Sr Acquisition Manager, Owned Media

The Farmer's Dog • New York, NY

8h • $165,000 - $185,000 • Onsite

About The Position

The Farmer's Dog is seeking a Senior Manager, Owned Channels to lead the technical architecture and strategic execution of converting leads into first-time customers through first-party owned channels. This role is part of the Acquisition function and involves setting direction for email, SMS, direct mail, push notification, and referral programs. The position requires deep technical fluency in platforms, data pipelines, and segmentation models. Reporting to the Director of Retention Strategy & Lifecycle, the Senior Manager will establish operational objectives, manage the owned channels team, and interface with senior stakeholders to translate channel performance into business decisions. Responsibilities include full-stack ownership from CDP event schema design and template governance to testing methodology and CAC reporting, leading a team of specialists. The ideal candidate thinks in systems, balances strategic planning with technical execution, and has a proven track record of using first-party data for acquisition outcomes.

Requirements

• 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.
• Deep, hands-on experience configuring and operating modern CDP and ESP platforms such as Simon Data, Iterable, Braze, or Klaviyo.
• Ability to define event schemas, build journeys, configure suppression logic, and troubleshoot delivery issues without relying on vendor support.
• 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.
• Hands-on experience with HTML/CSS email development and Jinja or Liquid templating logic for dynamic, personalized content at scale.
• Proven ability to design and run A/B and multivariate tests, including holdout group construction, test sequencing, and interpretation of statistical significance.
• Experience building experimentation programs from scratch.
• Direct experience leading ESP or CDP platform migrations: data mapping, integration scoping, parallel send validation, and cutover sequencing.
• Experience building or significantly redesigning attribution and incrementality frameworks for owned channels.
• Ability to explain the tradeoffs between last-touch, multi-touch, and holdout-based measurement — and have operationalized one or more in a production environment.
• Deep experience building behavioral and predictive segmentation models (RFM, engagement scoring, propensity models) and translating them into actionable CDP audiences.
• Core expertise in email, with meaningful hands-on experience across SMS, direct mail, referral programs, and/or push notifications.
• Understanding of how to orchestrate these channels together and optimize channel mix, not just individual channel performance.
• 3+ years managing a high-performing team, including goal-setting, performance development, and day-to-day execution management.
• Experience leading through ambiguity and building a culture of accountability and continuous improvement.
• Ability to regularly interact with senior and executive stakeholders on complex, cross-functional topics.

Nice To Haves

• 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.

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

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

What This Job Offers

• Job Type: Full-time
• Career Level: Senior