Digital Product Manager

About the company

What type of breed are we looking for? Our D2C channel is where we meet pet parents directly. No middleman, no shelf to fight for. It's how we build real relationships with the people (and pets) who love our food.

And it's not a side project. Our webshop is a serious business in its own right, representing a significant share of everything we sell, with a subscription base, a real tech team behind it, and years of compounding growth already on the clock. You'd be stepping into something that works, with the mandate to make it considerably bigger.

Your tasks

We're looking for a D2C & Digital Product Manager to own the roadmap that gets us there. You'll lead our Digital Product Team (2 full stack developers, a data engineer and product designer) and report directly to our Head of D2C.

You won't own the P&L. You'll own the roadmap that drives it, which in practice means you decide what we build, in what order, and why.

Own the roadmap that drives the channel You decide what we build next and what waits. That means holding a clear point of view on where the growth actually is, translating it into a prioritised roadmap, and defending it when six good ideas arrive in the same week. You'll be measured on whether the channel grows profitably and sustainably, not on how many things got shipped.

Turn first-time buyers into a pack that stays First purchase, subscription, loyalty. That's the journey, and it's yours to design end to end. Every step where a pet parent hesitates, churns, or quietly stops caring is a step you get to fix. CAC, LTV, AOV, retention and variable margin are the scoreboard, and CRM is one of your sharpest tools for moving them.

Own the campaign calendar Product launches, seasonal moments, always-on lifecycle flows. You plan them, build them with your team, run them, and evaluate them honestly afterwards, together with Brand and Media.

Lead a team of four by example Two full stack developers, one data engineer, one product designer. You'll set the direction, protect their focus, coach them, and raise the bar on craft. You won't be doing their jobs, but they should never feel like they're building for someone who doesn't understand what they do.

Keep us ahead on new technology Including AI, and including whatever comes after it. You'll have an opinion on which new tools genuinely change the work and which ones are noise, and you'll put the useful ones in front of the team rather than in a deck.

Requirements

Our stack We've built a headless shop on React + Shopify, with Klaviyo for CRM and lifecycle and Contentful for content. We design in Figma and the team runs on Notion. You don't need to have used all of it. You do need to be genuinely at home in a modern digital stack.

You're commercial to the bone. You can look at a roadmap and say which item moves LTV and which one just moves a ticket to Done. You've lived with numbers like CAC, AOV, variable margin, retention and forecast accuracy, and when one of them slips you know which lever to reach for.

You're hands-on in the engine room. You write the copy for the test yourself rather than waiting three weeks for a copywriter. You click through the feature before it ships. When the data doesn't explain the behaviour, you call a customer. Not because nobody else will, but because you want to know.

You've led a team of strong individual contributors. Developers, designers, data people. Specialists who are better at their craft than you are, and who can tell within a week whether you actually respect it. You've given them direction and honest feedback, protected their focus, and helped them get better at what they do. You'll be leading four of them from day one, so this one matters.

You live in the middle of Marketing, Design and Technology. You're as comfortable debating a campaign angle as you are reviewing a prototype or talking through a data model with an engineer. Those three worlds meeting is where you do your best work.

You prioritise like saying yes has a cost. Because it does. There will always be more good ideas than capacity, and you're the one who decides. You're comfortable being the person who says not this quarter, and explaining why.

You build brands, not discounts. You've seen what promo-led growth does to a business over time, and it doesn't excite you. What excites you is a customer who comes back because they love the thing, not because it was 20% off.

You know CRM is a craft, not a send button. You've built lifecycle programmes where the timing, the segment and the message all earned their place. You can tell relevant communication from noise, and so can your customers.

You get people around you moving without needing the org chart. Brand, Media & Partnerships, Logistics and Finance all have their own plans. You create clarity, you build the shared one, and people follow it because it makes sense.

You care about pets. Edgard and Cooper were real dogs, and everything we make still starts from one question: is this actually good for the animal eating it? You need to care about that answer. Ideally you live with a cat or a dog yourself and know exactly how it feels when the food runs out on a Sunday evening. For us this is essential, not a nice-to-have.

You bring 5+ years of experience in D2C, e-commerce or digital product, and you're fluent in Dutch and English.