DtC eCommerce Manager (Marketing)

An industry leader, The Wine Group is one of the world's foremost producers of award-winning wines across more than 60 wine brands and many winery facilities in California, New York, and Australia. Headquartered in Livermore, California, TWG is an industry innovator when it comes to developing, marketing, and selling wine brands beloved by consumers around the world, including Cupcake, Franzia, Benziger, Imagery, Tribute, 7 Deadly, Cooper & Thief, The Dreaming Tree, Charles Smith Wines, and more. The Wine Group believes in producing wine using sustainable and earth-friendly practices to foster healthy land and agriculture for generations to come. The company demonstrates environmental stewardship through its commitment to clean energy and by ensuring that all its owned vineyards are certified sustainable or biodynamic. To learn more, please visit: www.thewinegroup.com.

JOB SUMMARY

The eCommerce Manager is responsible for developing and executing comprehensive digital marketing strategies to drive online sales and customer engagement. This includes creating sales emails, event notifications, and personalized promotions to reach and convert customers across key touchpoints.

This hybrid role offers flexibility to work both remotely and on-site at our Glen Ellen, CA location at least two days a week.

In this role, the eCommerce Manager oversees the daily operations of the winery's eCommerce platform, ensuring product availability, seamless order processing, and an exceptional user experience from browsing to checkout. They will collaborate closely with the Direct Sales and DtC Marketing teams to ensure alignment and consistency across all digital campaigns and messaging.

Key responsibilities include planning and executing targeted digital marketing campaigns, managing day-to-day eCommerce operations, including product listings, promotions, fulfillment coordination, monitoring and analyzing eCommerce performance metrics to drive continuous improvement, managing inventory across platforms and ensuring data accuracy, and providing strategic insights and recommendations to optimize sales and enhance the customer journey

This role requires a detail-oriented, analytical, and creative digital marketer with a passion for eCommerce and wine.

 

ESSENTIAL FUNCTIONS

• Develop and maintain a comprehensive campaign calendar to support eCommerce and KPI goals. This includes sales-driven emails, event notifications, visitation announcements, and informational communications.
• Lead the creation and execution of email campaigns (e.g., signature campaigns, ongoing offers, customer journeys, wine club acquisition/retention). Collaborate with the DtC Marketing team for design, graphics, and copywriting to ensure brand consistency and impact.
• Track and analyze key performance metrics including sales, email performance (opens/clicks), user behavior, and purchasing trends. Share insights to guide future strategies.
• Oversee daily operations of the winery's eCommerce platform, ensuring seamless user experience, accurate inventory management, and efficient order processing and fulfillment.
• Own and manage all storefront pages. Oversee product merchandising, including categories, image styles, display order, and content layout for optimal presentation and navigation.
• Create, test, and deploy promotional codes and special offers to drive sales and engagement.
• Manage transactional and automated communications including cart carrots, side carts, and abandoned cart recovery strategies.
• Lead efforts to capture customer data both online and in tasting rooms. Develop and implement programs (e.g., SMS opt-in) to expand the subscriber base and support sales conversions.
• Ensure accurate and organized customer databases across platforms such as MailChimp, Commerce7, and RedChirp to support effective marketing.

 

OTHER FUNCTIONS

• Design and implement personalized experiences such as product recommendations, loyalty initiatives, and targeted promotions to increase engagement and repeat purchases.
• Drive and manage A/B testing for web optimization to enhance customer experience and achieve eCommerce KPIs.
• Design and build campaign landing pages aligned with broader sales and marketing initiatives.
• Work closely with the Wine Club Manager to develop and distribute member communications that align with overall eCommerce goals and campaigns.
• Partner with the DtC Logistics Manager to monitor wine and merchandise inventory, manage product holds, and ensure readiness for upcoming campaigns.
• Collaborate with the DtC Marketing team to ensure a cohesive user experience between content pages and the storefront.
• Clearly communicate campaign timelines and details to all DtC channels (eCommerce, tasting rooms, outbound sales, customer service) to ensure alignment and maximize sales impact.
• Update and maintain Wine Club-related web pages, working closely with the Wine Club Manager and DtC Marketing to ensure accuracy and alignment.
• Provide feedback to CRM/software providers to improve the customer path-to-purchase and enhance the overall shopping experience.
• Stay current with digital marketing trends, tools, and eCommerce best practices to bring innovative ideas to the team.
• This job description is not intended to be all-inclusive. Responsibilities and duties may evolve with business needs.

 

QUALIFICATIONS

 

• Must be 21 years of age or older.
• Bachelor's degree in Marketing, Business, Wine Studies, or a related field preferred; equivalent relevant experience will be considered.
• Minimum of 3 years of eCommerce experience; Wine Club or direct-to-consumer (DtC) experience is a plus.
• Proven experience managing DtC eCommerce platforms with a strong track record of driving sales growth and profitability.
• Experience in copywriting is required
• Ability to create engaging, persuasive content for emails and digital campaigns.
• Excellent communication and interpersonal skills, with a passion for delivering outstanding customer experiences.
• Strong aesthetic sense with an eye for compelling website content and effective email marketing strategies.
• Highly organized with the ability to manage multiple projects in a fast-paced, dynamic environment.
• Strong leadership and project management skills.
• Availability to work weekends, special events, and holidays as needed.
• Familiarity with the wine industry is a plus.
• Experience with tools such as Commerce7, ShipCompliant, RedChirp, MailChimp, and Wineshipping is ideal.

PHYSICAL DEMANDS

• Position operates in a professional office environment.
• Working environment has exposure to both indoors and outdoors.
• Ability to perform tasks requiring bending, stooping, standing, and twisting in the performance of various tasks.
• Occasionally required to climb or balance; stoop, kneel, crouch, or crawl.
• Must be able to occasionally lift and carry weights of up to 50 pounds at varying frequencies.
• Ability to sit for long periods of time.

COMPENSATION

• Hiring Salary Range Posted: $76,000 - $100,000.
• Actual compensation will be based on factors such as experience; skills, knowledge, and abilities; education; and other position related factors.

At The Wine Group, we are proud to be an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, genetic information, national origin, disability, protected veteran status or other characteristic protected by law.

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NOTICE TO THIRD PARTY AGENCIES

Please note that we do not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Recruitment Services Agreement, we will not consider, or agree to, payment of any referral compensation or recruiter fee. In the event that a recruiter or agency submits a resume or candidate without a previously signed agreement, we explicitly reserve the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency.

Salary Minimum: 76000Salary Maximum: 100000