Job Description

Req ID: 7164 

Department: Marketing 

Status:  Reg F-T Exempt, Exempt  

Location: Napa, California (US-CA)

Workplace Location: On-Site

Job Summary:

The Digital Marketing Manager, DTC, is responsible for executing integrated digital marketing and eCommerce strategies across a portfolio of Direst-to-Consumer wine and spirits brands to drive qualified traffic to grow our DTC and eCommerce sales, lead generation, content generation, wine club enrollment, brand awareness, consumer engagement, customer acquisition, retention, and revenue growth.

Serving as a key day-to-day lead, this role manages paid search, organic and paid social media, paid shopping, affiliate marketing, website initiatives, digital partnerships, eCommerce activations, and performance analytics. The ideal candidate has a strategic mind that can navigate the dynamic world of digital marketing, while being a tactical executor and detail-oriented. This person will be able to work efficiently and thrive in being nimble across projects, prioritization, campaigns and platforms, based on business needs. The right person for this role is a digital marketing expert who can work independently, while building strong relationships with cross-functional partners.

Essential Functions:

The following reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

• Optimizing existing campaigns and continuing to develop programs for our multi-brand store onestopwineshop.com.
• Testing campaign structures, budget allocation, audiences and creative to maximize ROAS and budget efficiencies.
• Lead organic and paid social media content planning, execution, governance and analysis to meet key performance metrics, i.e., ROAS, leads generated, wine club enrollments, growth, and awareness, for onestopwineshop.com.
• Oversee the Affiliate Marketing program through Rakuten Advertising/Impact.com, nurturing relationships with publishers, managing our commission structure, and identifying opportunities for program expansion and collaboration.
• Efficiently manage all paid search campaigns through Google Ads and other key search marketing engines.
• Collaborate with brand and digital marketing partners for full-funnel alignment.
• Always follow and enforce legal policies and best practices for promoting alcohol through digital channels to ensure adherence to compliance standards.

• Responsible for regular reporting on channel/program performance and deep-dive quarterly reports. Utilize Meta Business Suite and Hootsuite to evaluate organic and paid social efforts. Utilize Google Analytics for business performance monitoring.
• Manage the DTC digital budget, and responsible for monthly tracking and forecasting.
• Coordinate with the Web Development and DTC teams in support of search engine optimization efforts.
• Monitor the general eCommerce and digital landscape and emerging trends, while educating the organization.

Qualifications:

• Bachelor's degree in Marketing, Business, Communications, Digital Media, eCommerce or related field.
• 6+ years of experience in DTC digital marketing in a retail environment.
• Advanced understanding of acquisition channels and the broader digital marketing landscape.
• Proven experience developing and executing integrated digital marketing campaigns across SEM, paid search/display, social media, affiliate marketing, and website channels.
• Strong expertise with Meta Business Suite, Google Ads, Rakuten Advertising (or comparable affiliate platforms), and current social media scheduling and analytics platforms.
• Demonstrated experience with SEO/SEM best practices creating, optimizing and scaling paid programs in Google Ads.
• Working knowledge of audience targeting, campaign optimization, attribution, performance measurement, and marketing analytics.
• Strong analytical skills with the ability to interpret data, identify insights, solve problems and make data-driven recommendations.
• Experience using analytics and reporting tools such as Excel, Google Analytics, Google Tag Manager, Looker Studio, etc.
• GA4 experience preferred.
• Experience implementing custom tags within analytics platforms and Google Tag Manager preferred.
• Experience managing budgets and allocating spend based on performance.
• Knowledge of social media management, content strategy, community engagement and best practices.
• Demonstrated ability to manage multiple projects simultaneously in a fast-paced environment while meeting deadlines and budget objectives.
• A self-starter with strong communication, presentation, and cross-functional collaboration skills.
• Experience working with Brand Marketing, eCommerce, Sales, IT, Legal, Finance, and external partners.
• Wine, beverage alcohol, consumer packaged goods, or lifestyle brand experience preferred.

Working Conditions:

• Hybrid schedule: in office Monday through Thursday in Napa, CA with the flexibility to work remotely on Fridays.
• Office environment
• Prolonged periods of sitting at a desk and working on a computer
• May be required to work at any of TFE's locations
• Frequent deadline pressures
• Numerous projects in progress at any given time
• Comply with company safety regulations

Salary Range: $80,000.00 - $100,000.00

The starting pay will be based on several factors, including but not limited to experience, training, education, and geographic location. TFE offers a comprehensive benefits package that includes medical, dental, vision, life insurance coverage, disability benefits, PTO, wellness programs and fertility and family building benefits. We also provide a 401(k) plan where TFE may make a discretionary profit-sharing contribution.

Trinchero Family Estates provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Trinchero Family Estates complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

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