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.

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…