The posting
BUILT ON FLAVOR. FUELED BY PEOPLE.
What’s it like to work at Kinder’s? Well, there’s a lot of snacking and geeking out over what we all cooked over the weekend. Beyond that, there’s also plenty of hard work. Because we don’t just like flavor, we’re obsessed with it.
With over 100 products sold nationwide, we’re now a top-five brand in multiple flavor categories at Costco, Walmart, Whole Foods, and more. We’re not your typical CPG company. Privately held and founder-led, we like to think of ourselves as a pirate ship in a sea of cruise ships. Our crew is adventurous and fearless. We chart our own course and chase big ideas to make food unforgettable.
As we expand globally and approach $1 billion in revenue, we need more smart-and-scrappy, flavor-obsessed people to come aboard. If you’re looking for a place where you can see the real impact of your work... this is it! Every day, you’ll be part of a journey to add flavor to millions of meals and lives.
About the Role:
The Senior Digital Experience Manager will lead the strategy and performance of Kinder’s owned digital consumer experience, with responsibility for strategy, ecommerce, CRM/email, and content.
This role sits at the intersection of brand, consumer experience, content, and commerce. The Senior Digital Experience Manager will define how Kinder’s shows up across its owned digital channels and build experiences that turn consumer interest into deeper engagement, purchase, and long-term brand relationships.
This role will oversee the Kinder’s ecommerce business and partner closely with the team responsible for marketing technology, website capabilities, and digital merchandising. The Senior Digital Experience Manager will also lead Kinder’s digital content strategy, including managing the team member responsible for culinary content.
The ideal candidate combines strong consumer instincts with commercial acumen. They understand how content, CRM, ecommerce, and digital experiences work together and are equally comfortable developing a strategy, analyzing performance, leading a team, and working cross-functionally to bring ideas to life.
Key Responsibilities:
Digital Consumer Experience
- Define the vision and strategy for the Kinder’s owned digital consumer experience, with Kinders.com serving as a central destination for product discovery, culinary inspiration, brand engagement, and commerce.
- Own the consumer journey across Kinders.com, identifying opportunities to make it easier and more rewarding for consumers to discover products, find meal inspiration, engage with Kinder’s, and purchase.
- Define business and consumer requirements for new website experiences and capabilities, partnering with the marketing technology and merchandising teams on implementation.
- Use consumer behavior, analytics, and testing to continuously improve the digital experience.
- Ensure Kinder’s digital channels effectively support major campaigns, product launches, and seasonal moments.
Ecommerce & Digital Commerce
- Own the strategy and performance for the Kinder’s direct-to-consumer ecommerce business.
- Develop the commercial strategy for DTC, including assortment priorities, promotions, bundles, and gifting.
- Partner closely with the team responsible for ecommerce technology, product catalog management, and site merchandising to execute against business priorities.
- Identify opportunities to improve conversion, average order value, repeat purchase, and customer lifetime value.
- Develop strategies that connect digital product discovery with purchase, whether through Kinders.com, retail partners, or other digital commerce channels.
- Oversee Kinder’s Amazon and Faire presence in partnership with internal and external partners, ensuring the channels support broader brand and commercial objectives.
- Establish ecommerce forecasts, KPIs, and reporting, and regularly communicate performance and opportunities to key stakeholders.
CRM & Customer Lifecyle
- Own Kinder’s CRM and email strategy, using owned consumer communications to build stronger, longer-term relationships with the brand.
- Develop strategies to grow Kinder’s first-party consumer audience and increase the value of those relationships over time.
- Build lifecycle programs that move consumers from initial engagement through product discovery, purchase, repeat engagement, and advocacy.
- Develop audience segmentation and personalization strategies based on consumer interests, behaviors, and preferences.
- Own the CRM communication calendar and partner with our digital agency and internal teams to develop relevant, compelling communications.
- Establish a disciplined test-and-learn program across subject lines, content, offers, segmentation, cadence, and consumer journeys.
- Track and improve key measures including audience growth, engagement, conversion, retention, and revenue contribution.
Content Strategy & Leadership
- Own the digital content strategy, creating an integrated approach to content across Kinders.com, CRM, ecommerce, and other owned digital channels.
- Lead and develop the team member responsible for culinary content, setting priorities and ensuring content supports both consumer needs and broader brand and business objectives.
- Partner with Brand, Creative, Social, Culinary, and Consumer Insights teams to identify consumer needs and translate them into compelling content.
- Develop an editorial and content planning approach that connects evergreen consumer needs with campaigns, product launches, and seasonal opportunities.
- Use search behavior, site analytics, CRM engagement, and other signals to identify content opportunities and measure effectiveness.
- Maximize the value of content by creating strategies for how it can be distributed, adapted, and activated across multiple consumer touchpoints.
Consumer Journey, Insights & Optimization
- Develop a holistic view of the Kinder’s digital consumer journey and identify opportunities to better connect paid media, social, Kinders.com, CRM, ecommerce, and retail.
