Sr Acquisition Manager, Owned Media

Who We Are

The Farmer’s Dog was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care. We’re starting by radically improving the $90 billion pet food industry, replacing bags of highly-processed pellets with a personalized subscription service that sends complete and balanced, freshly-made dog food directly to customers’ doors. Our ultimate goal is to create innovative, delightful and personalized experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic culture uniquely position us to shepherd this backwards industry into the future.

To date, The Farmer’s Dog has delivered over 1 billion meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For and Where You’ll Come In

We're looking for a Senior Manager, Owned Channels to own the technical architecture and strategic execution of how The Farmer's Dog converts leads into first-time customers through first-party owned channels. This is a hands-on leadership role sitting inside our Acquisition function where you'll set the direction for our email, SMS, direct mail, push notification, and referral programs while maintaining deep technical fluency across the platforms, data pipelines, and segmentation models that power them.

Reporting into the Director of Retention Strategy & Lifecycle, you'll establish the operational objectives and work plans for the owned channels team, delegate and hold the team accountable to results, and regularly interface with senior and executive stakeholders to translate channel performance into business-level decision-making. You'll own the full stack, from CDP event schema design and Jinja/HTML template governance to holdout testing methodology and blended CAC reporting, and lead a team of specialists executing across each channel.

You're the right person for this role if you think in systems, move between strategic planning and technical execution without friction, and have a proven track record of using first-party data to drive measurable acquisition outcomes.

One Team: We don’t think of ourselves as “Acquisition Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically.

We are skeptical about everything and precious about nothing:  Ideas can and should come from anywhere, and we aren’t tied to our own. We proactively source input. We talk to our customers and leads regularly and are quick to change course if we know there’s a better or more impactful way to solve problems.

We consider the customer journey in all of our decisions:  We know that no interaction exists in a silo and therefore understand how important every single one is.  We ensure our strategy sets prospective and new customers up for success and drives long-term retention.  We answer questions and address problems early and proactively.  We understand the value of different channels, initiatives, and messages and know how to articulate impact and advocate for prioritization holistically.

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – i.e. acquisition is hyper-focused on improving customer retention and experience.

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

How You'll Make An Impact

Owned Channel Architecture & Strategy

• End-to-End Journey Design: Own the lead-to-first-purchase communication architecture across email, SMS, push, and direct mail, defining trigger logic, suppression rules, frequency caps, and channel routing rules within the CDP. Translate acquisition strategy into executable journey maps with clearly defined entry/exit criteria and fallback logic.
• CDP & Data Infrastructure: Partner with Data Engineering to define and maintain audience schemas, behavioral event taxonomies, and lead identity resolution logic within our CDP (Simon Data). Write and review SQL queries for audience QA, funnel diagnostics, and ad hoc data validation. Own data hygiene standards across the lead database.
• Segmentation & Personalization: Build and continuously refine behavioral and predictive segmentation models, including RFM cohorts, engagement-score tiers, and propensity-to-convert models to enable hyper-targeted communication. Define the segmentation logic, partner with Data Science on model inputs, and own deployment within the CDP.

Technical Execution & Governance

• Template Development & Standards: Establish and govern HTML/CSS email template standards including responsive design, dynamic content blocks, and Jinja (or Liquid) templating logic for conditional personalization. Own the QA and pre-deployment review process for all outbound campaigns including rendering validation, link audits, and suppression checks.
• Experimentation Infrastructure: Design and maintain a rigorous test-and-learn framework: define holdout group methodology, manage experiment sequencing to avoid interference, set statistical significance thresholds, and translate results into a prioritized channel optimization roadmap. Own the experimentation calendar and ensure tests are decision-ready.
• Platform & Vendor Management: Lead evaluation, selection, and day-to-day management of ESP, CDP, SMS, and direct mail platforms. Own vendor relationships, technical integration scoping, contract negotiations, and platform migrations to include data mapping, QA protocols, and go-live sequencing.

Measurement & Performance

• Attribution & Measurement Frameworks: Build multi-touch attribution and incrementality measurement frameworks for owned channels. Report blended CAC, channel-level conversion rates, cohort performance, and incremental lift to senior and executive leadership on a recurring basis. Define the measurement approach for new channel pilots before they launch.
• Performance Reporting: Translate owned channel data into clear, executive-ready insights that connect channel activity to full-funnel acquisition goals. Own the reporting cadence for owned channel performance and proactively surface optimization opportunities and risks.

