At Universal Nutrition, our people are the heart of everything we do — from research and product development to marketing, sales, operations, and distribution. We harness science, technology, and human ingenuity to fuel both body and mind. We started as a family business, and that entrepreneurial spirit still defines us: open communication, mutual respect, and a drive to push boundaries as a team.
The ANIMAL brand is looking for an Ecommerce CRM Manager to own the execution and optimization of our end-to-end direct-to-consumer experience — from the website to email, SMS, loyalty, and subscription. This is the bridge between strategy and execution: bringing our brand, products, and campaigns to life across every owned channel while driving acquisition, engagement, retention, and lifetime value.
At their core, this person is a digital marketer with a customer mindset and a sharp analytical edge. They are equally comfortable building lifecycle programs, optimizing the on-site experience, and partnering across brand, creative, and performance teams. Critically, they understand that discovery is shifting: search is no longer just Google, and this role is expected to lead ANIMAL’s readiness for AI-driven, LLM-powered shopping.
- Own and execute CRM strategy across email, SMS, and other owned channels.
- Build and continuously optimize lifecycle programs: welcome, post-purchase, reorder, win-back, and churn.
- Manage targeted campaigns using segmentation, behavioral data, and personalization; own the campaign calendar and automation workflows.
- Own the loyalty and referral programs; drive repeat purchase and reduce churn.
- Own the subscription program and drive adoption, retention, and LTV.
- Manage external CRM and lifecycle agencies and partners to deliver against targets.
- Monitor website performance in real time and analyze demand by product and category to adjust the e-merchandising plan.
- Develop and run A/B tests to improve add-to-cart and conversion rates.
- Manage on-site content updates: homepage banners, landing and department pages, e-merchandising, and editorial/blog content.
- Identify and scope new tools or enhancements to improve funnel performance.
- Partner with Marketing and Creative to develop brand-centric emails, homepage displays, department landing pages, and blogs that promote key products and categories.
- Bring product launches and campaigns to life consistently across web, email, SMS, loyalty, and subscription.
- Regularly review the site to identify friction in navigation and checkout, and recommend optimizations for PDPs, PLPs, and landing pages.
- Ensure a consistent ANIMAL brand experience across all digital touchpoints.
- Monitor on-site search and product-recommendation performance.
- Use data analysis and usability testing to enhance site usability and lift conversion.
Customers increasingly discover and decide through AI assistants — ChatGPT, Perplexity, Google AI Overviews and AI Mode, Gemini, and Claude — which synthesize answers and recommend products directly. Classic SEO ranks links; AI engines cite sources. This role owns ANIMAL’s shift from “searchable” to “AI-ready.”
- Optimize product data, content, and site structure so ANIMAL is surfaced and cited in AI-generated shopping answers — not just ranked in traditional search results.
- Apply Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) practices: clean and accurate product feeds, structured data / schema, clear entity and brand signals, and content written to answer real customer questions.
- Ensure the site is technically accessible to AI crawlers and that key content is not hidden behind rendering, login, or other barriers.
- Monitor AI visibility and “share of answer” — tracking how often and how accurately ANIMAL is mentioned and cited across AI engines, and acting on the gaps.
- Partner with SEO and content teams to evolve from an SEO-only approach to a combined SEO + GEO discovery strategy, keeping pace with a fast-moving landscape.
- Own weekly and monthly reporting on site and CRM KPIs: traffic, conversion, AOV, revenue, open rate, CTR, retention, and LTV.
- Monitor selling velocity by product and category, flagging bestsellers and slow movers.
Analyze the site funnel (homepage/landing PDP cart- checkout) and recommend improvements.
- Report on promotions, campaigns, new features, and emerging AI-visibility metrics, translating insights into action.
- Conduct external analysis of industry trends, competitor strategies, and consumer preferences.
- 3–5 years of experience in ecommerce, CRM, lifecycle, CX, or retention roles — ideally with high-growth DTC or subscription brands.
- Hands-on experience with Shopify Plus.
- Familiarity with CRM and lifecycle tools such as Klaviyo, Skio, and Yotpo (or similar).
- Solid working knowledge of analytics tools such as GA4, Northbeam, and SimilarWeb (or similar).
- Working understanding of AI search and how LLMs now drive ecommerce discovery — a grasp that SEO alone is no longer enough, plus familiarity with GEO/AEO concepts and AI-visibility monitoring tools (strongly preferred; willingness to build this skill quickly is essential).
- Experience working with or managing external agencies and partners.
- Strong segmentation and analytical mindset; comfort with performance dashboards and testing platforms.
- Excellent project management and stakeholder communication skills.
- Highly organized, detail-oriented, process-driven, and proactive.
Hybrid schedule for individuals residing within a ~40-mile radius of New Brunswick, NJ: 4 days onsite / 1 day remote.
- Competitive salary of $90,000 – $110,000, based on skillset and merit.
- Bonus eligibility (short-term incentive) per role and company guidelines.
- Medical, Dental, and Vision insurance, cost-shared between employer and employee.
- 401(k) match of up to 5%.
- Employer-sponsored Life, Basic AD&D, Short-Term and Long-Term Disability insurance, with additional buy-up options.
- Competitive paid time off and paid sick leave.
- Employee Resource Center and telehealth offerings.
Universal Nutrition is committed to providing a workplace free from discrimination or harassment. We expect every member of our community to help cultivate an environment where everyone is included and treated with respect and dignity. All decisions related to hiring, compensation, training, performance evaluation, and termination are made fairly and on a merit basis.
