DTC Operations Manager

PURPOSE STATEMENT:

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.

WHAT YOU’LL DO (MAJOR RESPONSIBILITIES):

Site & Merchandising Operations (primary focus)

· 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

Digital Shelf & PDP Optimization

· 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

Fulfillment & CX Coordination

· 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

Analytics & Reporting

· 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)

Subscription & Retention

· Support day-to-day administration of the subscription program (Recharge)