Team Leadership & Cross-Functional Partnership

• People Leadership: Manage and develop a team of owned channel marketers across email, SMS, referral, and direct mail. Set clear individual goals tied to channel KPIs, establish sprint and planning cadences, conduct regular 1:1s, and create structured growth paths for each team member. In some cases, you may manage team leads with their own direct reports.
• Cross-Functional Execution: Serve as the technical authority on owned channels within Acquisition, partnering with Data Science on model inputs, Product Engineering on data pipeline requirements, and Lifecycle Marketing on journey orchestration. Represent owned channel strategy in cross-functional planning sessions and executive reviews.
• New Channel Development: Scope and pilot emerging channels (e.g., push notifications, in-app messaging, retail CRM programs). Build business cases grounded in incrementality data, run structured pilots with defined success criteria, and lead scaling decisions for programs that prove out.
• Referral Program Ownership: Own the end-to-end mechanics of our customer referral program, optimizing incentive structures, referral logic, messaging, and tracking to turn existing customers into a scalable and measurable acquisition channel.

We're Excited About You Because

Experience & Technical Depth

• Tenure: 8+ years of experience in CRM, lifecycle, or owned channel marketing at a DTC or subscription consumer brand, with a track record of driving measurable acquisition outcomes. Bachelor's degree or equivalent experience.
• CDP & ESP Platforms: Deep, hands-on experience configuring and operating modern CDP and ESP platforms such as Simon Data, Iterable, Braze, or Klaviyo. You can define event schemas, build journeys, configure suppression logic, and troubleshoot delivery issues without relying on vendor support.
• SQL Proficiency: Comfortable writing SQL for audience validation, funnel analysis, and ad hoc data pulls. Working knowledge of relational database concepts and data modeling as applied to CRM use cases.
• HTML/Templating: Hands-on experience with HTML/CSS email development and Jinja or Liquid templating logic for dynamic, personalized content at scale.
• Experimentation Rigor: Proven ability to design and run A/B and multivariate tests, including holdout group construction, test sequencing, and interpretation of statistical significance. You've built experimentation programs from scratch, not just executed individual tests.
• Platform Migrations: Direct experience leading ESP or CDP platform migrations: data mapping, integration scoping, parallel send validation, and cutover sequencing.

Strategy & Analytical Strength

• Measurement Frameworks: You've built or significantly redesigned attribution and incrementality frameworks for owned channels. You can explain the tradeoffs between last-touch, multi-touch, and holdout-based measurement — and have operationalized one or more in a production environment.
• Segmentation Expertise: Deep experience building behavioral and predictive segmentation models (RFM, engagement scoring, propensity models) and translating them into actionable CDP audiences. You understand the difference between a good hypothesis and a deployable segment.
• Multi-Channel Fluency: Core expertise in email, with meaningful hands-on experience across SMS, direct mail, referral programs, and/or push notifications. You understand how to orchestrate these channels together and optimize channel mix, not just individual channel performance.

Leadership & Communication

• People Management: 3+ years managing a high-performing team, including goal-setting, performance development, and day-to-day execution management. You've led through ambiguity and built a culture of accountability and continuous improvement.
• Executive Presence: Able to regularly interact with senior and executive stakeholders on complex, cross-functional topics.
• Bonus: Experience with SMS marketing platforms (Attentive, Postscript, or equivalent) and familiarity with TCPA/CTIA compliance requirements. Experience with AI-assisted personalization or predictive send-time optimization is a strong plus.

Office Guidelines

We are an in-office culture, made of in-office people who thrive on the collaboration and magnetism of working in a shared space. We are seeking individuals who excel in this type of environment, where being present fosters deeper connections and engagement. We ask all team members to be in office 4 - 5 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion.

Our Belonging Philosophy:

At TFD, we believe Belonging is a shared commitment to creating a workplace where every person feels respected, valued, and empowered to be themselves. When people feel a true sense of belonging, they do their best work, take smart risks, and bring forward diverse perspectives — leading to stronger decisions and deeper relationships.

We anchor this belief in a simple phrase: “Everyone’s welcome at the dog park.” No matter your background, identity, or role, there’s space for you here. There’s no one way to show up at the dog park— just shared space, mutual respect, and the freedom to be yourself. Being included is just the beginning, it’s about contributing your voice, growing through challenges, and building trust through shared goals. This philosophy guides how we lead, how we hire, how we communicate, and how we grow.
                    
We continuously evaluate to ensure we are creating a consistent experience that cultivates belonging for all employees, from hiring and performance reviews to talent development. We also believe Belonging happens in everyday moments of connection; lunch with a new teammate, a shared laugh, or a quick story about your weekend. Our structure includes biannual employee surveys, manager training, TFD camps, and support from Humans to ensure we’re listening and learning from our Team.

Together, these efforts reflect what Belonging means at TFD: a culture where everyone can thrive.

A Few of Our Best Benefits

• Dog-friendly office in SoHo
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights.

Reasonable Accommodations

TFD complies with applicable federal, state, and local disability laws and makes reasonable accommodations for applicants and employees with disabilities.  If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact humansops@thefarmersdog.com.

We're Here to Help

We’re happy to answer any questions you may have about the position or our hiring process - please reach out at careers@thefarmersdog.com.

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is USD annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

NYC Pay Range$165,000—$185,000 USD