DTC Operations Manager

Blueroot Health INC.•Middletown, CT

About The Position

As the DTC Operations Manager, you will own the day-to-day operational health of BlueRoot Health's Shopify storefronts across our portfolio of category-leading supplement brands spanning fertility, bariatric/metabolic, and practitioner-trusted nutrition. Our direct-to-consumer channel is a strategic growth priority, and this is a hands-on role for someone who keeps our sites accurate, performant, and conversion-ready while coordinating fulfillment, CX, and reporting. You will own site and merchandising operations end-to-end—product setup, catalog accuracy, promotions, and PDP optimization—serve as the operational liaison to our 3PL and Supply Chain partners, and maintain the recurring performance reporting that keeps the channel accountable. Success means storefronts that are always launch-ready, fulfillment that runs without surprises, and a documented, repeatable operating cadence across the portfolio.

Requirements

3–5 years in ecommerce/DTC operations
Hands-on Shopify experience (catalog, merchandising, promotions, app ecosystem) with the ability to work independently
Demonstrated ownership of site operations and merchandising execution
Strong coordination skills across fulfillment/3PL, supply chain, and CX functions
Comfort with reporting and analytics; fluent in spreadsheets and DTC KPIs
Strong understanding of digital shelf optimization, SEO, and CRO
Highly organized, self-directed, and able to manage parallel workstreams with minimal supervision

Nice To Haves

Experience in CPG, health & wellness, or supplements
Familiarity with subscription platforms (Recharge, Rebuy)
Strong process documentation habits

Responsibilities

Own product setup, catalog accuracy, pricing, and merchandising across all DTC storefronts
Manage on-site merchandising: collections, navigation, PDP content, promotions, and landing pages
Execute site updates for launches, promotional events, and seasonal campaigns across brands
Maintain QA standards for site accuracy, page performance, and the end-to-end purchase path
Perform routine quality assurance checks to identify and correct site errors, broken links, pricing issues, and content discrepancies
Assist with landing page creation and updates using existing templates and tools
Coordinate with marketing, creative, and brand teams to ensure website content is accurate and launched on schedule
Support implementation of merchandising best practices to improve product discoverability and customer experience
Manage and optimize product detail pages (PDPs) including titles, descriptions, imagery, video, FAQs, and product attributes
Drive on-site SEO and discoverability through keyword research, on-page optimization, and category best practices
Monitor and improve conversion rate, traffic quality, and sales performance at the SKU level
Partner with creative and brand teams to brief, test, and launch high-performing PDP content and visuals
Test and iterate on PDP elements (copy, imagery, layout, modules) to drive continuous improvement
Manage and optimize ratings, reviews, and Q&A strategies in partnership with CX and marketing
Analyze competitive landscapes (pricing, claims, content, reviews) and surface opportunities and risks
Ensure claims and content align with regulatory and compliance requirements for supplements/health products
Serve as the operational liaison between DTC, the 3PL/fulfillment partners, and Supply Chain
Monitor order flow, fulfillment SLAs, and inventory sync; resolve exceptions
Coordinate with Customer Experience on order issues, returns, and escalations
Maintain recurring DTC performance reporting (revenue, conversion, AOV, traffic, fulfillment KPIs)
Surface insights on site performance and operational bottlenecks
Support the VP of Ecommerce with ad hoc analysis
Track and report on key digital shelf KPIs (conversion rate, content scorecards, organic search visibility)
Support day-to-day administration of the subscription program (Recharge)