Demand Generation Manager

Jay Knows Networking; Santa Rosa (CA); Hybrid; USD 80,000 - 100,000; Full time

Job summary

Jay Knows Networking in Santa Rosa, California is seeking a Demand Generation Manager. This hybrid role involves driving qualified demand across direct‑to‑consumer channels for Foley Family Wines & Spirits brands.

The ideal candidate will coordinate marketing initiatives, optimize budgets, and analyze performance metrics. A Bachelor's degree in marketing or a related field and significant experience in demand generation is preferred.

Qualifications

• 4–8+ years of demand generation, growth marketing, or performance marketing experience.
• Experience managing paid media agencies and significant media budgets.
• Strong understanding of digital acquisition strategy.

Responsibilities

• Drive qualified demand across direct-to-consumer channels.
• Coordinate integrated marketing initiatives to improve brand visibility.
• Optimize paid media budget allocation across multiple brands.

Skills

Excellent verbal and written communication skills

Strong analytical mindset

Experience managing paid media agencies

4–8+ years of demand generation experience

Proficiency with Microsoft Office Suite

Education

Bachelor’s degree in marketing or related field

Tools

Paid search strategy

Paid social strategy

Job description

Demand Generation Manager

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.

Hybrid role: remote optional, Tues – Thursday onsite.

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.
• 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 & Abilities

• Must be at least 21 years of age.
• Excellent verbal and written communication skills.
• Excellent critical thinking skills; ability to “read between the lines.”
• Proficiency with Microsoft Office Suite.
• 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.