Benchmark Consulting

Director Digital Sales and Marketing - Confidential Napa Winery

Napa, CA - Full Time

The Manager, E-Commerce leads Digital technology development and implementation and will own the digital strategy to drive the long-term, profitable growth of all winery products across all digital channels.

Position Title: Director Digital Sales and Marketing ( DDSM )

Reports to: CFO/COO

Position Summary

Procures and manages digital advertising in collaboration with the marketing team.  Pioneers new digital services to drive sales. 

Works closely with existing DTC sales team to enhance & assist in development of this channel and ensure consistent brand messaging across all channels. 

Champions digital sales culture throughout the company.

Embraces the opportunity to support the business success of the company by using effective strategies in all marketing and brand plans

The Manager of E-commerce will be responsible for developing and driving digital marketing and sales activity into revenue, data, and insights.

You will own the campaign process from start to finish and be responsible for delivering annual margin and revenue results.

Ensure a consistent brand message and positioning is in place and enhance the winery in general in the market place to assist with sales across all channels – a demand generator. 

Key Responsibilities

Full-spectrum E-commerce campaigns management for the winery:

  • Align marketing technology with business goals
  • Digital marketing, e-commerce strategy, data segmentation and analysis, ROI reporting, budgeting, and forecasting
  • Work with the Sales Analyst to track sales, identify key trends, and maximize opportunities to achieve growth and profitability of the E-commerce business.
  • Partner and work collaboratively with teams across areas of brand strategy, site UX, and planning
  • Ensure ongoing update of website content through a content calendar and digital marketing initiatives (landing pages, homepage banners, APP notifications, social campaigns)
  • E-commerce execution, customer segmentation, and custom campaigns
  • Stay up to date with continued analysis of the winery and industry trends including regional growth, YOY trends, and forecasted growth.
  • Design and implement digital strategies and plans for all brands
  • Evaluate and select technology providers
  • Provide analytical support to define and develop new digital strategies
  • Lead the winery with new trends in technology with special attention to the wine industry.
  • Recommend and develop strategies to drive internet sales.
  • Oversee ongoing updating of website to keep content fresh and accurate to increase traffic and repeat visits.
  • Partner with the communications team for dynamic social media interactions with customers
  • Optimize customer relationship management in partnership with Hospitality Team
  • Optimize search engine rankings
  • Create and implement web advertising in consultation consistent with goals.
  • Develop and design targeted e-marketing campaigns as appropriate.
  • Serve as a liaison between marketing and IT.
  • Inventory, pricing, promotion, product selection, bundle creation, merchandising online, email execution.
  • B2B and B2C multi-channel campaigns, mobile app platforms


  • Proven track record in successful product management and marketing, preferably in the wine industry
  • Knowledge of digital marketing best practices generally and specifically in the luxury wine market.
  • 3-5-year proven work experience in digital marketing, online retail and E-commerce sales.
  • Leadership in digital solution development, design, and digital service oriented architecture to include mobile platforms and social media.
  • Bachelor’s Degree in marketing or related field a plus.
  • Full understanding of Ecommerce platforms. (Product detail pages, cart, receipts)
  • Strong project management skills with the ability to work effectively in a fast-paced, deadline, and metrics-driven environment.
  • Intermediate to expert knowledge in Google Analytics preferred.
  • Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Success Factors/Job Competencies

  • Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
  • Customer Focus: Is dedicated to meeting the expectations and requirements of customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind.
  • Creativity:  Frequently comes up with new and unique ideas; easily connects unrelated concepts; tends to be seen as original and value-added in brainstorming settings.
  • Interpersonal Skills: Relates well to all kinds of people inside and outside the organization; builds appropriate rapport; develops constructive and effective relationships; uses diplomacy and tact; can diffuse high-tension situations comfortably.
  • Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improve; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
  • Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
  • Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
Apply: Director Digital Sales and Marketing - Confidential Napa Winery
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