Digital Marketing Manager, DTC

Trinchero Family Estates•Napa, CA

3d•$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 drive qualified traffic and grow DTC and eCommerce sales, lead generation, content generation, wine club enrollment, brand awareness, consumer engagement, customer acquisition and retention, and revenue. As a 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 manager combines strategic judgment with hands-on execution, works across multiple projects and platforms according to business needs, and builds relationships with cross-functional partners. The position is based in Napa, California. The posting describes a hybrid schedule: in the office Monday through Thursday, with the flexibility to work remotely on Fridays. Work takes place in an office environment and may require travel to any of TFE's locations. The role involves prolonged periods sitting at a desk and working on a computer, frequent deadline pressure, and numerous concurrent projects. The salary range is $80,000 to $100,000. TFE offers medical, dental, vision, life insurance, disability benefits, PTO, wellness programs, fertility and family building benefits, and a 401(k) plan to which TFE may make a discretionary profit-sharing contribution.

Requirements

Bachelor's degree in Marketing, Business, Communications, Digital Media, eCommerce, or a related field.
At least 6 years of DTC digital marketing experience in a retail environment.
Advanced understanding of acquisition channels and the broader digital marketing landscape.
Demonstrated 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.
Experience applying SEO/SEM best practices and 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 with 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.
Experience in wine, beverage alcohol, consumer packaged goods, or lifestyle brands.

Responsibilities

Optimize existing campaigns and continue developing 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 to meet performance metrics including ROAS, leads, wine club enrollments, growth, and awareness.
Oversee the affiliate marketing program through Rakuten Advertising/Impact.com, including publisher relationships, commission structure, and program expansion and collaboration opportunities.
Manage paid search campaigns through Google Ads and other key search marketing engines.
Collaborate with brand and digital marketing partners to support full-funnel alignment.
Follow and enforce legal policies and best practices for promoting alcohol through digital channels and ensure compliance.
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 to support search engine optimization efforts.
Monitor the eCommerce and digital landscape and emerging trends, and educate the organization.