation skills • Endlessly curious
About Once Upon a Farm: At Once Upon a Farm, a better story starts here. We’re on a greater mission in providing organic, crave-worthy, refrigerated snacks for children of all ages. Our recipes are crafted with only the best organic ingredients – whole fruits and veggies picked, blended and cold-pressed to lock in nutrients, taste and texture – to support your growing kids at every stage. Each of our non-GMO, non-dairy fruit & veggie blends, smoothies and dairy-free yogurts have no added sugar, and are free from artificial flavors, colors and preservatives – just simple, real, nutrient-rich snacks your entire family will love. Follow us on Instagram, Facebook, Twitter, and Pinterest
At Once Upon a Farm, a better story starts here. We’re on a greater mission in providing organic,
crave-worthy, refrigerated snacks for children of all ages. Our recipes are crafted with only the best
organic ingredients – whole fruits and veggies picked, blended and cold-pressed to lock in nutrients,
taste and texture – to support your growing kids at every stage. Each of our non-GMO, non-dairy fruit &
veggie blends, smoothies and dairy-free yogurts have no added sugar, and are free from artificial
flavors, colors and preservatives – just simple, real, nutrient-rich snacks your entire family will love.