- Establish KPIs and reporting across digital experience, ecommerce, CRM, and content.
- Translate digital analytics, ecommerce performance, and consumer behavior into actionable insights and business recommendations.
- Build an experimentation roadmap to continuously improve engagement, conversion, and retention.
- Bring the voice of the digital consumer into broader marketing and business decisions.
- Stay current on changing consumer behaviors and digital trends, identifying emerging opportunities that are relevant to the Kinder’s brand and consumer.
Cross-Functional & Team Leadership
- Serve as a key digital experience partner to Brand, Creative, Social, Culinary, Consumer Insights, Sales, and other functions.
- Build a highly collaborative partnership with the marketing technology and merchandising teams, translating consumer and business needs into clear priorities and requirements.
- Lead and develop direct report(s), establishing clear goals, priorities, and opportunities for growth.
- Manage relevant agency and external partner relationships, setting clear expectations, deliverables, and success metrics.
- Manage digital budgets and ensure resources are allocated against the highest-impact opportunities.
- Champion a consumer-first, data-informed approach to digital experiences across the organization.
What You Bring To The Table:
Skills and Experience
- Bachelor’s degree in Marketing, Business, Ecommerce, Digital Media, or a related field.
- 7+ years of experience in digital marketing, ecommerce, CRM, digital experience, or related roles, ideally within CPG, food & beverage, retail, or another consumer-focused business.
- Demonstrated experience developing digital strategies that drive both consumer engagement and commercial results.
- Strong experience with CRM and lifecycle marketing, including audience growth, segmentation, personalization, automation, and testing.
- Experience developing and leading content strategies, with a strong understanding of how content can drive discovery, engagement, and commerce.
- Experience managing and developing direct reports.
- Strong understanding of digital analytics, consumer journeys, SEO, conversion optimization, and experimentation.
- Experience partnering with technology, product, ecommerce operations, or MarTech teams to deliver digital experiences without directly owning the underlying technology.
- Strong analytical and commercial skills, with the ability to translate data into clear priorities and recommendations.
- Excellent communication, collaboration, and cross-functional leadership skills.
- Ability to move fluidly between strategic thinking and hands-on execution in a fast-paced, growing organization.
Preferred Qualifications
- Experience with a nationally distributed CPG or food & beverage brand.
- Experience with DTC ecommerce and platforms such as Shopify.
- Experience with CRM and marketing automation platforms such as Klaviyo or similar tools.
- Strong working knowledge of GA4 and digital analytics platforms.
- Familiarity with Amazon and retailer ecommerce ecosystems.
- Understanding of SEO, consumer search behavior, and content optimization.
- Experience with culinary, recipe, or food-related digital content.
Location and Travel:
The position will be based out of our office in Walnut Creek, CA. We strongly believe in the power of culture and community and have a hybrid work structure with 4 days in the office on a weekly basis to encourage collaboration and personal connections that will allow us to better serve our customers and consumers and to have more fun. Employees currently enjoy 1 flex day per week with the opportunity to choose to be either in the office or to work from home based on what makes most sense for them and their teams.
Pay Transparency:
The expected starting salary range for this role is $160,000-$180,000 per year. We may ultimately pay more or less than the posted range based on the location of the role. The amount a particular employee will earn within the salary range will be based on factors such as relevant education, qualifications, performance and business needs.
SEASONED FOR SUCCESS:
- No two days here are the same.
- We try to be good team members and good communicators, but we don’t live by hierarchy and structure – everyone is a difference maker here.
- We make a lot of decisions in the face of incomplete information – our team embraces ambiguity and tries to make good decisions fast rather than great decisions slow.
- We believe our job is to take smart risk, not to eliminate risk.
- We believe in growing our skills and becoming a better company with more managerial expertise, but we are an entrepreneurial company at heart.
- We aren’t trying to be average – we want to do exceptional things, and we are willing to work hard to achieve them.
BENEFITS THAT BRING MORE TO THE TABLE:
We offer a range of total rewards that may include paid time off, 401k, bonus / incentive eligibility, equity grants, competitive health benefits, and other family-friendly benefits, including parental leave. Kinder’s benefits vary based on eligibility and can be reviewed in more detail during the interview process.
OUR RECIPE FOR BALANCE:
We believe great culture starts with people. We’re a people-first company built on connection, collaboration, and balance. Most of our work happens in the office to spark creativity and community, but we also offer flexibility so team members have the autonomy to work outside the office when needed to support their work-life balance and personal commitments.
WHERE EVERY INGREDIENT MATTERS:
Kinder's is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, ancestry, national origin, gender, citizenship, marital status, religion, age, disability, gender identity, results of genetic testing, veteran status, as well as any other legally-protected characteristic. If you have a disability under the Americans with Disabilities Act or similar law, and you need any accommodation during the application process or to perform these job requirements, please reach out to us at [email protected]
