About Us:

Barrel partners with CPG brands to elevate their online presence and drive growth through e-commerce, website optimization, email, SEO, and content strategy. As a globally distributed team, we’re united by a mission to help clients succeed through thoughtful, customer-centric solutions. Our goal is to create experiences that resonate, add value, and build lasting connections with their communities.

The Role:

We're looking for a Director of Strategy to lead and elevate the strategic output across all of our client engagements. This role will oversee a team of specialists spanning CRO, retention marketing, SEO, and GEO, ensuring that our strategic recommendations are cohesive, data-informed, and deeply connected to the broader business goals of the brands we serve.

The right person for this role understands that e-commerce is just one piece of a much larger customer journey. You'll bring a strong foundation in retention strategy and lifecycle marketing, but more importantly, you'll grasp how DTC channels fit within an omnichannel ecosystem for CPG brands, from retail to wholesale to Amazon and beyond. If you don't understand that connectivity, it's hard to truly add value to the types of brands we partner with.

Key Responsibilities:

• Lead and mentor a team of strategists across CRO, retention, SEO, and GEO disciplines, providing guidance, feedback, and professional development support
• Establish and maintain strategic standards and frameworks that ensure consistency and quality across all client engagements
• Partner with account and project teams to translate client business objectives into actionable strategic roadmaps
• Conduct strategic reviews of ongoing work to identify opportunities for optimization, cross-channel integration, and improved performance
• Stay current on industry trends, platform changes, and emerging best practices in e-commerce, CPG, and omnichannel retail
• Contribute to new business efforts by shaping strategic approaches for pitches and proposals

Skills:

• Deep understanding of e-commerce retention strategies, including email and SMS lifecycle marketing, loyalty programs, and subscription models
• Familiarity with omnichannel dynamics for CPG brands and how DTC, retail, wholesale, and marketplace channels interact and influence each other
• Ability to connect dots across channels and disciplines to see the bigger picture that others might miss
• Strong communication skills with the ability to present strategic recommendations to senior client stakeholders
• A bias toward action and iteration over perfection, with the ability to move quickly while maintaining quality
• Natural inclination toward developing people and helping team members level up under your guidance

Experience:

• 7+ years of experience in digital strategy, e-commerce, or performance marketing, with at least 3 years in a leadership or management role
• Experience overseeing or collaborating closely with specialists in CRO, SEO, paid media, or analytics
• Direct experience working with CPG brands or other e-commerce verticals where you've seen the full complexity of the customer journey across channels is a plus
• A track record of managing ongoing client relationships that have led to measurable results, whether that's retained accounts, expanded scopes, or documented performance improvements