Digital Marketing Brand Manager

Job Summary:

Leads the end-to-end digital member journey, CRM ecosystem, and marketing infrastructure to drive scalable, high-quality growth while preserving PMW’s understated luxury brand. Responsible for lifecycle marketing strategy across email, SMS, and on-site experiences—advancing segmentation, personalization, and automation to increase conversion and lifetime value. Partners cross-functionally to elevate data quality, translating insights into optimized campaigns and frictionless digital touchpoints. Oversees campaign operations, asset workflows, and KPI reporting, ensuring brand consistency, operational cadence and rigor, and premium member experience across all channels.

Supervisory Responsibilities: None

Duties/Responsibilities:

Digital: Data + Member Lifecycle (75%)

· Manage digital strategy, in collaboration with teams to drive new signups and achieve the annual growth goal.

· SEO & discoverability (understated): brand-protective content architecture, structured data, vineyard/estate experience pages, high-intent search capture, optimize journal entries

· AI agent enablement: prompt/guardrail creation, segment messaging playbooks by generation/engagement, quality assurance for brand tone

· CRM data management: support hygiene, fields, segmentation rules, tagging (referrals/source), suppression logic, inform best practices to maintain and optimize

· Lifecycle & journey maintenance, automation and total engagement: welcome/onboarding, release flows, allocation reminders, lapsed re-engagement, post-visit, referrals, gifting, post-purchase, gifting, library offers, new product introductions – across email, SMS.

· Order friction reduction: UX improvements with digital partners; simplify paths, explore saved preferences, concierge opportunities - “white-glove” online experience

· Analytics & reporting: dashboard requirements, KPI definitions, weekly performance readouts; “insight briefs” to DTC/Hosp/Wholesale/Events across systems.

· Conversion optimization: reorder paths, allocation UX, cart recovery, content/offer framing

Brand Operations, Analytics + Experimentation (15%)

· Accountability for KPI framework + weekly growth readout to achieve measured goals

· Databricks dashboard requirements + “insight briefs” for DTC/Hosp/Wholesale/Events

· Testing roadmap: segment & logic, personalized CTA and message, timing, onsite experience, source prompts for signups

· Brand tone guardrails for customer journey across all touchpoints

· Light copywriting + editing for brand consistency

· Own process documentation & logistics, while collaborating with teams:

o Event selection framework, registration & general support

o Asset request / approval workflow (self-serve systems)

o Event calendars / execution checklists

Admin (10%)

● Donations workflow, QR codes, Media trackers, Event menus & order forms, Additional as needed.

Required Skills/Abilities:

● Excellent interpersonal and customer service skills.

● Excellent verbal and written communication skills.

● High level of professionalism and attention to detail.

● Expertise in building, nurturing, and maintaining long-term clients.

● Ability to work in a fast-paced environment while maintaining poise and excellent service standards.

● Ability to communicate and work across departments.

● Team player with a positive and collaborative attitude.

Education and Experience:

● 3+ years of experience in marketing, emphasis in Digital.

● Degree or certification in Digital Marketing or related fields.

● Experience with luxury wine or other luxury consumer goods industry.

● Proven experience in sales and customer relationships & journey management.

● Proficient in Canva, Campaign Monitor, Microsoft Teams & Office, Optimization platforms and cloud-based software and digital asset management systems.

● Proficient in data warehouse environments, AI Agent application, and analytics programs.

● Experience with winery-specific eCommerce/CRM platforms.

Physical Requirements:

● Ability to sit for extended periods while working on a computer or phone.

● Proficient in typing and data entry with frequent use of a keyboard.

● Ability to lift and carry up to 20-25 lbs occasionally.

● Ability to reach, bend, and twist for filing, organizing documents, or accessing office supplies.