Director of E-Commerce II Digital Performance Manager

Wine Train; Napa (CA); On-site; USD 150,000 - 210,000; Full time

Benefits offered by this job

PTO 10 days

401K match

Holiday pay

Birthday pay

Flexible schedule

Job summary

Napa Valley Wine Train is seeking an experienced Director of E-Commerce to own online revenue, partnerships, and the direct-booking experience. You will manage WordPress, SEO, paid search, and analytics, aligning vendor work with revenue goals and guest experiences.

Lead a cross-functional team and external partners to optimize the booking journey, promotions, and merchandising while driving CRO, UX improvements, and data-driven decisions across the site and booking engine.

Qualifications

• 6+ years of experience in eCommerce or digital marketing with at least 3 years ownership of direct revenue.
• Expert WordPress proficiency with HTML, CSS, and basic PHP for troubleshooting.
• Expert Google Search Console proficiency for indexing and performance.
• Experience managing multiple digital marketing agencies and vendors with accountability.
• Expert Google Ads with campaign development and Performance Max.
• Advanced GA4 and Google Tag Manager knowledge for tracking and measurement.
• Deep technical SEO expertise: site architecture, internal linking, structured data.
• Proven CRO with data‑driven testing and analytics.
• Strong financial and vendor management, budgeting, and leadership communication.

Responsibilities

• Own the eCommerce vendor relationships including website development and paid media.
• Lead organic search strategy using Google Search Console for indexing and performance.
• Manage booking feeds (Things to Do, Reserve with Google, Apple/Bing) for direct bookings.
• Collaborate with Retail and Wine Club on catalog, merchandising, pricing, and promotions.
• Oversee GA4/GTMs and conversion tracking across site, booking engine, and ads.
• Drive CRO with structured testing and data‑driven decisions.

Job description

Description

WE ARE

Work in Paradise! Join the team of the Napa Valley Wine Train. This historic, luxury, and iconic experience has been a staple in Napa’s Wine Country for over 30 years.

OUR CULTURE | Individual Distinction, Collective Soul

At Noble House Hotels & Resorts, we emphasize location, distinction, and soul. Our properties are not “one‑size‑fits‑all,” and neither are our team members. What makes us unique is our people. We are individuals united by a shared passion for hospitality. We let our personalities shine, celebrate one another’s strengths, and make work fun. On the Napa Valley Wine Train, adventure is always on the menu—whether it’s our legendary excursions, seasonal experiences, or private events, there’s always something new to discover.

A Day in the Life:

As Director of E-Commerce, you will serve as the primary day-to-day owner of eCommerce vendor relationships, including website development, SEO/GEO, paid search, paid social, analytics, and other digital marketing partners. Ensure all vendors operate as an integrated team aligned with Napa Valley Wine Train's revenue, conversion, and direct‑booking objectives. Own the performance and continuous improvement of the WordPress website and booking journey, directing website development partners on technical execution while personally managing content, merchandising, conversion priorities, and quality assurance as appropriate.

Lead organic search strategy using Google Search Console as the primary source of truth: indexing, query and page performance, technical issues, and recovery from algorithm or site changes.

Own Google Things to Do and other booking feeds like Apple Maps and Bing Places, ensuring direct booking links are live, accurate, and prioritised.

Partner with DIR of Retail on the online wine shop and Wine Club on the eCommerce platform: catalog, merchandising, pricing, promotions, checkout, and payment processing.

Own GA4, Google Tag Manager, and conversion tracking across the site, booking engine, and ad platforms.

Requirements

Required qualifications

• 6+ years of experience in eCommerce, digital marketing, or growth marketing, including at least 3 years of direct revenue ownership for a transactional website or direct‑booking platform.
• Expert-level WordPress proficiency, including page development, theme and plugin management, website performance optimisation, and working knowledge of HTML, CSS, and basic PHP to independently troubleshoot and resolve common technical issues.
• Expert-level Google Search Console proficiency, including diagnosing indexing and crawl issues, analysing search query and page‑level performance, and developing and executing strategies to recover organic traffic declines.
• Proven experience managing multiple digital marketing agencies and technical vendors, with the analytical ability to independently audit performance, identify gaps, hold partners accountable to contractual commitments, and translate vendor activities into measurable business and revenue growth.
• Expert-level Google Ads experience, including hands‑on campaign development and management, bidding strategies, audience and keyword targeting, and Performance Max campaigns, with a demonstrated track record of driving profitable non‑brand acquisition.
• Advanced knowledge of GA4 and Google Tag Manager, including event and conversion tracking implementation, measurement strategy, and cross‑domain tracking integrations with third‑party booking engines.
• Deep technical SEO expertise, including website architecture, internal linking strategies, structured data, page speed optimisation, and website migrations.
• Demonstrated success in conversion rate optimisation (CRO), with measurable results driven by structured testing, analytics, and data‑informed decision‑making.
• Strong financial and vendor management capabilities, including budget oversight, agency performance management, and the ability to communicate marketing performance, business impact, and strategic recommendations to senior leadership.

Preferred Qualifications

• Experience in tours, attractions, experiences, hospitality, or travel eCommerce, particularly businesses with timed‑entry, reservation‑based, or capacity‑constrained inventory.
• Experience managing and optimising Google Things to Do, Reserve with Google, and similar booking and distribution feeds.
• Experience optimising digital merchandising, visibility, and conversion across third‑party travel, tourism, and experience marketplaces, including providing data‑driven recommendations to support sales and distribution strategies.
• Familiarity with Generative Engine Optimisation (GEO), including structuring website content and data to improve brand visibility, recommendations, and citations across AI‑powered search and discovery platforms.
• Experience with online reservation, ticketing, and booking platforms, including integrations with analytics, advertising, and marketing technology platforms.
• Experience managing additional paid media channels, including Meta Ads, Microsoft Ads, and programme‑matic or connected TV campaigns targeting destination and travel audiences.
• Experience with Looker Studio, BigQuery, or comparable business intelligence tools to develop dashboards, automate reporting, and enable self‑service performance analysis.
• Current Google Ads and Google Analytics 4 certifications.

Offer & Benefits

In return, our full‑time team members are offered affordable benefits for medical, dental, vision, etc. 10 days of accrued PTO annually, matching 401K, Holiday pay, associate birthday pay and the opportunity to work in paradise as a part of a great team in a place where you can be proud. We offer a flexible schedule to fit our mutual needs; please expect some weekend and evening availability for various business needs.

At Napa Valley Wine Train, we take pride in supporting our initiatives towards Diversity, Equity, Inclusion and Accessibility. We have established a hotel committee to bring together a variety of thoughts, perspectives, and expressions – and we would love for you to share yours with the team!

Noble House Hotels & Resorts are proud to encourage and support an environment where everyone can be a successful team member (come as they are) as their true authentic self. We are an equal opportunity workplace and employer that does not discriminate based on race, colour, disability, gender/sex, sexual orientation, religion, national origin, age, veteran status, or any other protected status. We are committed to building a team (rooted in family) and a workplace where we are all able to be successful based solely on our individual qualifications, experience, abilities and job performance.