Demand Generation Manager

Jay Knows Networking; Dundee (OR); Hybrid; USD 90,000 - 140,000; Full time

Benefits offered by this job

Hybrid work schedule

Job summary

Foley Family Wines & Spirits seeks a Demand Generation Manager to drive qualified demand across its DTC brands. You will own enterprise promotional strategy, paid media investment, database growth, and customer acquisition performance.

This role requires strong media fluency, data‑driven decision making, and the ability to balance luxury branding with measurable acquisition results across channels.

Qualifications

• Minimum 4–8+ years in demand generation, growth marketing, or performance marketing.
• Experience managing paid media agencies and significant media budgets.
• Strong understanding of CAC, ROAS, CPL, and attribution modeling.
• Experience in direct-to-consumer wine, beverage or luxury brands preferred.

Responsibilities

• Lead enterprise paid media strategy across multiple brands.
• Develop and execute growth plans for website traffic, visitation, and data growth.
• Balance luxury brand positioning with acquisition performance targets.
• Own reporting cadence and optimize CAC, ROAS, CPL, and media ROI.
• Collaborate with agencies and internal teams on creative, offers, and calendars.
• Translate performance insights into scalable growth actions.

Skills

Demand generation

Growth marketing

Paid media

Agency management

Analytics

Budget management

Digital marketing

Multi-brand marketing

Data-driven decisions

Project management

Education

Bachelor's degree in marketing or related field

Equivalent professional experience

Tools

Microsoft Office

Job description

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. **

Requirements

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.

Essential Duties And Responsibilities

• 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 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
• Must have excellent verbal and written communication skills
• Must possess excellent critical thinking skills; the ability to “read between the lines”
• Proficiency with Microsoft Office Suite required
• Must have 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! You Have Purple Teeth!