Director of E-Commerce II Digital Performance Manager

Napa Valley Wine Train, a Noble House Experience•Napa, CA

About The Position

The Director of E-Commerce is the primary day-to-day owner of eCommerce vendor relationships, including website development, SEO/GEO, paid search, paid social, analytics, and other digital marketing partners. The role ensures vendors operate as an integrated team aligned with the Napa Valley Wine Train’s revenue, conversion, and direct-booking objectives. The Director owns the performance and continuous improvement of the WordPress website and booking journey, directing website development partners on technical execution while managing content, merchandising, conversion priorities, and quality assurance as appropriate. The role leads organic search strategy using Google Search Console, owns Google Things to Do and other booking feeds such as Apple Maps and Bing Places, and partners with the Director of Retail and Wine Club on the online wine shop and eCommerce platform. The position also owns GA4, Google Tag Manager, and conversion tracking across the website, booking engine, and advertising platforms. It works with vendors and internal partners to improve digital performance and advance revenue and direct-booking outcomes.

Requirements

At least 6 years of experience in eCommerce, digital marketing, or growth marketing, including at least 3 years of direct revenue ownership for a transactional website or direct-booking platform.
Expert-level WordPress proficiency, including page development, theme and plugin management, website performance optimization, and working knowledge of HTML, CSS, and basic PHP to troubleshoot and resolve common technical issues independently.
Expert-level Google Search Console proficiency, including diagnosing indexing and crawl issues, analyzing search query and page-level performance, and developing and executing strategies to recover organic traffic declines.
Experience managing multiple digital marketing agencies and technical vendors, independently auditing performance, identifying gaps, holding partners accountable to contractual commitments, and translating vendor activities into measurable business and revenue growth.
Expert-level Google Ads experience, including hands-on campaign development and management, bidding strategies, audience and keyword targeting, and Performance Max campaigns, with a demonstrated record of profitable non-brand acquisition.
Advanced knowledge of GA4 and Google Tag Manager, including event and conversion tracking implementation, measurement strategy, and cross-domain tracking integrations with third-party booking engines.
Deep technical SEO expertise, including website architecture, internal linking strategies, structured data, page speed optimization, and website migrations.
Demonstrated success in conversion rate optimization, with measurable results driven by structured testing, analytics, and data-informed decision-making.
Strong financial and vendor management capabilities, including budget oversight, agency performance management, and the ability to communicate marketing performance, business impact, and strategic recommendations to senior leadership.

Nice To Haves

Experience in tours, attractions, experiences, hospitality, or travel eCommerce, particularly businesses with timed-entry, reservation-based, or capacity-constrained inventory.
Experience managing and optimizing Google Things to Do, Reserve with Google, and similar booking and distribution feeds.
Experience optimizing digital merchandising, visibility, and conversion across third-party travel, tourism, and experience marketplaces, including providing data-driven recommendations to support sales and distribution strategies.
Familiarity with Generative Engine Optimization (GEO), including structuring website content and data to improve brand visibility, recommendations, and citations across AI-powered search and discovery platforms.
Experience with online reservation, ticketing, and booking platforms, including integrations with analytics, advertising, and marketing technology platforms.
Experience managing additional paid media channels, including Meta Ads, Microsoft Ads, and programmatic or connected TV campaigns targeting destination and travel audiences.
Experience with Looker Studio, BigQuery, or comparable business intelligence tools to develop dashboards, automate reporting, and enable self-service performance analysis.
Current Google Ads and Google Analytics 4 certifications.

Responsibilities

Own day-to-day relationships with eCommerce vendors and ensure website development, SEO/GEO, paid search, paid social, analytics, and other digital marketing partners work as an integrated team.
Align vendor activity with revenue, conversion, and direct-booking objectives.
Own the performance and continuous improvement of the WordPress website and booking journey.
Direct website development partners on technical execution and manage content, merchandising, conversion priorities, and quality assurance as appropriate.
Lead organic search strategy using Google Search Console to monitor indexing, query and page performance, technical issues, and recovery from algorithm or site changes.
Own Google Things to Do and other booking feeds, including Apple Maps and Bing Places, ensuring direct booking links are live, accurate, and prioritized.
Partner with the Director of Retail and Wine Club on the online wine shop and eCommerce platform, including catalog, merchandising, pricing, promotions, checkout, and payment processing.
Own GA4, Google Tag Manager, and conversion tracking across the website, booking engine, and advertising platforms.
Oversee budgets and agency performance, communicate marketing performance and business impact, and make strategic recommendations to senior leadership.