Demand Generation Manager

Description

The History of Foley Family Wines & Spirits

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.

In the 25 years since, Foley Family Wines & Spirits has grown into one of the world’s largest producers of fine wine, adding some of the industry’s most valuable wineries, located in the most recognized winemaking regions, including Napa, Sonoma, the Pacific Northwest, and New Zealand. Today, the Foley Family Wines & Spirits portfolio boasts a number of the most-celebrated names in wine, including Chalk Hill Estate, Chalone, Ferrari-Carano, and Sebastiani.

** This is a hybrid role. Tues - Thursday onsite, M & F remote optional. **

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
• 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…