Bark announced the return of a former senior vice president to oversee its direct-to-consumer (DTC) business. Meghan Knoll, who is rejoining the dog-focused BarkBox subscription service operator, will report directly to Matt Meeker, Bark’s chief executive officer.

Her appointment was effective as of June 3.

Bark is No. 201 in the Top 1000, Digital Commerce 360’s ranking of the largest North American online retailers. Digital Commerce 360 categorizes Bark in the Specialty category.

Bark’s new head of DTC

“On behalf of the entire team, I am thrilled to welcome Meghan Knoll back to Bark,” said Meeker in a released statement. “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.”

Bark’s direct-to-consumer segment was responsible for 89.0% of its $490.2 million in revenue during its last fiscal year, according to results released June 3.

“Meghan will rejoin us to drive accelerated growth of our DTC channel,” Meeker said. “Alongside Michael Black and Michael Parness, two recent leadership hires, I believe we have an exceptional commercial team poised to drive profitable, long-term revenue growth.”

Knoll’s background and roles at Bark

“I am excited to rejoin Matt and the incredible team at Bark,” Knoll said. “The team has made impressive progress within the direct-to-consumer channel in the past 18 months.”

During those 18 months, Knoll served as CEO at the subscription-based cat food company Cat Person, which had backing from Harry’s Labs. Previously, she held multiple roles at Bark over seven years. Those included general manager for Bark’s Super Chewer product and eventually senior vice president of DTC. Prior to Bark, she also held leadership positions at Nickelodeon and Viacom.

Speaking highly of Bark’s work in her absence, she noted that she will be focused on customer experience and growth looking forward.

“I am confident that we are primed to capitalize on that work and drive exceptional new customer experiences and sustainable long-term channel growth.”

Bark’s Q4 2024 earnings

Bark reported both its full-year and Q4 2024 earnings on June 3. The company recorded $121.5 million in revenue for the period, down 3.6% from a year earlier. It cited “fewer BarkBox and Super Chewer subscriptions” compared to the fourth quarter in 2023 as a reason.

Meanwhile, DTC revenue was also down 5.7% to $109.3 million from a year earlier, with the company citing the same issues.

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