Digital Marketing Manager, DTC

Responsibilities

• - 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.

Requirements

• 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.
• Experience managing budgets and allocating spend based on performance.

Preferred

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

Benefits

• 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.