Meghan Knoll Returns to Bark in New Chief DTC Officer Role
Global omnichannel dog brand Bark, maker of such products as BarkBox and Super Chewer, is looking to expand its direct-to-consumer channel, welcoming back Meghan Knoll to the company to lead the efforts.
Knoll will be taking on the new role of chief direct-to-consumer officer, tasked with leading accelerated DTC growth. She has a seven-year history with the company, rising up the ranks from program manager for the R&D segment of Bark, to general manager for the company, and most recently SVP of direct to consumer.
Prior to that she held senior roles at Nickelodeon and Viacom.
Since 2023, Knoll has been leading subscription-based cat food company Cat person, which is backed by brand incubator Harry’s Labs, as its CEO.
Looking back at the past 18 months, Knoll said the Bark team has made impressive progress within the direct-to-consumer channel, and is confident the business is primed to capitalize on that work to drive new customer experiences and sustainable long-term channel growth.
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Knoll will be reporting directly to co-founder and CEO Matt Meeker.
“On behalf of the entire team, I am thrilled to welcome Meghan Knoll back to Bark. During her seven-year tenure with us, Meghan made significant contributions across the organization, including leading our Super Chewer product from inception to becoming our second-largest revenue generator,” said Meeker. “Meghan will rejoin us to drive accelerated growth of our DTC channel.”
The leadership move follows two other recent appointments. Just last month, Bark hired Michael Parness to lead marketing efforts, which have recently taken on a larger focus on AI. Additionally, the company hired Michael Black, who brought a track record of delivering omnichannel growth across the pet sector for brand Outward Hound, to lead its consumables strategy in both its direct-to-consumer and retail channels.
“Alongside Michael Black and Michael Parness …I believe we have an exceptional commercial team poised to drive profitable, long-term revenue growth,” said Meeker.
