Sr Manager, Web Strategy & Merchandising

Glanbia Performance Nutrition is a global company with a brand portfolio that consists of
Optimum Nutrition, BSN, Isopure, Think!, Amazing Grass each with its own brand essence. From athletes to remote workers, people around the world want to eat well and live healthier, more active lives and we have the products to match!

You will be responsible for overseeing the development of web go-to-market strategies, leading website SEO, and managing DTC Finance and Sales Operations. This position blends strategic vision with data-driven discipline, owning the alignment of web experiences to brand and channel objectives, optimizing discoverability and engagement through SEO, and driving commercial outcomes through financial planning, promotional strategy, and sales operations.

• Lead the creation and oversee execution of website go-to-market strategies in support of brand campaigns, product launches, and business objectives.
• Develop and manage activation plans in partnership with cross-functional teams, ensuring alignment across both key brand touchpoints and emerging consumer micromoments.
• Ensure website experiences reflect brand identity, tone, and messaging while delivering an intuitive and engaging user journey.

• Explore and recommend emerging tools, technologies, and trends to keep our web experience modern, engaging, and competitive.
• Translate the DTC roadmap into actionable web initiatives, ensuring execution against priority pillars such as acquisition, conversion, loyalty, and retention.
• Partner with creative agencies to develop consumer-first digital concepts that bring brand storytelling to life online while optimizing for engagement and conversion.
• Oversee the development of wireframes, content frameworks, and experience guidelines to ensure consistent creative execution across pages, modules, and campaigns.
• Identify opportunities for interactive and personalized experiences (e.g., quizzes, product finders, recommendation engines) to differentiate brand websites and support DTC objectives.
• Integrate promotional and merchandising strategies into site design and content placements to maximize campaign impact.

• Define and oversee the SEO strategy across branded websites to maximize organic traffic and visibility.
• Collaborate with content, creative, and technical teams to ensure SEO best practices are embedded in site design, content, and architecture.
• Monitor and report SEO performance metrics, implementing ongoing optimizations to improve ranking, authority, and consumer relevance.

• Oversee P&L management, including revenue forecasting, inventory alignment, and pricing and bundling strategies.
• Manage the DTC promotion roadmap, supporting product launches and campaign initiatives while ensuring ROI‑driven optimization.
• Forecast sales performance and develop insights to inform financial planning and strategic decision‑making.
• Monitor and report on KPIs such as traffic, sales, customer retention, and lifetime value, providing actionable insights to stakeholders.
• Partner with Consumer Affairs and operations teams to identify and address customer pain points, enhancing the consumer experience.

• Leverage web analytics, SEO data, and sales insights to inform decision‑making and continuous improvement.
• Drive a test‑and‑learn approach through A/B testing, CRO initiatives, and iterative site enhancements.
• Deliver performance updates and strategic recommendations to leadership, ensuring alignment between consumer insights and business outcomes.

• Manage and mentor direct reports, ensuring role clarity, accountability, and professional growth.
• Partner across Brand, Innovation, Creative Services, Marketing, CRM and Analytics to deliver cohesive and timely web strategies.
• Establish governance, playbooks, and scalable best practices to strengthen DTC operational effectiveness and consistency.

• Determine on‑page SEO optimizations, product placements, or promotional callouts to improve discoverability and conversion, aligning…