Senior Manager, Digital Marketing

About the Role:

The Senior Digital Experience Manager will lead the strategy and performance of Kinder’s owned digital consumer experience, with responsibility for strategy, ecommerce, CRM/email, and content.

This role sits at the intersection of brand, consumer experience, content, and commerce. The Senior Digital Experience Manager will define how Kinder’s shows up across its owned digital channels and build experiences that turn consumer interest into deeper engagement, purchase, and long-term brand relationships.

This role will oversee the Kinder’s ecommerce business and partner closely with the team responsible for marketing technology, website capabilities, and digital merchandising. The Senior Digital Experience Manager will also lead Kinder’s digital content strategy, including managing the team member responsible for culinary content.

The ideal candidate combines strong consumer instincts with commercial acumen. They understand how content, CRM, ecommerce, and digital experiences work together and are equally comfortable developing a strategy, analyzing performance, leading a team, and working cross-functionally to bring ideas to life.

Key Responsibilities:

Digital Consumer Experience

• Define the vision and strategy for the Kinder’s owned digital consumer experience, with Kinders.com serving as a central destination for product discovery, culinary inspiration, brand engagement, and commerce.
• Own the consumer journey across Kinders.com, identifying opportunities to make it easier and more rewarding for consumers to discover products, find meal inspiration, engage with Kinder’s, and purchase.
• Define business and consumer requirements for new website experiences and capabilities, partnering with the marketing technology and merchandising teams on implementation.
• Use consumer behavior, analytics, and testing to continuously improve the digital experience.
• Ensure Kinder’s digital channels effectively support major campaigns, product launches, and seasonal moments.

Ecommerce & Digital Commerce

• Own the strategy and performance for the Kinder’s direct-to-consumer ecommerce business.
• Develop the commercial strategy for DTC, including assortment priorities, promotions, bundles, and gifting.
• Partner closely with the team responsible for ecommerce technology, product catalog management, and site merchandising to execute against business priorities.
• Identify opportunities to improve conversion, average order value, repeat purchase, and customer lifetime value.
• Develop strategies that connect digital product discovery with purchase, whether through Kinders.com, retail partners, or other digital commerce channels.
• Oversee Kinder’s Amazon and Faire presence in partnership with internal and external partners, ensuring the channels support broader brand and commercial objectives.
• Establish ecommerce forecasts, KPIs, and reporting, and regularly communicate performance and opportunities to key stakeholders.

CRM & Customer Lifecyle

• Own Kinder’s CRM and email strategy, using owned consumer communications to build stronger, longer-term relationships with the brand.
• Develop strategies to grow Kinder’s first-party consumer audience and increase the value of those relationships over time.
• Build lifecycle programs that move consumers from initial engagement through product discovery, purchase, repeat engagement, and advocacy.
• Develop audience segmentation and personalization strategies based on consumer interests, behaviors, and preferences.
• Own the CRM communication calendar and partner with our digital agency and internal teams to develop relevant, compelling communications.
• Establish a disciplined test-and-learn program across subject lines, content, offers, segmentation, cadence, and consumer journeys.
• Track and improve key measures including audience growth, engagement, conversion, retention, and revenue contribution.

Content Strategy & Leadership

• Own the digital content strategy, creating an integrated approach to content across Kinders.com, CRM, ecommerce, and other owned digital channels.
• Lead and develop the team member responsible for culinary content, setting priorities and ensuring content supports both consumer needs and broader brand and business objectives.
• Partner with Brand, Creative, Social, Culinary, and Consumer Insights teams to identify consumer needs and translate them into compelling content.
• Develop an editorial and content planning approach that connects evergreen consumer needs with campaigns, product launches, and seasonal opportunities.
• Use search behavior, site analytics, CRM engagement, and other signals to identify content opportunities and measure effectiveness.
• Maximize the value of content by creating strategies for how it can be distributed, adapted, and activated across multiple consumer touchpoints.

Consumer Journey, Insights & Optimization

• Develop a holistic view of the Kinder’s digital consumer journey and identify opportunities to better connect paid media, social, Kinders.com, CRM, ecommerce, and retail.
• Establish KPIs and reporting across digital experience, ecommerce, CRM, and content.
• Translate digital analytics, ecommerce performance, and consumer behavior into actionable insights and business recommendations.
• Build an experimentation roadmap to continuously improve engagement, conversion, and retention.
• Bring the voice of the digital consumer into broader marketing and business decisions.
• Stay current on changing consumer behaviors and digital trends, identifying emerging opportunities that are relevant to the Kinder’s brand and consumer.

Cross-Functional & Team Leadership

• Serve as a key digital experience partner to Brand, Creative, Social, Culinary, Consumer Insights, Sales, and other functions.
• Build a highly collaborative partnership with the marketing technology and merchandising teams, translating consumer and business needs into clear priorities and requirements.
• Lead and develop direct report(s), establishing clear goals, priorities, and opportunities for growth.
• Manage relevant agency and external partner relationships, setting clear expectations, deliverables, and success metrics.
• Manage digital budgets and ensure resources are allocated against the highest-impact opportunities.
• Champion a consumer-first, data-informed approach to digital experiences across the organization.

What You Bring To The Table:

Skills and Experience

• Bachelor’s degree in Marketing, Business, Ecommerce, Digital Media, or a related field.
• 7+ years of experience in digital marketing, ecommerce, CRM, digital experience, or related roles, ideally within CPG, food & beverage, retail, or another consumer-focused business.
• Demonstrated experience developing digital strategies that drive both consumer engagement and commercial results.
• Strong experience with CRM and lifecycle marketing, including audience growth, segmentation, personalization, automation, and testing.
• Experience developing and leading content strategies, with a strong understanding of how content can drive discovery, engagement, and commerce.
• Experience managing and developing direct reports.
• Strong understanding of digital analytics, consumer journeys, SEO, conversion optimization, and experimentation.
• Experience partnering with technology, product, ecommerce operations, or MarTech teams to deliver digital experiences without directly owning the underlying technology.
• Strong analytical and commercial skills, with the ability to translate data into clear priorities and recommendations.
• Excellent communication, collaboration, and cross-functional leadership skills.
• Ability to move fluidly between strategic thinking and hands-on execution in a fast-paced, growing organization.

Preferred Qualifications

• Experience with a nationally distributed CPG or food & beverage brand.
• Experience with DTC ecommerce and platforms such as Shopify.
• Experience with CRM and marketing automation platforms such as Klaviyo or similar tools.
• Strong working knowledge of GA4 and digital analytics platforms.
• Familiarity with Amazon and retailer ecommerce ecosystems.
• Understanding of SEO, consumer search behavior, and content optimization.
• Experience with culinary, recipe, or food-related digital content.

Location and Travel:

The position will be based out of our office in Walnut Creek, CA. We strongly believe in the power of culture and community and have a hybrid work structure with 4 days in the office on a weekly basis to encourage collaboration and personal connections that will allow us to better serve our customers and consumers and to have more fun. Employees currently enjoy 1 flex day per week with the opportunity to choose to be either in the office or to work from home based on what makes most sense for them and their teams.

Pay Transparency:

The expected starting salary range for this role is $160,000-$180,000 per year. We may ultimately pay more or less than the posted range based on the location of the role. The amount a particular employee will earn within the salary range will be based on factors such as relevant education, qualifications, performance and business needs.