Digital Growth Marketing Lead

“We have yet to make our best bottle of wine.” This philosophy of constant improvement at Silver Oak applies to everyone and everything we do, from grape to glass, production to sales and marketing. We live and breathe a company culture focused on a healthy work-life balance, positive thinking, collaboration, going above and beyond, education, safety, and a sense of curiosity. Working at Silver Oak and Twomey comes with many benefits, but none as great as coming to work and feeling valued as a member of the family. Full-time employment offers a competitive benefit and healthcare package; and of course, the wine country lifestyle!

OPEN POSITION

The Silver Oak Marketing Team seeks an experienced, digital-first leader who thrives in a fast-paced environment and challenges the status quo. Is passionate about driving sustainable, profitable growth by focusing on the full-funnel consumer journey from awareness to loyalty. A strategic, innovative, problem-solving thinker who can flex between long-term planning and reactive, day-to-day optimizations. Experienced in leading a data-driven, test-and-learn approach across all channels and platforms. A thought leader, growth, and integrated marketing expert who effectively communicates, collaborates, and influences.

This role is critical and instrumental in enabling the growth of Silver Oak Wine Cellars' portfolio of brands. The Digital Growth Marketing Lead will manage one direct report and will report directly to the CMO. This brand-new role in the organization will require a performance-oriented leader who can build strategy and vision while also executing a fast-paced growth plan. This position is regular full-time, benefit eligible. This is a salaried exempt position that will work either hybrid from our Oakville, CA office or remote.

KEY RESPONSIBILITIES:

1. Work closely with the CMO and other company functions to lead an integrated marketing approach to brand building and customer acquisition to drive business results.
2. Manage the development and execution of the brands’ overall digital marketing strategy, aligning with the overall business and marketing goals.
3. Responsible for revenue-driving activities across the following channels: Social, email/SMS, ratings & reviews, affiliates, promotions, third-party e-commerce platforms, and paid advertising for Silver Oak, Twomey, OVID, Timeless, and Prince Hill brands.
4. Owner of the full-funnel traffic from acquisition to retention, including lead generation campaign, testing plan to drive traffic to the website, conversion optimization, email & SMS campaigns, ratings & reviews, influencers, and other digital media platforms.
5. Drive the consumer-first strategy, execution, and expansion of paid customer acquisition.
6. Optimize existing channel performance and identify new messaging, targeting, and capability opportunities across all paid channels, including paid search, paid social, display, video, shopping, e-mail, OTT, and audio/podcast.
7. Oversee and manage acquisition campaigns, leading the end-to-end process from concept to activation, measurement, and optimization.
8. Develop an omnichannel strategy and push the boundaries to maximize impact and attain revenue and visitation goals, driving efficient performance metrics without sacrificing brand or long-term growth.
9. Manage monthly paid ad budget through bottoms-up forecasting & drive re-allocations/optimizations to deliver revenue and acquisition & retention goals.
10. Work collaboratively with Tasting Room and Customer Care teams to develop compelling tactical campaigns to drive DTC business goals.
11. Provide creative solutions to optimize KPI metrics, including net sales, LTV, AOV, ROAS, to CAC.
12. Work closely with the IT team to evolve the brand websites with an external agency.
13. Lead internal and external teams in creating and implementing robust experiments and testing plans for audiences, copy, creative, landing pages, etc., that create seamless user journeys and drive conversions and other key metrics improvements.
14. Work with the Creative team on comprehensive briefs, ensuring requests are aligned with media and testing plans, campaign goals, and best practices.
15. Partner and collaborate with Media Partner reps (Facebook / Google / TikTok) to mitigate/resolve issues, identify new tests for implementation, identify beta opportunities, and fully utilize all the platform's capabilities.

LEADERSHIP RESPONSIBILITIES:

1. Manages and provides leadership to the Marketing Team. Directly supervises the Email Marketing Specialist.
2. Builds a high-performing, motivated, engaged, goal-oriented team that provides exceptional service to internal and external customers.
3. Defines clear expectations and levels of accountability for the team. Assigns responsibilities, empowers others, delegates, removes obstacles, allows for and contributes needed resources and monitors progress.
4. Manages the team’s performance on an ongoing basis, providing timely feedback and coaching. Provides opportunities for growth and development. Documents performance via the company’s performance management program.
5. Demonstrates leadership through sound business decisions, high ethical standards, accountability, values, and behavior. Builds trust within their teams and other departments.

QUALIFICATIONS:

1. At least 8-10 years of experience leading lifecycle, CRM, and/or Engagement/Loyalty Marketing programs across email, social, notifications, and other digital avenues, preferably in B2B and B2C.
2. Experience in the alcoholic beverage industry is preferred but not a must.
3. Management experience overseeing a team of managers and individual contributors is preferred.
4. Proven track record of providing forward-thinking ideas to maintain strong growth in new and existing channels.
5. Proven analytical ability to digest data, build reports, and derive tactical and strategic insights.
6. Exceptional attention to detail and excellent written and oral communication skills.
7. Comfortable working in a fast-paced environment and pivoting quickly when needed.

PHYSICAL/MENTAL REQUIREMENTS:

1. While performing the duties of this job, the employee is frequently required to do the following:
2. Perform some repetitive motion activities.
3. Sit for long periods of time.
4. Coordinate multiple tasks simultaneously.

WORK ENVIRONMENT:

Busy and distractive open office atmosphere, when in the office. The above reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

Silver Oak is a leading producer of food-friendly Cabernet Sauvignon aged exclusively in American oak. Established in 1972, Silver Oak is still owned and operated by the Duncan family, who also founded Twomey Cellars in 1999.