About the role
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
