Demand Generation Manager

In spring of 1996, Bill & Carol Foley purchased 1,000 acres of lush and fertile earth within the then relatively unknown Sta. Rita Hills region of Santa Barbara County. Their plan – produce hand-crafted Chardonnay and Pinot Noir that reflected the best of California’s Central Coast. Named for their two daughters – Lindsey & Courtney – Lincourt Vineyards was born, and with it, the beginning of Foley Family Wines & Spirits. 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. 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 Excellent verbal and written communication skills Possess excellent critical thinking skills; the ability to “read between the lines” Proficiency with Microsoft Office Suite required 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! 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