Digital Marketing Manager, DTC

Trinchero Family Estates•Napa, CA

1d•$80,000 - $100,000•Hybrid

About The Position

The Digital Marketing Manager, DTC, executes integrated digital marketing and eCommerce strategies across a portfolio of direct-to-consumer wine and spirits brands. The role aims to grow qualified traffic, DTC and eCommerce sales, lead generation, content generation, wine club enrollment, brand awareness, consumer engagement, customer acquisition and retention, and revenue. As a key day-to-day lead, the manager oversees paid search, organic and paid social media, paid shopping, affiliate marketing, website initiatives, digital partnerships, eCommerce activations and performance analytics. The role calls for someone who can balance strategic thinking with tactical execution, adapt priorities across projects and platforms, work independently, and build strong cross-functional relationships. The position is based in Napa, California. The described schedule is in the office Monday through Thursday, with the flexibility to work remotely on Fridays. Work takes place in an office environment and involves prolonged periods sitting at a desk and working on a computer. The role may require work at any of TFE’s locations, includes frequent deadline pressure and numerous concurrent projects, and requires compliance with company safety regulations.

Requirements

Bachelor's degree in Marketing, Business, Communications, Digital Media, eCommerce or a related field.
At least 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, including 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, including 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 and Looker Studio.
Experience managing budgets and allocating spend based on performance.
Knowledge of social media management, content strategy, community engagement and best practices.
Ability to manage multiple projects simultaneously in a fast-paced environment while meeting deadlines and budget objectives.
Self-starter with strong communication, presentation and cross-functional collaboration skills.
Experience working with Brand Marketing, eCommerce, Sales, IT, Legal, Finance and external partners.

Nice To Haves

GA4 experience.
Experience implementing custom tags within analytics platforms and Google Tag Manager.
Wine, beverage alcohol, consumer packaged goods or lifestyle brand experience.

Responsibilities

Optimize existing campaigns and develop programs for the multi-brand store onestopwineshop.com.
Test campaign structures, budget allocation, audiences and creative to maximize return on ad spend (ROAS) and budget efficiency.
Lead organic and paid social media content planning, execution, governance and analysis against performance metrics, including ROAS, leads, wine club enrollments, growth and awareness.
Oversee the affiliate marketing program through Rakuten Advertising/Impact.com, maintain publisher relationships, manage commissions, and identify opportunities to expand and collaborate.
Manage paid search campaigns through Google Ads and other key search marketing engines.
Collaborate with brand and digital marketing partners to maintain full-funnel alignment.
Follow and enforce legal policies and best practices for promoting alcohol through digital channels.
Report regularly on channel and program performance and prepare quarterly deep-dive reports.
Use Meta Business Suite and Hootsuite to evaluate organic and paid social efforts, and Google Analytics to monitor business performance.
Manage the DTC digital budget, including monthly tracking and forecasting.
Coordinate with Web Development and DTC teams in support of search engine optimization efforts.
Monitor eCommerce and digital trends and educate the organization about them.