Job Type

Full-time

Description

** This is a hybrid role. Tues - Thursday onsite, M & F remote optional. **

Requirements

Job Summary

The Demand Generation Manager is responsible for driving qualified demand across direct-to-consumer channels for all Foley Family Wines & Spirits DTC brands. This role owns enterprise promotional strategy, paid media investment, database growth, visitation initiatives, and customer acquisition performance.

This position is accountable for generating measurable traffic, first-party data growth, and bottom-of-funnel efficiency while maintaining brand integrity and alignment across digital and experiential touchpoints. The Demand Generation Manager fuels the enterprise DTC ecosystem by ensuring a consistent pipeline of qualified visitors to ecommerce properties, wine club acquisition pathways, and booking platforms.

This is a performance-driven role requiring strong media fluency, promotional planning discipline, agency management expertise, and data-informed decision-making. Success requires balancing luxury brand positioning with rigorous acquisition metrics.

Essential Duties and Responsibilities

• Understand and uphold FFWS core values, brand standards, and multi-brand identity guidelines across all digital communications• Own enterprise ecommerce revenue targets across all brands• Develop and lead enterprise DTC promotional calendar across approximately 18 brands
• Coordinate integrated marketing initiatives that drive website traffic, tasting room visitation, wine club acquisition, and database growth
• Align promotional timing with product releases, seasonal priorities, and experiential offerings
• Ensure promotional messaging consistency across channels while preserving individual brand identities
• Develop strategies to increase first-party data acquisition and lead capture
• Optimize gated offers, incentives, and acquisition pathways to grow CRM audiences
• Manage external digital media agency partnerships
• Oversee paid media budget allocation across brands
• Own strategy and performance of bottom-of-funnel investments including paid search, retargeting, and paid social
• Monitor and optimize CAC, ROAS, CPL, and media efficiency metrics
• Lead performance reporting cadence and hold agency accountable to measurable outcome
• Identify opportunities to improve audience targeting and segmentation within paid campaigns
• Test new digital channels and acquisition tactics to drive scalable growth
• Optimize landing pages for tasting room bookings, event reservations, wine club sign-ups, allocation programs, and other experiential offerings
• Refine content and messaging frameworks to increase acquisition conversion rates
• Improve storytelling for luxury positioning while maintaining urgency and clarity
• Analyze traffic quality and source attribution trends
• Identify friction points within the acquisition funnel and deploy optimization strategies
• Improve retargeting and nurture strategies to increase return visitor conversion
• Collaborate on promotional offer strategy to ensure clarity, simplicity, and performance alignment
• Develop enterprise-level reporting dashboards to track traffic, lead growth, visitation, and paid media ROI
• Translate performance insights into actionable growth plans
• Maintain disciplined budget management and forecasting accuracy
• Establish scalable promotional processes across multiple brands
• Stay ahead of emerging acquisition trends and performance marketing innovations
• Deploy peer-to-peer critical thinking and problem-solving skills when presented with challenges, projects, and other duties as assigned

Required Knowledge, Skills & Other Abilities

• Must be at least 21 years of age
• Must have excellent verbal and written communication skills
• Must possess excellent critical thinking skills; the ability to "read between the lines"
• Proficiency with Microsoft Office Suite required
• Must have ability to work in a fast-paced environment with accuracy and efficiency
• 4-8+ years of demand generation, growth marketing, or performance marketing experience
• Experience managing paid media agencies and significant media budgets
• Strong understanding of paid search, paid social, retargeting, and digital acquisition strategy
• Deep familiarity with CAC, ROAS, CPL, funnel metrics, and attribution modeling
• Experience driving database growth and first-party data acquisition strategies
• Strong analytical mindset with ability to interpret campaign performance data
• Ability to balance brand positioning with measurable acquisition performance
• Excellent project management and promotional calendar planning skills
• Experience operating across multiple brands or business units preferred
• Experience in direct-to-consumer wine, beverage, hospitality, or luxury brands strongly preferred

Education & Experience

• Bachelor's degree in marketing, business, communications, or related field preferred
• Equivalent professional experience may substitute for formal education
• Demonstrated experience scaling traffic and acquisition in a DTC environment
• Experience working within performance-driven digital ecosystems
• Ability to operate in a fast-paced, multi-brand environment
• Experience in direct-to-consumer wine, beverage, hospitality, or luxury ecommerce strongly preferred

Company Core Values:
Teamwork - Be a Spirited Partner
Commitment - Crush Every Day
Quality - Good vs. Grape: It's All in The Details
Integrity - It Takes a Community
Safety - Tend the Vines
Entrepreneurship - Love the Wine You're With
Fun! - Smile! You Have Purple Teeth!

Salary Description

$90,000 - $100,000/year